San Diego welcomed 32 million visitors in 2024

The San Diego Tourism Authority (SDTA) celebrated a triumphant 2024 fiscal year at its 70th Annual Meeting, held Nov. 13 at the newly renovated Jacobs Music Center. The event drew more than 540 local tourism and hospitality leaders, community stakeholders, and elected officials, as SDTA revealed new data about the economic and visitor attraction successes, positive impacts, as well as new international rankings of the region’s local tourism industry.

In fiscal year 2024, San Diego welcomed an estimated 32 million visitors (2 million increase from FY23) who contributed a record $14.6 billion in direct spending locally (2% increase from FY23). With visitors steadily coming to the San Diego region, local hotels also achieved higher occupancy rates countywide. The average hotel occupancy in FY24 was 73%, ranking fourth in the nation. The average length of stay was nearly four nights, about one night more, on average, than before the pandemic. These hotel stays helped generate $310 million in citywide transient occupancy tax (TOT) revenue, which is used to fund essential services and improve quality of life.

Through September, San Diego hotels have recorded 76% occupancy in 2024, ahead of Los Angeles, Orange County and San Francisco.

“We’re pleased to report strong results for fiscal year 2024, building on last year’s success with more visitors, a higher visitor spend, and best-in-the west hotel occupancy,” said Julie Coker, president and CEO of the San Diego Tourism Authority. “This stand-out performance speaks to San Diego’s appeal as a business and leisure destination, as well as our dedicated tourism community that ensures our visitors have a memorable experience and want to return again and again.”

SDTA also announced the formation of the San Diego Tourism Foundation, a charitable community organization created to expand opportunity for residents and visitors and better equip San Diego’s travel and tourism industry for the future. The Foundation will focus on three key areas: small business empowerment, workforce development, and destination stewardship.

“The San Diego Tourism Foundation aims to elevate San Diego as an inclusive destination that is equitable and sustainable for all,” said SDTA Director of DEI and Community Engagement Theresa Cunningham, who oversees the foundation. “While the foundation and SDTA operate under a related governing body and share a common purpose, the foundation uniquely opens the door to new resources that will sustain our efforts to diversify and strengthen San Diego and support programs like our award-winning Tourism Accelerator. Through this work, SDTA is not only enhancing the local economy but also creating pathways for meaningful community impact.”

San Diego’s bustling tourism in fiscal year 2024 fueled unprecedented regional economic growth, supported quality jobs, and contributed to essential services and well-being of local communities. The total economic impact generated by tourism reached $22 billion and the industry supported more 1 in 8 jobs in San Diego.

San Diego’s reputation as a premier destination for travelers, conventions, and events also garnered national recognition this year. Condé Nast Traveler’s annual Reader’s Choice Awards ranked San Diego as the No. 2 Best Big City in the U.S. for the second consecutive year – surpassing popular cities like Honolulu, New York, San Francisco, and Los Angeles.

San Diego’s success is rooted in its unmatched tourism offerings and hospitality, making it a top U.S. destination. From its natural beauty and outdoor adventures, world-class attractions and captivating art and cultural experiences, to an award-winning diverse culinary scene permeated by the region’s friendly spirit, San Diego leaves a lasting positive impression on travelers and residents alike.