San Diego Welcomes 32 Million Visitors in Record Year

The San Diego Tourism Authority (SDTA) reported that the city received nearly 32 million visitors during fiscal year 2024, marking an increase of 2 million compared to the previous year, according to a press release.

This announcement was made at the SDTA’s 70th Annual Meeting, held on November 13, 2024, at Jacobs Music Center.

Tourism contributed a record $14.6 billion in local spending. The SDTA also noted an average hotel occupancy rate of 73 percent, with occupancy rising to 76 percent in 2024, outperforming other major California cities like Los Angeles 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.”

During the meeting, the SDTA introduced the San Diego Tourism Foundation, a new nonprofit organization focused on creating opportunities for residents and visitors. The Foundation’s mission includes empowering small businesses, supporting workforce development, and promoting sustainable tourism.

“The San Diego Tourism Foundation aims to elevate San Diego as an inclusive destination that is equitable and sustainable for all,” said Theresa Cunningham, SDTA Director of DEI and Community Engagement.

“While the foundation and SDTA share governance and a common mission, the foundation uniquely brings access to new resources that will help diversify and strengthen San Diego. It also supports initiatives like our award-winning Tourism Accelerator. Through these efforts, SDTA is boosting the local economy while making a meaningful impact on the community.”

In fiscal year 2024, San Diego’s tourism sector generated an impressive $22 billion in economic impact, supporting over 1 in 8 jobs in the region. This growth has driven regional economic development, created jobs, and funded vital services that benefit local communities.