The San Diego Tourism Authority is celebrating a profitable 2024, receiving a total of 32m visitors and generating $22bn.
At the SDTA’s 70th annual meeting, held on 13 November at the newly-renovated Jacobs Music Center, local tourism industry leaders, stakeholders and officials gathered to discuss the fiscal year’s successes. The SDTA also revealed new data about the most popular attractions and international rankings of the local industry.
The 32m total visitor number represents a 2m increase on 2023. Direct local spending by these visitors came in at $14.6bn – a 2% increase on the previous year. The tourist influx fuelled the hotel industry, with San Diego average hotel occupancy ranking fourth in the USA at 73% in 2024 (ahead of both Los Angeles and San Francisco). The average length of stay was nearly four nights – one night more than pre-pandemic rates.
“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.”
San Diego’s prestige as a destination also garnered national recognition this year, when Condé Nast Traveler’s annual Reader’s Choice Awards ranked San Diego as the number two ‘Best Big City in the US’ for the second consecutive year.
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