San Diego tourism authority projects 34 million visitors and $16 billion in spending this year

The San Diego tourism sector is moving past a period of stagnation. The San Diego Tourism Authority now projects that nearly 34 million people will visit the city by the end of 2026.

That total represents an increase of roughly one million visitors compared to the 32.4 million recorded last year. Kerri Kapich, the authority’s Chief Operating Officer, stated that the current recovery is the primary goal for the region.

Kapich attributed last year’s flat numbers to the state of the economy and the final stages of the post-pandemic adjustment period. The authority expects these 34 million visitors to generate approximately $16 billion in spending across the San Diego area.

Tourism remains a central pillar of the local economy. Kapich noted that one in eight people in the region works in the tourism sector. She described the industry as a vital source of tax revenue for the city.

Major events are driving part of the current visitor count. Summer draws such as Comic-Con and NASCAR events have brought large crowds to the city. The authority is also implementing year-round initiatives to maintain attendance outside of peak seasons.

In October, the authority offered a program that allowed children to enter attractions for free. Kapich said the initiative is designed to make the city more affordable for families. The organization also launched a new marketing campaign called Eternal Optimist to attract additional visitors this year.

Officials are already planning for the next cycle. With TED Talks scheduled for San Diego and new programs in development, the authority anticipates continued growth in visitor numbers in 2027.