Experience San Diego

Significant, sustained tourism growth doesn’t ride down on sunbeams.

It requires bold goals and aspirations; a clear-eyed assessment of strengths and weaknesses,
needs and gaps; and a smart, new visionary set of strategic priorities and directives designed to succeed.

Experience San Diego will not only conceptualize San Diego’s tourism aspirations, it will make them a reality.

In The News

San Diego spending $1M to lure Chinese visitors

As the all-important spring and summer travel season approaches, San Diego is launching a $15 million advertising initiative, but this year there’s a relatively new player in the mix: China. Read More »

San Diego’s next tourism craze: medicine

For decades, San Diego has traded on its reputation for year-round sun, a captivating coastline and family-friendly attractions to woo tourists, but enticing visitors with the promise of life-saving treatments by acclaimed physicians and hospitals has never been offered up before as a selling point. Until now. Read More »

Top 10: California’s most popular attractions

When USA Today’s 10Best editors set out to choose California’s best attractions, they did so with some help. First they corralled nearly a dozen travel experts from newspapers and travel blogs, then they put their panel’s top 20 picks to a popular vote, inviting readers to weigh in. Read More »

Press Release: City of San Diego’s First Master Plan for Tourism

The first destination master plan in the history of San Diego has been activated and trademarked as “Experience San Diego Destination 2040.” Read More »


San Diego as a Compelling Destination

New leisure assets, expand meeting and convention tourism


Visitor Spending

Longer stays mean more visitor spending to benefit the local economy


Quality of Life for All San Diegans

Partner with organizations throughout the San Diego community to enhance quality of life