About Us

Experience San Diego Destination 2040 is the City of San Diego’s first destination master plan. This 20-year plan lays out ambitious but attainable strategies to reimagine San Diego as a compelling destination, increase visitor spending, and improve the quality of life for all San Diegans. Our Declaration for Success is to reach $1.3 billion in Transient Occupancy Tax (TOT) over the next five years (2018-2022) and $948 million per annum by 2040. The TOT is a tax on visitor hotel nights. It is these funds which produce a revenue stream that is used for infrastructure, street repair, parks, public safety, homeless services and the environment.


Experience San Diego Steering Committee

Patti Roscoe

Steering Committee Chair

Brian Hughes

San Diego Tourism Marketing District

Phil Blair

Manpower West

Jaymie Bradford

San Diego Regional Chamber of Commerce

Nikia Clarke

San Diego Regional Economic Development Corporation

Joyce Gattas

San Diego State University

Scott Hermes

Westin Hotels & San Diego Tourism Marketing District

Bella Heule

Port of San Diego

Elvin Lai

Ocean Park Inn & San Diego Tourism Marketing District

Kim Becker

San Diego International Airport

Jessica Lawrence

City of San Diego

Namara Mercer

San Diego Hotel-Motel Association

Omar Passons

Law Offices of Omar T. Passons

Clifford Rippetoe

San Diego Convention Center

Joe Terzi

San Diego Tourism Authority

Rita Vandergaw

Port of San Diego

Mari Katherine Urtasun

Downtown San Diego Partnership

Abnormal Beer Co.
The City of San Diego
Ocean Park Inn
Port of San Diego
San Diego Convention Center
San Diego International Airport
San Diego Hotel - Motel Association
San Diego Regional Chamber
San Diego Convention & Visitors Bureau
Downtown San Diego Partnership

20-Year Destination Master Plan Whitepaper

20-Year Destination Master Plan Powerpoint


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