The vast majority of visitors to San Diego (nearly 90%) come for leisure purposes, however, the average length of stay is shorter than other neighboring Southern California cities. San Diego must provide a robust leisure product that includes attractions, theme parks, resorts, night life, large-scale events and cultural richness. Such dynamic elements must be prioritized in order to increase global awareness of San Diego and keep its offerings fresh and competitive.

Year 1 Activated Goal

Secured $1 million in incremental funding to market to leisure tourists in the Los Angeles Market

San Diego Lifestyle

San Diego Pride
Liberty Station
Chicano Park
Performing Arts Festival, photo by Chris Keeney
Lake Murray
Torrey Pines Golf Course
La Jolla Cove
Adams Avenue Artwalk
Waterfront Park
San Diego Beer Week

San Diego Industry Research

Industry Research


Stay in San Diego



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