The Plan

Experience San Diego Destination 2040

The San Diego 20-Year Destination Master Plan is the product of more than 40 regional tourism and civic leaders, whose expertise encompass everything from hospitality and marketing to economic development and civic governance. These ambassadors devoted hundreds of hours over six months. This unparalleled collaboration included the guidance and insight from a global management consulting firm specializing in developing best practices and strategies designed to reap quantifiable returns. In 2015, the first destination master plan in the history of San Diego was completed.

In 2017, the San Diego 20-Year Destination Master Plan was trademarked as Experience San Diego Destination 2040. A steering committee was convened of 16 tourism, business, government, educators and civic leaders to activate the tenets and best practices for successful destinations as outlined in the final research report. The four initiatives (or pillars of the plan) Branding, Meetings & Conventions, Leisure and Transportation were defined as achievable goals, both short- and long-term. The Experience San Diego Steering Committee’s Declaration for Success is to grow Transient Occupancy Tax (TOT) to $1.3 billion over the next five years (2018-2022) and $948 million per annum by 2040. This revenue stream fuels the City of San Diego’s general fund which can be used for infrastructure, street repair, parks, public safety, homeless services and the environment.


San Diego 20-Year
Destination Master Plan

San Diego 20-Year Master Plan

Prepared for the San Diego Tourism Marketing District.
View the 20-Year Destination Master Plan

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


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