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

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