Beach goers line the shore at the famous cove at La Jolla, California, a poular swimming location.
La Jolla, California
Reimagine
San Diego as a Compelling Destination
New leisure assets, expand meeting and convention tourism
Increase
Visitor Spending
Longer stays mean more visitor spending to benefit the local economy
Enhance
Quality of Life for All San Diegans
Partner with organizations throughout the San Diego community to enhance quality of life