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, Experience San Diego
The City of San Diego, Experience San Diego
Manpower, Experience San Diego
Ocean Park Inn, Experience San Diego
Port of San Diego, Experience San Diego
San Diego Convention Center, Experience San Diego
San Diego International Airport, Experience San Diego
San Diego Hotel - Motel Association, Experience San Diego
San Diego Regional Chamber, Experience San Diego
SDREDC, Experience San Diego
SDSU, Experience San Diego
San Diego Convention & Visitors Bureau, Experience San Diego
SDTMD, Experience San Diego
Westin, Experience San Diego
Downtown San Diego Partnership, Experience San Diego

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