Story perspectives

San Diego Tourism Faces Major Decline Amid Visitor Drop

12/1/2025

Summary

Story summary

San Diego's tourism sector faces a sharp decline in international visitation, with Canadian visitors expected to fall from nearly 315,000 to over 270,000 and Chinese visitors dropping from 119,000 in 2019 to 54,370 this year.
Hotel occupancy rates are projected to decline by 2 percentage points in 2025, marking the first drop since 2018.
Local businesses, including hotels and rental services, report decreased revenues and increased competition.
The San Diego Tourism Authority plans an $18 million marketing campaign to boost visitor numbers, focusing on optimism and regional outreach.

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Story summary

San Diego's tourism sector faces a sharp decline in international visitation, with Canadian visitors expected to fall from nearly 315,000 to over 270,000 and Chinese visitors dropping from 119,000 in 2019 to 54,370 this year.
Hotel occupancy rates are projected to decline by 2 percentage points in 2025, marking the first drop since 2018.
Local businesses, including hotels and rental services, report decreased revenues and increased competition.
The San Diego Tourism Authority plans an $18 million marketing campaign to boost visitor numbers, focusing on optimism and regional outreach.