It is the responsibility of SDTMD to ensure that San Diego remains a top visitor destination through funding the San Diego Tourism Authority and a variety of other local tourism promotion initiatives. Collectively, these programs provide a proven and measurable return on investment, averaging above $21 for every $1 invested since 2016. Read about some of our tourism successes below.


San Diego Tourism Authority

Tourism is the third-largest economic driver in San Diego – generating $23.4 billion in regional economic impact in FY 2023, contributing to more than $1 billion in transient occupancy taxes, sales taxes and property taxes to government entities, and supporting more than 200,000 tourism-related jobs in the County.

Holiday Bowl

The Holiday Bowl has been a San Diego institution since 1978 and consistently draws over 50,000 spectators annually, many of them non-locals who travel to San Diego specifically to attend the game, as well as millions of broadcast viewers.

San Diego Bayfair

A San Diego tradition since the 1960s, the annual family-oriented San Diego Bayfair Thunderboats beach festival is marching back toward prominence, thanks in part to its partnership with the SDTMD.

San Diego Bay Wine + Food Festival

The San Diego Bay Wine + Food Festival is one of the nation’s largest culinary events and draws more than 10,000 attendees who stay and spend while in the City of San Diego.

San Diego Crew Classic

The San Diego Crew Classic is the nation’s premier spring rowing event and draws over 400 teams to the region each spring.