The San Diego Tourism Marketing District has allocated $50.47 million for tourism in the 2026 fiscal year.
The district said that the funds are expected to drive 6.8 million stays at hotels in San Diego. This is an increase from the projected 5.9 million stays last year, despite a $2 million dollar decrease from the record-high funding allocation in 2024.
Board Chair Richard Bartell said in a statement that the nonprofit is ensuring “ongoing and consistent investments” in their hotels.
The majority of the funding is allocated to the San Diego Tourism Authority, which will receive more than $47.9 million to support marketing programs throughout the year.
Sports San Diego will receive $1.76 million to market events such as the Holiday Bowl, California State Games and the Rady Children’s Invitational.
Another $1.6 million will be split to support a myriad of returning events, including Mission Bayfest, the U.S. Police and Fire Championships, San Diego Bayfair and Youth Tennis San Diego.
The district’s funding comes from an assessment on room nights for visitors in San Diego hotels with 70 or more rooms. According to officials, it’s estimated that every dollar invested in tourism marketing generates a return of $31 to $34 in hotel room night revenue.
The grants for this upcoming year are projected to generate over $1.47 billion in room night revenue as well as $155 million in transient occupancy tax, which helps fund city services.
Event organizers can submit grant requests in November for the next fiscal year.
“The City of San Diego will once again host a vibrant lineup of beloved returning events, as well as new experiences, to welcome visitors and provide more opportunities to explore our rich culture and unmatched hospitality,” Bartell said.
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