“People always say it’s the beauty of the pacific, the weather, or the friendly people. I say it’s all the above that makes San Diego the perfect place to do business, find new collaborators and continually inspire innovation.” TONY HAWK PROFESSIONAL SKATEBOADER
W
hy do so many people choose to build
their business in San Diego? For the same reasons people choose to live here and travel here: The beauty of the destination, the friendly people and the openness to pursue your dreams. San Diego is a place where people want to be. It welcomes the new, the motivated and the energetic. It is a place of possibilities and collaboration. There is a rich tradition of innovation and incubation that drives a diverse economy from Research/ Technology to Military to Tourism to Agriculture to Maritime. With a talented workforce, global access, supportive infrastructure and desirable lifestyle, San Diego is the envy of cities around the world. San Diego’s cultural and economic ties with Mexico have created a vivacious city of cultural contrasts and activities for all. The Cali-Baja spirit is combined with a supportive attitude and a California “dream big” vision. As a result, San Diego exports a unique perspective, inspired thinking and artisanal evolution that put our city on the global map.
Mission
To drive visitor demand to economically benefit the San Diego region. Vision
Leading San Diego to be the most desirable destination. Total Economic Impact (Billions)
$18.7
Direct Economic Impact (Billions)
$8.4
San Diegans Employed (Thousands)
$410
Total Tax Revenues (Millions)
165
SAN DIEGO TOURISM AUTHORITY ANNUAL REPORT
TO OUR STAKEHOLDERS
T
his year, the San Diego Tourism Authority
San Diego’s inspired setting has created a
celebrates its 60th anniversary. While
place of incubation and discovery. Locals
incorporated in 1954 as a private, not-for-
recognize the value of the San Diego brand,
profit 501(c) corporation, the organization’s
the importance of the tourism economy and
roots actually date back much further to
want to support the city they love.
1919 when O. W. Cotton organized the San
At the San Diego Tourism Authority, we’ve
Diego-California Club to promote San Diego.
seen that our programs have the ability to
Over the years, civic leaders joined together
unite communities while promoting San Diego
in a variety of programs including Joseph
on a global stage. We have a long history
E. Dryer’s 1936 “heaven on Earth” Club to
of bringing together diverse businesses
promote convention and leisure travel all
and building collaborations that deliver
under the umbrella of boosting the public
results. From innovative cultural programs to
interest and ensuring cooperation. Those who
advocating for new tourism infrastructure to
joined were recognized as ambassadors of
championing artisanal products to securing
goodwill and hospitality for San Diego.
new air service, the SDTA is here to serve
Today, we are once again seeking
the public interest and champion our tourism
ambassadors for San Diego. Our challenges
economy.
over this past year were great, but through
As the voice and engine for San Diego
strong leadership and cooperation San Diego
tourism, we are committed to growing the
turned the corner and has now entered a new
tourism economy while further engaging the
era of opportunity and possibility.
local community. We pledge our continued
San Diegans are our greatest brand
focus on delivering more visitors, more
ambassadors. They are proud to live here
economic benefit, more jobs and more
and work here. They embody the best of the
recognition for our great destination. We look
California “dream big” spirit and enjoy our San
forward to working with you, our investors and
Diego lifestyle to the fullest.
partners, in ensuring San Diego’s success.
KEVIN KONOPASEK
JOE TERZI
CHAIRMAN OF THE BOARD
PRESIDENT AND CEO