San Francisco Travel Association, the official destination marketing organisation for the City and County of San Francisco, has released its latest 2024 and 2025 Visitor and Lodging Forecast which demonstrates a projected increase in visitors year-on-year.
In 2024, San Francisco expects to welcome 23.22 million visitors, representing a 0.52% increase when compared to 2023 (23.1 million visitors). Visitor spend is projected to inject $9.24/£7.06 billion into the city’s economy this year, marking a 5% increase from 2023, when total visitor spend reached $8.8/£6.72 billion.*
2025 Forecast
San Francisco Travel anticipates further growth in tourism and lodging in 2025, driven by a robust events calendar and increased international leisure travel across the year. Visitor volume
is forecasted to reach 23.9 million in 2025.
The Moscone Center is set to host 29 events, accounting for over 590,000 hotel room nights – a 30% increase compared to 2024.
Conventions are a key economic driver for the city, and with a stronger event calendar, hotel occupancy is forecasted to rise to 64.1% in 2025.
Anna Marie Presutti, San Francisco Travel President and CEO said: “We are on the right track next year, with the return of larger rotational events at the Moscone Center. These will
boost our visitor economy and drive more business to our restaurants, cultural institutions and local businesses.”
“Other bright spots include the major sports events taking place in San Francisco in 2025 and 2026, starting with the NBA All-Star Game in February. High-profile events such as these place
the city on the global stage and will attract sports fans from around the world.
San Francisco Mayor, London Breed said: “As we continue our comeback, we are seeing more positive momentum with an increase in conventions next year, including the incredible news that Dreamforce is staying right where it belongs – here in San Francisco,”
“Next year we will have the NBA All-Star Game, a new WNBA franchise, and other major events that are going to bring more people and excitement here. Our goal is to keep making San
Francisco, including our Downtown, an exciting, beautiful, welcoming and safe City that welcomes visitors back again and again.”
