Mayor Lurie Celebrates Visitors Coming Back To San Francisco In Record Numbers

SAN FRANCISCO – Mayor Daniel Lurie today celebrated new data from the San Francisco Travel Association (SF Travel) showing that visitor spending in 2026 is expected to surpass the city’s pre-pandemic record, part of the city’s second consecutive year of tourism growth. Large events and conventions are major drivers of the tourism growth: Building on a successful Super Bowl in February, San Francisco hotels are expected to see a 69% increase since 2024 in occupancy specifically from conferences at Moscone Center. The data comes from SF Travel’s 2026 tourism forecast and 2025 visitor impact results.

The progress bringing visitors back to San Francisco continues Mayor Lurie’s work to accelerate San Francisco’s economic recovery. The mayor recently returned from a visit to China and South Korea, where he celebrated San Francisco’s sister city relationships and encouraged tourism to the city. In Shanghai, he partnered with the San Francisco International Airport (SFO) to promote air travel between Shanghai and San Francisco. Earlier this year, the city welcomed hundreds of thousands of visitors for a successful, safe Super Bowl week that brought hundreds of millions of dollars of economic impact to our city.

“San Francisco is a city on the rise. We welcomed hundreds of thousands of visitors for a safe and successful Super Bowl week that generated hundreds of millions of dollars in economic impact, and we are continuing to build on that momentum,” said Mayor Lurie. “When visitors come to San Francisco, our entire city benefits, from busier hotels and restaurants to more jobs and stronger small businesses, and we continue to drive our economic recovery.”

SF Travel’s projections show San Francisco is expected to welcome 24.2 million visitors in 2026, with visitor spending reaching $9.9 billion, exceeding the city’s 2019 record of $9.6 billion. In 2025, San Francisco welcomed 23.7 million visitors who spent $9.4 billion, generating $655 million in tax revenue for the city and supporting 63,900 jobs across hotels, restaurants, retail, and cultural institutions.

In 2025, tourism generated $655 million in tax revenue for the city’s General Fund—equivalent to $778 in tax relief per San Francisco resident, representing a $50 million increase from 2024.

“The convention pipeline is doing what we built it to do. Thirty-eight events at Moscone Center this year, RevPAR growing nearly 8% on top of last year’s 14% gain—this is what recovery looks like. And it translates directly into tax revenue that funds city services for every San Franciscan,” said Anna Marie Presutti, SF Travel President and CEO. “Super Bowl 60 and the FIFA World Cup bring visitors who spend well beyond the events and put San Francisco on the world stage. They give us the opportunity to showcase our city to a global audience and create a sense of connection with attendees and viewers across the world.”

2026 Forecast highlights include:

• Visitor volume: 24.2 million
• Visitor spending: $9.9 billion
• Hotel occupancy: 69%
• Average daily rate: $257.81
• Revenue per available room: $177.85, up 7.9% year-over-year
• Moscone Center events: 38, generating 674,000 hotel room nights

From 25 events and 399,000 room nights in 2024, Moscone Center grew to 34 events and 635,000 room nights in 2025—a 59% increase in room nights year-over-year. In 2026, 38 scheduled events are expected to generate more than 674,000 room nights, a further 6% gain and a 69% increase since 2024.
Data from Tourism Economics forecasts growth in international travel, with overnight international visitation to San Francisco expected to grow by 4.5% to 2.3 million in 2026, up from 2.2 million in 2025, and international visitor spending projected to rise 5.8% to $5.2 billion. San Francisco’s top five international source markets are Mexico, the United Kingdom, China, Canada, and India.

Tourism-supported employment reached 63,900 jobs in 2025, up from 62,000 in 2024. Sixty percent of visitor dollars are spent outside of hotels—in restaurants, retail, arts institutions, and neighborhood businesses across the city.

“Hospitality is essential to the economic vitality of San Francisco. As visitation numbers continue to improve, the benefits ripple far beyond hotels, strengthening the city’s tax base and supporting the public services our communities rely on. For every $100 spent in hotels, more than $200 is spent in local small businesses and restaurants, underscoring how deeply connected our industry is to the broader local economy,” said Alex Bastian, Hotel Council of San Francisco CEO. “We extend our sincere thanks to Mayor Lurie and his team for all they have done. Without their efforts, this progress would not be possible. Let’s keep pushing forward, and as our mayor says best: Let’s go, San Francisco!”

“We are thrilled to see our visitor and tourism spend surpassing 2019 levels!” said Laurie Thomas, Golden Gate Restaurant Association Executive Director. “With the World Cup and other major events still to come in 2026, we are hopeful that this summer and fall will bring more customers to our restaurants, bars, and cafes to experience our vibrant and exciting food culture. We know visitors from across the globe will see that San Francisco remains a premier destination for leisure and business travel.”

2025 Results Highlights:

• Visitor volume: 23.7 million
• Visitor spending: $9.4 billion
• Hotel occupancy: 67.2%
• Average daily rate: $245.38
• Revenue per available room: $164.85, up 14.4% from 2024
• Moscone Center: 34 events, generating 635,227 room nights, up 59% from 2024
• Tax revenue generated: $655 million
• Jobs supported: 63,900

San Francisco International Airport served more than 54.5 million passengers in 2025, a 4.3% increase over 2024. New routes added in 2025 include San José, Costa Rica, Adelaide, Australia, and Terceira in the Azores, expanding international access. SFO offers nonstop service to over 140 destinations, including more than 80 domestic and over 60 international locations.