San Francisco tourism spending is expected to nearly double in 2022, rising 89% to $6.7 billion from $3.6 billion in 2021, a sign of a
partial economic recovery
as the pandemic has eased.
The forecast from San Francisco Travel, the city’s tourism bureau, follows numerous large events that helped fill hotel rooms and restaurants. Fall events included the 40,000-person
Dreamforce conference, the biggest since the start of the pandemic; the sold out
League of Legends Championship finals
at Chase Center; and major music events like
Portola Festival.
Spending levels are only about two thirds of
2019’s record $10 billion, but are much improved from 2020’s
$2.8 billion in spending.
Visitation is expected to rise 26.5% to 21.5 million people, compared to 2021’s 17 million people and far more than 2020’s 11.8 million people.
The tourism and hospitality sector is the city’s biggest industry — spanning hotels, restaurants, retailers, museums and other institutions. San Francisco’s dependence on leisure and business travel, particularly big spending by international tourists, has been a key reason why its economic recovery has been
among the nation’s slowest.
A full tourism recovery isn’t expected until 2025.
San Francisco Travel will launch a global advertising campaign on television, digital channels entitled “Always San Francisco” and redesign its website at the start of 2023 to build on the momentum.
“The task of continuing to change the narrative about San Francisco is too important. We conducted extensive research and focus groups in key markets to learn what would inspire customers and potential customers to visit and think differently about San Francisco. Our new campaign aims to show the beauty we’re so fortunate to be surrounded by every day and the truth that San Francisco is a safe and welcoming place for all,” said San Francisco Travel CEO Joe D’Alessandro in a statement.
D’Alessandro, who has led the organization since 2006, also plans to retire at the end of 2023.
“It has been an honor to lead San Francisco Travel’s dedicated and talented team and a privilege to serve with incredible board leadership and community partners,” he said in a statement. “The pandemic abruptly halted San Francisco’s record-breaking 10 years of tourism growth, but we are on the path to recovery.”
A search for his successor will begin next year.
The tourism bureau highlighted San Francisco being touted as
top destination in Time,
National Geographic and Travel + Leisure magazines, and the Wall Street Journal
named SFO
the country’s best large airport.
But crime, homelessness and public safety remain major challenges for city leaders and may deter tourists. Asian visitors
have also not fully returned,
as China continues to implement COVID travel restrictions.
“We have so much to celebrate in our City and the world is taking notice of what’s happening in San Francisco. I am so proud of what has been accomplished and remain committed to the work we still have to do,” said Mayor London Breed in a statement. “Of course, there are challenges, like any major city grappling with economic hardships brought on by the pandemic, but the City and our partners like SF Travel and the hospitality industry are doing the work to show people who we are, not what others say we are.”
Next year is expected to bring the return of the JPMorgan health care conference in January, which was
canceled this year
because of the omicron variant, and the
Asia-Pacific Economic Cooperation summit.
Roland Li is a San Francisco Chronicle staff writer. Email: roland.li@sfchronicle.com Twitter: @rolandlisf
