San Francisco remains one of the most iconic U.S. destinations, blending culture, business travel, and world-famous landmarks.
In 2024, the city welcomed about 23.06 million visitors, generating roughly $9.26 billion in spending.
For 2025, forecasts predict between 23.3M and 23.9M visitors, as conventions and domestic tourism continue to drive growth.
Key stats: San Francisco Tourism
- 23.06 million visitors in 2024 — spending $9.26 billion and supporting almost 62,000 jobs in that year.
- The city expects a modest tourism bump in 2025: visitor spending projected to rise to $9.41 billion, hotel occupancy to about 64.4%.
- Average room rates also climbing: ADR forecasted at $233.07/night, with RevPAR rising to $150.07.
- Fisherman’s Wharf continues to be a major draw — about 12.5 million visits in 2024.
- In 2023, visitors spent $8.8 billion in the city, up 18% over 2022, generating nearly $610 million in tax revenue.
How Many Tourists Visit San Francisco Each Year?
San Francisco attracts around 23 million tourists annually. In 2024, the city welcomed ~23.06M visitors, with 2025 expected to rise modestly to ~23.3–23.9M.
- 2019 (pre-pandemic): ~25.8M visitors
- 2022: ~21.9M visitors
- 2023: ~22.9M visitors
- 2024: ~23.06M visitors (+0.7% YoY)
- 2025 forecast: ~23.33M to 23.9M visitors
💡 Joe D’Alessandro — President & CEO, San Francisco Travel Association
“Tourism continues to recover, though not evenly across markets. Domestic growth and convention activity are strong, while international segments remain challenging.”
How Many Tourists Visit San Francisco Each Day?
On average, San Francisco sees around 63,000–65,000 daily visitors. Peak days (holidays, conventions, summer weekends) push totals significantly higher.
- Daily average (2024): ~63,900 visitors
- Peak season (summer, holidays): often 80,000+ per day
- Convention spikes: tens of thousands of additional arrivals
How Much Do Tourists Spend in San Francisco?
Tourists in San Francisco spent ~$9.26B in 2024. In 2025, that number is projected to climb slightly to ~$9.41B.
- Visitor spending 2024: ~$9.26B
- Projected spending 2025: ~$9.41B (+1.6% YoY)
- Spending per visitor (avg 2024): ~$402
- Tax revenue (local, state, federal): billions annually
- Jobs supported: ~67,000 in the visitor economy
💡 Adam Sacks — President, Tourism Economics
“Visitor spending in San Francisco is expected to rise modestly in 2025, with stronger performance tied to conventions and improved occupancy levels.”
Which Markets (Domestic / International) Contribute Most?
San Francisco’s tourism is majority domestic, with international markets rebounding slower. Canada and Mexico arrivals are declining, while Asian markets and Europe remain important.
| Market | 2024 Trend | Notes |
|---|---|---|
| 🇺🇸 U.S. (domestic) | Majority | Driving overall growth |
| 🇨🇦 Canada | ↓ | Decline in arrivals/spending |
| 🇲🇽 Mexico | ↓ | Noticeable drop |
| 🇨🇳 China | ↔/↑ | Important but uneven recovery |
| 🇯🇵 Japan | ↔ | Stable but below pre-pandemic |
| 🇬🇧 UK & Europe | ↑ | Strong leisure/business demand |
When Is the Best Time to Visit San Francisco? (Seasonality & Length of Stay)
The best times to visit are spring and fall for mild weather and manageable crowds. Summer and holidays remain busiest, while conventions create spikes throughout the year.
- Average length of stay: ~4 nights
- Peak: June–August, Thanksgiving, December holidays
- Shoulder: March–May, September–October
- Low season: January–February (outside convention weeks)
What Are San Francisco’s Most Visited Attractions?
San Francisco’s biggest draws include Fisherman’s Wharf (~12M visits), Golden Gate Bridge, and Alcatraz. Cultural attractions, Golden Gate Park, and conventions further diversify demand.
| Attraction | Annual Visitors (est.) | Notes |
|---|---|---|
| Fisherman’s Wharf / Pier 39 | ~12M | Top leisure spot |
| Golden Gate Bridge | N/A | Iconic landmark |
| Alcatraz Island | ~1.4M | National Park Service site |
| Golden Gate Park | Millions | Museums, gardens, outdoor |
| San Francisco Museum of Modern Art (SFMOMA) | ~800K | Cultural anchor |
| Moscone Center (conventions) | Millions (attendees) | Major driver of business travel |
Hotels & Lodging Snapshot
San Francisco’s hotels are recovering, though occupancy remains below pre-pandemic highs.
- Hotel rooms (inventory): ~34,000
- Occupancy 2024: ~63%
- Occupancy 2025 forecast: ~65.2%
- ADR (Average Daily Rate 2025): ~$233
- RevPAR (Revenue per available room 2025): ~$150 (up from ~$143 in 2024)
Key Challenges & Trends
San Francisco faces headwinds in sustaining tourism growth, especially internationally. Domestic demand and conventions offset some of the softness.
- International declines: noticeable drops from Canada & Mexico
- Convention business: critical to hotel performance
- Safety & perception issues: factor into visitor decisions
- Infrastructure & cleanliness: under review by city & industry leaders
- Recovery gap: still below 2019 levels in arrivals and spending
FAQ – San Francisco Tourism Insights
How many tourists visited San Francisco in 2024?
~23.06M visitors.
How many tourists visit San Francisco per day?
On average ~63,900 daily, with peaks above 80,000 during events/holidays.
How much do tourists spend in San Francisco?
About $9.26B in 2024, projected ~$9.41B in 2025.
Which markets are strongest for San Francisco tourism?
Domestic dominates, while Canada and Mexico are down, and Asian/European markets are stabilizing.
What are San Francisco’s top attractions?
Fisherman’s Wharf, Golden Gate Bridge, Alcatraz, Golden Gate Park, SFMOMA, and conventions at Moscone Center.
What challenges does San Francisco face?
Lower international arrivals, perceptions of safety, and hotel occupancy still below pre-pandemic peaks.
Sources
- San Francisco Travel — 2025 Forecast & 2024 Results
- San Francisco Travel — Tourism Forecast 2024–25
- SFist — Tourism 2025 – domestic up, international down
- SF Chronicle — International tourism declines (Canada & Mexico)
- Axios — Fisherman’s Wharf redevelopment, ~12M visits
0 Comment