San Francisco projects 24.2 mn visitors in 2026
Alcatraz Island
In 2026, 38 scheduled events are expected to generate more than 674,000 room nights, a further 6% gain.
The San Francisco Travel Association (SF Travel), the official destination marketing organisation for the city and country of San Francisco, released its 2026 tourism forecast and 2025 visitor impact results. San Francisco is projected to welcome 24.2 million visitors in 2026, with visitor spending reaching USD 9.9 billion, exceeding the city’s 2019 record of USD 9.6 billion.
In 2025, San Francisco welcomed 23.7 million visitors who spent USD 9.4 billion, generating USD 655 million in tax revenue for the city and supporting 63,900 jobs across hotels, restaurants, retail, and cultural institutions.
The data shows San Francisco’s visitor economy posting its second consecutive year of gains and, for the first time since the pandemic, projecting visitor spending that surpasses the city’s pre-pandemic record.
“The convention pipeline is doing what we built it to do,” said Anna Marie Presutti, President & CEO of SF Travel. “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.”
2026 forecast highlights include 69% hotel occupancy, USD 257.81 Average Daily Rate (ADR), Revenue Per Available Room (RevPAR) projects at USD 177.85, up 7.9% year-over-year.
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.
“Super Bowl LX 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,” Presutti said.
Geopolitical and economic factors continue to create headwinds for international travel to the U.S. Nevertheless, data from Tourism Economics forecasts a modest recovery, with overnight international visitation to San Francisco expected to reach 2.3 million in 2026, up from 2.2 million in 2025, and international visitor spending projected to rise 5.8% to USD 5.2 billion. San Francisco’s top five international source markets are Mexico, the United Kingdom, China, Canada, and India.
In 2025, tourism generated USD 655 million in tax revenue for the City’s General Fund — equivalent to USD 778 in tax relief per San Francisco resident. That represents a USD 50 million increase from 2024.
Tourism-supported employment reached 63,900 jobs in 2025, up from 62,000 in 2024. 60% of visitor dollars are spent outside of hotels, in restaurants, retail, arts institutions, and neighborhood businesses across the city.
San Francisco International Airport served over 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.
