San Francisco Travel Association (SF Travel), the official destination marketing organisation for the City and County of San Francisco, has released its 2026 tourism forecast and 2025 visitor impact results, projecting continued recovery and record visitor spending for the city’s tourism sector.
According to the report, San Francisco is expected to welcome 24.2 million visitors in 2026, with projected visitor spending reaching US$9.9 billion, surpassing the city’s pre-pandemic record of US$9.6 billion recorded in 2019.
The forecast follows strong tourism performance in 2025, during which San Francisco welcomed 23.7 million visitors who generated US$9.4 billion in visitor spending. Tourism activity also contributed US$655 million in tax revenue to the city while supporting approximately 63,900 jobs across hotels, restaurants, retail, attractions and cultural institutions.
Anna Marie Presutti, President & CEO of SF Travel, said, “The convention pipeline is doing what we built it to do. Thirty-eight events at Moscone Center this year, RevPAR growing nearly 8 per cent on top of last year’s 14 per cent gain – this is what recovery looks like. And it translates directly into tax revenue that funds city services for every San Franciscan.”
For 2026, San Francisco’s hotel occupancy is projected to reach 69 per cent, while Average Daily Rate (ADR) is expected to rise to US$257.81. Revenue Per Available Room (RevPAR) is forecast to increase by 7.9 per cent year-on-year to US$177.85.
The report highlights conventions and large-scale events as major contributors to the city’s tourism recovery. Moscone Center is expected to host 38 events in 2026, generating approximately 674,000 room nights.
The city’s convention business has shown significant growth over the past two years. Moscone Center hosted 25 events generating 399,000 room nights in 2024, increasing to 34 events and 635,000 room nights in 2025, a 59 per cent year-on-year increase.
SF Travel also stated that major international sporting events such as Super Bowl LX and the 2026 FIFA World Cup are expected to further strengthen visitor arrivals and global visibility for the destination.
Despite geopolitical and economic challenges affecting international travel to the United States, SF Travel forecasts modest growth in overseas visitation. Overnight international arrivals are projected to increase from 2.2 million in 2025 to 2.3 million in 2026, while international visitor spending is expected to rise 5.8 per cent to US$5.2 billion.
San Francisco’s top international source markets currently include Mexico, the United Kingdom, China, Canada and India.
The report further noted that tourism continues to play a significant role in supporting the city’s economy and public services. In 2025, tourism-generated tax revenue provided an estimated US$778 in tax relief per San Francisco resident and marked an increase of US$50 million compared to 2024.
Tourism-supported employment in the city increased from 62,000 jobs in 2024 to 63,900 jobs in 2025. According to SF Travel, nearly 60 per cent of visitor spending occurs outside hotels, benefiting restaurants, neighbourhood businesses, retail establishments and arts institutions across the city.
San Francisco International Airport (SFO) served more than 54.5 million passengers in 2025, reflecting a 4.3 per cent increase over the previous year. New international routes launched during the year included services to San José in Costa Rica, Adelaide in Australia and Terceira in the Azores.
SFO currently offers nonstop connectivity to more than 140 destinations worldwide, including over 80 domestic and 60 international destinations.
