Travel and Tourism at a Turning Point 2025

Situation San Diego’s tourism industry contributes significantly to the local economy, generating more than $14.3 billion annually and supporting one in eight jobs. Given the impact of COVID-19, the authorities recognized an opportunity to rebuild the sector. Small businesses often lacked the resources, connections and visibility needed to succeed. The destination needed a systemic approach to ensure tourism growth benefited the community.Approach The Tourism Accelerator programme was launched to select 10 local businesses annually that reflect the community’s diversity. Each cohort receives comprehensive support including marketing assistance, mentorship, public relations guidance and networking opportunities; these services are valued up to $15,000. The programme maintains a selective cohort to promote strong peer relationships and community-building. An alumni committee was established to ensure continued connections and support for businesses.CASE STUDY 3 San Diego Tourism Authority’s Tourism Accelerator programme ImpactThe programme has supported 30 diverse-owned businesses over three years, creating a growing network of inclusive tourism enterprises. Participating businesses reported significant growth, with 65% experiencing increased revenue and 45% creating new jobs. Businesses gained access to previously unknown opportunities, and the initiative has received industry recognition as an award-winning programme. The programme enhances San Diego’s reputation as a diverse, inclusive destination welcoming to all visitors. Source: The San Diego Voice & Viewpoint102 Caption: Pacific coast near Oceanside Pier, California, USA Travel and Tourism at a Turning Point: Principles for Transformative Growth 26