Destination Master Plan

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Experience San Diego, Destination 2040

Experience San Diego, Destination 2040 (formerly known as Destination Master Plan) is the City of San Diego’s first destination master plan. A product of the input from more than 40 San Diego tourism, business and civic leaders and hundreds of hours of research, this 20-year plan lays out ambitious but attainable strategies to attract more visitors and increase visitor spending. The plan focuses on four main areas: investing in new and existing leisure assets, expanding meeting and convention tourism, improving transportation and investing in the San Diego brand to grow and extend its reach.

Experience San Diego’s Declaration for Success is to reach $1.3 billion in TOT over the next five years (2018-2022) and $948 million per annum by 2040. The TOT is a tax on visitor hotel nights. These funds produce a revenue stream for the City of San Diego that is used for infrastructure, street repair, parks, public safety, homeless services and the environment. For more information, visit www.experiencesandiego.com.

20-year San Diego Destination Master Plan

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