Ever wonder who’s keeping San Francisco’s vibrant tourist scene buzzing? While international visitors are taking a slight pause, domestic travelers are flocking to the city by the bay, thanks to major events and a resilient spirit. Find out why SF is truly ‘coming back’ and what’s driving its dynamic recovery!

San Francisco’s vibrant tourism sector continues its robust recovery, demonstrating remarkable resilience fueled predominantly by an influx of domestic travelers, even as international visitor numbers experience a notable shift. Despite lingering global uncertainties and previous challenges, the city by the bay showcases a dynamic visitor economy that is steadily rebuilding towards pre-pandemic strength, a testament to its enduring appeal.

Latest figures released by SF Travel indicate a consistent upward trajectory in tourism to the city since the significant downturns experienced during the pandemic. While the bustling streets and iconic landmarks are certainly seeing more activity, the city has yet to fully reclaim the record-setting visitor volumes that characterized 2019, highlighting the ongoing effort required to return to peak performance.

However, this positive trend is not uniformly distributed across all segments of the San Francisco tourism market. While domestic travel remains a powerful engine for growth, international visitors have shown a discernible dip in the current year. Projections from SF Travel estimate that approximately 2.26 million international travelers will have visited the city by year-end, representing a 3.2% decrease from the previous year, alongside an anticipated 2.7% decline in their overall spending, amounting to $4.89 billion.

Specific markets reveal more pronounced declines, particularly from key neighboring countries. Visits from Canada, for instance, have seen a significant reduction of 15%, reflecting a considerable change in travel patterns. Similarly, the number of tourists arriving from Mexico has decreased by 7.8%, indicating a broader challenge in attracting specific international demographics.

Despite the fluctuations in international arrivals, the overall economic impact of tourism on San Francisco remains positive. A modest increase of 1.3% in total tourism volume is expected, pushing the number of visitors to 23.49 million, up from 23.2 million in the prior year. This growth is predominantly attributed to the sustained strength of domestic visitors, who are effectively compensating for the decreased international engagement, propelling tourist spending forecasts to an impressive $9.35 billion.

Contributing significantly to this resurgence are major cultural and sporting events that draw large crowds from across the nation. Recent weeks have seen San Francisco host several high-profile concert nights in Golden Gate Park, including the highly anticipated 60th-anniversary Dead & Company shows, which brought in legions of fans. Looking ahead, events at the Chase Center in September and the robust fall convention season are anticipated to provide additional boosts to the local hospitality sector.

The recovery of the conventions market, centered around the Moscone Center, is particularly vital. Hotel occupancy is projected to reach 65.2% by year-end, with the Moscone Center scheduled to host a total of 34 events in 2025. These events are expected to generate approximately 657,000 hotel room nights, marking a substantial 64% increase over 2024 figures and underscoring the critical role of business tourism.

Anna Marie Presutti, CEO of SF Travel, affirms this positive outlook, stating that “Meetings and events have fueled San Francisco’s tourism industry this year, and that momentum is carrying into 2026.” She emphasizes that “From music festivals and global sports to conventions at Moscone Center, San Francisco is in demand. We’re seeing steady growth that benefits hotels, restaurants, attractions, and neighborhoods across the city.”

As San Francisco continues to navigate the evolving landscape of global travel, its commitment to attracting diverse visitors and hosting significant events positions it for sustained growth. The city’s resilience, combined with strategic efforts by organizations like SF Travel, points towards a bright future, embodying the spirit of recovery that Mayor Daniel Lurie often champions, signaling that San Francisco is indeed “coming back.”