S.F., California tourism spending jumps in 2025 despite $1 billion less from international visitors

Travel and tourism spending rose last year in both San Francisco and California, despite a $1 billion decline statewide from international visitors amid the Trump administration's controversial immigration policies.

Travel spending in San Francisco rose to $14.2 billion in 2025 from $13.8 billion in 2024, according to a report released Monday by Visit California, the state's tourism bureau. Though 2025's figure is higher than 2019's pre-pandemic record-high of $14.1 billion, spending in 2025 was still considerably lower when adjusted for inflation.

Statewide, travel spending reached $158.9 billion, a 1.7% increase from $156.2 billion in 2024; but only an 0.8% increase when adjusted for inflation. International visitors spent $25 billion in California in 2025, $1 billion less than 2024. Only visitors from the Middle East generated an increase in spending, up 13.9%, while all other regions fell.

California remained the top U.S. state destination for tourists, but spending remains below 2019 levels when adjusted for inflation.

Tourism and business travel, a key economic engine in the Bay Area, collapsed during the pandemic before starting a multi-year recovery. But President Donald Trump's hostility toward immigrants and some foreign nationals led to visitor boycotts and fears of detention at airports and border checkpoints. The Iran war has added to anxieties.

Those trends led to national hotel room demand falling 0.5% in 2025 compared to the prior year, while California saw a gain of 0.8% or 1.2 million additional booked hotel room nights.

"Tourism remains an incredibly resilient pillar of California's economy thanks to the strong foundation built over decades by the state's travel industry," said Caroline Beteta, CEO of Visit California, in a statement. "Despite global challenges, the state's brand continues to shine, drawing visitors to California's diverse destinations and experiences and boosting local economies."

California's travel-related employment increased by 4,350 jobs in 2025 to 1.2 million, a 0.4% increase from the prior year. San Francisco had 55,400 jobs in 2025, a 0.2% gain from the prior year.

Dean Runyan Associates, an economic consultant, analyzed the data.

This year is also expected to be a strong one for tourism, with the FIFA World Cup in June. February's Super Bowl also helped boost San Francisco's restaurant and hotel sectors.

San Francisco Travel, the city's tourism bureau, is also set to provide updated 2025 and 2026 tourism figures this spring. The group's methodology differs from Visit California's, but a forecast last year also anticipated spending to grow despite international travel headwinds.

Copyright 2026 Tribune Content Agency. All Rights Reserved.