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Alcatraz is in the background of a busy Pier 39 in San Francisco in July.
Felix Uribe, freelance / Special to The Chronicle
San Francisco tourism spending is expected to nearly double in 2022, rising 89% to $6.7 billion from $3.6 billion in 2021, a sign of apartial economic recoveryas the pandemic has eased.
The forecast from San Francisco Travel, the city’s tourism bureau, follows numerous large events that helped fill hotel rooms and restaurants. Fall events included the 40,000-personDreamforce conference, the biggest since the start of the pandemic; the sold outLeague of Legends Championship finalsat Chase Center; and major music events likePortola Festival.
Spending levels are only about two-thirds of2019’s record $10 billion, but are much improved from 2020’s$2.8 billion in spending.
Visitation is expected to rise 26.5% to 21.5 million people, compared to 2021’s 17 million people and far more than 2020’s 11.8 million people.
The tourism and hospitality sector is the city’s biggest industry — spanning hotels, restaurants, retailers, museums and other institutions. San Francisco’s dependence on leisure and business travel, particularly big spending by international tourists, has been a key reason why its economic recovery has beenamong the nation’s slowest.A full tourism recovery isn’t expected until 2025.
San Francisco Travel will launch a global advertising campaign on television, digital channels entitled “Always San Francisco” and redesign its website at the start of 2023 to build on the momentum.
“The task of continuing to change the narrative about San Francisco is too important. We conducted extensive research and focus groups in key markets to learn what would inspire customers and potential customers to visit and think differently about San Francisco. Our new campaign aims to show the beauty we’re so fortunate to be surrounded by every day and the truth that San Francisco is a safe and welcoming place for all,” said San Francisco Travel CEO Joe D’Alessandro in a statement.
D’Alessandro, who has led the organization since 2006, also plans to retire at the end of 2023.
“It has been an honor to lead San Francisco Travel’s dedicated and talented team and a privilege to serve with incredible board leadership and community partners,” he said in a statement. “The pandemic abruptly halted San Francisco’s record-breaking 10 years of tourism growth, but we are on the path to recovery.”
A search for his successor will begin next year.
The tourism bureau highlighted San Francisco being touted as atop destination in Time,National Geographic and Travel + Leisure magazines, and the Wall Street Journalnamed SFOthe country’s best large airport.
But crime, homelessness and public safety remain major challenges for city leaders and may deter tourists. Asian visitorshave also not fully returned,as China continues to implement COVID travel restrictions.
“We have so much to celebrate in our City and the world is taking notice of what’s happening in San Francisco. I am so proud of what has been accomplished and remain committed to the work we still have to do,” said Mayor London Breed in a statement. “Of course, there are challenges, like any major city grappling with economic hardships brought on by the pandemic, but the City and our partners like SF Travel and the hospitality industry are doing the work to show people who we are, not what others say we are.”
预计明年将t的回归he JPMorgan health care conference in January, which wascanceled this yearbecause of the omicron variant, and theAsia-Pacific Economic Cooperation summit.
Roland Li is a San Francisco Chronicle staff writer. Email: roland.li@sfchronicle.com Twitter: @rolandlisf
