San Francisco Travel Forecasts Third Straight Year of Growth in 2027

SAN FRANCISCO, CA [Aug. 26, 2026] -- The San Francisco Travel Association, the official destination marketing organization for the City and County of San Francisco, today released its updated 2026 and 2027 Visitor and Lodging Forecast at the annual Visitor Impact Summit, hosted at the Curran Theatre. 

2026 Forecast Highlights

• Hotel occupancy: 70.7% (+5.2% YoY)
• Average Daily Rate (ADR): $266.16 (+8.5% YoY)
• Revenue per available room (RevPAR): $188.06 (+14.1% YoY)
• Moscone Center events: 38, generating more than 656,000 room nights
• Visitor volume: 24.4M
• Visitor spending: $9.94B

Visitation Trends

High profile events, including Super Bowl LX, Dreamforce and Pokémon World Championships, are powering one of Moscone's strongest convention calendars in years and giving the city's lodging market an added lift. That momentum, combined with steady gains in business and leisure travel, is driving hotel RevPAR up 14% year over year, marking the second consecutive year of 14% RevPAR growth and signaling that San Francisco's recovery is broadening beyond convention-driven spikes. Hotel occupancy is on pace for 70.7%, up 5.2% from last year, with ADR rising 8.5% to $266.16.

“This year's numbers reflect something we've been working toward for a while — a tourism economy that's healthy across the board, not just during marquee events. Our convention calendar continues to perform, and we're encouraged by the growth in business and domestic leisure travel right alongside it,” said Anna Marie Presutti, SF Travel's President and CEO. “June was San Francisco's best occupancy month since the pandemic, and that's exactly the kind of momentum we want to build on. There’s still work to be done, and we're keeping our foot on the gas to make sure this growth carries into 2027.”

“When visitors stay in our hotels, eat at our restaurants, shop in our stores, and experience our neighborhoods, they support tens of thousands of jobs and small businesses across our city. And the revenue they generate helps fund the services San Franciscans rely on every day,” said Mayor Daniel Lurie. “We have made our streets safer and cleaner. We have made it easier to open and grow a business. We have invested in our downtown and our neighborhoods. We are bringing major events to our city like the Super Bowl and Vogue World. And now, San Francisco is on track to set a tourism spending record of nearly $10 billion, which matters for every sector of our economy. Millions of people are seeing what everyone living here already knows: There is no place like San Francisco.”

2027 Outlook

San Francisco Travel projects continued growth in 2027, driven by another strong convention calendar and continued growth in business and domestic leisure travel. Hotel occupancy is expected to reach 72.1%, with ADR rising to $271.43 and RevPAR climbing to $195.61.   Moscone Center is expected to host 33 events, generating more than 640,000 room nights. 

After two consecutive years of anemic growth, international inbound travel is forecasted to rebound in 2027, with all of San Francisco's top 10 international visitor markets projected to grow in both visitor volume and spend. According to data from Tourism Economics, overnight international visitors to San Francisco and San Mateo counties are expected to total 2.42 million, up 5.2% from 2026, with spending forecasted to rise 7.3% to $5.46 billion.

2027 Forecast Highlights

• Hotel occupancy: 72.1%
• Average Daily Rate (ADR): $271.43
• Revenue per available room (RevPAR): $195.61
• Moscone events: 33 events, generating more than 640,000 room nights
• Visitor volume: 25M
• Visitor spending: $10.6B

About the Visitor Impact Summit

Presented by Giants Enterprises, the Visitor Impact Summit was made possible with support from sponsors TG San Francisco, Expedia Group, Miles Partnership, Standard Event Rentals, Vetter Event Group and Town Fare.

SAN FRANCISCO TRAVEL 

San Francisco Travel is the official destination marketing organization for the City and County of San Francisco. The city is one of the top tourism and meetings destinations in the U.S., attracting over 23 million visitors annually. In 2025, total visitor-related spending contributed $9.4 billion to the San Francisco economy and supported nearly 64,000 jobs.

For information on reservations, activities and more in San Francisco, visit www.sftravel.com. 

Follow San Francisco Travel on www.facebook.com/onlyinSF/, www.instagram.com/onlyinsf/, and www.x.com/onlyinsf. 

SAN FRANCISCO INTERNATIONAL AIRPORT 

SFO is committed to providing an extraordinary airport experience, with seamless access, thoughtful amenities, sustainable design and inspiring artwork and exhibits.

For up-to-the-minute departure and arrival information, airport maps and details on shopping, dining, cultural exhibitions, ground transportation and more, visit www.flysfo.com. Follow us on x.com/flysfo and facebook.com/flysfo.

United Airlines is the preferred airline of the San Francisco Travel Association. 

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