San Francisco Travel's

2026 Business Plan

In today’s ever-changing global marketplace, destination marketing organizations like ours must be ready to change with it. Our goals are our north star, but our strategies and tactics for meeting them must be fluid and adaptable to maximize our impact. If you’d like to know more, I encourage you to reach out to our team and even consider joining San Francisco Travel as one of our valued members.

It’s a joy and a privilege to share San Francisco with the world, and to lead the organization that’s dedicated to bringing in visitors to experience the inspiring culture, rejuvenating nature, unforgettable dining, and thrilling events that make our city one of the greatest on Earth. Thank you for your time and for believing in San Francisco. 

Sincerely,

Anna Marie Presutti
President & CEO
San Francisco Travel Association

We believe San Francisco’s greatest strengths are embodied in the following brand pillars: arts and culture, diversity, culinary experiences, and iconic attractions. As we interact with our various audiences, it is these brand pillars that inform our marketing strategies and tactics.

As a non-profit organization, San Francisco Travel always operates with the goal of having a balanced budget. Each year, we spend or save 100% of our revenue.

Some of San Francisco's funding comes from annual membership dues, but the majority of it comes from San Francisco's Tourism Improvement District assessment. Our association is legally restricted to using these funds exclusively on sales and marketing programs that are designed to drive visitor stays. They cannot be diverted to general city services (i.e. paving streets) or initiatives unrelated to tourism (i.e. building housing). Moreover, our spending is governed by a specific management plan, meaning that our budget is defined along pre-approved categories (i.e. public relations, convention services, event recruitment).

Every person and program at San Francisco Travel is working to achieve the following goals: higher hotel occupancy, increased convention room nights, greater private revenue, a balanced budget, and improved brand equity.