SAN FRANCISCO—San Francisco is on track for a third consecutive year of tourism growth in 2027, fueled by a strong convention calendar, major events, and an expected rebound in international visitation, according to San Francisco Travel Association’s updated 2026 and 2027 Visitor and Lodging Forecast.
The destination marketing organization released the forecast Aug. 26 during its annual Visitor Impact Summit at the Curran Theatre. San Francisco Travel projects 24.4 million visitors and $9.94 billion in visitor spending in 2026. Hotel occupancy is forecast at 70.7%, up 5.2% year over year, while average daily rate is expected to reach $266.16, an 8.5% increase. RevPAR is projected at $188.06, up 14.1%.
The city’s convention business is a significant driver. Moscone Center is scheduled to host 38 events in 2026, generating more than 656,000 room nights. Major events, including Super Bowl LX, Dreamforce, and the Pokémon World Championships, are contributing to one of the center’s strongest convention calendars in years.
“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,” says Anna Marie Presutti, president and CEO of San Francisco Travel. “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.”
For meeting planners, the outlook remains strong heading into 2027. San Francisco Travel forecasts 33 events at Moscone Center, generating more than 640,000 room nights. Hotel occupancy is projected to reach 72.1%, while ADR is expected to increase to $271.43. RevPAR is forecast at $195.61.
International travel also is expected to strengthen. Overnight international visitors to San Francisco and San Mateo counties are projected to reach 2.42 million in 2027, a 5.2% increase from 2026. International visitor spending is expected to rise 7.3% to $5.46 billion.
Overall, San Francisco Travel forecasts 25 million visitors and $10.6 billion in visitor spending in 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,” says San Francisco 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.”
