California tourism numbers surpass pre-pandemic levels, with Bay Area figures slightly trailing behind – NBC Bay Area

California Governor Gavin Newsom celebrated record-breaking tourism numbers in the state, standing atop the iconic Golden Gate Bridge in San Francisco. The new report from Visit California revealed that in 2023, travel spending in California reached $150.4 billion, a 5.6% increase from the previous year and surpassing pre-pandemic levels.

However, the report also highlighted that much of the statewide gains were driven by a surge in tourism spending in Southern California, with San Francisco and the Bay Area still working to rebuild their visitor economy. Scott Beck, president of San Francisco Travel, noted that international travel from Asia, a significant part of the city’s visitor mix, has not yet returned to pre-pandemic levels.

Despite challenges, there are signs of recovery in San Francisco. Pier 39 CEO Scott Gentner shared that the breakdown of tourists visiting the city has shifted, with a resurgence of domestic visitors and a growing interest from Europe and Asia. Sales at Pier 39 are on par with 2019 levels, thanks in part to a record number of sea lions attracting local crowds.

However, Randall Scott, executive director of the Fisherman’s Wharf Community Benefit District, mentioned that pedestrian counts are still down compared to pre-pandemic levels. Scott emphasized the need for state and federal investment to promote San Francisco as a safe and exciting travel destination.

In response, Governor Newsom was thanked for his efforts in bringing tourism back to California, with a plea to extend support to revitalize the tourist industry in San Francisco. The city is hopeful for a continued recovery and a return to pre-pandemic tourism levels with the help of state and federal assistance.