New Tourism Campaign Highlights San Diego’s ‘Happy Vibes’ – NBC 7 San Diego


San Diego will be in the national spotlight this week when the Farmers Insurance Open returns to Torrey Pines – and the San Diego Tourism Authority hopes to use that to our advantage.

This weekend during the tournament, the Tourism Authority will launch its new ‘Happy And You Know It’ campaign.

SDTA President and CEO Julie Coker said the goal is to inspire people to visit America’s most beautiful city by showing them all the ways happiness comes naturally here.

“We know that in San Diego, given our great weather and the fantastic hospitality vibe we have here, and the fact that we’re diverse and inclusive, and all the great attractions and outdoor restaurants and we do always outdoor dining, we know you can be inspired and rejuvenated and recharged,” Coker said. “And so, that gives you a happy vibe, and we want the people here to enjoy that.”

The Tourism Authority is also teaming up with travel organizations across the country to promote the “National Holiday Day Plan”, which is today, January 25. They encourage people to plan their vacations for the whole year – now – and to travel to the United States, ideally to San Diego.

“We know what Americans are looking to do is outdoor activities. They want beautiful scenes, they want outdoor restaurants, and they want to hike and bike and just enjoy beautiful beaches, and of course that’s all we have here in San Diego,” said said Coker.

Getting people to visit San Diego is crucial for our hotels, shops, restaurants and many other local businesses.

According to the Tourism Authority, our local industry lost 20 years of economic gains in 2020, in the areas of employment, visitor spending and economic impact. Although things have improved greatly over the past year, the industry has still not rebounded to 2019 levels.

Coker said it will likely be a few more years before that happens, which is why these new campaigns are so important.

“We have an exceptional marketing campaign that we have developed for this year that will boost spring and summer travel. Our meetings and conventions will take place this year, so two legs of our stool seem to be coming back. This international piece will also have to come back for all three stages to really bring us back fully. So we are still looking at 2024 for when we fully recover,” Coker said.


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