San Diego Tourism Authority Launches $19 Million Campaign

San Diego is hoping to give travelers something to smile about.

The destination’s tourism authority has just launched a $19 million, multi-platform, international advertising campaign.

Focused on the theme of “Something to Smile About,” the ads will target consumers in Mexico, the United Kingdom, Canada and also the United States and will build on past campaigns such as "Happiness is Calling" and "Summer Feeling."

The new campaign includes three television commercials, one that highlights San Diego's overall vibe; a second showcasing San Diego's family offerings and a third spot dedicated to the Mexico market.

MORE Destination & Tourism

Top 15 US Beaches for 2021 Spring Break Travel

Maldives Travel Restrictions: Things Tourists Should Know...

Australia Extends International Travel Ban

The campaign also features a variety of activities available in San Diego from surfing to hiking and biking.

“Our new campaign showcases what San Diego does best, putting smiles on the faces of visitors,” said Joe Terzi, president, and CEO of the tourism authority said. “It celebrates San Diego’s distinct sunny outlook, which is universally liked by consumers and most importantly, drives visitors to our city, generating tax revenue and creating jobs for San Diegans.”

The international digital advertising will target Mexico travelers from now through March. The money will be used in the UK to place outdoor billboard, social media and search engine advertisements.

The domestic television spots will focus on such markets as San Francisco, Sacramento, Seattle, Chicago, Dallas, New York, Boston, and Minneapolis.

Tourism is the second largest segment of San Diego's economy and employs approximately 194,000 people. In 2017, 35 million people visited San Diego. According to preliminary figures just released by the SDTA, in 2018, San Diego attracted 35.8 million visitors who spent $11.3 billion at local attractions, restaurants, and shops, resulting in a total economic impact of $18.6 billion.