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The City’s thriving tourism sector had a lean year in 2024, for the second year running, primarily due to a significant dip in domestic tourists. Although such downturns were bad enough, an extraordinary increase in overseas visitors lifted the local economy substantially and underlined world popularity and resilience of the City.
Domestic Visitor Numbers Decline Sharply
According to the latest report unveiled by Santa Monica Travel and Tourism (SMTT) during its 16th annual Tourism Summit, the city welcomed approximately 4.2 million visitors in 2024, reflecting a 9 percent decrease from the 4.6 million visitors recorded in 2023. This downturn was largely driven by a significant 33 percent drop in domestic visitor numbers—from 3.52 million in 2023 to just 2.36 million last year.
The decrease in domestic travelers also resulted in reduced spending, with domestic visitor expenditures declining from $571.5 million in 2023 to $445.6 million in 2024. This notable reduction occurred despite a rise in daily per capita spending, highlighting underlying shifts in travel behavior and economic pressures facing American households.
International Visitors Spur Economic Boost
While domestic travel waned, Santa Monica experienced a robust rebound from international markets. International visitor arrivals surged dramatically by 67 percent, from 1.117 million in 2023 to 1.87 million in 2024, significantly offsetting the negative impacts from the domestic market decline.
These international travelers also spent substantially more—$470.9 million in 2024 compared to $366.6 million in 2023, marking an impressive 29 percent increase. This boost was further amplified by increased per capita spending, rising from $169 to $174 per day, underscoring the continued attractiveness of Santa Monica’s diverse cultural and recreational offerings to international visitors.
Overall Visitor Spending Sees Minimal Impact
Despite the challenges in domestic tourism, overall visitor spending in Santa Monica remained relatively stable, dipping only slightly from $938 million in 2023 to $916.6 million in 2024. This minimal decrease, at just 2 percent, reflects the substantial influence of high-spending international tourists, cushioning the local economy from potentially larger economic shocks.
Economic Contributions and Job Market Implications
Visitor-generated taxes, crucial for city services and infrastructure, saw a modest increase from $62.6 million in 2023 to $62.7 million in 2024. This uptick is attributed to a slight increase in Santa Monica’s Transient Occupancy Tax (TOT), which is derived entirely from overnight hotel guests. These funds directly support vital local services such as emergency departments, schools, homeless assistance, and environmental care for parks and beaches.
Retail sales tax revenues also showed resilience, rising from $4.17 million to $4.22 million, a modest yet positive 1.5 percent increase year-on-year.
However, the reduced number of visitors led to a decline in tourism-supported jobs, dropping 10 percent from 7,182 positions in 2023 to 6,487 in 2024. Nevertheless, new tourism-related developments, including the opening of Regent Santa Monica Beach Hotel and new retail and dining options, are expected to provide a much-needed employment boost and further diversify the local economy.
Leaders Emphasize Resilience and Adaptability
SMTT President and CEO Misti Kerns commended the resilience and adaptability of local tourism businesses, expressing optimism despite ongoing challenges. She highlighted the strength and innovation within the community, which continue to attract global visitors and contribute significantly to Santa Monica’s economic vitality.
Visit California President and CEO Caroline Beteta reinforced this optimistic outlook during her keynote speech at the summit, emphasizing Santa Monica’s iconic status and enduring global appeal. Beteta acknowledged broader challenges facing California’s travel sector yet remained confident in its robust long-term prospects.
Strategic Outlook and Future Initiatives
To sustain this momentum and further bolster tourism, SMTT is proactively working to attract both domestic and international visitors through strategic marketing initiatives and enhanced visitor experiences. Efforts include targeted campaigns highlighting Santa Monica’s unique blend of coastal beauty, cultural richness, and innovative hospitality services.
Furthermore, educational efforts aimed at powerful policymakers continue, stressing the vital role tourism plays in supporting employment and driving significant economic contributions locally and nationally. These initiatives aim to secure sustained governmental and public support, ensuring a conducive environment for tourism growth.
Conclusion: Navigating Forward with Confidence
Despite the decline in domestic visits last year, Santa Monica’s tourism industry remains strong through growing visitors from abroad and savvy industry adaptation. By committing ongoing investment in fresh attractions, proactive marketing, and focused community outreach, the city is well-positioned to rise above today’s challenges and holds its ground for continued economic vibrancy and enthusiastic visitor experiences.
As it moves ahead, continued coordination among local businesses, government bodies, and citizens will be key to its emergence as a world-class travel destination, ready to cater to an even more diverse and discerning world market.
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