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Anna Marie Presutti, CEO, San Francisco Travel Association, is quoted by Travel Weekly as saying 2024 was an especially “tough year” for the destination.

The trade publications reports, “San Francisco ranks dead last among all U.S. markets for hotel rate recovery from 2019, a major reversal for a destination that once commanded some of the highest room rates in the nation. In 2019, San Francisco’s ADR was $247, while current rates hover at roughly $220, well below even 2016 levels.”

“I’m really happy that 2024 is over,” she added. “But when you look back and think about all the things that we’ve survived through, that only helps us grow.”

In addition to lagging convention and large-event business, reduced international visitation and the slower return of Asian travelers, particularly from China, continues to take a toll. The city has also grappled with a ‘doom loop’ narrative amid concerns related to public safety.