San Diego, Los Angeles, San Francisco, Palm Springs, Santa Ana and Sacramento are adapting to changing travel patterns as California experiences a continued decline in visitor arrivals from Canada. According to Visit California, Canadian arrivals have fallen for six consecutive months in 2026, prompting tourism organisations across the state to strengthen domestic marketing campaigns while expanding outreach to international visitor markets beyond North America. Although visitor demand has softened, California’s tourism industry continues promoting its beaches, national parks, cruise terminals, cultural attractions, conventions and luxury travel experiences ahead of the important autumn and winter travel seasons.
The numbers may have dipped, but California’s tourism story is far from over. With world-famous coastlines, entertainment districts, wine regions and outdoor adventures still drawing millions of visitors every year, the challenge now is how destinations adapt to changing international travel behaviour.
Canadian arrivals continue to decline
The latest Visit California statistics highlight a noticeable reduction in Canadian visitor arrivals across several major destinations.
San Diego recorded one of the largest declines, with arrivals falling from 44,326 visitors between January and May 2025 to 33,390 visitors during the same period in 2026.
This represents a 24.7% year-on-year decrease, reflecting broader trends affecting cross-border travel between Canada and the United States.
Monthly visitor numbers also declined consistently throughout the first five months of the year, making 2026 the sixth consecutive month of lower Canadian arrivals.
San Diego strengthens domestic tourism
Despite softer international demand, San Diego continues investing in domestic tourism promotion.
The city remains one of Southern California’s leading leisure destinations, attracting visitors with its year-round mild climate, beaches, family attractions and cruise facilities.
Tourism campaigns increasingly highlight experiences including:
- Beach holidays.
- Waterfront dining.
- Balboa Park.
- San Diego Zoo.
- Gaslamp Quarter.
- Convention and business travel.
- Cruise departures.
By expanding domestic marketing, the city aims to maintain visitor spending while diversifying its tourism base.
Other California cities also experience softer demand
The trend extends beyond San Diego.
Cities including Los Angeles, Palm Springs, Santa Ana and Sacramento have also recorded lower Canadian visitor arrivals.
Each destination is responding by promoting different aspects of its tourism offering.
Los Angeles continues emphasising entertainment, shopping and sporting events.
Palm Springs highlights luxury resorts, golf and wellness tourism.
Sacramento promotes heritage, culinary tourism and nearby wine regions.
Santa Ana remains an important gateway for Orange County attractions.
Among the state’s major destinations, San Francisco has demonstrated comparatively stronger resilience during the same period.
Tourism remains a major economic driver
California continues welcoming millions of domestic and international visitors each year.
Tourism supports airlines, hotels, restaurants, attractions, convention centres, transport providers and retail businesses across the state.
Canadian travellers remain one of California’s largest international visitor groups, making changes in travel demand particularly important for regional tourism economies.
Industry stakeholders continue monitoring market conditions while expanding promotional efforts to attract travellers from additional international markets.
Diversifying international visitor markets
California tourism organisations are increasingly focusing on broader international outreach.
Alongside Canada, the state continues attracting visitors from:
- Mexico.
- United Kingdom.
- Germany.
- France.
- Australia.
- Japan.
- South Korea.
- China.
- India.
- Latin America.
Diversifying source markets helps reduce dependence on any single international visitor segment while strengthening long-term tourism resilience.
Attractions continue drawing visitors
California’s extensive range of tourism experiences remains one of its strongest competitive advantages.
Visitors continue travelling to enjoy:
- Pacific beaches.
- National parks.
- Theme parks.
- Wine regions.
- Cultural festivals.
- Cruise holidays.
- Luxury shopping.
- Outdoor recreation.
- Convention facilities.
- Film and entertainment attractions.
These diverse experiences allow destinations to appeal to families, couples, business travellers and international tourists throughout the year.
Airport connectivity remains strong
California maintains one of the largest aviation networks in North America.
Major international gateways continue providing extensive direct connections with Canada and destinations worldwide.
San Diego International Airport (SAN)
- Approximately 5 km (3.1 miles) from Downtown San Diego.
- Around 10–15 minutes by road.
Nearby Airports
- Los Angeles International Airport (LAX) – approximately 200 km (124 miles) north of San Diego.
- John Wayne Airport (SNA) – approximately 145 km (90 miles).
- Palm Springs International Airport (PSP) – approximately 230 km (143 miles).
Nearby attractions
San Diego
- Balboa Park – approximately 4 km (2.5 miles) from downtown.
- San Diego Zoo – approximately 4 km (2.5 miles).
- USS Midway Museum – approximately 2 km (1.2 miles).
- SeaWorld San Diego – approximately 10 km (6.2 miles).
- La Jolla Cove – approximately 20 km (12.4 miles).
- Old Town San Diego State Historic Park – approximately 7 km (4.3 miles).
Shopping
Visitors also enjoy:
- Fashion Valley Mall – approximately 8 km (5 miles).
- Westfield UTC – approximately 20 km (12.4 miles).
- Seaport Village – approximately 2 km (1.2 miles).
Public Transport
San Diego offers:
- San Diego Trolley light rail network.
- Santa Fe Depot railway station – approximately 1 km (0.6 miles) from downtown.
- Regional buses connecting attractions throughout the metropolitan area.
Key Stats
- Canadian arrivals to San Diego declined 24.7% year-on-year.
- Visitors fell from 44,326 (January–May 2025) to 33,390 (January–May 2026).
- Canadian arrivals have declined for six consecutive months.
- Los Angeles, Palm Springs, Santa Ana and Sacramento also experienced reduced visitor numbers.
- San Francisco demonstrated comparatively stronger resilience.
Frequently Asked Questions
Why are Canadian visitor numbers declining?
Industry observers point to changing cross-border travel patterns, economic factors and evolving traveller preferences influencing demand for US destinations.
Which California cities have been affected?
San Diego, Los Angeles, Palm Springs, Santa Ana and Sacramento have all recorded lower Canadian arrivals, while San Francisco has remained comparatively more resilient.
How is California responding?
Tourism organisations are expanding domestic marketing campaigns while diversifying international visitor markets and continuing to promote the state’s beaches, attractions, conventions and cultural experiences.
Conclusion
Although California has experienced six consecutive months of declining Canadian visitor arrivals during 2026, the state’s tourism industry continues adapting through stronger domestic campaigns and broader international market diversification. Destinations including San Diego, Los Angeles and Palm Springs remain supported by world-class attractions, extensive air connectivity and diverse tourism experiences that continue attracting millions of travellers every year. As the autumn and winter travel seasons approach, industry stakeholders will closely monitor booking trends while positioning California to maintain its status as one of the world’s leading tourism destinations.
