San Francisco and Los Angeles may be the first cities that come to mind when we think of California, however for Australians really wanting to experience laid-back California vibes, San Diego can offer this and more.

In this exclusive interview, San Diego’s senior director of tourism development Benjamin Eastman spoke to Travel Weekly about what Australians are loving about San Diego.

TW: What is the current tourist profile of visitors from Australia and New Zealand in San Diego? What trends are you noticing?

Benjamin Eastman: It’s quite a mix. The type of tourists varies depending on the tour operator. Families are a significant demographic; they tend to gravitate towards our family-friendly attractions. Then there are also many active travelers. Australians are known for their love of the outdoors, so activities like surfing, kayaking, and hiking are quite popular here. And of course, great food is a big draw as well. Those two aspects—outdoor activities and culinary experiences – attract a lot of Australians.

TW: When Australians think of California, cities like Los Angeles or San Francisco often come to mind. What makes San Diego stand out as a destination?

Benjamin Eastman: We like to call ourselves California’s beach city. San Diego is the second largest city in California, but it has a relaxed feel. We’re right next to some of the most beautiful Southern California beaches, which is a significant advantage. Unlike larger cities like LA or San Francisco, which are often a drive away from the coast, in San Diego, you can have both the vibrant city culture and nightlife, along with easy beach access—all within a short drive. Additionally, being close to the Mexico border offers a unique cultural experience that you don’t find in other parts of California.

TW: I know many Australians travel for longer periods, often several weeks. How long do you think is ideal to fully experience San Diego and perhaps nearby areas in Mexico?

Benjamin Eastman: I’d recommend at least three to four days in San Diego. If you want to visit attractions like the Zoo, SeaWorld, and the USS Midway Museum, you’ll need time for that—each of these could easily take a full day. The San Diego experience is more about taking it easy. It’s not just about cramming as many activities as possible into your schedule. Instead, it’s about enjoying a nice brunch, exploring neighborhoods, and just soaking up the laid-back vibe of the city.

TW: What are some must-see attractions in San Diego?

Benjamin Eastman: Definitely the San Diego Zoo; it’s one of the most famous zoos in the U.S. We recently welcomed back giant pandas, which is a huge draw for animal lovers. SeaWorld is great for thrill-seekers who enjoy roller coasters. The USS Midway Museum is also popular, especially for those interested in military history. Visitors can explore the aircraft carrier and engage in hands-on exhibits, which is a lot of fun.

TW: You mentioned the influence of local culture on food. What’s the dining scene like in San Diego?

Benjamin Eastman: The restaurant scene is incredibly diverse. Little Italy is a thriving hub for Italian cuisine, and many chefs from popular cooking shows have restaurants there. Then we have the Convoy District, which is a unique blend of Asian cuisine—from Chinese to sushi to Vietnamese. Old Town offers a taste of early San Diego with its blend of history and dining. Being so close to Mexico, we also pride ourselves on our Cali Baja cuisine, which features fresh, farm-to-table ingredients and seafood. San Diego has the largest concentration of small farms in the U.S, so the food is both fresh and innovative.

TW: It seems like there’s a big trend towards food tourism and local produce. How does San Diego fit into that landscape?

Benjamin Eastman: Absolutely! We have Michelin-starred restaurants and also plenty of affordable options like 24-hour taco shops. There’s something for every budget, which is one of the city’s strengths. You can enjoy a high-end dining experience or grab a delicious taco late at night. It’s about variety, and the emphasis on local ingredients really enhances the culinary experience.

TW: What about outdoor activities? Is there a surfing scene or diving opportunities in San Diego?

Benjamin Eastman: While we’re not as well-known as places like Huntington Beach for surfing, we definitely have a surf culture here. Ocean kayaking is popular, especially in areas like La Jolla, where you can explore sea caves. There are also speedboat tours where you can drive your own boat around the bay. We have a vibrant water culture beyond just surfing.

TW: What are the demographics of incoming tourists? Where is the growth coming from?

Benjamin Eastman: Domestically, we’ve been seeing a surge in visitors. San Diego is on track for the third-highest hotel occupancy in the U.S. right now, particularly during school breaks. Internationally, we attract many visitors from Mexico, Canada, the UK, and Australia. While we do have a good amount of international visitors, we’re working to bring back travelers from Asia-Pacific, especially as flights start to return to pre-COVID levels.

TW: How did COVID-19 impact tourism in San Diego?

Benjamin Eastman: Initially, we were hit hard, like everywhere else. But we were fortunate that our domestic tourism rebounded quickly. Americans were looking for safe, outdoor destinations, and San Diego’s outdoor dining and attractions made it appealing. We’re still recovering internationally, but overall, our recovery has been quite strong.

TW: In terms of budget, how does San Diego compare to cities like Los Angeles?

Benjamin Eastman: San Diego offers a range of price points, similar to Los Angeles. You can choose your accommodations based on your budget and desired experience. If you want to be in a lively area like Gaslamp Quarter, you might pay more, but there are budget-friendly options in places like Mission Valley. We aim to cater to various traveler needs.

TW: Are there any exciting developments in the hotel scene in San Diego?

Benjamin Eastman: Absolutely! There are many new and renovated hotels. The Lafayette, for instance, was named Esquire magazine’s hotel of the year for 2024. Then you have the iconic Hotel del Coronado, which has been around for over a century. There’s a lot happening in terms of accommodations, making it an exciting time for travelers.

TW: Lastly, are there any emerging tourism itineraries or travel trends you’re noticing?

Benjamin Eastman: We’re promoting a Southern California triangle itinerary that includes San Diego, Greater Palm Springs, and Santa Monica or West Hollywood. This route offers beach vibes in San Diego, the desert charm of Palm Springs, and the nightlife of West Hollywood, providing travelers with a diverse experiences beyond just one beach town.