San Francisco’s Comeback: A Golden Opportunity for Travel Advisors
By Jessica Montevago
After a few challenging years, San Francisco’s tourism industry is expected to maintain a steady rebound this year and into the next. Once overshadowed by stories of store closures and safety concerns, San Francisco is writing a new narrative of renewal and investment. Helping change the public perception, crime rates have dropped compared to last year—thanks in part to the city’s efforts to prioritize public safety in key commercial district and tourist areas. The number of visitors in 2025 is projected to hit 23.49 million, up from 23.06 million in 2024, according to the city’s official destination-marketing organization.
Fisherman's Wharf
From world-famous icons like Fisherman’s Wharf, Pier 39, and Chinatown to cultural enclaves such as the Castro and Haight-Ashbury, travelers are rediscovering what makes the City by the Bay so special. San Francisco has poured resources into revitalizing public spaces and attractions. Fisherman’s Wharf now boasts the SkyStar Ferris wheel, soaring 150 feet above the waterfront. A new public plaza at the popular tourist destination is planned to debut next summer. Both Presidio and Ocean Beach have undergone park upgrades; and the Transamerica Pyramid has reimagined itself with new exhibition spaces, a restaurant, and even a pocket redwood forest in the heart of the Financial District.
For travel advisors, this resurgence represents a chance to reintroduce clients to San Francisco during the holiday season and beyond. In December, the city glows with festive lights along the Embarcadero, Union Square’s outdoor ice rink buzzes with energy, and Pacific Heights homes dazzle with elaborate displays. Illuminate SF Festival of Lights runs from Thanksgiving to the end of January, and sees different neighborhoods set up elaborate displays of light art. Looking into the New Year, 2026 will bring major events like Super Bowl LX and FIFA World Cup matches, set to be held at Levi's Stadium.
Union Square on New Year's Eve, featuring the Ice Rink
Now is the perfect time for agents to highlight San Francisco’s fresh appeal—where classic landmarks meet exciting new experiences.
Where to Stay
San Francisco Proper Hotel
The reimagined historic flatiron landmark turned design-forward luxury hotel stands in the city’s vibrant Mid-Market district. Stepping foot into the lobby, guests are greeted with an eclectic interior filled with art and brightly colored furniture. La Bande serves up Spanish tapas next to Villon’s California menu, highlighting the state’s signature farm-to-table ethos. Perched above Market Street, Charmaine is an indoor-outdoor rooftop spot, a favorite among locals for sunset cocktails and weekend brunches.
Hotel Spero, Vignette Collection
When IHG opened Hotel Spero in early 2025, it was the brand’s first hotel on the West Coast under the luxury and lifestyle portfolio. Originally built in 1924, Hotel Spero has kept the property’s historic charm. Spanish Colonial Revival architecture is showcased in elements like the hand-painted ceiling beams and travertine floors throughout the lobby—cementing its spot on the National Register of Historic Places. This all encapsulates 236 guestrooms and 23 suites, a gastropub, expansive meeting space, and a gym.
The Clift Royal Sonesta
Although it’s over a century old, The Clift maintains classic vibes while incorporating modern touches. One of those spaces is the lobby, where a neutral color scheme is accented with driftwood, rich charcoal grays, and metallic bronze. Off the lobby is the Clift’s famous Redwood Room, named, as legend has it, because of the floor-to-ceiling wood paneling from a single redwood tree. Redwood is also the base of the enormous bar at the heart of the Art Deco-inspired bar and lounge. Across the 372 guestrooms, guests will discover Philippe Starck-designed English sycamore custom king and 300-count linens. At the hotel’s kitchen and bar, guests will find honey made on-site with 10 hives and over 10,000 honeybees that live on the roof of the hotel. It also has bikes that its guests are welcome to borrow.
Omni San Francisco Hotel
Sitting in-between Chinatown and North Beach, this 362-room luxury hotel is perfectly positioned for a quiet overnight stay. It’s easily connected to most anywhere in the city, with the California cable car line nearby and main metro and bus lines on Market Street. Inside, the hotel’s former days as a bank in 1926 can still be found at the high marble countertops that now serve as check-in desks. Classical touches in the lobby include a chandelier, marble flooring, and two staircases leading to the balcony. Omni's sole restaurant, Monte’s Restaurant, serves both breakfast and dinner. Thanks to wrap-around windows, it’s a great spot to watch the cable cars pass by. For Omni’s smallest guests, the hotel’s special Junior Chefs program includes special lunch bag, healthy snacks, to-go cup, activity book and crayons.
As San Francisco continues its resurgence, there’s never been a better time for travel advisors to spotlight the city’s ever-evolving hotel scene that blends history with modern luxury.
Book these hotels, and more, using the TSA rate code in the GDS. Non-GDS users can book these hotels using tripXpress.
Banner photo: Aerial View of San Francisco Skyline at Sunrise
