Approaching his first anniversary as CEO of the San Diego Tourism Authority, Daniel Kuperschmid reflects on moving from decades in hotel operations to guiding the city’s tourism efforts. He shares what’s driving San Diego’s growth, why collaboration across stakeholders matters, and how he hopes to position the region as a global hub for culture, innovation and hospitality.
You’re approaching your first year leading the San Diego Tourism Authority — what have you learned so far about the destination from the DMO side versus your decades in hotel operations?
My first year with the SDTA has been truly inspiring. While I’ve always recognized the collaborative and supportive nature of our community toward tourism, my experience at SDTA has underscored just how vital tourism is to San Diego. It’s remarkable to see how many stakeholders are genuinely invested and actively engaged in the city’s success.
Within the organization, I’ve been genuinely impressed by the sophistication of our marketing strategies. We thoughtfully identify and target specific visitor segments, always striving to maximize the return on our investments. The entire SDTA team embraces a growth mindset and demonstrates remarkable agility, adapting seamlessly to the ever-changing landscape of our industry.
After 30 years with Hyatt, including managing global and regional portfolios, what prepared you most for stepping into a destination-wide leadership role?
My years of working closely with hotel owners have given me a unique perspective on what they are looking for from their DMO. Additionally, my experience across a variety of destinations throughout the U.S., including leisure and convention cities, has helped me understand what strategies succeed and which ones fall short in different Environments.
San Diego welcomed 32 million visitors and $14.6 billion in visitor spending in 2024. From your vantage point, what’s driving that momentum — and what needs protecting or evolving next?
While our beautiful weather and stunning beaches initially attract visitors to San Diego, it’s our vibrant arts, culture, and culinary scene that encourages them to stay longer and keeps them coming back. To remain competitive with other major cities around the world, we must continue to share our story beyond just the weather and beaches. What truly sets San Diego apart is the accessibility of all our incredible assets. Unlike many of our competitors, we don’t struggle with traffic and mobility challenges. No matter where you stay in San Diego, you’re always close to everything the city has to offer.
We are thrilled to have recently been chosen as the future home of the TED conference for the next several years. This prestigious event will elevate our innovation economy and give us the opportunity to showcase San Diego as not only a fantastic place to visit, but also an exceptional city in which to live, work, and start a business.
Finally, we are committed to creating and bringing live events to San Diego to further increase demand for our city. While we already host outstanding events like the San Diego Food and Wine Festival and the Farmers Insurance Open, there is tremendous potential for even more opportunities.
Having served previously on the SDTA board, how did that insider understanding shape your priorities once you officially took the CEO role?
Having served on the SDTA board and as the Chair in 2020 and 2021, I developed strong relationships with key tourism stakeholders throughout the city. This experience enabled me to quickly immerse myself in SDTA’s program of work and connect with the team right away. It was also extremely valuable to have a clear understanding of the organization’s funding model, which, as you know, can be quite complex for many DMOs.
San Diego consistently ranks among the top US markets for hotel occupancy. How do collaboration and alignment across hotels, attractions and civic partners factor into sustaining that success?
Many of our clients consistently share that San Diego stands out for its exceptional teamwork across the city. There is a strong sense of community within the tourism sector, fostering collaboration and alignment among hotels, attractions, and civic partners.
Why is travel still such a critical economic and community driver for San Diego — especially at a time when destinations are competing harder than ever for visitors and meetings?
Tourism is San Diego’s second largest traded economy, creating more than 200,000 Jobs — second only to the defense sector. Annually, tourism generates over $300 million in tax revenue for the city’s general fund that supports city services. It truly serves as the lifeblood of our economy; everything begins with a visit.
Looking ahead to year two and beyond, how do you want San Diego’s story to be told globally — and what role should the tourism industry play in shaping that narrative?
I would love to see our destination recognized as a mega region, including Northern Baja, renowned for its world-class arts, culture, and culinary offerings. We believe tourism is for everyone, and we want the world to visit and experience our welcoming hospitality.
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