While not as glamorous as zippy wireless technology or lifesaving drugs, San Diego’s tourism industry emerged from the post-Sept. 11 tremors as a steadying regional economic force. “We didn’t suffer as bad and we’ve recovered better than most,” says Sal Giametta, vice president of community relations for the San Diego Convention and Visitors Bureau, which represents the county’s third-largest industry, behind manufacturing and the military.

Prior to Sept. 11, tourism was on a roll. Even taking into account the effects of terrorism, analysts expect visitors to contribute $5.5 billion to the region’s economy this year, up 5.8 percent from a year earlier. It has become a comfortable pattern. In 2001, the industry’s contribution of $5.1 billion and an estimated 144,800 jobs were up 65 percent and 24 percent, respectively, from 1992’s $3.1 billion and 117,400 jobs.

“San Diego is holding its own in the leisure industry,” Giametta says. “We haven’t seen a significant fallout here.” Part of the stability in that segment comes from the county’s position as a diverse, drive-to destination. With the beaches, SeaWorld, Legoland, Zoo, Gaslamp Quarter and other attractions, visitors can create a one-stop vacation.

Also, only one-third of San Diego’s visitors get here by air — an important statistic when people are not flying as much.

And even in the convention industry where flying is common, San Diego has avoided a significant reduction. That’s something Bill Cook, president of Gorilla Service Industries Inc., knows well. Cook says demand for his professional cleanup company, which takes care of parties, conventions and big events like Street Scene, is on the rise.

The expansion of the convention center completed last year also benefits San Diego, serving as a regular host to meetings and trade shows that must book many years in advance. It helps that San Diego’s expansion is new; everyone wants to try it out.

Yet the smaller meeting industry, the one that books into local hotels, has slowed and is hurting single-property hotels. That missing corporate business was felt strongest last winter and likely will be felt this fall.

“Right now (hotels) are doing well,” Luis Barrios, chairman of the Hotel Motel Association says. “(August) is our best month as we are at 90 percent occupancy.” For the year, San Diego County is at 70 percent occupancy, down from about 76 percent at this time last year.

This year, San Diego ranks as the third most visited destination in the United States, behind Orlando and Las Vegas. Usually, San Diego is fifth or sixth, but because of its weather and location, visitors who would fly to a more remote destination are driving over and down.

Compared to the nation, San Diego is doing well. But Barrios, who also is general manager of the Catamaran Resort, says improvement is necessary and forthcoming. He projects 2003 will remain a year for recuperation, with 2004 a year for growth.

— Maria L. Kirkpatrick