12-05-2025
- Business
- Business Journals
Visit Oakland celebrates $779M economic impact from tourism in 2024
Visit Oakland, the destination marketing organization for the city of Oakland, hosted IMPACT 510: The Town Tourism Day on May 7 at the Oakland Museum of California. The sold-out event welcomed 250 attendees including community partners, city officials, and business leaders to celebrate the 2024 results. Last year, the total tourism economic impact was $779 million, and visitors supported a total of $583 million in spending in Oakland.
Of the $583 million spent in Oakland in 2024 by visitors, lodging accounted for $174 million, or 30% of the total visitor spending. Food and beverage spending resulted in $160 million, representing 27% of the total spend. Transportation, including both air and ground transportation within the destination, as well as retail, captured $97 million of total visitor spending. In 2024, visitors spent $56 million on recreation and entertainment.
Oakland saw a 4% increase in day trips to the city. The team at Visit Oakland is focused on converting day trips into overnight stays to increase the economic impact. This commitment comes at a critical time as the travel landscape continues to face unprecedented challenges.
'This is an extremely important time in the travel and tourism industry,' said Peter Gamez, president and CEO for Visit Oakland. 'We are experiencing change on a national level that directly impacts Oakland locally. Our results show the significance that tourism brings to The Town. It is crucial that Oakland leadership work closely with Visit Oakland and continues to recognize and support the value of marketing our city to further the growth of our tourism economy.'
In true Oakland style, IMPACT 510 - The Town Tourism Day was about more than just the successful numbers. Visit Oakland presented an event that shared the value of tourism and uplifted the community. The name Impact 510 pays tribute to Oakland's 510 area code. The date of the event was selected in support of California Tourism Month, and to align with National Travel and Tourism Week.
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Visit Oakland
'Oakland is a city that proudly celebrates its diverse arts and culture, amazing attractions, and award-winning culinary scene' said Caroline Beteta, president and CEO of Visit California, the state's nonprofit tourism marketing organization. 'Visit Oakland does a wonderful job highlighting these assets to attract visitors to Oakland, produce vibrancy in The Town, and directly impact the city's economic success.'
The energy in the room was powerful and showed the unity of Oakland. Program elements included an engaging presentation by Gamez and an Oakland's Bright Future panel discussion featuring Edreece Arghandiwal, co-founder and chief marketing officer, Oakland Roots SC and Oakland Soul SC; Joe Ernst, principal, srmErnst Development Partners and Prescott Market; Mieko Hatano, CEO, Oakland Symphony; and Kymberly Miller, CEO, Children's Fairyland.
Honorable Mayor Barbara Lee was a guest speaker addressing the Oakland community at one of her first public events since winning the election. The master of ceremonies was Autumn King, host of Trail Chats. Live entertainment brought an inspiring performance by the Oakland Symphony and DJ Lady Ryan played music that matched The Town's vibrancy. A call to action closed the event — Gamez recognized individuals from the restaurant and hospitality communities to remind everyone support local businesses. It was powerful moment honoring the people of Oakland, who remain the true heart and soul of The Town.
'We challenged everyone to make this a summer to remember and share their love of Oakland by telling their family, friends and colleagues to plan a day in Oakland visiting our attractions, dining in our restaurants, shopping in our stores, and staying the night in our hotels' Gamez said. 'I know the power of the people in our community, and they can help make a positive impact on our local businesses, our attractions, and our economy.'
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Visit Oakland
Visitor spending impact
In 2024, 3.4 million visitors spent $583 million across the Oakland economy. The Oakland visitor economy experienced a 0.2% decline in visitor spending from 2023.
Total economic impact
Direct visitor spending of $583 million generated a total economic impact of $779 million in Oakland in 2024, including indirect and induced impacts. This total economic impact sustained 5,548 jobs and generated $85 million in state and local tax revenues in 2024.
Visit Oakland is the official destination marketing organization for Oakland. Their mission is to increase tourism's economic impact to the city of Oakland through destination development. The team at Visit Oakland elevates, celebrates, and illuminates Oakland in all its vibrancy. They do this by promoting Oakland on a regional, national, and international level to increase positive awareness and attract visitors and group business to The Town. Visit Oakland also does this by supporting and promoting programs and events in Oakland that are open to the public and interesting to visitors.
Visit Oakland is a nonprofit organization funded by hotel occupancy tax and Measure C along with other community partners. This means that every time someone stays in an Oakland Tourism Business Improvement District hotel, 2% of the room rate per night goes towards funding Visit Oakland's marketing efforts.
Tourism is essential to the success of a city. When people visit for leisure or corporate travel, they utilize the Oakland airport and transportation systems. Those visitors also stay in Oakland's hotels, shop at the local stores, dine in the restaurants, and visit local attractions. This generates revenue for Oakland businesses and creates positive energy throughout The Town's community.
