The San Diego Convention & Visitors Bureau has changed its name to the San Diego Tourism Authority. 

The new name reflects the prevailing corporate naming of destination marketing organisations, domestically and internationally, and better communicates the organisation’s role as the official travel resource of the San Diego region.

“Our new name is direct, easy to understand, memorable and recognisable, which is vital as San Diego becomes more visible on the global tourism stage,” stated Joe Terzi, president of the San Diego Tourism Authority. 

“The new name also speaks to the key role our organization plays as the authority on all things related to our region’s tourism industry,” Terzi added.

Tourism is the San Diego region’s third largest industry and generates $16.5 billion in total economic impact and $7.5 billion in direct visitor spending to the region’s economy.

Tourism employs 163,000 local residents, which accounts for 13 per cent of the jobs in the county.

More than 30 million visitors travel to San Diego annually to enjoy the region’s diverse offerings.