San Francisco faces alarming tourism drop over July Fourth weekend
- San Francisco's tourism industry is critical to the city's economy, but it is facing a concerning decline during a traditionally busy holiday weekend.
- Business owners have reported visitor numbers down by as much as 50% this year, with fears for future impacts looming as winter approaches.
- Many in the hospitality sector attribute the drop in foreign visitors to national politics and unfavorable immigration policies.
In July 2025, tourism in San Francisco, California, a vital component of the city's economy, declined sharply over the traditionally busy July Fourth weekend. Business owners at key tourist locations like Fisherman's Wharf and Union Square reported a significant reduction in visitors compared to previous years, with one statement indicating a drop of about 35%. Some operators revealed startling figures indicating they were 50% down in June and early July, expressing concerns about potential future repercussions in winter if trends do not improve. Bob Partrite, Chief Operating Officer of Simco Restaurants at Pier 39, acknowledged that while business in 2025 had been stable overall, June stood out as an unusual downturn. In light of these challenges, he emphasized the importance of adaptability and flexibility in operations to weather the fluctuations in tourist traffic and maintain a successful business. Various stakeholders in the tourism and hospitality sectors attribute the decrease in foreign visitors to national political climate factors. Immigration policies and perceptions of the U.S. abroad were cited as discouraging international travel. This sentiment was echoed by a couple visiting from Germany, who expressed their hesitation before traveling due to inadequate perceptions towards the U.S., as voiced by friends and family back home. They mentioned that the preparations for their trip were more extensive due to uncertainties and doubts surrounding traveling to the United States. Local business owners, alarmed by these trends, hope for state-level intervention to assist in promoting tourism and countering the decline caused by international situations. There is a clear urgency among these business leaders to ensure that tourism revives, especially as the summer season progresses and to help safeguard their prosperity during the colder months ahead.