Oakland, CA – Visit Oakland, the Destination Marketing Organization for the city of Oakland, hosted IMPACT 510: The Town Tourism Day on May 10, 2023 at Bloc15 near Jack London Square. The sold-out event welcomed 200 attendees including community partners, city officials, and business leaders to celebrate the 2022 results. Last year, the total tourism economic impact was $784 million and visitors supported a total of $590 million in sales at businesses in Oakland.

Of the $590 million spent in Oakland in 2022 by visitors, lodging accounted for $194 million, 33% of total visitor spending. Food and beverage spending resulted in $155 million. Transportation, including both air and transportation within the destination, as well as retail, captured 16% of total visitor spending. Visitors spent 8% of their budget on recreation, resulting in $50 million.

“The travel sector is an integral part of the Oakland economy” stated Peter Gamez, President & CEO for Visit Oakland. “Visitors generate significant economic benefits to households, businesses, and government alike. This is critical to The Town’s future. Retaining the vibrancy of our city is what keeps visitors coming back to Oakland.”

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 importance of tourism and uplifted the community. The date of 5/10 was thoughtfully chosen in honor of Oakland’s 510 area code, in support of California Tourism Month, and to align with National Travel and Tourism Week. Now, the 5/10 date has even more meaning. At IMPACT 510, Visit Oakland was presented with a Mayoral Proclamation officially naming May 10th The Town Tourism Day. 

“Oakland's travel and hospitality industry has a lot to celebrate as it makes tremendous strides on the road to recovery, and provides incredible value for the community in many ways,” said Caroline Beteta, president and CEO of Visit California, the state’s tourism marketing organization. “As the Town once again welcomes visitors from around the world, hospitality businesses are supporting thousands of jobs and solidifying Oakland as a world-class destination."

The energy in the room was powerful and represented unity in Oakland. Program elements included an engaging presentation by Visit Oakland President and CEO, Peter Gamez and guest speakers Zeek Coleman, Vice President Americas, Tourism Economics and Nyika Allen, Assistant Director, Oakland Airport.

Live entertainment featured a wonderful, upbeat song written by Kev Choice specifically for the occasion. Choice performed Here We Are with the Oakland Interfaith Gospel Choir and the Oakland Symphony. Deeply rooted in Oakland’s musical history, the West Coast Blues Society led by Ronnie Stewart had everyone on their feet. The Oakland School for the Arts Youth String Quartet played beautiful music for the crowd. The pre and post receptions showcased only-in-Oakland businesses and an interactive mural led by the Bay Area Mural Project and sponsored by the Oakland Museum of California (OMCA) and Children’s Fairyland.

“We have so much to be proud of in Oakland” commented Gamez. “Our visitor volumes increased 21% in 2022. This is so powerful for The Town because travel confidence has continued to build and bolster the recovery in Oakland. It was particularly important to us that IMPACT 510 The Town Tourism Day was both informative and inspiring.  It was a day shared with all who live, work, and visit Oakland.”


In 2022, 3.3 million visitors spent $590 million across the Oakland economy, reaching 83% and 81%, respectively, of 2019 levels. Visitor spending increased by double-digits for the second year in a year as the recovery accelerates in Oakland.


Direct visitor spending of $590 million generated a total economic impact of $784 million in Oakland in 2022, including indirect and induced impacts. This total economic impact sustained 5,377 jobs and generated $86 million in state and local tax revenues in 2022.


Visit Oakland is a non-profit organization marketing Oakland, California as a travel destination. Visit Oakland offers a wide variety of complimentary services and materials for travelers interested in visiting Oakland. For more information, check out VisitOakland.com. Want to share the Oakland love with the world? Follow @visitoakland on Instagram, Facebook and LinkedIn. #oaklandvegantrail #visitoakland  #oaklandloveit

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