SF tourism has experienced two years of straight growth for the first time since 2019, with an additional 500,000 tourists expected to visit the city in 2026 compared to 2025, but hotel occupancy rates are still much lower than pre-pandemic levels.
Dreamforce is, by this point, a bona fide tradition in San Francisco. Tens of thousands of people flock to South of Market each autumn to don lanyards, strap on winning smiles and plunge into a branding extravaganza. For three days, the Moscone Center, the Metreon mall and an entire block of Howard Street are remade in Salesforce's image. The tech conference also draws a mass of journalists like me, hoping to see how CEO Marc Benioff and his guests will peddle their new tools and technologies.