For years, Sacramento has been overlooked as a travel destination, but that’s changing.
In 2025, the city’s tourism industry experienced one of its strongest years in recent history, driven by major events, rising visitation, and strategic efforts by its convention and visitors bureau, Visit Sacramento, to position California’s capital as a premier destination.
Visit Sacramento highlighted that momentum during its annual State of Tourism event June 3. In 2025 – the organization booked 405 events, generated more than 373,000 hotel room nights, and produced an estimated $321.1 million in economic impact. Hotel tax revenues also have grown more than 36% over the past four years and are up 27% compared to pre-pandemic levels.
One of the year’s biggest successes was the debut of Terra Madre Americas, an international food and sustainability festival that attracted more than 160,000 attendees. The event built on Sacramento’s farm-to-fork identity while elevating the city’s profile as a global culinary destination. Visit Sacramento leaders announced that the festival has been secured for future years, further strengthening the region’s tourism pipeline.
Sports tourism also has become a major economic driver. Ironman California sold out and became the largest Ironman event in North America, while Sacramento secured the X Games, which begin Friday, June 26.
As Sacramento continues to attract international events, Mike Testa, Visit Sacramento president and CEO, said it is no accident and that it is the result of years of investment, partnerships and long-term planning.