By Neha Mehrotra
San Francisco is a thriving city full of vibrant neighbourhoods, parks and open spaces, unmatched views, and some of the best food and hospitality in the world. With a significantly rising demand across segments like business, tech, leisure, and travel, India has proven itself to be a major source market for the city and San Francisco looks at India as one of its priority markets in the world. From its scenic beauty to the thrill of upcoming sports and music events, the bustling city invites Indian tourists to escape into one of the most vibrant cities we have come across.
In an exclusive interview with PEAKLIFE, Hubertus Funke, Executive Vice President and Chief Tourism Officer of the San Francisco Travel Association, shares the quintessential experiences awaiting visitors in the city and outlines ambitious plans for the future.
1. How important is the Indian market for San Francisco?
Hubertus Funke: India is a priority market for San Francisco. It was also the first and only overseas market to fully recover for us. We are seeing strong demand across such segments as business, including tech professionals, visiting friends and relatives, and leisure and student travel. According to Oxford Economics’ data for San Francisco and San Mateo counties, India ranked second in terms of visitor spending among international markets in 2023, and visitation increased nearly 36% to 214,000 year-over-year. The availability of direct flights (SFO currently has 18) has further facilitated travel, opening convenient routes and enhancing accessibility. Indian travellers are increasingly seeking unique experiences and deeper connections when they travel. San Francisco’s diversity of attractions, dining scene, and cultural offerings are perfectly positioned to meet this demand.
2. What are some of the unique attractions that have proven to be particularly appealing to Indian tourists?
Hubertus Funke: In the heart of San Francisco lies a treasure trove of experiences that resonate deeply with Indian tourists seeking both cultural enrichment and natural splendour. Among the city’s favourite landmarks, the Golden Gate Bridge stands tall as a symbol of architectural prowess and scenic beauty, drawing awe and admiration. The Fisherman’s Wharf offers a bustling atmosphere infused with the aroma of seafood delights, vibrant souvenir shops, and entertainment aplenty—a true immersion into the local pulse. Pier 39 is a favourite among visitors seeking family-friendly entertainment and panoramic views. Meanwhile, Union Square beckons with its upscale boutiques and diverse dining options, catering to the discerning tastes of Indian travellers seeking a blend of luxury and authenticity. Cultural enthusiasts can find solace in the city’s world-class museums like SFMOMA and the de Young Museum, while the bustling streets of Chinatown promise an exploration of diverse cultures and culinary delights.
San Francisco also serves as a gateway to Northern California’s natural wonders, from the rolling vineyards of wine country to the awe-inspiring vistas of Yosemite National Park. Indian families also like San Francisco’s calendar of year-round events and performances, plus visits to museums, parks, and bike-friendly paths. We also encourage our Indian visitors to tailor their experiences or go beyond the well-known to create unforgettable memories.
3. Could you share some insights or initiatives to enhance the overall experience for travellers?
Hubertus Funke: As the pulse of San Francisco’s vibrant music scene quickens this year, the city welcomes Indian tourists to immerse themselves in a symphony of free music events. From the captivating Illuminate Live series to the lively Downtown First Thursdays and the eclectic SF Live, there’s something to suit every musical palate. But San Francisco’s allure extends far beyond its melodies; it’s a city where cultural diversity thrives, reflected in its esteemed institutions like the Asian Art Museum, Museum of the Africa Diaspora, and Contemporary Jewish Museum, which host captivating art installations year-round. The performing arts take centre stage at venues like the American Conservatory Theatre, San Francisco Ballet, and San Francisco Opera, while outdoor enthusiasts can revel in the city’s natural beauty at projects like the Presidio Tunnel Tops and Salesforce Park.
Culinary aficionados are spoiled for choice in a city boasting 50 Michelin-starred restaurants and a thriving coffee culture, while the nightlife scene, including events like the Bhangra & Beats Night Market and Chinatown Night Market, adds an extra dash of excitement. Even the San Francisco International Airport earns accolades for its exceptional dining options, ensuring that from arrival to departure, every moment in San Francisco is a feast for the senses.
4. What steps are you taking to make San Francisco a sustainable destination?
Hubertus Funke: San Francisco’s strides towards sustainability is nothing short of revolutionary, setting a precedent for cities worldwide. From boasting the world’s first LEED Platinum-certified convention centre and airport to pioneering efforts to achieve triple-zero status at San Francisco International Airport (SFO), the city is reshaping the future of travel. SFO also leads the world in the use of sustainable aviation fuel (SAF). With initiatives like California’s inaugural 100% zero-emissions ferry and plans for additional eco-friendly vessels by San Francisco Bay WETA, coupled with the Bay Area Rapid Transit (BART) and Caltrain’s transition to electrification, San Francisco is leading the charge towards a greener, more efficient transportation network. The San Francisco Municipal Transportation Agency (SFMTA) is also working towards a fully electric, zero-emission Muni fleet powered by renewable hydropower. The city is also progressing steadily towards its ambitious Climate Action Plan, aiming for net-zero carbon emissions by 2040.
Further, we are also collaborating with partners like the World Economic Forum, Salesforce, and Deloitte on “Yes SF,” supporting sustainability innovators and a coalition of over 40 San Francisco organisations is working together to add 30% more biodiverse green space by 2030. San Francisco’s commitment extends to its tourist spots, where landmarks like the Exploratorium and California Academy of Sciences lead the way with their zero-net energy and LEED Platinum certifications. The city’s culinary landscape is at the forefront of sustainability, with Michelin’s green-starred restaurants and innovative concepts like Shuggie’s Trash Pie & Natural Wine Bar, which dubs itself a “food waste paradise,” winning national acclaim. SF City Guides offers a free “Climate Change at Crissy Field” tour, highlighting environmental threats and solutions.
5. Lastly, what’s next?
Hubertus Funke: As we continue our commitment to showcasing the vibrant tapestry of San Francisco, our storytelling pillars remain steadfast, highlighting the city’s iconic landmarks, culinary excellence, cultural diversity, and its pivotal role as a global technology hub. With new hotel openings and renovations, visitors can expect enhanced accommodations and experiences, ensuring their stay is nothing short of exceptional. Following the excitement of the 2025 NBA All-Star Game, the Bay Area gears up to host Super Bowl LX and the FIFA World Cup in 2026, promising a thrilling 18 months for sports enthusiasts, including the many sports-loving Indians seeking travel opportunities. Anticipating a total visitor volume nearing 23.7 million in 2024, with India continuing to be one of the most significant source markets, this reflects the enduring allure of San Francisco to travellers worldwide, cementing its status as a premier destination for unforgettable experiences and memorable adventures.
