Entered by San Diego Tourism Authority

San Diego isn’t just a destination. It’s a disposition. In a world increasingly shaped by anxiety, cynicism and division, San Diego is the antidote – the Eternal Optimist.

The destination’s strategic evolution from Happiness to Optimism is not only perfect for the current overarching negativity in the world today but is true to the destination’s core DNA and built on decades of research that has proven San Diego inspires people to be a better version of themselves. San Diego’s Eternal Optimism is showcased and brought to life through culture and outdoor lifestyle, the place itself - a vibrant beach city, and the incredible people who call San Diego home.