Experience San Diego, Destination 2040 (formerly known as Destination Master Plan) is the City of San Diego’s first destination master plan. A product of the input from more than 40 San Diego tourism, business and civic leaders and hundreds of hours of research, this 20-year plan lays out ambitious but attainable strategies to attract more visitors and increase visitor spending. The plan focuses on four main areas: investing in new and existing leisure assets, expanding meeting and convention tourism, improving transportation and investing in the San Diego brand to grow and extend its reach.