San Francisco Tourism Campaign 2026

The San Francisco Tourism Campaign 2026 is an ongoing commercial video production for the San Francisco Travel Association (SF Travel), the city's official destination marketing organization. SF Travel launched its largest-ever global marketing campaign in 2023 under the banner "Always San Francisco" -- its first to include television advertising -- with assets appearing across linear TV, connected TV, digital out-of-home displays in major markets including New York, Chicago, Boston, Washington D.C., and Houston. The campaign features a reimagined version of Judy Garland's classic "San Francisco" song, performed by local and San Francisco-connected musicians. Filming spans the city's most iconic locations: the Golden Gate Bridge, Fisherman's Wharf, Chinatown, cable cars, and the colorful neighborhoods that define San Francisco's visual identity. The $6 million initial campaign investment has been followed by continued production work through 2025 and into 2026, including SF Travel's first float in the Rose Parade in nearly 50 years for 2026. San Francisco remains one of the most expensive markets for commercial video production in the United States. Bay Area permitting fees saw a 15% adjustment in 2026 to account for increased municipal oversight, and the city's specialized talent pool and AB5 compliance requirements keep production costs at a premium.