The Rise of Sports Tourism in these Southern California Coastal Cities
Southern California has always been a magnet for sunseekers, surfers, and dreamers—but with the 2028 Summer Olympics coming to Los Angeles, the region is gearing up for a whole new level of global attention. The next few years promise a wave of Olympic-level excitement across SoCal’s coastal cities.
For travelers, 2026 is the year to explore before the crowds arrive—when major sporting events, new hotels, and world-class restaurants will redefine California’s signature laid-back vibe. From NASCAR’s first-ever San Diego street race to championship surfing in Oceanside and a new soccer scene in Santa Barbara, these three destinations are stealing the spotlight.
San Diego
The Main Events
Get ready for high-octane thrills when NASCAR takes over Coronado’s Naval Base in June 2026 for a three-day street race unlike anything Southern California has ever seen. Between laps, baseball fans can soak up summer-in-the-city energy at Petco Park, home of the San Diego Padres—where classic ballpark moments meet one of the city’s best dining scenes.
Where to Stay
The Baby Grand Crown City (opening February 2026) is the second hotel from acclaimed San Diego hospitality group CH Projects. Situated across from the iconic Hotel Del Coronado on Orange Avenue, the hotel will be the first design hotel of its kind in two decades in the popular Southern California destination. The $17 million project will thematically reference the area’s coastal setting paired with CH Projects’ signature maximalism, striving to progress the social landscape of San Diego’s distinctive neighborhoods and cultures. For something in the city center, check out the Granger Hotel, San Diego’s first guest-only property and a member of Design Hotels. Following a $30 million renovation, the 96-room property features custom artwork and furnishings, imported Moroccan tile, and rose quartz marble alongside original architectural details.
Where to Dine
Take a ferry from Coronado across the San Diego Bay and stop in at Puesto, known for their handmade non-GMO blue corn tortillas, scratch-made salsas and high-quality proteins with options like filet mignon, wild Mexican shrimp and more. In Little Italy, Juniper and Ivy continues to lead San Diego’s culinary evolution with a constantly changing menu inspired by the day’s freshest catch and local harvest. Born & Raised, a timeless celebration of American Steakhouse culture, is well known for their tableside cart service, luxe rooftop bar, and impressive in-house dry-aging program. Book a table for a night of opulent luxury and rooftop views of San Diego’s skyline.
Oceanside
The Main Events
Oceanside’s surf scene continues to heat up as top athletes train on its legendary breaks, just 30 miles south of Trestles, the official Olympic surfing site for the 2028 Olympics. Just inland, the all-new Frontwave Arena adds to the buzz with the San Diego Clippers lighting up the court and the San Diego Sockers taking over the turf – giving the coastal city some serious sports cred.
Where to Stay
Recently named a Sunset Travel Award “Coastal Gem,” the Seabird Resort and Spa is the kind of ‘something-for-everyone’ resort where you'll plan a return trip on check-out. Experience Oceanside’s surf culture woven through every detail with amenities like the ocean-view pool deck and indulgent Sunny’s Spa. And don’t miss the resort’s dynamic dining scene: start your morning with a coffee and quick bite at Piper and end your night with a sunset happy hour on the roof at The Shore Room.
Where to dine
As Oceanside continues to shape into a world-class dining destination (Oceanside has 3 miles of coastline and 4 Michelin recognized restaurants), check out some of the featured top players. For modern Japanese mulit-course fine dining with a focus on inventive dishes and hyper-seasonality, check out Matsu. Craving something more casual? Tanner’s brings a Michelin nod to the burger game with elevated classics and local flavor. And for the ultimate comfort fix, grab a slice (or three) at the newly opened Odie’s Pizza, where sourdough crusts and inventive toppings redefine the perfect pie.
Santa Barbara
The Main Event
Head up the coast to check out the newly minted Santa Barbara FC, bringing fresh excitement to this region’s laid-back charm with the passion of world-class soccer.
Where to Stay
A blissful downtown hideaway, Kimpton Canary Hotel captures the essence of Santa Barbara charm, blending Spanish-inspired character and elegance with West Coast ease. Soft billowing drapery, four-poster beds, modern design elements, and cheeky art pieces infuse each room with warmth and character. Common areas create natural gathering spaces for complimentary coffee service in the morning, complete with collagen for your morning cup, and wine hour in the evening featuring local Santa Barbara County wines. Guests can unwind atop the iconic Canary rooftop overlooking the mountains and Pacific Ocean, and savor fresh, seasonal dishes at the hotel’s signature farm-to-table, Finch & Fork.
Where to dine
Santa Barbara’s newest all-day eatery, Gracie, brings fresh flavors, expertly crafted cocktails and unbeatable waterfront views. Enjoy brunch, lunch and dinner with local ingredients sourced from trusted farmers and suppliers, coastal influences and international flavors. For an elevated and swanky experience, visit Lion’s Tale, nestled in the Montecito Inn, serving classic, innovative cocktails and decadent bites, including lobster rolls, chilled martinis and local artisan bread. Explore the region’s amazing wine culture at Pali Wine Co. and sip everything from orange wines like the ‘Dawn’ to classic Pinot Noirs on their Funk Zone tasting room patio.
