What is the Tourism Enhancement Program?
The San Francisco Peninsula Tourism Enhancement Program provides funding for events, activations, and projects that enhance the visitor experience and drive tourism throughout San Mateo County.
From cultural festivals to signature events, this program is designed to invest in ideas that bring people to the Peninsula, support local businesses, and create meaningful experiences for both visitors and residents.
What We’re Looking For
We’re seeking projects that:
- Attract visitors from outside the local area
- Encourage overnight stays and support our hotels
- Showcase the unique character of the Peninsula
- Support local businesses, culture, and community
- Align with responsible and sustainable tourism
Whether you are launching something new or growing an existing event, we’re looking to support ideas that make an impact.
Funding Levels
We offer three levels of funding based on the scale and impact of your project:
Tier 1: Community Support
$2,500 – $4,000
For smaller-scale or first-time events that enhance community vibrancy and contribute to the visitor experience.
Tier 2: Tourism Growth
$5,000 – $7,500
For established or expanding events with a clear strategy to attract visitors from outside the local area.
Tier 3: Destination Impact
$7,500 – $10,000
For high-impact events that drive overnight stays, regional awareness, and strong economic return.
Who Can Apply
Eligible applicants include:
- Event organizers and cultural institutions
- Tourism, community, and hospitality partners
How It Works
1. Submit an Application
Tell us about your event or project, your goals, and how it will drive tourism.
2. Review & Selection
Applications are evaluated based on tourism impact, marketing strategy, feasibility, and alignment with The San Francisco Peninsula’s priorities.
3. Funding Awarded
Selected projects receive funding and support from The San Francisco Peninsula.
4. Post-Event Reporting
Recipients must complete a post-event recap - sharing key outcomes, including attendance, visitor reach, and overall impact.
Apply Now
Ready to bring your idea to life? We are now accepting applications for the Tourism Enhancement Program!
Before you fill out your application, please review these important pre-application notes:
1. Be sure that you have all the details about your proposed project at your disposal. As part of the application form, you will be asked questions about project timelines, budget, partners, marketing, and more. The form has over 40 questions and you must complete all of them in one session, so remember to gather all the information about your project before you sit down to complete your application.
2. Review this Tourism Enhancement Post-Event Recap document. If you are accepted into the program, you will be expected to answer the questions in this document once your event/project is completed. By reviewing this document now, you will be better prepared for successful participation in the Tourism Enhancement Program.
Questions?
We’re here to help. If you have questions about eligibility, ideas, or how to apply, please reach out: