Today the San Diego Tourism Authority (SDTA) announced its 2025 Tourism Accelerator cohort. The initiative, one of the first of its kind in the country, promotes diversity, equity and inclusion in the local tourism industry by providing free membership, mentoring, education and networking opportunities to businesses owned by women, veterans, people of color, people with disabilities and members of the LGBTQIA+ community.
Now in in its fourth year, 65% of Tourism Accelerator graduates report revenue growth, 45% have created new jobs, and 100% say they have more confidence in doing business.
“The Tourism Accelerator program underscores SDTA’s unwavering commitment to DEI as a strategic business imperative for our industry,” said Theresa Cunningham, vp of people, culture & purpose. “By empowering small and diverse-owned businesses to thrive, the program fosters a more inclusive and vibrant tourism sector, strengthens our community, and solidifies San Diego’s reputation as a premier destination for tourism and business.”
Diamond Brandon of S&S Friendly Ranch and a 2024 graduate added, “I loved this program. As a growing business, we were limiting ourselves and thinking small, and what SDTA poured into us over the year expanded our vision and made goals out of reach seem much more obtainable. This program gave me the tools to dream big and work smarter.”
The Tourism Accelerator has formed an active alumni group, who support each other in business development, network together, and mentor incoming accelerator members.
The 2025 cohort was selected from nearly 50 applicants, reflecting the diversity of the region and the industry and embracing a wide range of business types with owners from a variety of backgrounds.
This year’s cohort includes:
Baraka and Bilal
Baraka and Bilal provide hand-crafted, flavorful dishes that showcase East African traditions and are available for events seeking unique, memorable cuisine. Founded in 2013, by UWEAST (United Women of East Africa Support Team), this initiative empowers refugee women by teaching them entrepreneurial skills that honor their cultural heritage.
Owner: Sahra Abdi | Black, woman-owned business
6553 University Ave. San Diego, CA 92115
Bloom & Rooted
Bloom & Rooted is San Diego’s premier partner for luxury plant and floral design. We specialize in curating bespoke plant rentals, native floral displays, and event decor that embodies the timeless beauty of Southern California’s landscape. We also offer eco-conscious floral installations that reflect San Diego’s commitment to sustainability and the environment.
Owner: Felicia Booker | Black, woman-owned business
1835 Imperial Ave San Diego, CA 92123
CatchHer IceCream
CatchHer IceCream is a homemade, upscale, adults-only, liquor-infused ice cream brand.
Owner: Sheena Lyte | Black, woman-owned business
9932 Mesa Rim Road, Ste A San Diego, CA 92121
Flour Atelier
Flour Atelier is a boutique modern bakery specializing in Asian inspired flavors from the Philippines and Japan.
Owner: Chrisell Nguyen | Asian, woman-owned business
4240 Kearny Mesa Rd 116, San Diego, California 92111
Movement Matters Collective
Movement Matters Collective is a community-focused health and wellness organization offering inclusive, accessible movement experiences. We provide pilates, dance, and yoga classes to promote physical and mental well-being in our boutique wellness space, as well as tailored wellness services for organizations, events, and conventions.
Owner: Latoya Mckelvin-Westpoint | Black, woman-owned business
3014 C St. Unit E, San Diego, California
Mujeres Brew House
Mujeres Brew House is San Diego’s first and only all-female and Latina-owned and operated craft brewery in San Diego.
Owner: Carmen Favela | Latina, woman-owned business
1983 Julian Ave San Diego, CA 92113
Purpose First
Purpose First is a certified 501(c)(3) nonprofit organization that hosts community cleanup events in San Diego. We provide education, sponsor eco-friendly events, and have rescued over 7,000 lbs of trash from entering the ocean.
Owner: Gregor Coffaro | Veteran-owned business
960 Sapphire St. San Diego, CA 92109
Sunny Bites Food Tours
Sunny Bites Food Tours offers immersive walking food tours that showcase the culinary gems and local culture of San Diego’s off-the-beaten-path neighborhoods, starting with North Park. By partnering with local businesses, we provide guests with a unique and flavorful experience that supports the community while highlighting the rich history and vibrant food scene of each area.
Owner: Rachel Murray | Woman-owned business
4102 Ohio St San Diego, CA 92104
Surje Coffee Co.
Surje Coffee is a dairy-free, gluten-free specialty coffee shop in El Cajon, offering culturally inspired coffee mocktails and community-centered events. We also provide catering through our mobile coffee cart, delivering our unique coffee experiences to off-site events, expanding our reach and customer base.
Owner: Valerie Urrutia | Latina, woman-owned business
124 E Main Street, El Cajon, CA 92020
The Old Town Soap Company
The Old Town Soap Company is a Black, Woman, and Veteran-Owned personal care and wellness brand based in Liberty Station, Point Loma. We specialize in zero-waste, plant-based products like soaps, body butters, serums, and beard oils, alongside unique soap-making classes. We provide endless possibilities for product customization for retail and wholesale customers.
Owner: Ernestine Brown | Veteran, Black, woman-owned business
2820 Historic Decatur Rd, San Diego, CA 92106
SDGE and The Shipyard have generously sponsored this year’s program, offering each participant a suite of services valued at over $15,000:
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Free SDTA membership, free admission to select events and special access to SDTA senior staff, board members and program investors.
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Business services and coaching from the top providers in San Diego in finance, risk management, commercial real estate, operations and marketing.
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A $500 voucher for a course through UC San Diego Extension.
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Free advertising in brochure racks at over 450 locations in San Diego from Certified Folder.
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A $1,000 credit to use on SDTA’s digital advertising platforms.
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Free digital ad in the San Diego Business Journal.
A diverse panel of business leaders and past graduates selected the cohort, considering the viability of the business model, business needs and commitment to community service.
Eligible businesses include San Diego-based non-SDTA members who have operated for at least one year in categories including, but not limited to, restaurants, retail, activities and attractions, museums, transportation, and meeting and event services.
For more information, visit sandiego.org/accelerator
