Our Mission

To provide unique and useful itineraries that help you craft your ideal experience in San Diego.

Why We Do This

It is hard to get good advice these days.

It is not hard to get advice (see: Yelp, TripAdvisor, mommy blogs, travel blogs, influencers, advertisements, paid magazine articles), but it is hard to get good advice. When In San Diego was created as a place to find unique and useful itineraries and recommendations for when you’re visiting or living in the beautiful city of San Diego. We do not recommend anything we have not already done ourselves or would not recommend to our friends, and we take time with our considerations. You may not agree with the recommendations on this site, but you can trust that it is genuine.

Why Trust Us

Any establishment, location, dish, or activity that we write about we have tried ourselves, often numerous times. We do not post a review unless we have been to the establishment at least three times. Most of these places are just our own personal local favorites, happened upon organically in our exploration of San Diego.

We are not paid or sponsored by anyone other than our completely unrelated jobs. We try to be as objective and broad as possible in our recommendations, but we will always bring ourselves, with our inherent tastes and biases, with us everywhere we go. Our bias would probably best be described as tending toward local, unfranchised, community-focused, and environmentally conscious, but obviously this is not everything. McDonalds is good sometimes too.

Our content quality will not be sacrificed for the sake of ranking. Every review, itinerary, and list on this website is written with the intent of providing genuinely engaging, useful content that will help you find the best of San Diego. That “best” will mean something different to everyone. But “When In San Diego” will guide you there.