The increase in tourists, and the increase in their spending habits, leads to more developed advertising opportunities especially, with billboards. Total tourism spending in 2018 was almost $9.4 billion, which was up by 3.8 percent from 2017. In 2018, San Francisco Travel saw an average of 26.28 million visitors in the city, which was an increase of 2.6 percent from the previous year. Among the Golden Gate Bridge, cable cars, a wide selection of eatery, and biking culture, San Francisco uses billboard advertising to speak to their people and their tourists.