Julian, California Short-Term Rental Market
San Diego County STR market averaged $303 ADR, 62.8% occupancy and $5,181 monthly revenue in September 2026.
Quick Answer: Julian, California is an active short-term rental market. average occupancy in the San Diego market area is 63%. average monthly revenue in the San Diego market area is $5,181. average daily rate in the San Diego market area is $303. the top operator in the San Diego market area is Evolve with 265 listings. market score is 65/100 (grade C).
Market data reflects the San Diego regional market, which includes Julian. Regulations, taxes, and permit details below are specific to Julian.
Market Score Breakdown
Five dimensions StaySTRA evaluates per market.
Market Overview
This profile covers Julian, California, a historic mountain town of 1,768 residents at 4,226 feet elevation, about an hour east of San Diego. Performance figures below describe the San Diego County STR market, a regional dataset that includes Julian, so they show the regional level rather than Julian alone. In September 2026 the San Diego County STR market averaged an ADR of $303, occupancy of 62.8% and monthly revenue of $5,181 per listing. The entire-home ADR was $327. Compared with September 2025, occupancy rose 10.8%, ADR rose 3.3% and revenue rose 10.2%, so the gain came mostly from more booked nights rather than higher rates. September 2026 also ran above the typical September in the seasonal record, which averages 61.5% occupancy and a $251 ADR. Year to date, 2026 has averaged 68.0% occupancy, a $321 ADR and $5,970 in monthly revenue over nine months, ahead of the full-year 2025 figures of 62.7% occupancy, a $305 ADR and $5,256 in monthly revenue. Occupancy peaked at 71.3% in 2021 and has eased to the low 60s since, while ADR rose from $248 in 2021 to $305 in 2025. Julian itself draws day-trippers from San Diego and overnight guests seeking a mountain stay, with Cuyamaca Rancho State Park, century-old apple orchards and the Pacific Crest Trail as anchors. Bedroom, channel, and listing-type counts and top operator names are tracked at a shared regional level rather than uniquely for Julian, so this profile omits them. The typical home value was $557,196 as of the August 31, 2026 snapshot, with 48 homes for sale.
Seasonal Patterns
| Month | Occupancy |
|---|---|
| Jan | 56% |
| Feb | 65% |
| Mar | 69% |
| Apr | 62% |
| May | 64% |
| Jun | 74% |
| Jul | 77% |
| Aug | 68% |
| Sep | 61% |
| Oct | 61% |
| Nov | 58% |
| Dec | 57% |
Month-by-month nightly rates and revenue figures for Julian are available to StaySTRA Pro members. Unlock with StaySTRA Pro or analyze a specific address free.
Top Short-Term Rental Operators in San Diego market area
Ranked by total active listings. Useful for understanding the competitive landscape. Operator data is published for the San Diego market as a whole, which includes Julian, so these counts are not Julian-only figures.
| # | Operator | Listings | Reviews | Rating |
|---|---|---|---|---|
| 1 | Evolve | 265 | 10,436 | ★ 4.74 |
| 2 | Surf Style Vacation Homes | 223 | 10,070 | ★ 4.77 |
| 3 | Vacasa | 176 | 8,268 | ★ 4.62 |
| 4 | Nxt Vacation Rental Management | 164 | 3,008 | ★ 4.90 |
| 5 | San Diego Rentals | 162 | 153 | ★ 4.40 |
What Kind of STR Should I Buy in Julian?
Revenue and nightly-rate breakdowns by bedroom count, property tier, and dwelling type for Julian are available to StaySTRA Pro members. Unlock with StaySTRA Pro or analyze a specific address free.
Booking Channel Mix
Distribution of bookings across major STR platforms.
| Channel | Share |
|---|---|
| airbnb | 49.4% |
| vrbo | 6.2% |
| both | 44.4% |
Home Value Trends (Julian)
Typical home values, median sale prices, and the 10-year price trend for Julian are available to StaySTRA Pro members. Unlock with StaySTRA Pro or analyze a specific address free.
Booking Insights
Booking-window and length-of-stay analysis for Julian — how far ahead guests book and how to price around it — is available to StaySTRA Pro members. Unlock with StaySTRA Pro or analyze a specific address free.
Short-Term Rental Regulations
Julian is an unincorporated San Diego County community, so county rules apply rather than a city STR ordinance. Short-term rentals are permitted, and a permit is required in the form of a Transient Occupancy Tax (TOT) certificate registered with the San Diego County Treasurer-Tax Collector. No separate STR business license is required in unincorporated areas. The registration program was formalized on June 11, 2024, and the registration renews annually. The TOT rate is 8% of gross rental income, collected from guests and remitted quarterly. There is no owner-occupancy requirement and no primary-residence requirement, and no maximum nights per year is documented. County zoning generally allows short-term rentals in residential zones subject to TOT registration and safety compliance. Accessory dwelling units may be barred from rentals shorter than 30 consecutive days under California ADU rules. Operators should confirm their parcel’s zoning with San Diego County Planning & Development Services at 858-694-8985 before listing. Safety expectations include working smoke and carbon monoxide detectors and fire extinguishers, along with compliance with noise ordinances, and homeowner association rules may add limits. Enforcement severity is rated minimal. California SB 346, signed in October 2025 and effective January 1, 2026, lets the county compel platforms such as Airbnb and VRBO to share host data, which could strengthen enforcement over time. Confirm current rules with the county before purchase.
Market Comparison
Multiplying the September 2026 occupancy of 62.8% by the $303 ADR gives roughly $190 of revenue per available night. The seasonal low in January still holds 55.5% occupancy at a $202 ADR. The July peak of 77.0% occupancy and a $323 ADR is the high point of the year. Year-over-year momentum is also positive, with occupancy up 10.8%, ADR up 3.3% and revenue up 10.2%. The caution is that these figures cover a wide regional mix, from coastal communities to mountain and desert towns, so a Julian property may sit above or below the average. The 2026 year-to-date pace of 68.0% occupancy and a $321 ADR suggests the market is running ahead of 2025, but buyers should test deals against conservative occupancy near the 62% to 63% seen in 2024 and 2025.
Frequently Asked Questions About Julian, California
What is the average Airbnb daily rate in Julian, CA?
What is the occupancy rate for short-term rentals around Julian?
How much do Julian short-term rentals earn per month?
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Does Julian require owner occupancy for short-term rentals?
What is the best time of year to rent out a home in Julian?
How far ahead do guests book, and how long do they stay?
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