Imperial Beach may not yet be in the echelons of Malibu or Newport when it comes to tourist-beckoning beach cities, but the southwestern-most town in the United States is working to get there. “Imperial Beach is primed and ready for change,” says chamber of commerce president Sandi Crosby, who has lived in Imperial Beach for 20 years.
While IB is in the process of reinventing itself as a destination city, it’s always lived up to its moniker with sea-centric activities: wide sandy beaches, the Outdoor Surfboard Museum (featuring Surfhenge, an iconic public sculpture that resembles four, massive colorful boards), the traditional 1,500-foot wooden pier, Bayshore Bikeway, the Tijuana Estuary (a great place for shorebird-spotting), epic Pacific sunsets, world-famous surf breaks.
But the ability to safely enjoy those breaks (or any of the coastline) has been IB’s biggest hurdle. Pollution-related beach shutdowns plague the city, often for weeks at a time, due to sewage contamination in the Tijuana River. There is hope: In 2024, the federal government committed $650 million to clean up the Tijuana River Valley, and a 2025 agreement with Mexico addresses plans for wastewater infrastructure in Tijuana. Lawmakers like Supervisor Paloma Aguirre and State Senator Steve Padilla are introducing legislation to distribute air purifiers, regulate factory-created pollution, and remove infrastructure contributing to airborne toxins. Former mayor Serge Dedina founded the conservation-focused nonprofit WildCoast to protect the biodiverse wetland habitat surrounding IB, and community members continue to raise their voices for pollution remediation.
And it’s still a wonderful place to explore. Exit the 5 at Palm Avenue, head west, and turn south on Seacoast Drive to find the heart of the city. Staycation at Pier South Resort, wander through a tchotchke-filled gift shop, linger over a bowl of clam chowder at Brigantine Seafood & Oyster Bar, peruse public art. Get ice cream at Cow-A-Bunga and walk out on the pier for a classic IB experience. You can’t miss the view of Islas Los Coronados and Playas de Tijuana.
Facts About Imperial Beach, CA
- It’s no coincidence this beach town and San Diego’s neighboring county share a name: Imperial Beach was founded in 1887 as a retreat for Imperial County residents escaping scorching summer temps.
- The huge waves at Tijuana Sloughs (up to 20 feet on the right swells) became famous when Dempsey Holder surfed them in 1937.
- In the early 1900s, a ferry excursion boat took passengers from downtown San Diego to Imperial Beach for a day at the shore.
- In 2025, the average home price in Imperial Beach was $834,000, according to Zillow.
- Scenes from Lords of Dogtown, a cult-favorite 2005 film about SoCal surf and skate culture, were shot at Imperial Beach Pier.
Locals’ Guide to Imperial Beach, CA
“A lot is new in Imperial Beach in the past five or six years, and some of my favorite places aren’t there anymore,” says Charlie Knowles, who grew up in IB and now co-owns the Portuguese café Bica on Adams Avenue in Normal Heights. But many of his old haunts remain, like IB Forum Sports Bar & Grill, where you can get a cold local beer and a burger on a hot day. “The Philly cheesesteaks are also really good,” Knowles adds, and Crosby says the wings and salads are just as tasty as the burgers.
Opened in the ’60s, IB’s oldest bar, Ye Olde Plank Inn, is a “good old dive,” Knowles says. Just steps from the sand at the corner of Palm Avenue and Ocean Lane, it’s the place with the pirate on top. “And I don’t think [many] people know that there’s a new restaurant attached to it, Plank Cantina,” Crosby points out.
Like any city worth its salt in San Diego, there’s no shortage of quality tacos in IB. Knowles goes to Victoria’s Mexican Food on the corner of Coronado Avenue and Saturn Boulevard for reliably delicious tacos of all varieties, Baja Oyster and Sushi Bar across the street for the fish version, and Ed Fernandez down the block for birria.
“Trident Coffee is one of the new places,” Knowles says. At the end of 13th Street, where it meets the bay and the Otay River, Trident rewards early risers with colorful dawn vistas—and it’s right off the Bayshore Bikeway for a quick caffeine boost during your ride.
Another new(ish) spot with dreamy ocean views any time of day is Sammy’s Woodfired Pizza and Grill at Pier South Resort. “That’s where I go for girl lunch: Caesar salad, fries, and wine,” Crosby laughs.
Off the beaten track on 13th Street, she adds, recently opened restaurants bring new experiences to IB—like Millport, which offers curated dining events and gluten- free pastries, and Mangini’s Pizzeria, which serves artisan pizza. Once you venture away from the shore, you can also find local staples like El Tapatio and Star Dust Donut Shop on Palm Avenue, both family-owned and thriving for 40 years or more.
What’s About to Happen
More beachy fun is coming to Portwood Pier Plaza. Expected in late 2026, a new splashpad will also include fresh landscaping, lighting, artwork, and seating.
Residents and visitors can also look forward to the potential comeback of Imperial Beach’s claim to fame: the Sun & Sea Festival, featuring the world-renowned sandcastle competition. “It depends on funding, so we’re really hoping the public comes through with donations,” Crosby says.
New events are also on IB’s calendar, Crosby adds, like “female founder” gatherings sponsored by the chamber of commerce for women in business, as well as the IB Expo and Tasting Tour that takes place Father’s Day weekend to coincide with the first-time arrival of a NASCAR race in Coronado (the 3.4-mile street race is expected to summon tens of thousands of spectators).
Crosby is excited to see what kinds of businesses will move into empty spots along Seacoast Drive, and she is encouraged by the recent arrival of unique shops like upscale stationery boutique Crafty Paper Co. SunCoast Market, opened in summer 2025, is another fresh concept for the city—a co-op grocery store offering San Diego–grown produce, locally prepared and packaged food, and more organic choices.
Through the decades, Imperial Beach has maintained a reputation as one of San Diego’s more budget-friendly beach towns. But recent years brought precipitous hikes in housing costs, mostly driven up by investors buying and renting out existing units, lack of affordability in other parts of San Diego, and a dearth of economical housing units under construction in IB. So, it’s big news that a new multi-family development with affordable units is coming to Holly Avenue and 14th Street, complete with a public park and green space—the first of its kind in the area.
“Resiliency is on the rise,” Crosby says. “There’s a general consensus that we’re working toward something better.”
