Living in the South Bay of San Diego: A Guide for Newcomers (2025)


What Is the South Bay?

South Bay stretches from the southern edge of San Diego city through National City, Chula Vista, and down to the U.S.–Mexico border in San Ysidro. It’s a highly diverse, binational region with deep cultural ties to Tijuana.

The Vibe

South Bay is community-oriented, diverse, and family-focused. Chula Vista is the largest city here, with booming new developments in Eastlake and Otay Ranch. National City has older housing stock, a strong Filipino community, and one of the best taco scenes in the county. San Ysidro sits right at the border and is a major port of entry.

Popular South Bay Cities

  • Chula Vista – Growing fast, master-planned communities, good schools.
  • National City – Affordable, diverse, historic.
  • San Ysidro – Border culture, strong retail, and binational connections.

Who Lives Here?

  • Families, especially multi-generational households
  • Cross-border workers and commuters
  • Buyers looking for value near the coast

Housing Snapshot

You’ll find a mix of older postwar homes, condos, and newer master-planned developments.

  • Buy: $650K–$1M in Chula Vista; less in National City and San Ysidro.
  • Rent: $2,100–$2,900 for a 2BR.

Commute & Transit
I-5 and I-805 run through the area; the Blue Line Trolley connects South Bay to downtown San Diego.

Things to Do

  • Living Coast Discovery Center
  • Imperial Beach Pier
  • Otay Valley Regional Park
  • Cross-border day trips to Tijuana

Pros & Cons

  • Pros: Cultural richness, value for coastal proximity, family-friendly, growing amenities.
  • Cons: Traffic on I-5/I-805, air quality issues in some areas, older infrastructure in pockets.

Is South Bay Right for You?
If you want cultural diversity, coastal proximity, and a family-oriented lifestyle at a better price point, South Bay is worth a serious look.

If you want to expand your search to the greater metro, check out the LookyLOO Review of the San Diego-Chula Vista-Carlsbad Metro.