La Jolla Short-Term Vacation Rental Permits: How San Diego’s STRO Licensing Works, What to Expect, and Why Professional Management Matters La Jolla is one of San Diego’s highest-demand coastal markets for vacation rentals. Strong nightly rates and year-round travel demand make it attractive for homeowners—but La Jolla is governed by the City of San Diego’s Short-Term Residential Occupancy (STRO) program, which requires licensing, tax registration, and ongoing operational compliance before...