New Study Shows Growing Visitor Diversity and Spending in Napa Valley

Visit Napa Valley just announced the release of its 2023 Visitor Profile and Economic Impact Study. The research report finds that visitor spending and related tax revenue have surpassed pre-pandemic levels, highlighting the Napa Valley’s positive trajectory in tourism recovery following the devastating global COVID-19 pandemic and California wildfires.
Among the key findings in the 2023 Visitor Profile and Economic Impact Report are:

• 3.7 million people visited in 2023
• The number of domestic travelers increased by 180,000 since 2018
• Average visitor age decreased from 46 in 2018 to 40 in 2023
• The share of black visitors has tripled, increasing from 4% in 2018 to 11% in 2023
• The share of Latino/Hispanic visitors has almost doubled, increasing from 10% in 2018 to 17% in 2023
• The share of LGBTQ visitors has doubled, increasing from 4% in 2018 to 8% in 2023
• Visitors brought more than $2.5 billion dollars into the local economy in 2023, a 13% increase from 2018
• Tourism generated more than $107.5 million in tax revenue—a 26% increase over 2018
• The tourism industry employs 20% of Napa Valley with an estimated 16,000 jobs, and
• 95% of all visitors indicated they are likely to return

“One of the many positive benefits of these strong economic results is how they directly impact Napa Valley residents’ quality of life,” explains Emma Swain, chair of the board of directors for Visit Napa Valley and CEO of Supéry Estate Vineyards and Winery. “For example, visitors to the Napa Valley pay a Transient Occupancy Tax (TOT) on every overnight hotel stay. These dollars go directly to our local governments’ general funds to help pay for public safety, libraries, parks and recreation, road repair and more to support a high quality of life for locals.”

Visit Napa Valley is also currently developing a Sustainable Tourism Strategic Plan that sets a roadmap for sustainability and destination stewardship to support the long-term viability of its visitor economy. The plan will address topics such as the preservation of resident quality of life, the impacts of increased visitor volume and the protection of natural resources. Visit Napa Valley will soon launch a Green Lodging certification program in partnership with Napa County, local city governments and utility partners. The program will drive collaboration and efficiencies in climate action by providing meaningful, localized sustainability programming that is tailored to the hospitality industry and will later expand into additional hospitality verticals, including restaurants, transportation and attractions.

For further information: www.visitnapavalley.com/about-us/research

Source: Visit Napa Valley