Napa Valley’s beautiful wine country welcomes more than 3 million people each year, and visitors spend a lot of money on their experience.
Tourists spend an average of $281 per day in California’s popular wine region just north of San Francisco, according to a new report.
Visit Napa Valley — the region’s tourism marketing group — has released a 2023 report economic impact study on Wednesday, which showed that visitors spent an average of $7 million per day.
The report, compiled from about 1,700 surveys, found that 3.7 million people visited the luxury wine region last year, generating more than $2.5 billion.
The new investigation into the wine region comes just a month after tourism chief Linsey Gallagher was accused of promoting a “pervasive culture of fear” and mismanaging funds.
Tourists spend an average of $281 a day in Napa Valley, just north of San Francisco, according to a new report. (Pictured: A vineyard in Pope Valley, a region of Napa Valley)
The latest report also found that the average age of wine connoisseurs coming to Napa is 40. In 2018, the average age of visitors was 46 (stock image)
This is the first economic report the organization has released since 2018, when the survey was paused during the pandemic. Visit Napa Valley normally publishes one every two years.
The latest report also found that the average age of wine connoisseurs coming to Napa is 40. In 2018, the average age of visitors was 46.
Of the 3.7 million visitors who visited in 2023, 38 percent stayed overnight, and 62 percent of people decided to turn their wine experience into a day trip.
The research found that day trippers spend an average of $213 per day in Napa Valley, while overnighters pay about $474.
The study found that about 1,000 people stayed in motels or hotels in Napa Valley, while 199,000 people stayed in private homes in the area.
The survey found that about 79 percent of Napa Valley visitors spent their money on wine, 73 percent on dining out, 61 percent on shopping and 11 percent on bars and nightlife.
The study found that day trippers spend an average of $213 per day in Napa Valley, while overnighters pay about $474 (stock image)
The organization also detailed exactly why people flock to Napa Valley: 47 percent of people come to enjoy a fun weekend getaway, while 22 percent go for vacation (stock image)
The data shows that 75 percent of people were “inspired” to visit the wine region after being recommended by friends and family, and 95 percent of tourists plan to return.
The organization also analyzed exactly why people come to Napa Valley: 47 percent of visitors come for a fun weekend getaway, while 22 percent go on vacation.
Meanwhile, 10 percent of people celebrate their wedding in the impressive vineyards, 5 percent visit the country for business, 2 percent come for business meetings and events and 14 percent go for other reasons.
In addition to the endless number of people visiting the famous vineyards, the sector has also created 16,000 jobs, according to the report.
Local businesses brought in $107.5 million in tax revenue last year, a 26 percent increase from 2018.
In addition to the endless amount of people who visit the famous vineyards, the industry has created an estimated 16,000 jobs there. (Photo: Caymus Vineyards in Napa Valley)
Tourism in Napa Valley remains the second largest employer in the region, after the wine industry itself.
In July, Gallagher, Napa Valley’s tourism chief, was accused of making “derogatory and disparaging comments” to employees and misallocating government funds at Visit Napa Valley. She was acquitted earlier this year after a “neutral” investigation.
She allegedly used statements such as, “I’m the only reason you have this job” and “it’s not like you were groped or sexually assaulted.”
At the time, 10 anonymous employees wrote an anonymous letter that was read by the SF chronicleShe alleged that the investigation was “seriously mishandled” and that Gallagher had singled them out to retaliate after she was acquitted.
Gallagher was named president and CEO of the tourism board in 2019, overseeing a $2.2 billion industry that draws nearly four million people to the California region each year.
In a 2022 interview, she advised young women in her industry to “work hard, be kind, have the courage to walk through the doors that open for you and find role models along the way.”
The new investigation into the wine region comes just a month after tourism chief Linsey Gallagher (pictured) was accused of promoting a “pervasive culture of fear” and mismanaging funds.
“I’ve reached a point in my career where caring, mentoring, developing and supporting others is a priority,” she said.
But the organization’s board launched an investigation in May after five current and two former employees accused her of being drunk while on the job.
Three other employees also signed up to the complaint and chair Emma Swain stressed the board “took the claims seriously” before calling in a “neutral third party” to investigate.
‘No evidence was found to in any way support the allegations of workplace bullying or financial irregularities’, but the employees claim the investigation was botched and their complaints were ‘inadequately addressed’.