Insights from Visit Napa Valley Visitor Profile

The recently released 2023 Visitor Profile and Economic Impact Study, conducted by Visit Napa Valley, reveals a significant transformation in Napa's tourism landscape. This article highlights key findings that demonstrate the evolving nature of Napa's visitors and the significant economic impact they bring to our community.

The most striking trend is the decreasing average age of Napa Valley visitors. In just five years, the average visitor age has dropped from 46 in 2018 to 40 in 2023. This shift reflects Napa's growing appeal to younger generations, driven by an expanding array of attractions like music festivals.

Events like BottleRock Napa Valley, a music festival that has gained national recognition, are playing a crucial role in attracting a younger demographic. The Blue Note Jazz Festival, known for its family-friendly atmosphere, and the La Onda festival, a new festival celebrating Latin music and culture, further diversify Napa's appeal across age groups.

The study also highlights a significant increase in visitor diversity:

• The percentage of Black visitors has nearly tripled, rising from 4% in 2018 to 11% in 2023.
• Latino/Hispanic visitors have increased from 10% to 17%.
• LGBTQ visitors have doubled, growing from 4% to 8%.

This diversification reflects Napa's evolving image as a destination that welcomes and caters to a broad spectrum of visitors, which brings substantial economic benefits to the region. In 2023, Napa Valley welcomed 3.7 million visitors, with domestic travelers increasing by 180,000 since 2018. These visitors engaged in a variety of activities and had a significant impact on the local economy:

• Total visitor spending reached $2.5 billion in 2023, a 13% increase from 2018.
• Tourism generated over $107.5 million in tax revenue, up 26% from 2018.
• Visitors spent $541 million on food and restaurants, highlighting Napa's growing reputation as a culinary destination.
• $18,771 visitor spending per Napa Valley resident
• The tourism industry now employs about 20% of Napa Valley's workforce, supporting an estimated 16,000 jobs.

This influx of diverse visitors has also had a significant impact on local government funding. Transient Occupancy Tax (TOT) from hotel stays totaled $69 million in 2023, $14 million more than in 2019. TOT accounts for a substantial portion of Napa's general fund, with 23% of the City's general fund coming from the TOT. An additional 1% room tax has raised $23 million since 2019 to address affordable housing issues in the region.

As Napa's visitor profile evolves, our region is adapting to meet new demands while preserving Napa's core identity. Visit Napa Valley is developing a Sustainable Tourism Strategic Plan and launching a Green Lodging certification program, ensuring that the growth in tourism aligns with the region's commitment to sustainability and preservation.

The changing nature of Napa's tourism brings economic benefits, presenting an opportunity to showcase Napa's diverse experiences that cater to a wide demographic. As younger and more diverse visitors explore the charms of Napa, the region is poised for an economically vibrant and sustainable future in tourism.

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