The exquisite Napa Valley wine region welcomes more than 3 million people each year, and visitors shell out big bucks for their experience.
On average, tourists spend $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, released an annual report for 2023 economic impact study Wednesday, which found that visitors spend a total average of $7 million per day.
The report, which compiled about 1,700 surveys, found that 3.7 million people visited the luxury wine region last year, generating more than $2.5 billion in revenue.
The new study by the wine region comes just a month after its tourism director, Linsey Gallagher, was accused of fostering a “pervasive culture of fear” and mismanaging funds.
According to a new report, tourists spend an average of $281 per day in Napa Valley, north of San Francisco. (Pictured: a vineyard in Pope Valley, a region of Napa Valley)
The latest report also revealed that the average age of wine connoisseurs visiting Napa is 40. In 2018, the average age of visitors was 46 (file image)
This is the first economic report released by the organization since 2018, as research was halted during the pandemic. Visit Napa Valley typically publishes one every two years.
The latest report also found that the average age of wine connoisseurs coming to Napa was 40. In 2018, the average age of visitors was 46.
Of the 3.7 million visitors who visited the city in 2023, 38 percent were overnight guests. 62 percent of people decided to include the wine experience in a day trip.
On average, day trippers spend $213 per day in Napa Valley, while overnighters pay about $474, the study found.
About 1,000 people stayed in Napa Valley motels and hotels, while 199,000 stayed in private homes in the area, according to the study.
The study found that approximately 79 percent of Napa Valley visitors spent their money on wine, 73 percent on dining, 61 percent on shopping and 11 percent on bars and nightlife.
On average, day trippers spend $213 per day in Napa Valley, while overnighters pay about $474, according to the study (file image)
The organization also broke down exactly why people flock to Napa Valley: 47 percent of people come for a nice weekend getaway, while 22 percent come to take a vacation (file image)
Seventy-five percent of people were “inspired” to visit wine country after friends and family recommended it, and 95 percent of tourists plan to return, the data showed.
The organization also broke down exactly why people flock to Napa Valley: 47 percent of visitors come for a nice weekend getaway, while 22 percent come to take a vacation.
Meanwhile, 10 percent of people celebrate their weddings at the stunning vineyards, five percent visit for business, two percent come for corporate meetings and events, and 14 percent go for other reasons.
In addition to the endless number of people visiting the famous vineyards, the industry there has generated approximately 16,000 jobs, according to the report.
Local businesses collected $107.5 million in tax revenue last year, a 26 percent increase over 2018.
In addition to the countless people who visit the famous vineyards, the industry there has generated approximately 16,000 jobs. (pictured: Caymus Vineyards in Napa Valley)
Napa Valley’s tourism sector “remains the county’s second-largest employer,” after the wine industry itself.
In July, Gallagher, Napa Valley’s tourism director, was accused of making “disparaging and demeaning remarks” to employees and misusing public funds at Visit Napa Valley. Earlier this year, she was cleared after a “neutral” investigation.
He reportedly used phrases like, “I’m the only reason you have this job in the first place,” and “it’s not like you were groped or sexually assaulted.”
At that time, 10 anonymous employees wrote an anonymous letter that was seen by the SF Chroniclealleging that the investigation was “grossly mishandled” and that Gallagher targeted them for retaliation after she was acquitted.
Gallagher was named president and CEO of the tourism bureau in 2019, overseeing a $2.2 billion industry that draws nearly four million people a year to the California county.
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 to you and find role models along the way.”
The wine region’s new study comes just a month after its tourism director, Linsey Gallagher (pictured), was accused of fostering a “pervasive culture of fear” and mismanaging funds.
“I’ve reached a stage in my career where the priority is to nurture, mentor, develop and support others,” he said.
But the organization’s executive board launched an investigation in May after five current and two former employees accused her of being drunk with power.
Three other staff members added their names to the complaint and chair Emma Swain insisted the board “took the allegations seriously” before commissioning a “neutral third party” to investigate.
“No evidence was found to in any way support the allegation of workplace harassment or financial irregularities,” but employees say the investigation was flawed and their complaints were “inadequately addressed.”