Napa Valley Visitors Showing More Diverse Profile

Last year, roughly 3.7 million people visited Napa Valley, bringing more than $2.5 billion dollars into the local economy, a 13% increase from 2018, according to the 2023 Visitor Profile and Economic Impact Study from Visit Napa Valley. The visits generated more than $100 million in tax revenue, with 95% of visitors saying they plan to return. The data was collected by Future Partners and shows the region’s tourism rebound following the Covid-19 pandemic.

According to the report, Napa visitors are getting younger and more diverse, with the average age dropping from 46 in 2018 to 40 in 2023 and the share of black, latino, and LGBTQ guests reaching 11%, 17%, and 8% in 2023, respectively, up from 4%, 10%, and 4% five years earlier. The tourism industry employs 20% of Napa Valley residents, accounting for an estimated 16,000 jobs.—Shane English

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