Wine Spectator: More Than 3.7 Million Annual Visitors Help Napa Valley Rebound From The Pandemic

More than 3.7 million people visited America’s premier wine region last year, according to a recent economic study, and those visitors are becoming younger and more diverse. That’s good news for Napa Valley wineries just four years after the pandemic shut down almost all visits and at a time when many worry that visiting Napa is becoming increasingly expensive and only attractive to older, wealthier consumers.

The study was conducted for Visit Napa Valley, the county’s tourism marketing organization, by Future Partners, a San Francisco-based travel and tourism marketing research company, which collected data via more than 1,700 surveys.

The biggest finding was that the total number of visitors was down 5% from 2018, when 3.9 million people visited. That’s nearly a complete recovery from the pandemic. What’s more, spending by those visitors has surpassed pre-pandemic levels, contributing more than $2.5 billion to the local economy in 2023, a 13% increase from 2018. Wine Spectator has the full story.

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