Studies: 3 million annual Napa Valley visitors spend $1.4 billion

NAPA -- Napa Valley hosted 2.94 million visitors in 2012, generating $1.4 billion in direct tourism spending, and more than three-quarters of them come for dining and wine tasting, according to results from two studies.

On a typical day, more than 13,400 visitors spent an average of $3.82 million, while visitors spent an annual average of $10,027 per Napa Valley resident, according to 2012 Napa Valley Economic Impact Study. Overnight guests to Napa County's lodging properties represented 73.6 percent of the 2012 spending, averaging $355 per person, per day, over the course of three days, the study said.

[caption id="attachment_73054" align="alignright" width="396"] Napa Valley tourism spending by type out of $1.39 billion in 2012 (Visit Napa Valley and Destination Analytics)[/caption]

Additionally, more than 80 percent of all visitors to the region are interested in wine tasting rooms, while 77 percent visit for dining and the region's restaurants, according to the 2012 Napa Valley Visitor Profile study.

“It’s very exciting to learn what our guests enjoy most about our region,” said Clay Gregory, chief executive officer of Visit Napa Valley, Napa County's official tourism promoter and commissioner of the studies. “And the hard data about the economic impact shows how important tourism is to our community.”4.9 million 'visitor days' in 2012

The new findings, compiled by Destination Analysts, improve upon a 2005 report that said Napa Valley had 4.7 million "visitor days" per year.

"This figure has been widely misreported as the total number of guests visiting the region versus the total number of visitor days represented -- each day a guest was in the Napa Valley," Visit Napa Valley said in announcing the reports.

In 2012, the total number of visitor days was estimated to be nearly 4.9 million. Of the visitor days in both studies, approximately 2 million were day-trip visitors.

The visitor profile survey also found that 53.8 percent of visitors were interested in shopping, 52 percent in wineries and 16.7 percent in art galleries, art walks and other artistic activities. Those destinations, along with wine-tasting rooms and dining, rounded out the five most popular tourist attractions for Napa Valley.

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