Travel Research & Statistics

Visit Napa Valley sponsors an in-market survey to gather visitor information and assess tourism's economic impact within the Napa Valley. This research is conducted by Future Partners, a company that specializes in tourism market research and intelligence.

2023 Research Highlights - Visitor Profile & Economic Impact Study

• Napa Valley welcomed a total of 3.7 million visitors.
• The tourism industry generated $107.5 million in tax revenue for local resident services, an increase of 26 percent from 2018.
• Visitors to Napa Valley spent $2.5 billion supporting local businesses.
  • Almost 70 percent is generated from overnight hotel guests.
• The average visitor spent an average of $281 in Napa County per guest, per day.
• Direct visitor spending within the county increased 13 percent since 2018.
• The tourism industry remains the second largest employer in Napa County (after the wine industry), supporting an estimated 16,000 jobs in the community. 
• The average age of the Napa Valley visitor is 40, six years younger than the 2018 average visitor age of 46.
• Visitor spending per day in Napa Valley is $7 million on average.

If you are interested in learning more regarding our data and research, please contact: Research@visitnapavalley.com

Results from the studies and research can be accessed by downloading the full reports from each year using the links below:

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