Napa Valley visitor characteristics and economic impact

Napa Valley American Viticultural Area, located in Napa County, is also a premier tourist destination in California and the USA. Trip Advisor’s users ranked Napa Valley second in the top ten winery regions in the USA (Napa Valley Register, 2012). This world renowned wine-producing region is located roughly 60 miles (96 km) north of San Francisco, which is the most commonly used gateway into Napa Valley (Destination Analysts, 2015).

According to a 2014 survey, Napa County hosted over 3 million visitors and tourism generated $1.63 billion in visitor spending, $64.2 million in tax revenues and supported an estimated 11,776 jobs (Destination Analysts, n.d.). The wine industry remains the primary driver of the local economy. A 2011 study showed that the Napa County wine industry had an economic impact of over $13 billion, supported 46,000 jobs and generated $1.05 billion in wine-related tourism expenditures. Direct-to-consumer sales accounted for nearly a quarter-billion dollars and brought in over $4.5 billion in revenue. Napa County bottled wine accounted for 20% of California’s total wine produced and 17.5% of total wine produced in the United States (Stonebridge Research Group, 2012).

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