Visit Napa Valley
Visit Napa Valley

The Napa Valley
Tourism Improvement District

Tourism is Napa County's second largest industry, generating more than $1.9 billion in annual spending, which directly benefits Napa County residents and businesses.

Napa County LogoThe Napa Valley Tourism Improvement District (NVTID) ensures that funding for Visit Napa Valley's  targeted marketing, selling and promotion of the Napa Valley as North America's premiere wine, food, arts and wellness visitor destination is maintained at competitive levels. The District includes lodging businesses (hotels, motels, bed and breakfasts, etc.), which pay Transient Occupancy Taxes. The District's activities are funded by a 2% assessment on gross short term (less than 30 days) room rentals on lodging businesses. The assessment commenced on July 1, 2010. A portion of the assessment (0.5%) is dedicated for marketing efforts aimed at promoting tourism in each of Napa County's local jurisdictions.

On June 15, 2010, at the request of the lodging industry in Napa County, the Napa County Board of Supervisors voted to adopt the Napa Valley Tourism Improvement District (NVTID), endorsed by the cities of American Canyon, Calistoga, Napa and St. Helena, the Town of Yountville, and the County's unincorporated area.

The NVTID was formed under the provisions of the Property and Business Improvement District Law of 1994 (Streets and Highways Code Section 36600 et seq.).


NVTID Management

The NVTID Management District Plan (MDP) calls for the NVTID to contract with an "owners association," which is the Napa Valley Tourism Corporation (NVTC), a non-profit corporation, to manage the overall non-local destination tourist promotion and marketing activities. Also, the MDP calls for Local Governance Committees to manage how the individual jurisdictions' 0.5% share of the assessment will be spent.

The NVTC meets quarterly and you can view the upcoming or most recent agenda here:
Current Agenda

(Read the Management District Plan)


Napa Valley Tourism Corporation

Hotelier Representatives:

Kenta Kamohara: City of American Canyon
Sara Brooks: City of Napa
George Goeggel: Unincorporated County of Napa
Felipe Barragan: Unincorporated County of Napa
Don Shindle: City of Napa
Marcelle Adderley: City of St. Helena
Sileshi Mengiste: Town of Yountville

Government/ Business Representatives:

Mark Joseph: American Canyon City Council
Jill Techel: Mayor, Napa City Council
Steve Rogers: Yountville Town Manager
Amy Carabba-Salzar: St. Helena Chamber of Commerce
Diane Dillon: Napa County Board of Supervisors
Linsey Gallagher: Visit Napa Valley


California Tourism Marketing

The California Tourism Marketing Act was enacted in 1995, and subsequently, Visit California was formed to oversee the promotion of California as a tourist destination. Visit California is funded through a self-assessment of businesses that benefit from tourism and it is administered by the Office of Tourism in a division of the Governor's office. To learn more about Visit California and the statewide Tourism Marketing Act, click the following link: California Tourism Marketing


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