Research

Visit Napa Valley sponsors an in-market survey every other year to gather visitor information and assess tourism's economic impact on Napa Valley. This research is conducted by Destination Analysts, a San Francisco based company specializing in tourism market research and intelligence.

Here is a snapshot of what we've learned with our most recent survey of 2014:

 

  • In 2014, the Napa Valley welcomed a total of 3.3 million visitors

  • 86.4 percent of visitors were from the United States and 13.6 percent were international visitors

  • The Napa Valley visitor industry generated $1.63 billion in total visitor spending inside the county, most of which was generated from local hotel guests ($1.2 billion, or 72 percent of the total).

  • Hotel guests spent an average of $389 per person, per day

  • Visitors staying in a lodging property spent an average of 2.9 days in the Napa Valley

  • 93% of visitors said they are "likely or very likely" to return

 

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

 

Visitor Profile

Economic Impact Study

Quick Facts

Studies conducted by our partner Destination Analysts. 

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