Visit Napa Valley

Visit Napa Valley, Inc. is a not-for-profit organization thatleads countywide tourism marketing and sales efforts, targeting specific segments of visitors, as well as specific times of the week, for visitation. Attracting both leisure and group/busisiness travelers is important for Visit Napa Valley to achieve its strategic objectives.

Napa Valley welcomed a total of 3.85 million visitors.the tourism industry generated $85.1 million in tax relief to residents, an increase of 5.8% from 2016.the tourism industry generated $2.23 billion in total visitor spending inside Napa county, almost 70% from overnight hotel guests, who spend an average of $446 in Napa county per guest, per day.direct visitor spending within the county increased 15.9% since 2016, outpacing visitor growth of 8.9% in the same time period.the tourism industry remains the second largest employer in Napa county (after the wine industry), supporting the livelihood of an estimated 15,872 people in the community, with a combined payroll of $492 million.overnight visitation grew 13.7% from 2016 (1.2 million), outpacing day trip growth at 5.3% (2.4 million).

Visit Napa Valley's efforts since 2010 have resulted in an increase in marketing partners - from six paying to 400 paying partners. In addition, not-for-profit (non-paying) partnerships have grown from fewer than five to more than 40, including all five chamber of commerce and city councils, as well as Napa county board of supervisors.