Jennifer Huffman’s story, Visitors dropped a bundle in Napa Valley in 2012, in Saturdays Napa Valley Register was full of many very interesting facts about tourism here. Firstly, it is not easy to estimate how many people actually visit the Napa Valley. It is not like Disneyland where they have a turnstile and can literally count heads.
I have read other facts from well know magazines and respected websites about how well Napa Valley does when it comes to attracting people here. The Los Angles Times wrote “At the top of the heap is Thomas Keller’s French Laundry near Napa, where the average check runs $957.” We are the only place in the Western United States with two 3 star Michelin Guide restaurants, of course the French Laundry in Yountville, and the other the Restaurant at Meadowood.
Here are a few excerpts from Jennifer’s story. Hope you find them as interesting as I did.
There were 4.89 million “visitor days” spent in the county in 2012, including those visitors who spent more than one night in the area. Tourists spent a total of $1.39 billion in Napa County this past year.
The benchmark survey, which will be repeated every two years, showed that retail spending topped the list, representing 35.4 percent of all visitor spending, followed by lodging, restaurants and meeting- and event-related spending.
According to Smith Travel research data, Napa County lodging occupancy in May rose 9.2 percent to 75.1 percent and the average daily room rate rose 10.1 percent — to $272.22. Lodging revenue itself rose 19.5 percent during May, to a total of $29.2 million, according to the data.
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