Napa Valley Tourism Generated $2.8 Billion in 2025, Visit Napa Valley Reports
The annual Destination Symposium on September 24 laid out the visitor economy scorecard: 3.8 million visitors, $162.5 million in local tax revenue, one in every seven county jobs, and a $530 million lodging year.
NAPA VALLEY: Visit Napa Valley, the official destination marketing and management organization for Napa County, hosted its annual Destination Symposium on September 24, convening leaders from across the tourism, hospitality, and wine industries to review the state of the visitor economy, share new research, and preview strategy for the year ahead.
The numbers presented at the symposium, reported September 28, frame tourism as a vital driver of the valley’s economy. Napa Valley welcomed 3.8 million visitors in 2025, generating $2.8 billion in total economic impact and $162.5 million in local tax revenue, and supporting more than 15,000 jobs, or one in every seven jobs in Napa County, according to Tourism Economics. Lodging room revenue for 2025 was $530 million.
More than 15,000 jobs across Napa County were supported by tourism in 2025, as the visitor economy generated $2.8 billion in economic impact throughout the valley. Our focus now is turning what we know about our visitors into smarter decisions about where and how we invest, driving overnight stays, growing Tourism Occupancy Tax (TOT) collections and creating greater value for our partners and community.Linsey Gallagher, President & CEO of Visit Napa Valley, via Wine Industry Advisor
Lodging holds steady through August
Through the first eight months of 2026, lodging demand was up 1.4 percent against a 1.6 percent increase in room supply. Hotel occupancy held at 64.5 percent, down 0.2 percent year over year, while the average daily rate rose 2.8 percent to $425.69 and revenue per available room climbed 2.6 percent to $274.71.
More than 15,000 jobs across Napa County were supported by tourism in 2025, as the visitor economy generated $2.8 billion in economic impact throughout the valley.
Visit Napa Valley said its marketing delivered strong results in fiscal year 2025-2026, led by the launch of the new “Live a Little or a Lot” campaign, created with advertising agency The Shipyard. Ad effectiveness research found the campaign influenced nearly 450,000 trips. Across channels, campaigns generated 107 million paid advertising impressions, up 32 percent year over year; 1.3 billion earned media impressions, up 28 percent; and 55 million social impressions, up 71 percent. Group sales generated $89 million in economic impact, up 14 percent, while the Napa Valley Welcome Center delivered 128,000 partner referrals, up 40 percent, and the partner network grew to 580 partners.
First look at the prospective visitor
For the first time, the 2025 Visitor Profile Study by SMARInsights included both recent and prospective visitors. The research found that 35 percent of first-time visitors are ages 25 to 35, that 99 percent of overnight visitors report being satisfied or very satisfied with their Napa Valley experience, and that travelers are coming for a range of occasions: romantic getaways at 35 percent, adult-family vacations at 32 percent, and celebrations at 27 percent.
We know a lot about the people already coming to Napa Valley. What’s exciting about this research is that it helps us better understand the prospective traveler, who is considering Napa Valley, what will motivate them to choose it and where we have the greatest opportunity to grow. That’s what will inform where we invest and how we approach the work in FY27.Amanda Moul, SVP of Client Engagement at The Shipyard, Visit Napa Valley’s agency of record, via Wine Industry Advisor
The year ahead
In fiscal year 2026-2027, Visit Napa Valley will continue to evolve “Live a Little or a Lot,” built on the destination’s “A Taste of the Good Life” brand promise. Advertising, public relations, content, social, and the website will work more closely together across the visitor journey, the organization said, with wine and culinary travelers remaining a core audience and expanded focus on LGBTQ+, wellness, multigenerational, and next-generation travelers. The annual plan also introduces new creative efforts to support group business and hospitality workforce recruitment.
The keynote address came from Heather Huckeba, director of research and strategic insights at Visit California, on using visitor research to inform destination content and storytelling. The symposium closed with a networking reception celebrating the tourism and hospitality partners.
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