Napa Valley, California
|
Who Visits the Napa ValleyNot your average tourists. |
|
Napa Valley, California
|
Who Visits the Napa ValleyNot your average tourists. |
(Courtesy of the Napa Valley Conference and Visitors Bureau)
Nearly 80 percent are couples. Over 60 percent have no children at home, including young couples with no children and older persons whose children have left home.
Age of Visitors
| 25-44 | 54% |
| 45-54 | 17% |
| 55-64 | 4% |
| Over 65 | 8% |
Mean household income of visitors is $53,600 (more than double the $24,000 national average).
Education
| At least some college | 80+ % |
| College graduate | 43% |
| Master's Degree | 21% |
Home Town
| Northern California | 31% |
| Southern California | 5% |
| East Coast | 17.5% |
| Midwest | 17.5% |
| Southern U.S. | 17.5% |
| International | 11.5% |
Led by:
Spending
| Day visitor | $150 |
| Overnight visitor | $300 |
| Annual visitor spending | $712 million |
Number of local tourism employees: 9,000
4.7 million annual visitors (of which 1.7 are business visitors), including 3.0 million day only, and 1.7 million overnight. Average length of stay for overnight visitors is 2.9 days.
Year-Round Visitation
| January-March | 27% |
| April-June | 17% |
| July-September | 38% |
| October-December | 17% |
Most Visited Attractions
(Courtesy of the Napa Valley Conference and Visitors Bureau)
Top Ten Reasons Why People Come for a Leisure Visit
(Courtesy of the Napa Valley Conference and Visitors Bureau)
| Visit winery | 81% |
| Just relax | 69% |
| Sightsee | 56% |
| Shop | 49% |
| Picnic | 28% |
| Historical site | 25% |
| Hike/camp | 18% |
| Spa/mudbath | 17% |
| Art gallery | 11% |
| Wildlife viewing | 6% |
| Bicycle ride | 6% |
| Golf | 5% |
Napa County Destination Strategy Project
Ongoing project to determine who visits the valley and how best to improve the tourism industry.