92.9% of Napa Valley Visitors Likely or Very Likely to Return

Napa Valley, CA (April 25) – Visit Napa Valley has just posted the results of two tourism studies performed in conjunction with Destination Analysts based on 2012 visitor surveys. Results indicate a very high level of guest satisfaction, with 92.9% of visitors stating they are “likely” or “very likely” to return, and the average guest reporting 2.8 visits to the region within the previous 12 months.

Napa Valley Visitor Profile
The 2012 Napa Valley Visitor Profile study found that, not surprisingly, most guests are interested in visiting tasting rooms (82.2%) and dining in restaurants (77%). Shopping (53.8%), touring wineries (52%) and visiting art galleries, art walks and other arts activities (16.7%) rounded out the top five most popular activities and attractions in the region. Outdoor activities including visiting farmer’s markets, state and local parks, hiking, biking, golf, canoeing/kayaking and organized athletic events were also popular. Guests reported their “most-liked” aspects of the Napa Valley are its scenic beauty (37.3%), followed by wine (34.9%).

The age demographic information on the average Napa Valley guest shows very healthy and balanced distribution across all adult ranges (20-34 years old 26.8%, 35-44 years 19%, 45-54 years 18.9%, 55-64 years 20.3%, and over 65 years representing 9.1%). The level of education of the average guest is also notable, with nearly three quarters holding a bachelor’s degree, and one third holding a graduate degree.

Economic Impact Study
According to the 2012 Napa Valley Economic Impact Study, the Napa Valley hosted a total of 2.94 million visitors in 2012, generating $1.4 billion in direct tourism spending. On any typical day, 13,409 visitors spent an average of $3.82 million. Visitors spent an annual average of $10,027 per Napa Valley resident. Guests who stayed overnight in lodging properties in the Napa Valley represented 73.6% of the 2012 spending, averaging $355 per person, per day, for a duration of three days.

A previous study conducted in 2005 reported that 4.7 million visitor days were estimated in the Napa Valley in that year. This figure has been widely misreported as the total number of guests visiting the region versus the total number of visitor days represented (each day a guest was in the Napa Valley). In 2012, the total number of visitor days was estimated at close to 4.9 million. Of the visitor days in both studies, approximately 2 million were day-trip visitors.

“Since the Napa Valley is so well known for its world class wine and culinary scenes, we are not surprised to learn that these are the two elements guests enjoy most about our region,” said Clay Gregory, CEO of Visit Napa Valley. “And the fact that adults of all ages find the Napa Valley’s wine, food, arts and wellness activities worth their time and investment is very exciting to see.”

Throughout 2012, 56 Napa Valley lodging properties participated in this survey by distributing a brief, self-administered questionnaire to all departing guests for two weeks each quarter. A total of 1,129 fully completed surveys were collected throughout 2012. Additionally, an identical ‘intercept’ survey was used to interview a random sample of day-trip visitors and those visitors staying at private Napa County homes. A selection of hoteliers also contributed to the studies, as did Napa County households surveyed by phone.


About The Napa Valley
The Napa Valley is home to the founders of America’s fine wine industry – legendary entrepreneurs who showed the world that the art of winemaking had crossed continents. It is prized for its natural beauty, phenomenal culinary scene (12 Michelin stars awarded in 2013), gracious lodging accommodations, thriving arts community, and therapeutic wellness experiences. The Napa Valley is the Official Wine Region of the 34th America’s Cup, and in partnership with San Francisco, is internationally recognized as one of only nine Great Wine Capitals. Visit www.visitnapavalley.com for more information or

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to download the award-winning Visit Napa Valley mobile app. Join “The Napa Valley” community on Facebook and follow @visitnapavalley on Twitter.