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Published on : Tuesday, August 22, 2017
Napa Valley tourism continues to be a major economic driver for the county. In order to make tourism stay strong, the organization that markets that industry is shifting its focus. Napa Valley saw an increase of 20 percent in international visitors over the past year, compared with almost 14 percent in 2014.
As per statistics, compared to day trippers, overseas visitors spend more time and dollars in hotels. Joe D’Alessandro, President and CEO of San Francisco Travel and Visit Napa Valley President and CEO Clay Gregory said that emphasis on marketing to international travelers is now more important than ever. Visitors from China accounted for 5 percent of international visitors last year, and so, both organizations are giving extra effort to woo Chinese visitors.
“That they are looking at new markets, and how to tell a story of Napa that’s a wine lifestyle, not just wineries, that’s smart. I would applaud them. This gives them the opportunity to continue to be successful,” said William Silver, dean of the School of Business and Economics at Sonoma State University.
Visit Napa Valley is always in touch with who travels to the region. It regularly conducts extensive surveys of visitors to the area, and pays close attention to what respondents say. They are also thinking of improving more on shopping opportunities. The tourism industry supports more than 13,000 jobs in Napa Valley, with a $387 million payroll.