According to a detailed new study, wine tourists to Napa Valley are becoming more diverse, including the number of Black wine travellers tripling between 2018 and 2023.
Last year, visitors to Napa Valley brought a whopping US$2.5 billion into the local economy, according to the 2023 Visitor Profile and Economic Impact Study, compiled by Visit Napa Valley. The report provides a forensic breakdown into the tourists descending on Napa during the last year, and indicates that visitors have become more diverse. Between 2018 and 2023 the number of Black visitors to Napa Valley have tripled, now making up 11% of the total visitors to Napa, up from just 4% in 2018. The number of Latino visitors has also nearly doubled from 10% in 2018 to 17% in 2023, and LGBTQ+ wine tourists also doubled in Napa from 4% to 8%. Napa tourists are also getting younger, with the average visitor age falling by six years between 2018 and 2023. The average visitor age in 2023 was 40 years old, down from 46 years old. Big spenders Produced by Future Partners, the comprehensive research found that 3.7 million people visited Napa in 2023, and the wine region welcomed a record number of American visitors. Domestic US traveller numbers have climbed by 180,000 people in the last six years, indicating that Americans are becoming more interested in wine tourism. Almost all visitors (95%) said they would be “likely to return”.
The report further details that visitor spending and tourism alone generated more
This Article was originally published on The Drink Business - Wine
