Tourism generated $2.8 billion for Napa County in 2025, new study finds
A new biennial study released by Visit Napa Valley found that tourism generated a $2.8 billion total economic impact in Napa County in 2025, driven by 3.8 million visitors who spent $2.2 billion throughout the county, a 2.9% increase over the prior year.
While the report analyzes Napa County as a whole, the findings are particularly significant for Yountville, where hotels, restaurants, wineries and retail businesses rely heavily on overnight visitors who spend substantially more than day-trippers.
Yountville also benefits from revenue that is directly or indirectly tied to tourism, including the transient occupancy tax, sales tax, business activity and employment, with the economic impact of funds for town services, parks, recreation, maintenance and public safety.
According to the report, tourism supported 15,300 local jobs, about one in every seven jobs in Napa County and generated $294 million in state and local tax revenue. Visit Napa Valley estimates that without visitor-generated tax revenue, the average county household would pay about $5,900 more annually to maintain current public services.
The study found that while day visitors accounted for 62% of all visitors, overnight travelers generated 88% of visitor spending. The average overnight guest spent $771 per day and stayed 4.4 nights, with visitors from Los Angeles and Florida posting the highest overall trip spending.
Research also showed Napa Valley ranked first among competing wine destinations including Sonoma County, Monterey, Santa Barbara, Paso Robles and Oregon’s Willamette Valley in brand familiarity, overall perception and likelihood to visit among affluent food and wine travelers surveyed.
“These numbers show the strength of the Napa Valley brand and destination and tell a community impact story we’re proud of, but more importantly, they tell us where to go from here,” said Linsey Gallagher, president and CEO of Visit Napa Valley.
“Napa Valley isn’t just leading its competitive set, it’s the only destination in that set where more than half of consumers call the experience excellent, which is a testament to the tourism workforce. Our job is to continue to convert that admiration into visits, and to make sure every guest who comes overnight stays longer, spends more supporting our local businesses and returns to our beautiful valley.”
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