#United States #Temecula #Economic Growth #Tourism #Temecula Valley

Record-Breaking Tourism in Temecula Valley

In 2024, Temecula Valley experienced unprecedented tourism success, welcoming 3.4 million visitors, a significant 2.1% increase from the previous year and an 8.7% rise from pre-pandemic levels in 2019. The latest tourism economic impact report released by Visit Temecula Valley (VTV) reveals this remarkable growth, highlighting the area's increasing appeal as a prime destination for travelers.

The Economic Impact of Travel in Temecula Valley report, prepared by Dean Runyan Associates, tracks the extensive economic activity derived from travel-related visitation. Notably, visitor spending reached an impressive $1.1 billion, generating crucial transient occupancy taxes that directly contribute to the city’s budget.

With a surge in tourist spending, the hospitality sector played a pivotal role, achieving record employment levels. 9,580 jobs were created in 2024, marking a 0.6% increase from 2023, reflecting the growing demand for travel-related services. Scott A. Wilson, CEO of VTV, emphasized this success, stating, "Despite challenges in the broader tourism sector, Temecula Valley surpassed previous records, showcasing our tourism partners' dedication and the region's allure for visitors from California and beyond."

Direct earnings from travel in the valley amounted to $381 million, representing a 3.8% increase from the preceding year. Additionally, local tax revenue generated by tourism-related spending rose to $52.3 million, up 7% compared to 2023. Such figures translated to a tax savings of $195 per household, demonstrating how tourism can alleviate the tax burden on residents.

The Transient Occupancy Tax (TOT) collected from hotels plays a significant role in enhancing the quality of life for local residents, funding essential services like road improvements, public safety initiatives, and beautification projects.

Temecula Valley, renowned as Southern California Wine Country, enjoys a strategic location that attracts visitors from roughly 23 million residents within a two-hour drive, encompassing major cities like Los Angeles and San Diego. In 2024 alone, approximately 1 million visitors opted for hotel accommodations, which is a 4.8% increase from the previous year. Notably, those staying in local hotels spent an average of $424 per day over an average stay of 1.8 days.

The retail sector flourished as well, with sales reaching $105 million, marking a 4.6% increase from the prior year. Moreover, the arts, entertainment, and recreation industries collectively generated $385.6 million, a 6.5% increase from 2023.

Chris Baily, Visit Temecula Valley Board Chair and owner of Baily's Restaurant, reflected on the impact of tourism, stating, "Tourism is integral to Temecula Valley’s economic health, fostering substantial job creation and tax revenues. The collaborative effort among our tourism partners has been vital in achieving this growth."

Temecula Valley is an ideal year-round destination, largely due to its mild climate and scenic beauty characterized by rolling hills and picturesque vineyards. With less than a two-hour drive from every major metropolitan area across Southern California, the region is a magnet for millions of visitors annually.

About Visit Temecula Valley

Visit Temecula Valley is a nonprofit 501 (c)(6) organization focused on promoting local tourism-related businesses, which encompass wineries, restaurants, breweries, hotels, and unique retail outlets. For more information, visit Visit Temecula Valley.