Temecula Valley Tourism Delivers $1.2 Billion in Economic Impact

Direct travel spending, jobs, tax revenue, and overnight visitation all posted gains in 2025, according to preliminary estimates

Temecula Valley continued to grow as a top Southern California travel destination in 2025, according to preliminary estimates from a new economic impact report prepared for Visit Temecula Valley by Dean Runyan Associates. Direct travel-related spending across the region reached $1.2 billion, an increase of 1.7% over the previous year, underscoring the sustained strength of the region's tourism economy. 

Source: The Economic Impact of Travel in Temecula Valley, California — 2025 Preliminary Estimates, prepared by Dean Runyan Associates for Visit Temecula Valley (July 2026). 

Tourism also continued to support jobs and wages across the region. Travel-generated employment reached 9,650 positions in 2025, an increase of about 80 jobs, or 0.8%, spanning hotels, restaurants, wineries, retail, and attractions throughout the valley. Direct earnings from travel-related work grew even faster, climbing 7.4% to $415.2 million. The industry's economic footprint extended into government coffers as well, with $53.0 million in direct tax revenue generated from travel activity in 2025, a 1.5% increase that helps fund essential public services including public safety, road improvement, and city beautification. 

Visitors also stayed longer in the region. Overnight visitor volume grew 1.3%, from 1,546,500 person-trips in 2024 to 1,566,500 in 2025, reflecting Temecula Valley's growing appeal as a multi-day destination for wine country getaways, outdoor recreation, and hospitality experiences rather than a single-day stop. 

Spending across key visitor categories reflected the breadth of Temecula Valley's tourism economy beyond its signature wine country experience. Food service spending rose 4.8% to $235.9 million, food store purchases grew 4.1% to $144.1 million, and retail sales increased 1.9% to $106.5 million. Arts, entertainment, and recreation spending climbed 3.1% to $396.9 million, remaining the region's largest visitor spending category, while overall spending by visitors staying in hotels, motels, and short-term vacation rentals rose 1.0% to $753.7 million. 

"These numbers confirm what we're seeing on the ground, with travelers staying longer and spending more across every part of our visitor economy, and not just wine country," said Annette Brown, Interim President & CEO of Visit Temecula Valley. "The growth in overnight stays is especially encouraging because it means Temecula Valley is becoming a true multi-day destination. We'll keep building on that momentum as we promote the region to travelers across the country and beyond." 

About Visit Temecula Valley 

Visit Temecula Valley (VTV) is the region's official tourism marketing organization and resource for visitors. Known for its award-winning viticulture, historic Old Town, and luxury resorts, Temecula Valley is located conveniently between Los Angeles, San Diego, and Palm Springs. For more information on planning your summer getaway and to view the full Events Calendar, go to www.visittemeculavalley.com.