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Temecula Valley Tourism Spending Grows to $1.1 Billion

Wednesday, June 5, 2024 3:00 PM by Norma Marlowe

Visit Temecula Valley (VTV) today announced the results of its 2023 tourism economic impact report. Direct travel related spending grew to $1.1 billion, an increase of $65.6 million or 6.4 percent over 2022. Travel-related hospitality employment reached a new high with the creation of 9,510 jobs, which exceeds all prior records. There were 300 additional jobs generated in 2023, reflecting a 3.3 percent increase over 2022. The Economic Impact of Travel in Temecula Valley report, prepared by Dean Runyan Associates, measures economic activity associated with travel-related spending, employment, earnings, and taxes.

Temecula Valley welcomed approximately 3.3 million visitors in 2023, a 3.7 percent increase from 3.2 million in 2022. This includes overnight visitors from more than a 50-mile distance. On average, visitors who stayed in a hotel or motel spent $427 per day and stayed at least two days. Hospitality workers help sustain tourism, from executive and management roles to frontline staff and local business owners and includes lodging, food and beverage, retail, recreation, entertainment, transportation, and more.

“This is Visit Temecula Valley’s 20th Anniversary, and it’s a great time to acknowledge our amazing tourism partners who dedicate themselves to making Temecula Valley a premiere and sustainable tourism destination,” said Scott A. Wilson, CEO of Visit Temecula Valley. “Their impact helps us continue our mission of stimulating the growth of tourism and attracting visitors from around the world.”

Direct travel-generated earnings in 2023 increased to $367 million, a gain of 8.9 percent compared to the previous year. State and local tax revenue due to travel in 2023 was $48.9 million, up 4.6 percent from 2022. Travel spending contributes to a tax savings of $200 per household, up from $156 in 2023.

Visitors spent $176.6 million on accommodations in 2023, a $9.2 million or 5.5 percent increase over 2022. Visitors who stayed in a hotel, motel, or short-term rental contributed $720.7 million of visitor spending, a $58.1 million or 8.8 percent increase over 2022. Taxable lodging sales reached $104.7 million in 2023, a $8.3 million or 8.6% increase compared to the previous year.

Retail sales rose to $100.4 million in 2023, up from $97.6 million in 2022, a 2.9 percent increase. The Arts, Entertainment, and Recreation sector brought in $362 million, a 9.8 percent increase from the year prior. Food Service increased to $205 million, a 10.4% increase from 2022.

Travel spending from outside visitors goes into the City of Temecula’s general fund and is used to enhance city residents’ quality of life including road improvements, public safety, and beautification.

“As the numbers show, tourism plays a huge role in the economic stability of the Temecula Valley,” said Michael Feeley, Visit Temecula Valley Chairman of the Board and Executive Director of the Pechanga Development Corporation. “Travel spending translates into jobs, earnings, and tax revenue, and it plays an essential role in fueling our local economy.”

The direct travel impacts reported in this analysis were estimated using DRA’s Regional Travel Impact Model (RTIM). The RTIM involves modeling of private and public data at the county level, ensuring that the final findings correspond closely with the various travel indicators available for each respective county. Results are then aggregated to regions and the state or disaggregated to the city level based on relevant indicators at these geographic levels.

An all-season tourism destination with a mild climate, the drive to Temecula Valley is less than two hours from every major metro area in Southern California including Los Angeles, San Diego, Orange County, and Palm Springs. Temecula is surrounded by rolling hills, beautiful vineyards, and has breathtaking mountain views, making it a top choice for millions of visitors each year.

About Visit Temecula Valley

Visit Temecula Valley (VTV) is a nonprofit 501 (c)(6) destination marketing organization dedicated to promoting tourism-related businesses including wineries, restaurants, breweries, retail and specialty boutiques, hotels, short-term rentals, and more. It is a popular Southern California destination that includes Temecula Valley Wine Country, Old Town Temecula, and Pechanga Resort Casino. In 2019, Wine Enthusiast named Temecula Valley a 10 Best Wine Travel Destination, in the world. For more information visit

Author: Norma Marlowe