Temecula Valley shatters tourism records with $1.1bn economic boost
California wine country draws 3.4 million visitors in 2024, surpassing pre-pandemic levels and fuelling record spending, jobs and tax revenue.
Tourism surge drives local growth
Temecula Valley welcomed a record-breaking 3.4 million visitors in 2024, according to a new report from Visit Temecula Valley (VTV). The figure marks a 2.1% increase on 2023, and an 8.7% rise on 2019, exceeding pre-pandemic numbers.
The Economic Impact of Travel in Temecula Valley report, compiled by Dean Runyan Associates, also revealed that visitor spending injected $1.1 billion into the local economy. Hospitality-related employment hit an all-time high, with 9,580 jobs recorded – up 70 on the previous year.
“While the broader tourism landscape faced challenges, Temecula Valley proudly surpassed all previous visitor number records, demonstrating exceptional growth,” said Scott A. Wilson, CEO of Visit Temecula Valley. “This achievement is a direct reflection of our tourism partners’ unwavering commitment to elevating Temecula Valley as a premium tourism destination and expanding our appeal to visitors from California, the wider U.S., and increasingly, the world.”
Visitor spend, employment and tax revenue hit new highs
Direct travel-generated earnings reached $381 million in 2024 – up 3.8% from 2023. Travel-related spending also generated $52.3 million in tax revenue, a 7% year-on-year increase.
Local tax contributions from tourism spending translated into savings of $195 per household, according to VTV. Transient Occupancy Tax collected from hotels feeds into Temecula’s general fund, which supports public services including infrastructure, safety, and beautification projects.
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Around one million overnight visitors stayed in hotels, motels or short-term rentals in 2024 – a 4.8% increase. These guests spent an average of $424 per day and stayed for approximately 1.8 days.
Retail sales rose to $105 million, up 4.6% year-on-year, while the Arts, Entertainment and Recreation sector brought in $385.6 million – a 6.5% increase from 2023.
“Tourism is a cornerstone of Temecula Valley’s economic vitality,” said Chris Baily, Visit Temecula Valley Board Chair and owner of Baily’s Restaurant. “It directly fuels our local economy, translating into significant job creation and tax revenue. I’m incredibly proud of the collaborative spirit our Visit Temecula Valley partners demonstrate in making this possible.”
Southern California’s wine tourism hub
Temecula Valley, often referred to as Southern California Wine Country, is located roughly halfway between Los Angeles and San Diego. Nearly 23 million people live within a two-hour drive, supporting strong regional visitation.
Its mild climate, scenic vineyards and mountain views make it a popular year-round destination. Key attractions include Temecula Valley Wine Country, Old Town Temecula, and Pechanga Resort Casino.
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