Visit Temecula Valley announces 2019 tourism economic impact numbers


TEMECULA – Visit Temecula Valley announced its tourism impact report results for 2019, Thursday, Oct. 1. The report, which was prepared by Dean Runyan Associates, showed the total direct travel spending for Temecula Valley in 2019 was $1.125 billion, representing a 6% increase over 2018.

Travel to Temecula Valley in 2019 generated 9,110 jobs, which is a 3.4 % increase from the previous year. State and local tax revenue due to travel in 2019 was $47.1 million, an increase of 7% over the preceding year. More than 90% of the tax revenue was paid by visitors in lodging, sales and motor fuel taxes; the remainder was paid by travel industry employees and businesses, such as personal and business income taxes.

There was notable growth in the categories of food and beverage services and retail. Food and beverage services brought in $212 million, a 7% increase. Retail was at $105 million in 2018 and $112 million in 2019, showing a 6.7% growth. Top things to do when traveling include dining and shopping, as the Temecula Valley is gaining recognition for its restaurants.

Temecula Valley welcomed approximately 3.14 million visitors in 2019, an increase of more than 13,500 trips from the previous year. This count includes both day and overnight visitors from more than a 50-mile distance.

Its location has always been a factor to the high number of visitors. Temecula Valley is one hour from most southern California major cities and 90 minutes from Los Angles. The scenic beauty, quality service, award-winning products and additional offerings entice these visitors to return.

“Year over year since we began reporting in 2010, we’ve seen an increase in the economic impact travel brings to the region,” Kimberly Adams, CEO and president of Visit Temecula Valley, said. “It’s clear tourism has a significant positive effect on the quality of life in Temecula Valley.

“COVID-19 has had a devastating impact on tourism in 2020 across the globe. We are steadily seeing an increase in visitors, but it will take a long time to climb back to these numbers. Our destination is committed to being a safe place to visit and we will continue to provide safe, memorable experiences for our guests,” Adams said.

The 2019 figures do not reflect major economic impacts of the coronavirus pandemic on 2020 visitor spending and tourism employment. The businesses have strict cleaning protocols to ensure everyone’s safety. They have met and often exceeded county and state requirements. Face masks are strongly recommended when visiting.

Temecula Valley is a popular Southern California destination that includes Temecula Valley Wine Country, Old Town Temecula and Pechanga Resort Casino. In 2019, Wine Enthusiast named it a 10 Best Wine Travel Destination.

Visit Temecula Valley is the region’s official tourism marketing organization and resource for visitors. For visitor information and assistance, call 888-363-2852 or visit

Submitted by Visit Temecula Valley.