Temecula Valley Tourism Soars to Record-Breaking 3.4 Million Visitors, Injecting $1.1 Billion into Local Economy

TEMECULA, Calif., June 26, 2025 /PRNewswire/ -- Visit Temecula Valley (VTV) today announced the findings of its 2024 tourism economic impact report, which highlights a period of exceptional performance and increased prosperity for the region. Temecula Valley welcomed a record-breaking 3.4 million visitors in 2024, a 2.1 increase from 2023 and an 8.7 percent increase from 2019, surpassing prepandemic numbers. The Economic Impact of Travel in Temecula Valley report, prepared by Dean Runyan Associates, measures economic activity associated with travel-related visitation, spending, employment, earnings, and taxes.

Visitor spending, which generates transient occupancy taxes that feed into the City's general fund spending, totaled $1.1 billion. Travel-related hospitality employment reached a new high with the creation of 9,580 jobs, which exceeds all prior records. Temecula Valley gained 70 jobs in 2024, a 0.6 percent increase compared to 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."

Direct travel-generated earnings in 2024 was $381 million, a 3.8 percent increase from the previous year. Direct tax revenue generated by travel-related spending totaled $52.3 million in 2024, a 7 percent increase compared to 2023. Local tax revenue generated by travel-related spending contributed to tax savings of $195 per household, i.e., residents are paying lower taxes due to tourism-related spending. Transient Occupancy Tax (TOT) collected from the City's hotels goes into Temecula's general fund, which is used to enhance city residents' quality of life including road improvements, public safety, and beautification.

Temecula Valley, also known as Southern California Wine Country, benefits from a strategic geographical advantage. Situated approximately equidistant from Los Angeles and San Diego, the region boasts a substantial drive-market, with nearly 23 million residents residing within a two-hour radius."

Approximately 1 million visitors stayed in a hotel, motel, or short-term rental in 2024, a 4.8 increase compared to the previous year. On average, visitors who stayed in a hotel or motel spent $424 per day and stayed approximately 1.8 days.

Retail sales rose to $105 million in 2024, a 4.6 percent increase from the prior year. The Arts, Entertainment, and Recreation sector brought in $385.6 million, a 6.5 percent increase from 2023.

"Tourism is a cornerstone of Temecula Valley's economic vitality," stated 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."

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. For more information go to: http://www.visittemeculavalley.com.  

Media Contact
Norma Marlowe
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SOURCE Visit Temecula Valley