Temecula Tourism On Upswing With Nearly 1 Million Visitors

TEMECULA, CA — Travelers, tourists, and adventure-seekers returned to Southwest Riverside County in droves in 2021 after a year of being pent up by the pandemic, according to tourism industry officials. Nearly a million visitors flooded the region in 2021.

On Thursday, Visit Temecula Valley released its annual tourism impact report, showing an improvement in visitor numbers, spending, new jobs, and increased state tax revenue.

The report, prepared by Dean Runyan Associates, shows that Temecula Valley welcomed approximately 918,000 visitors in 2021. That figure is up almost 17 percent from the previous year. According to the report, each visitor traveled more than 50 miles to spend time in the city, Old Town and wine country.

A crowd of local tourism industry professionals, city and county dignitaries, as well as the president and CEO of Visit California, were on hand for a luncheon Thursday in Temecula to celebrate the return of visitors to Southwest Riverside County. A local tourism official discussed what the influx of travelers means for the valley during a "State of Tourism" address.

"The latest economic impact numbers for the Temecula Valley tourism sector is proof as to how far we've come and that the sky is the limit for our beautiful region," Scott Wilson, president and CEO of Visit Temecula Valley, told officials who gathered Thursday in Temecula for his State of Tourism address. "It paints a positive picture that tourism in our region has a positive and lucrative effect on the quality of life in Temecula Valley."

The direct travel spending for Temecula Valley increased by 18 percent from 2020, totaling $614 million.

Travel to Temecula Valley in 2021 generated approximately 1,010 jobs, a 15.6 percent increase in travel-generated employment from the previous year, according to Visit Temecula Valley.

State and local tax revenue due to travel in 2021 totaled $30.9 million, an increase of 44 percent over the preceding year, Visit Temecula Valley reported. Tax receipts generated by travel spending were also up 44.1 percent compared to 2020.

Short-Term Vacation Rentals Top Hotel Stays

There was also growth in the category of accommodations, which brought in $24.6 million more in travel spending in 2021 than in 2020, Visit Temecula Valley found. That's an increase of 34.8 percent.

Visitors who stayed in a hotel or motel spent $191.2 million in 2021, an increase of 6 percent. Visitors who stayed in short-term vacation rentals spent $264.5 million, an increase of 17.3 percent compared to 2020.

Tourism, Jobs And Retail Shopping

Retail revenue was at $52.5 million in 2021 compared to $43.7 million in 2020, according to the report. Travel to Temecula generated 7,450 jobs in 2021, Visit Temecula Valley claims.

Overall, travel industry employment grew by 15.6 percent.

What Draws Visitors To Temecula?

Temecula Valley's location is a significant factor in the number of visitors who make the region a destination and a staycation for Southlanders. Located one hour from multiple Southern California metro hubs and 90 minutes from Los Angeles, the Valley's landscape, wineries, and hospitality industry offer a convenient getaway without significant travel.

Like the rest of Southern California, Temecula Valley continues to climb out of the pandemic conditions. However, the latest data shows the wine region remains a sought-after tourist destination.

Visit Temecula Valley Chairman of the Board Bill Wilson shared his thoughts on the return to travel and what this means for local tourism.

"Temecula Valley is fortunate in that our region has incredible opportunities for visitors to tap into adventure, relaxation, shopping, as well as excellent wine and food," Wilson said. "Yes, the last two years have been challenging for everyone, but the heart of the Temecula Valley is rooted in enjoying our beautiful valley and the endless opportunities to enjoy the award-winning fruits of our collective labor."