Tourism spending in Tuolumne County and the state of California as a whole hit record highs last year, surpassing both pre-pandemic highs in 2019, according to a new report.
County and state tourism officials and Gov. Gavin Newsom say numbers released this week show the Golden State’s travel industry is finally recovering from the devastating effects of the COVID-19 pandemic. It was advertised.
“Our industry has the ability to bounce back from any challenge, whether it’s economic or environmental,” said Caroline Betata, president and CEO of Visit California, the state’s tourism marketing organization. We proved it once again.” She added, “California continues to be the largest, most diverse, and most resilient tourism economy in the United States.”
Direct travel spending in the state was $150.4 billion last year, according to a 266-page report titled “The Economic Impact of California Travel,” prepared annually for Visit California by the consulting firm Dean Runyan Associates. This was an increase of 3.8% compared to the previous year. The previous all-time record was $144.9 billion, set in 2019.
Direct travel spending in Tuolumne County last year was $287.6 million, a 5.3% increase from the previous record of $273.1 million in 2019.
“We have a destination that appeals to so many different people, including couples, multigenerational families, and millennials,” said Lisa Mayo, president and CEO of Visit Tuolumne County. ” She said, “We have so many Instagrammable places, and Gen Z loves it.”
The same report for 2022 showed that the county’s tourism industry still has not fully recovered from the pandemic, with direct travel spending that year at $251.2 million.
But the annual revision of prior year’s numbers by the company that produces the report will increase the county’s direct travel spending to $285.5 million in 2022, the highest amount the county has spent the past two years in a row on pre-pandemic levels. This means that the maximum amount has been exceeded.
Mayo attributed the revised 2022 numbers in part to a closer look at the impact of short-term vacation rentals on tourism spending.
“I think that’s a big part of it. It’s actually really great news that we’ve recovered even more than we thought,” she said.
Travel spending in the county generated $11.6 million in local tax revenue and $11.5 million in state tax revenue last year, according to the latest report released this week.
Last year, the top items visitors spent on in the county were lodging at $93.3 million, followed by food and beverage services at $76.1 million, arts, entertainment and recreation at $34.9 million, retail sales at $27.6 million, and local transportation. Engines and gasoline accounted for $25.5 million, followed by groceries. The store’s selling price is $19.9 million, according to the report.
“I hope people understand the economic impact of all this,” Mayo said. “It’s not just local tax, but it’s really huge. Given the number of people who come and visit this area, maybe they’ll buy a vacation home here or move here and become part of the community… There are so many spin-offs from the benefits of tourism.”
The report says tourism created 2,560 jobs in the county, but Mayo said between the Chicken Ranch and Black Oak casinos, the actual number could be up to 1,500 higher. However, these casinos are not included in the figures because they are owned by tribes.
Mayo also said the future is bright for the county’s tourism industry, which will continue its growth trend in the coming years, with Firefall Ranch in east Groveland opening this week and Chicken Ranch Casino Resort scheduled to open later this summer. he said.
The Under Canvas “glamping” resort in East Groveland is also scheduled to open in May 2025, Mayo said.
“We’ll be able to fill those rooms and get more people to come here,” Mayo said. “This is just the beginning of families making memories there and potentially coming back year after year.”
Mayo said much of the increase in tourism to the county over the past two years is due to marketing its strategic proximity to population centers such as the Bay Area, Los Angeles and San Diego.
Mayo said Visit Tuolumne County, a nonprofit organization contracted by the county to promote tourism in the area, is also developing strategies to bring back more international travelers and expand the market for corporate retreats and events. They say they are working on it.
Last month, Mayo and her team also conducted a so-called “savvy tour” for nearly 50 journalists, travel industry insiders and social media influencers from the UK, Colombia, Australia, Switzerland, France, India and more. It was sponsored. And Italy.
Mayo was also in Los Angeles on Tuesday to attend the U.S. Travel Association’s annual IPW convention. The convention is billed as the largest travel industry trade show held in the continental United States, where Mayo and three representatives from six different lodging destinations in the county were meeting with travel companies. and a freelance journalist.
“It’s a great opportunity to be in the same location for a day to meet with really high-end media that is interested,” she said. “They become interested in your destination.”
