Amount (in billions of US$) that visitors spend in a normal year in Napa Valley according to the trade group Visit Napa Valley. Of this, approximately $476m is spent on lodging; $480m in restaurants; and $747m on retail purchases. Nearly 16,000 people work in Napa Valley’s tourism industry. Despite being hard hit by both the 2020 fires and the Covid pandemic, Napa Valley tourism has rebounded with surprising speed.

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