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CC 2026-01-13_11b TOT Measure Policy Direction
Item 11.b. MEMORANDUM TO: City Council FROM: Matthew Downing, City Manager BY: Sheridan Bohlken, Director of Recreation Services Nicole Valentine, Director of Administrative Services SUBJECT: Evaluate Tourism Occupancy Tax (TOT) Measure Policy Direction and Potential Opportunities Related to Arroyo Grande Tourism Business Improvement District (AGTBID) DATE: January 13, 2026 RECOMMENDATION: Conduct a study session and: 1) Direct staff to not move forward with the preparation of options for a potential Transient Occupancy Tax (TOT) increase at this time; 2) Discuss a potential increase to the AGTBID with lodging partners in the second half of Fiscal Year 2026-27; and 3) Direct staff to monitor implementation of Senate Bill 346 by other municipalities . IMPACT ON FINANCIAL AND PERSONNEL RESOURCES: This item is identified on the Council Goals Workplan for Fiscal Years 2025 -27. There is no fiscal impact resulting from the discussion of these issues. If the Council directs staff to prepare a TOT ballot measure or ordinance update: Staff time and City Attorney review will be required; Additional support for public education and outreach may be needed; and TOT revenue projections will be refined based on rate scenarios. Each 1% increase in TOT is estimated to generate approximately $150,000 –$165,000 annually for general government use, depending on occupancy, average daily rates (ADR), and compliance levels. This item supports the City Council’s goal to pursue new revenue sources and strengthen long-term fiscal sustainability. BACKGROUND: The City of Arroyo Grande has levied a TOT for several decades as a visitor -based revenue source supporting essential municipal services. The curre nt 10 percent TOT rate was established following voter approval in the November 7, 2000, General Election, Page 201 of 621 Item 11.b. City Council Evaluate Tourism Occupancy Tax (TOT) Measure Policy Direction and Potential Opportunities Related to Arroyo Grande Tourism Business Improvement District (AGTBID) January 13, 2026 Page 2 certified by Resolution 34911 on December 4, 2000, and became effective January 1, 2001. Since that time, the City’s TOT rate has remained unchanged for more than twenty years. Today, Arroyo Grande’s overall lodging assessment consists of the 10 % TOT rate, a 2% Arroyo Grande Tourism Business Improvement District (AGTBID) assessment, and a 1.5% San Luis Obispo County Tourism Marketing District (SLOCTMD) assessment, resulting in a combined guest-paid rate of 13.5 percent. Table 1 includes a comparison with neighboring jurisdictions, showing that Arroyo Grande falls well within common market ranges and remains competitive within the region. Table 1: Regional Jurisdiction Comparison Within the Visit SLO CAL region, several jurisdictions have approved incremental TOT increases of 1% to 2% over the past decade to address rising service and infrastructure costs associated with visitor activity. Examples include Pismo Beach (10% to 11% effective January 2021), Paso Robles (10% to 11% effective February 2023), and Grover Beach (10% to 12% approved in 2018). These actions occurred under differing economic conditions and were structured as general taxes, with revenues supporting core municipal services. Collectively, these examples illustrate modest TOT adjustments while maintaining alignment with peer jurisdictions. Regional experience with TBID and LBID adjustments has primarily involved incremental rate increases or policy modifications to support tourism promotion and visitor-serving improvements. The City of Atascadero increased its TBID assessment from 2.0% to 2.5% effective January 2025, while other jurisdictions, such as Morro Bay, have expanded assessment applicability to include short-term rentals without increasing rates. Pismo Beach’s LBID provides an example of an assessment structu re that supports both marketing and visitor-serving improvements. 1 http://ag-lfiche-2016/WebLink/DocView.aspx?id=6253&dbid=0&repo=ArroyoGrande Jurisdiction TOT TBID TMD Total Arroyo Grande 10.0%2.0%1.5%13.5% Atascadero 10.0%2.5%1.5%14.0% Grover Beach 12.0%0.0%1.5%13.5% Morro Bay 10.0%3.0%1.5%14.5% Paso Robles 11.0%2.0%1.5%14.5% Pismo Beach 11.0%2.0%1.5%14.5% San Luis Obispo 12.0%2.0%1.5%15.5% Unicorporated County 9.0%2.0%1.5%12.5% Page 202 of 621 Item 11.b. City Council Evaluate Tourism Occupancy Tax (TOT) Measure Policy Direction and Potential Opportunities Related to Arroyo Grande Tourism Business Improvement District (AGTBID) January 13, 2026 Page 3 State Legislative Updates – SB 346 (Short-Term Rental Platforms) Recent changes in State law also impact how cities may administer TOT collection. Senate Bill (SB) 346, effective January 1, 2026, allows cities to enact an ordinance that can require short-term rental hosting platforms such as Airbnb and VRBO to provide quarterly booking and revenue reports, and comply with standardized audit and enforcement provisions that bill proponents, including the League of California Cities2, hope will result in the full amount of TOT being collected in the local jurisdiction. To align with these new requirements, the City could update its Municipal Code to modernize definitions, clarify remittance responsibilities, incorporate audit authority, and ensure consistent treatment between hotels and short-term rentals. These updates will support improved compliance, transparency, and fairness across the lodging industry. Tourism Economic Conditions Statewide tourism indicators remain strong. Visit California reports approximately $157 billion in visitor spending in 2024, including about $35 billion in accommodati ons, which generated an estimated $12.6 billion in travel-related tax revenue (Attachment 1). Forecasts anticipate modest, steady growth through 2028. Domestic travel continues to perform well, while international travel may soften due to tariffs and globa l economic conditions (Attachment 2). Despite these variables, TOT remains a stable and reliable revenue source when supported by strong compliance practices and a rate structure aligned with regional norms. Updating local policies and evaluating future rate adjustments will help the City maintain revenue stability, support tourism amenities, and ensure consistency with evolving State requirements. The implication for Arroyo Grande is that TOT remains a reliable, visitor-funded revenue source when supported by strong collection systems and competitive rate structures, ensuring visitor-generated revenues support public services, infrastructure, and amenities that benefit the community as a whole (Attachment 3). Ballot Landscape (2026–2028) Although no measures are finalized, several local and regional measures may appear during the 2026 election cycles including the following: Potential Local Cannabis Ordinance and Tax Revenue Measure Potential Local State W ater Ballot Measure Potential SLOCOG regional transportation funding measure Council Goals Workplan Within the Fiscal Year 2025-27 Council Goals under “Pursue New Revenue Sources,” the City Council has directed staff to Consider Transient Occupancy Tax Changes, with the subtasks as listed below: 2 https://sjud.senate.ca.gov/system/files/2025-05/sb-346-durazo-sjud-analysis.pdf Page 203 of 621 Item 11.b. City Council Evaluate Tourism Occupancy Tax (TOT) Measure Policy Direction and Potential Opportunities Related to Arroyo Grande Tourism Business Improvement District (AGTBID) January 13, 2026 Page 4 1.3a Work on changes to TBID ordinance for expanded use of TOT funds – completed July 22, 20253 1.3b Bring changes to TBID assessment and ordinance to Council for approval – completed August 12, 20254 1.3c Evaluate opportunities related to City TBID and potential TOT Measure – In process 1.3d Hold study session with City Council and visitor serving accommodations to eliminate TBID 1.3e If directed by Council, issue RFP for consultant to develop a survey and outreach strategy to community for TOT 1.3f Award contract for consultant to survey and develop outreach strategy for TOT 1.3g Conduct public education regarding need for TOT 1.3h Bring TOT measure to City Council for consideration of placing on the November 2026 ballot FlashVote Within the scope of evaluating the opportunities related to a potential TOT measure, community sentiment is a key consideration in evaluating potential revenue measures. The December 2025 FlashVote Survey5, which received over 400 responses, provides insight into resident priorities and concerns related to TOT. While some respondents expressed concern about tax fatigue or overall City spending, many indicated that small changes in TOT rates are unlikely to deter visitors. However, in conversation with hoteliers in the City, they indicated that even small changes in TOT rates would likely deter visitors. These findings suggest that any future TOT proposal would benefit from a clear nexus between revenues and tangible community improvements. Key findings include: General understanding that TOT is a visitor-paid tax, not borne directly by residents; Conditional support for modest TOT increases when revenues are tied to visible, locally beneficial outcomes; Strong prioritization of street and sidewalk repair, infrastructure maintenance, public safety, parks, and beautification; and Repeated calls for transparency, accountability, and clear communication regarding the use of funds. ANALYSIS OF ISSUES: Evaluation of a Potential TOT Increase In evaluating whether to pursue a TOT increase, it is important to consider both Arroyo Grande’s long-standing rate stability and the broader regional and economic context. The 3 https://pub-arroyogrande.escribemeetings.com/filestream.ashx?DocumentId=15379 4 https://pub-arroyogrande.escribemeetings.com/filestream.ashx?DocumentId=15514 5 https://www.flashvote.com/arroyo-grande-ca/surveys/transient-occupancy-tax-12-25 Page 204 of 621 Item 11.b. City Council Evaluate Tourism Occupancy Tax (TOT) Measure Policy Direction and Potential Opportunities Related to Arroyo Grande Tourism Business Improvement District (AGTBID) January 13, 2026 Page 5 City’s current 10 percent TOT rate has remained unchanged since January 1, 2001, despite growth in service demands, infrastructure needs, and regulatory requirements over the past two decades. Regional comparisons indicate that Arroyo Grande’s combined lodging assessment remains within common market ranges. Neighboring jurisdictions operate at total guest- paid rates ranging from approximately 12.5 percent to 14.5 percent, and several have implemented modest TOT increases within the last decade to address infrastructure maintenance and service delivery costs. These adjustments have generally been incremental and structured to maintain competitiveness within the regional lodging market. Industry data from Visit SLO CAL and Visit California indicate that modest differences in TOT rates are typically not a primary factor in lodging decisions. Visitor behavior is more strongly influenced by overall room price, location, amenities, and the quality of the visitor experience, rather than small variations in local tax rates. For planning purposes, staff estimates that a 1 percent increase in TOT could generate approximately $150,000 to $165,000 annually, while a 2 percent increase could generate approximately $300,000 to $330,000 annually. Final projections would be refined using updated occupancy, ADR, and compliance data . Should the City Council wish to explore a potential TOT increase, additional analysis would be required, including updated revenue modeling, evaluation of rate scenarios relative to regional competitiveness, review of legal requirements for ballot placement, and assessment of election timing and public outreach considerations. Given that voter approval is required to increase TOT and the potential presence of other local, regional, or statewide measures on future ballots, careful consideration of timing and sequencing would be important to minimize voter fatigue and ensure clarity of purpose. For these reasons, staff does not recommend pursuing a TOT measure at this time. Consideration of the TBID as a Complementary Revenue Generation Tool In addition to evaluating a potential TOT increase, the City Council may consider a future adjustment to the TBID assessment as a complementary revenue strategy. AGTBID assessments are levied on lodging businesses and passed through to guests, with authorized uses6 limited to improvements to parking facilities, benches, trash receptacles, street lighting, decorations including public art and cultural enhancements, parks and fountains, as well as the promotion of tourism, public events, music in public spaces, and activities benefitting local businesses within AGTBID. 6https://library.municode.com/ca/arroyo_grande/codes/code_of_ordinances?nodeId=CD_ORD_TIT3REFI _CH3.46TOBUIMDILA Page 205 of 621 Item 11.b. City Council Evaluate Tourism Occupancy Tax (TOT) Measure Policy Direction and Potential Opportunities Related to Arroyo Grande Tourism Business Improvement District (AGTBID) January 13, 2026 Page 6 Recent regional experience demonstrates that TBID adjustments are often incremental and targeted. For example, the City of Atascadero increased its TBID assessment from 2.0 percent to 2.5 percent effective January 2025, while other jurisdictions have expanded assessment applicability to include short-term rentals without increasing rates. These approaches have been used to strengthen tourism marketing efforts and reinvest in destination assets that support overnight visitation. If the City Council wishes to explore a TBID adjustment, such consideration would be targeted to a future fiscal year, such as the second half of FY 2026-27, and would require engagement with assessed lodging businesses and compliance with applicable State law. Potential evaluation factors would include revenue potential relative to a TOT increase, anticipated return on investment for tourism marketing and destination development, and overall lodging competitiveness. Potential Ordinance Updates, Including Recent State Law Changes (SB 346) Separate from any consideration of a rate increase, recent changes in State law could provide local benefit to the City’s own, codified TOT regulations by ensuring the appropriate amount of TOT is being collected and remitted, as well as allow for more efficient enforcement against unlicensed units. Senate Bill 346, effective January 1, 2026, allows cities to enact ordinances that place new requirements on short-term rental hosting platforms. The City’s current TOT ordinance predates a city’s local authority over short-term rental platforms that is authorized by SB 346, and thus does not fully reflect the administrative framework established and permitted by SB 346. Updating the City’s Municipal Code would allow the City to modernize definitions related to lodging and hosting platforms, clarify remittance responsibilities across all lodging types, and strengthen audit authority and enforcement mechanisms. These updates would support improved compliance, transparency, and equitable treatment between traditional lodging operators and short - term rentals. However, implementation of SB 346 has yet to be tested and is likely to face significant legal challenges and require work by legal counsel to implement. Staff recommends the Council direct staff to monitor the implementation of SB 346 by other agencies to better understand how it can be implemented in a successful manner. ALTERNATIVES: The following alternatives are provided for the Council’s consideration: 1. Direct staff to not prepare TOT ballot options and monitor the implementation of SB 346 by other agencies; or 2. Direct staff to evaluate opportunities and support for potential increase to AGTBID assessment in the second half of 2026-27; or 3. Provide other direction to staff. Page 206 of 621 Item 11.b. City Council Evaluate Tourism Occupancy Tax (TOT) Measure Policy Direction and Potential Opportunities Related to Arroyo Grande Tourism Business Improvement District (AGTBID) January 13, 2026 Page 7 ADVANTAGES: Avoids potential voter fatigue and reduces the risk associated with placing a tax measure before voters; Allows the City to explore potential adjustments to the AGTBID assessment to support eligible infrastructure investments and enhanced promotional activities; and Enables the City to benefit from other jurisdictions’ implementation of SB 346, reducing risk and informing best practices. DISADVANTAGES: Delays the potential revenue generation needed to address existing and future funding priorities; Restricts AGTBID revenues to district-specific and tourism-related uses, limiting applicability to broader Citywide needs; and Deferral of SB 346 updates may extend the timeframe before the City fully aligns its ordinance with updated State law. ENVIRONMENTAL REVIEW: Providing policy direction to staff is not a project subject to CEQA because it has no potential to result in either a direct or reasonably foreseeable indirect physical change in the environment (CEQA Guidelines §§15060(c)(2)–(3), 15378). PUBLIC NOTIFICATION AND COMMENTS: The Agenda was posted at City Hall and on the City’s website in accordance with Government Code Section 54954.2. ATTACHMENTS: 1. The Economic Impact of Travel-Visit California, 2024 2. Tourism Economics California Visits and Spending Forecast-Visit California, 2025 3. Visit SLO CAL FY 2026 Business & Marketing Plan Page 207 of 621 California 2024p Calendar Year State, Regional, & County Impacts May, 2025 PREPARED FOR Visit California The Economic Impact of Travel ATTACHMENT 1 Page 208 of 621 Page Intentionally Blank Page 209 of 621 The Economic Impact of Travel in California 2024 Calendar Year State, Regional, & County Impacts Visit California May 2025 PRIMARY RESEARCH CONDUCTED BY Dean Runyan Associates 833 SW 11th Avenue Suite 920 Portland, Oregon 97205 Page 210 of 621 Page Intentionally Blank Page 211 of 621 Table of Contents INTRODUCTION ..................................................................................................................................................................................................................... 7 U.S. TRAVEL IMPACTS ............................................................................................................................................................................................................ 9 DIRECT TRAVEL SPENDING ................................................................................................................................................................................................................. 9 DIRECT EMPLOYMENT ..................................................................................................................................................................................................................... 11 CALIFORNIA TRAVEL IMPACTS .............................................................................................................................................................................................. 13 DIRECT TRAVEL IMPACTS ................................................................................................................................................................................................................. 13 2024p Summary .................................................................................................................................................................................................................... 13 Direct Travel Spending ........................................................................................................................................................................................................... 14 Direct Travel-Generated Earnings ........................................................................................................................................................................................... 19 Direct Travel-Generated Employment ..................................................................................................................................................................................... 20 Direct Tax Revenue ................................................................................................................................................................................................................ 21 Total Tax Revenue Detail, 2024 Fiscal Year .............................................................................................................................................................................. 22 Travel Industry GDP ............................................................................................................................................................................................................... 23 GDP and Taxes on Production and Imports (TOPI) .................................................................................................................................................................... 24 TOTAL AND TRAVEL-GENERATED TAXABLE SALES, 2024P ......................................................................................................................................................................... 25 STATE AND LOCAL TAX REVENUE PER RESIDENT HOUSEHOLD, 2024P ......................................................................................................................................................... 28 HISTORICAL TREND OF DIRECT TRAVEL IMPACTS .................................................................................................................................................................................... 31 TOTAL VISITOR IMPACTS .................................................................................................................................................................................................................. 34 2024p Summary .................................................................................................................................................................................................................... 34 Total Employment, 2024 ........................................................................................................................................................................................................ 35 Total Earnings, 2024 ............................................................................................................................................................................................................... 36 REGIONAL TRAVEL IMPACTS ................................................................................................................................................................................................. 38 REGIONAL DEFINITIONS................................................................................................................................................................................................................... 38 Direct Travel Impact Summary, 2024p .................................................................................................................................................................................... 39 Direct Travel Spending Summary, 2014-2024p ........................................................................................................................................................................ 40 Direct Earnings Summary, 2014-2024p ................................................................................................................................................................................... 41 Direct Employment Summary, 2014-2024p ............................................................................................................................................................................. 42 Direct Tax Revenue Summary, 2014-2024p ............................................................................................................................................................................. 43 COUNTY TRAVEL IMPACTS .................................................................................................................................................................................................... 81 Direct Travel Impact Summary, 2024p .................................................................................................................................................................................... 81 Direct Travel Spending, 2014-2024p ........................................................................................................................................................................................ 84 Direct Earnings, 2014-2024p .................................................................................................................................................................................................. 87 Direct Employment, 2014-2024p ............................................................................................................................................................................................ 90 Direct Tax Revenue, 2014-2024p ............................................................................................................................................................................................ 93 GLOSSARY ......................................................................................................................................................................................................................... 270 METHODOLOGY ................................................................................................................................................................................................................. 271 Page 212 of 621 Page Intentionally Blank Page 213 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 7 Introduction Purpose of the Report This report was commissioned by Visit California to assess the economic impact of travel to the state of California. The travel industry represents an important component of California's state economy. Spending associated with travel in California generates earnings, employment and taxes throughout the state. Many counties in California contain attractive travel destinations and consider the travel industry a primary economic industry in their area. This report describes economic activity associated with travel throughout the state, detailing important trends within the industry. How to Use the Report This report brings together data collected from many sources, both public and private, that are relevant to the measurement of travel throughout California. Our analysis synthesizes the data and generates estimates for the impact of travel to counties in the state. We encourage the reader of this report to use the table of contents to navigate to the section of the report that is relevant to their concerns and to reach out to Dean Runyan Associates with any questions on further detail or clarification. Revisions This report also presents revised travel impact figures for 2023 based on data available after the 2023 report was published. Travel impacts measure the economic impact of travel activity within a region. Because travel is a broad activity that encompasses many other activities (transportation, lodging, eating & drinking, recreational activities, etc.), it is necessary to make economic impact estimates for each travel related activity to determine the total travel impact. Travel impact reports are used by industry stakeholders to benchmark the travel industry against other local industries, understand the makeup of travel activity in their region, and communicate the economic relevance of the regional travel industry. Spending, Employment, Earnings, and Taxes are the key metrics to measure the economic impacts of travel. Page 214 of 621 The Economic Impact of Travel in Massachusetts / 2023 / Prepared by Dean Runyan Associates 8 U.S. Travel Impacts 2024p Page 215 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 9 U.S. Travel Impacts Direct Travel Spending Direct Travel Spending 2000-2024 Source: Dean Runyan Associates Note: Real spending is in chained 2024 dollars. Chained dollars are inflation-adjusted measures that account for changes in both prices and consumer spending patterns over time. Direct Travel Spending by Commodity 2000-2024 Source: Dean Runyan Associates Note: DRA estimates 2024 national direct spending using Bureau of Economic Analysis (BEA) Travel and Tourism Satellite Account data from 2023 and available annual industry trends for 2024. $0.0T $0.5T $1.0T $1.5T Current Real $0B $100B $200B $300B $400B $500B $600B $700B Leisure & Hospitality Retail Transport National travel-related spending was $1.3 trillion in 2024, a 4.2% (4.6% when adjusted for inflation) increase compared to the previous year. Travelers spent $573.7 billion on Leisure & Hospitality in 2024, accounting for 44.9% of the total direct expenditures. Page 216 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 10 U.S. Travel Impacts Direct Spending International Travel Spending 2019-2024 % Chg. 2019 2020 2021 2022 2023 2024 23-24 International Travel Spending ($Billions) Africa 13.3 6.6 7.1 11.4 16.1 15.9 -1.0% Asia & Pacific Islands 243.2 104.1 80.0 138.5 208.7 235.3 12.7% Canada 55.5 17.1 9.7 49.5 65.6 55.0 -16.3% Europe 137.6 29.2 26.7 104.9 128.6 131.8 2.4% Latin Am excl Mexico 129.1 52.5 83.0 112.1 133.4 139.6 4.7% Mexico 45.8 26.6 37.0 47.9 54.9 54.4 -1.0% Middle East 18.4 7.9 8.8 12.4 15.0 18.4 22.5% Total 13.3 6.6 7.1 11.4 16.1 15.9 -1.0% Sources: Dean Runyan Associates, U.S. Bureau of Economic Analysis Note: International travel spending estimates do not include spending on health, education, or border-worker travel activity. Visitors from Asia & Pacific Islands travelers spent $235.3 billion on U.S. travel in 2024, a 12.7% increase compared to the previous year. $.0B $50.0B $100.0B $150.0B $200.0B $250.0B $300.0B Africa Asia & Pacific Canada Europe Lat. Am excl Mexico Mexico Middle East 2019 2020 2021 2022 2023 2024 Page 217 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 11 U.S. Travel Impacts Direct Employment Sources: Dean Runyan Associates, U.S. Bureau of Economic Analysis Direct Employment by Industry Sector Sources: Dean Runyan Associates, U.S. Bureau of Economic Analysis 0M 1M 2M 3M 4M 5M 6M 7M 0.0M 0.5M 1.0M 1.5M 2.0M 2.5M 3.0M 3.5M 4.0M 4.5M Leisure & Hospitality Retail Transport Approximately 24 thousand jobs were gained in 2024, a 0.4% increase compared to the previous year. Travel supported 3.8 million jobs in the Leisure and Hospitality industry in 2024, a 0.6% increase compared to the previous year. Page 218 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 12 California Travel Impacts 2024p Page 219 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 13 California Travel Impacts Direct Travel Impacts 2024p Summary 3.0% increase in Travel Spending Direct travel spending in California increased 3.0% from $152.7 billion in 2023 to $157.3 billion in 2024. 23,950 Jobs gained Direct travel-generated employment grew from 1,141,810 in 2023 to 1,165,760 in 2024. Approximately 23,950 jobs were generated, representing a 2.1% increase compared to the previous year. 5.8% Growth in Earnings Direct travel-generated earnings grew from $61.4 billion in 2023 to $65.0 billion in 2024, an increase of approximately $3.6 billion or 5.8%. 3.1% Increase in Tax Revenue Tax revenue (local and state) generated by travel spending grew from $12.3 billion in 2023 to $12.6 billion in 2024, a 3.1% increase. Source: Dean Runyan Associates Note: Estimates are subject to revision when more complete or additional data becomes available. Page 220 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 14 California Travel Impacts Direct Travel Spending Direct travel spending increased by $4.6 billion in 2024. Direct travel spending increased in all the top 5 counties. Direct travel spending grew from $152.7 billion in 2023 to $157.3 billion in 2024, a 3.0% increase. Between 2014 and 2024, travel related spending in California grew at an average annual rate of 3.0%. In 2024, direct travel spending increased in all of California’s top 5 counties with the largest percent increase among the top 5 occurring in Los Angeles County (3.0%) and Riverside County (3.0%). $157.3B $0B $20B $40B $60B $80B $100B $120B $140B $160B $180B $9.7B $14.2B $16.0B $16.4B $33.9B $10.0B $14.3B $16.3B $16.6B $34.9B $0B $40B Riverside San Francisco Orange San Diego Los Angeles 2024 2023 Direct travel spending includes visitor and other travel spending Direct travel spending includes both destination spending and other spending. Visitor spending refers to all spending on goods and services by visitors at the destination. Other travel spending refers to expenditures at travel arrangement companies located in California, convention and trade show operations, and spending on air by residents to leave the state for travel elsewhere. These expenditures directly support the travel industry in California but are not considered visitor spending in our methodology. Page 221 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 15 Inflation is the rate of increase in prices of goods and services. California Travel Impacts Inflation-Adjusted Spending Direct travel-related spending grew from $152.7 billion in 2023 to $157.3 billion in 2024, an increase of $4.6 billion in current dollars. However, considering inflation, the true quantity of goods and services purchased by travelers increased 2.9% or $4.4 billion. Current and Inflation-Adjusted Direct Travel Spending Sources: Dean Runyan Associates, U.S. Bureau of Labor Statistics CPI Note: Inflation-Adjusted values are in 2024 dollars as of September 2024 $0B $50B $100B $150B $200B 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 Current Inflation-adjusted Inflation is the rate of increase in prices of goods and services. An increase in the rate of inflation translates into reduced purchasing power for consumers. To track the quantity of goods and services that consumers purchase when they travel, we report the “Inflation Adjusted” travel spending in the chart to the left. This is also known as “real” spending, as it shows the quantity of goods and services that were purchased while keeping the purchasing power constant across time. U.S. CPI (annual % chg.) 2023: 8.0% 2024: 4.3% Target: 2% Annually In 2024, travel spending increased $4.6 billion or 3.0% in current dollars, or $4.4 billion or 2.9% in inflation-adjusted dollars. Page 222 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 16 California Travel Impacts Direct Visitor Spending Direct Visitor Spending by Commodity Purchased Direct Visitor Spending by Accommodation Type Sources: Dean Runyan Associates, Omnitrak Group, Energy Information Administration, Bureau of Labor Statistics CPI, STR $6.3B $17.0B $19.1B $17.0B $17.1B $5.6B $35.0B $33.9B $6.3B $17.1B $18.8B $17.1B $17.9B $5.8B $36.8B $34.7B $0B $10B $20B $30B $40B Visitor Air Retail Sales Local Tran. & Gas Retail Sales Arts, Ent. & Rec. Food Stores Food Service Accommodations 2024 2023 $4.5B $6.6B $24.0B $20.6B $14.0B $64.4B $4.4B $6.7B $24.4B $20.9B $14.9B $66.2B $0B $40B $80B Campground Seasonal Home (2nd Home) Day Travel Private Home (VFR) STVR Hotel, Motel 2024 2023 Spending on accommodations grew to $34.7 billion in 2024, an increase of 2.4%. Spending on food service generated $36.8 billion, an increase of 5.3% which was the largest increase among commodity categores. Visitors who stayed in a hotel, motel, or short- term vacation rental (STVR) spent a combined $81.1 billion in 2024, an increase of 3.4% compared to 2023. Page 223 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 17 California Travel Impacts Direct Visitor Spending Direct Visitor Spending by Origin, 2024p Note: Domestic visitors include residents of all U.S. territories. Direct Visitor Spending by International Visitors Sources: Dean Runyan Associates, U.S. Bureau of Economic Analysis, National Travel and Tourism Office, Tourism Economics 80.7% $110.9B 19.3% $26.5B Domestic International 0% 5% 10% 15% 20% 25% $0B $5B $10B $15B $20B $25B $30B IntSpend Share In 2024, spending by domestic visitors accounted for 80.7% of all visitor spending in California. On average, international visitors constitute 18.1% of total travel spending in California. Page 224 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 18 California Travel Impacts Air Travel and Lodging Sales Trend Domestic Air Visitor Arrivals via U.S. Air Carriers Sources: Dean Runyan Associates, U.S. Bureau of Transportation Statistics Taxable Lodging Sales Sources: Dean Runyan Associates, Local governments in California. 39.9M 0M 5M 10M 15M 20M 25M 30M 35M 40M 45M $28.6B $0.0B $5.0B $10.0B $15.0B $20.0B $25.0B $30.0B $35.0B Visitor air travel on domestic flights to California destinations increased by 1.8% in 2024, from 39.2 million to 39.9 million. Taxable lodging sales grew to $28.6 billion in 2024, a 2.6% increase compared to 2023. Page 225 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 19 (Revenue - Cost of Goods Sold - Expenses - Sales Tax) = Earnings Direct travel-generated earnings represent the total after-point of sale tax income from travel spending. It includes wage and salary disbursements, proprietor income, and other earned income or benefits. Earnings are an important measure of the benefit of the travel industry that flow to proprietors and employees. Because the travel industry is highly labor intensive, much of visitor- generated earnings flow to workers in the form of wages as opposed to owners of capital and intellectual property assets. California Travel Impacts Direct Travel-Generated Earnings Direct travel-generated earnings increased by $3.6 billion in 2024. Component sectors of the travel industry showed mixed growth. Direct travel-generated earnings grew from $61.4 billion in 2023 to $65.0 billion in 2024, an increase of 5.8%. Between 2014 and 2024, travel-generated earnings in California grew at an average annual rate of 5.5%. Accommodation & Food Services (ACM & FS) earnings reached $35.5 billion contributing 54.6% of state-wide earnings. $65.0B $0B $10B $20B $30B $40B $50B $60B $70B $6.9B $3.2B $1.4B $4.2B $12.4B $33.4B $7.6B $3.6B $1.3B $4.2B $12.8B $35.5B $0B $50B Other Travel* Visitor Air Ground Trans. Retail Arts, Ent. & Rec. ACM & FS 2024 2023 Page 226 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 20 California Travel Impacts Direct Travel-Generated Employment Direct travel-generated employment increased by 23,950 jobs in 2024. Direct travel-generated employment in the Accom. & Food Serv. Sector increased 0.9% in 2024. *Retail includes gas stations. **Other travel includes travel arrangement services and convention and trade shows. Direct travel-generated employment grew from 1.14 million to 1.17 million jobs in 2024, a 2.1% increase from the prior year. Between 2014 and 2024, travel-generated jobs in California grew at an average annual rate of 1.3%. Employment in the Accommodations and Food Services sector totaled 655.1 thousand in 2024, a gain of 5.8 thousand jobs (0.9%) from 2023. Arts, Entertainment, and Recreation grew by 5.5%, gaining 15,640 jobs, the largest increase among industry groups. 1.17M 0.0M 0.2M 0.4M 0.6M 0.8M 1.0M 1.2M 1.4M 42.8 K 25.2 K 52.1 K 86.5 K 285.8 K 649.3 K 43.6 K 26.1 K 53.2 K 86.3 K 301.5 K 655.1 K 0 K 400 K 800 K Ground Tran. Visitor Air Tran. Other Travel** Retail* Arts, Ent. & Rec. Accom. & Food Serv. 2024 2023 Direct travel-generated employment refers to the total number of full and part-time jobs directly attributable to travel spending. A significant share of many industries’ earnings come from visitor- related spending. Part of these earnings are used to pay employees in the form of income and benefits. Based on average salaries for employees in the various travel- related industries in California, a total employment number attributable to travel can be reached. Employment figures reflect an annual average level of employment. In 2024, every $1 million in travel-related spending resulted in 7 jobs for the industry. Page 227 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 21 Direct travel-generated tax revenue includes federal, state, and local tax revenue generated from visitor spending. State taxes primarily include lodging taxes, motor fuel taxes, income, and sales taxes. Local taxes primarily take the form of sales taxes imposed by cities, counties, and other tax jurisdictions in California. They also include a share of property taxes paid by travel industry businesses and employees. State tax + Local tax = Tax Revenue California Travel Impacts Direct Tax Revenue Direct travel-generated tax revenue increased by $375.6 million in 2024. Direct travel-generated tax revenue increased across state and local sources. Direct travel-generated taxes grew from $12.3 billion in 2023 to $12.6 billion in 2024, a 3.1% increase. Between 2014 and 2024, travel- generated tax revenue in California grew at an average annual rate of 2.7%. Between 2023 and 2024, local tax revenue increased from $6.4 billion to $6.6 billion or 2.4%. State tax revenue increased from $5.9 billion to $6.1 billion or 3.7% during the same period. $12.6B $0B $2B $4B $6B $8B $10B $12B $14B $6.4B $5.9B $6.6B $6.1B $0B $5B $10B local tax state tax 2024 2023 Page 228 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 22 California Travel Impacts Total Tax Revenue Detail, 2024 Fiscal Year Source: Dean Runyan Associates. "Other" travel generated tax revenue includes passenger facility charges for visitors who travel to California airports. 73% $9.0B 10% $1.3B 5% $0.6B 11% $1.3B 1% $0.2B Visitor Sales Employee & Business Sales Income Property Other During the 2024 fiscal year, sales tax paid by visitors contributed approximately 73% of the direct tax revenue generated by travel-related spending. Page 229 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 23 GDP of the Travel Industry is 2.4% of the total state-wide GDP Gross Domestic Product (GDP, also referred to as value-added) is a measure of economic activity that reflects the market value of the labor and capital used to produce goods and services. The GDP for a particular industry within a state excludes the intermediate inputs purchased by businesses from other firms in the production process. It includes payments to individual in the form of earnings, indirect business taxes to government, and other payments to individuals and corporations. California Travel Impacts Travel Industry GDP Direct Travel Spending and GDP of Travel Industry, 2024p Source: U.S. Bureau of Economic Analysis, Dean Runyan Associates Note: The estimates represent only the direct impact of travel spending. A portion of the inputs purchased by travel businesses in California will be delivered by other California firms that are not strictly part of the travel industry. Restaurants, for example, will purchase agricultural products from other California businesses. These inputs are sometimes referred to as "indirect" effects. $65.0B $65.0B $33.2B $33.2B $59.1B $0B $20B $40B $60B $80B $100B $120B $140B $160B $180B Spending GDP Earnings Other Value Added Intermediate Inputs California travel industry GDP of $98.2 billion represents approximately 2.4% of the total California GDP. Page 230 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 24 California Travel Impacts GDP and Taxes on Production and Imports (TOPI) GDP and TOPI by Industry, 2024p Description GDP ($Millions) TOPI* ($Millions) TOPI % of GDP Information 442,719 7,663 1.7% Construction 158,203 2,096 1.3% Health care and social assistance 288,816 5,453 1.9% Manufacturing 405,643 14,804 3.6% Retail trade 244,305 55,494 22.7% Travel 98,209 12,140 12.4% All industry total 4,103,124 276,911 6.7% *TOPI (taxes on production and imports) less subsidies include most taxes paid by businesses except for income taxes. TOPI and TOPI as a Percent of GDP, 2024p Sources: U.S. Bureau of Economic Analysis and Dean Runyan Associates 0% 5% 10% 15% 20% 25% $0M $50,000M $100,000M $150,000M $200,000M $250,000M $300,000M TOPI ($Millions)TOPI % of GDP One way to consider the contributions of various industries is to express the tax payments of businesses GDP to government as a percentage of their Gross Domestic Product. Both figures highlight these tax payments for a selection of product and service sectors in the state, including travel. Compared to other industries, Travel generates a relatively high percent of tax receipts. Only Retail trade is higher. Page 231 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 25 California Travel Impacts Total and Travel-Generated Taxable Sales, 2024p County Total ($Mil) Travel ($Mil) Travel % of Total Alameda 39,310 1,861 4.7% Alpine 36 14 39.8% Amador 597 87 14.5% Butte 4,167 177 4.3% Calaveras 575 132 22.9% Colusa 562 26 4.6% Contra Costa 21,984 1,073 4.9% Del Norte 377 74 19.7% El Dorado 3,223 555 17.2% Fresno 22,936 838 3.7% Glenn 592 35 5.8% Humboldt 2,270 270 11.9% Imperial 3,879 252 6.5% Inyo 496 122 24.5% Kern 22,085 1,031 4.7% Kings 2,562 136 5.3% Lake 813 101 12.4% Lassen 355 38 10.7% Los Angeles 202,318 13,782 6.8% Madera 2,474 200 8.1% Marin 6,486 346 5.3% Mariposa 282 181 64.0% Mendocino 1,698 254 14.9% Merced 4,169 169 4.1% 0% 10% 20% 30% 40% 50% 60% 70% $0M $2,000M $4,000M $6,000M $8,000M $10,000M $12,000M $14,000M $16,000M Al a m e d a Al p i n e Am a d o r Bu t t e Ca l a v e r a s Co l u s a Co n t r a C o s t a De l N o r t e El D o r a d o Fr e s n o Gl e n n Hu m b o l d t Im p e r i a l In y o Ke r n Ki n g s La k e La s s e n Lo s A n g e l e s Ma d e r a Ma r i n Ma r i p o s a Me n d o c i n o Me r c e d Tr a v e l % o f T o t a l T a x a b l e S a l e s Tr a v e l T a x a b l e S a l e s Travel Taxable Sales Travel ($Millions)Travel % of Total Page 232 of 621 California Travel Impacts Total and Travel-Generated Taxable Sales, 2024p The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 26 County Total ($Mil) Travel ($Mil) Travel % of Total Modoc 115 17 14.8% Mono 457 275 60.2% Monterey 9,158 1,602 17.5% Napa 4,514 1,003 22.2% Nevada 1,881 256 13.6% Orange 85,451 7,491 8.8% Placer 13,328 711 5.3% Plumas 339 79 23.4% Riverside 60,343 5,066 8.4% Sacramento 35,808 1,897 5.3% San Benito 1,024 75 7.4% San Bernardino 58,383 3,166 5.4% San Diego 80,444 6,504 8.1% San Francisco 18,635 5,000 26.8% San Joaquin 24,617 606 2.5% San Luis Obispo 6,962 1,096 15.7% San Mateo 21,904 2,735 12.5% Santa Barbara 9,717 990 10.2% Santa Clara 57,212 3,038 5.3% Santa Cruz 4,868 672 13.8% Shasta 4,064 253 6.2% Sierra 33 10 29.8% Siskiyou 804 113 14.1% Solano 10,486 528 5.0% 0% 10% 20% 30% 40% 50% 60% 70% $0M $1,000M $2,000M $3,000M $4,000M $5,000M $6,000M $7,000M $8,000M Mo d o c Mo n o Mo n t e r e y Na p a Ne v a d a Or a n g e Pl a c e r Pl u m a s Ri v e r s i d e Sa c r a m e n t o Sa n B e n i t o Sa n B e r n a r d i n o Sa n D i e g o Sa n F r a n c i s c o Sa n J o a q u i n Sa n L u i s O b i s p o Sa n M a t e o Sa n t a B a r b a r a Sa n t a C l a r a Sa n t a C r u z Sh a s t a Si e r r a Si s k i y o u So l a n o Tr a v e l % o f T o t a l T a x a b l e S a l e s Tr a v e l T a x a b l e S a l e s Travel Taxable Sales Travel ($Millions)Travel % of Total Page 233 of 621 California Travel Impacts Total and Travel-Generated Taxable Sales, 2024p The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 27 County Total ($Mil) Travel ($Mil) Travel % of Total Sonoma 11,605 1,116 9.6% Stanislaus 12,561 323 2.6% Sutter 2,249 56 2.5% Tehama 1,132 89 7.9% Trinity 115 36 31.3% Tulare 11,134 268 2.4% Tuolumne 1,002 139 13.9% Ventura 19,559 986 5.0% Yolo 5,735 257 4.5% Yuba 1,044 65 6.3% 0% 5% 10% 15% 20% 25% 30% 35% $0M $200M $400M $600M $800M $1,000M $1,200M Tr a v e l % o f T o t a l T a x a b l e S a l e s Tr a v e l T a x a b l e S a l e s Travel Taxable Sales Travel ($Millions)Travel % of Total Page 234 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 28 California Travel Impacts State and Local Tax Revenue per Resident Household, 2024p Direct and Secondary Tax Revenue ($Millions) County Local State Total Households Total Tax Per Household Alameda 193.1 177.2 370.4 593,117 624 Alpine 1.4 1.3 2.7 473 5,730 Amador 5.5 8.3 13.7 16,066 855 Butte 10.7 19.5 30.2 82,345 366 Calaveras 7.5 12.1 19.6 17,897 1,094 Colusa 1.4 2.5 3.9 7,466 519 Contra Costa 66.8 108.6 175.4 411,662 426 Del Norte 7.3 7.1 14.4 9,621 1,497 El Dorado 56.6 49.9 106.5 75,719 1,407 Fresno 53.7 91.1 144.8 322,163 449 Glenn 1.9 3.3 5.2 9,763 530 Humboldt 20.8 25.3 46.1 54,878 840 Imperial 14.0 26.3 40.3 48,844 825 Inyo 13.9 11.2 25.2 7,923 3,179 Kern 66.9 107.9 174.8 281,416 621 Kings 5.5 13.3 18.8 43,736 429 Lake 4.9 9.4 14.2 26,364 540 Lassen 1.8 3.6 5.4 9,060 596 Los Angeles 1,665.1 1,294.7 2,959.8 3,390,254 873 Madera 17.8 20.1 37.9 44,513 851 Marin 33.4 32.0 65.4 103,201 634 Mariposa 30.6 15.3 45.9 7,515 6,110 Mendocino 25.8 22.7 48.5 34,570 1,404 Merced 10.7 20.3 31.1 84,605 367 Modoc 1.0 1.6 2.6 3,264 795 Page 235 of 621 California Travel Impacts State and Local Tax Revenue per Resident Household, 2024p The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 29 Direct and Secondary Tax Revenue ($Millions) County Local State Total Households Total Tax Per Household Mono 43.4 22.9 66.4 5,521 12,021 Monterey 176.1 134.0 310.1 132,046 2,348 Napa 111.1 78.8 190.0 49,663 3,825 Nevada 20.7 22.7 43.4 41,873 1,036 Orange 701.2 588.5 1,289.7 1,074,654 1,200 Placer 64.1 65.9 130.0 155,422 837 Plumas 5.4 7.1 12.5 8,055 1,546 Riverside 344.1 437.8 781.9 762,234 1,026 Sacramento 139.3 183.5 322.8 568,223 568 San Benito 5.3 7.7 12.9 20,188 641 San Bernardino 196.3 291.2 487.6 668,004 730 San Diego 702.4 537.5 1,239.9 1,159,822 1,069 San Francisco 527.4 394.2 921.5 362,650 2,541 San Joaquin 40.0 66.4 106.4 241,373 441 San Luis Obispo 105.6 96.5 202.1 108,897 1,856 San Mateo 272.1 221.7 493.8 264,424 1,868 Santa Barbara 110.6 88.9 199.6 148,960 1,340 Santa Clara 299.2 269.5 568.7 654,467 869 Santa Cruz 59.4 60.3 119.7 96,873 1,236 Shasta 18.9 25.8 44.7 71,473 625 Sierra 0.7 0.9 1.6 1,206 1,291 Siskiyou 8.6 10.0 18.5 18,907 981 Solano 23.4 48.3 71.7 155,800 460 Sonoma 120.9 97.5 218.4 190,498 1,146 Stanislaus 19.0 38.2 57.1 176,457 324 Page 236 of 621 California Travel Impacts State and Local Tax Revenue per Resident Household, 2024p The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 30 Direct and Secondary Tax Revenue ($Millions) County Local State Total Households Total Tax Per Household Sutter 3.3 6.6 10.0 33,240 300 Tehama 5.1 8.6 13.6 24,526 556 Trinity 1.5 3.4 4.9 5,373 921 Tulare 24.4 31.8 56.2 142,026 396 Tuolumne 11.9 12.2 24.1 22,809 1,058 Ventura 68.2 93.6 161.9 278,045 582 Yolo 18.3 25.5 43.8 76,640 571 Yuba 2.9 7.6 10.5 28,063 376 California 6,569.3 6,069.7 12,639.0 13.4 941 Page 237 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 31 California Travel Impacts Historical Trend of Direct Travel Impacts % Change CAGR 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 14-24 Direct Travel Spending ($Billions) Visitor 107.4 111.3 114.9 121.0 127.3 131.1 61.1 95.3 127.2 134.0 137.4 2.6% 2.5% Other travel* 10.0 10.7 11.5 12.3 13.1 13.8 7.1 9.8 15.3 18.7 19.9 6.3% 7.2% Total 117.4 121.9 126.4 133.3 140.3 144.9 68.3 105.0 142.5 152.7 157.3 3.0% 3.0% Direct Earnings ($Billions) Earnings 38.1 41.4 46.1 49.4 52.3 54.7 41.3 45.7 55.4 61.4 65.0 5.8% 5.5% Direct Employment (Thousands of Jobs) Employment 1,028.4 1,063.1 1,109.6 1,143.8 1,163.0 1,176.8 871.3 932.4 1,090.4 1,141.8 1,165.8 2.1% 1.3% Direct Tax Revenue ($Billions) Local 4.5 4.9 5.3 5.6 6.1 6.3 3.9 5.2 6.5 6.4 6.6 2.4% 3.9% State 5.2 5.2 5.3 5.3 5.7 6.0 3.5 5.0 5.7 5.9 6.1 3.7% 1.6% Total 9.7 10.1 10.5 10.9 11.8 12.3 7.4 10.1 12.2 12.3 12.6 3.1% 2.7% Local Tax Revenue Detail ($Billions) Business/Employees 1.3 1.4 1.5 1.6 1.7 1.8 1.8 2.0 2.0 1.7 1.7 2.2% 2.5% Visitor 3.2 3.5 3.7 4.0 4.4 4.5 2.1 3.2 4.4 4.8 4.9 2.5% 4.4% Total 4.5 4.9 5.3 5.6 6.1 6.3 3.9 5.2 6.5 6.4 6.6 2.4% 3.9% State Tax Revenue Detail ($Billions) Business/Employees 1.3 1.4 1.5 1.4 1.4 1.5 1.4 1.6 1.7 1.5 1.6 4.1% 2.0% Visitor 3.9 3.8 3.8 3.9 4.3 4.6 2.1 3.4 4.1 4.3 4.5 3.6% 1.5% Total 5.2 5.2 5.3 5.3 5.7 6.0 3.5 5.0 5.7 5.9 6.1 3.7% 1.6% Source: Dean Runyan Associates Notes: Data limitations prevent disaggregation. Page 238 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 32 California Travel Impacts Historical Trend of Direct Spending % Change CAGR 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 14-24 Direct Travel Spending ($Billions) Visitor 107.4 111.3 114.9 121.0 127.3 131.1 61.1 95.3 127.2 134.0 137.4 2.6% 2.5% Other travel* 10.0 10.7 11.5 12.3 13.1 13.8 7.1 9.8 15.3 18.7 19.9 6.3% 7.2% Total 117.4 121.9 126.4 133.3 140.3 144.9 68.3 105.0 142.5 152.7 157.3 3.0% 3.0% Visitor Spending by Type of Traveler Accommodation ($Billions) Hotel, Motel, STVR 59.7 63.7 67.3 70.5 72.8 74.2 36.3 52.7 72.5 78.4 81.1 3.4% 3.1% Hotel, Motel 59.7 63.7 67.3 70.5 72.8 74.2 36.3 43.3 60.1 64.4 66.2 2.7% 1.0% STVR NA NA NA NA NA NA NA 9.4 12.5 14.0 14.9 6.6% NA Campground 2.6 2.6 2.6 2.7 2.9 3.2 2.6 3.5 4.6 4.5 4.4 -0.9% 5.4% Private Home (VFR) 16.1 15.9 15.8 17.2 19.0 20.3 7.2 17.3 20.2 20.6 20.9 1.5% 2.7% Seasonal Home (2nd Home) 4.3 4.3 4.3 4.6 5.0 5.1 7.2 6.5 6.5 6.6 6.7 1.7% 4.7% Day Travel 24.8 24.8 24.9 26.0 27.6 28.3 7.8 15.4 23.3 24.0 24.4 1.8% -0.2% Total 107.4 111.3 114.9 121.0 127.3 131.1 61.1 95.3 127.2 134.0 137.4 2.6% 2.5% Visitor Spending by Commodity Purchased ($Billions) Accommodations 22.0 24.3 26.2 27.4 29.0 29.8 15.8 23.2 31.9 33.9 34.7 2.4% 4.6% Food Service 27.2 28.7 30.4 32.0 33.1 34.1 17.1 25.4 32.5 35.0 36.8 5.3% 3.1% Food Stores 3.6 3.8 3.9 3.9 3.9 4.0 2.2 4.1 5.2 5.6 5.8 2.7% 4.7% Arts, Ent. & Rec. 16.1 16.7 17.4 17.8 18.0 18.1 8.5 13.1 16.0 17.1 17.9 4.8% 1.1% Retail Sales 14.5 15.0 15.3 16.5 17.4 18.3 8.3 13.1 16.3 17.0 17.1 0.3% 1.7% Visitor Air 5.4 5.6 5.7 5.8 6.1 6.4 1.8 2.8 5.7 6.3 6.3 1.1% 1.7% Local Tran. & Gas 18.6 17.2 16.0 17.6 19.8 20.4 7.3 13.6 19.6 19.1 18.8 -1.6% 0.1% Total 107.4 111.3 114.9 121.0 127.3 131.1 61.1 95.3 127.2 134.0 137.4 2.6% 2.5% Source: Dean Runyan Associates Page 239 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 33 California Travel Impacts Historical Trend of Direct Impacts Generated by Travel-Related Spending % Chg. CAGR 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 14-24 Direct Earnings ($Billions) Accom. & Food Serv. 19.4 21.2 23.4 25.0 26.5 27.9 20.4 24.2 30.3 33.4 35.5 6.4% 6.2% Arts, Ent. & Rec. 9.3 9.9 10.6 11.0 11.3 11.7 7.9 9.3 11.5 12.4 12.8 3.1% 3.2% Retail* 2.7 2.8 3.0 3.1 3.3 3.4 3.4 3.7 4.0 4.2 4.2 1.8% 4.7% Ground Trans. 1.3 1.4 1.5 1.7 2.2 2.4 1.0 1.0 1.1 1.4 1.3 -3.0% 0.3% Visitor Air 1.8 2.0 2.7 3.1 3.2 3.3 3.2 2.6 2.8 3.2 3.6 10.4% 6.9% Other travel** 3.6 4.0 4.9 5.5 5.9 6.1 5.4 4.9 5.7 6.9 7.6 10.0% 7.8% Total 38.1 41.4 46.1 49.4 52.3 54.7 41.3 45.7 55.4 61.4 65.0 5.8% 5.5% Direct Employment (Thousands of Jobs) Accom. & Food Serv. 589.6 608.8 632.5 652.0 659.0 662.2 493.4 539.6 627.0 649.3 655.1 0.9% 1.1% Arts, Ent. & Rec. 252.4 261.3 270.8 276.8 279.4 283.1 179.3 207.0 264.5 285.8 301.5 5.5% 1.8% Retail* 82.2 83.5 85.8 87.3 87.9 87.4 82.9 84.1 85.5 86.5 86.3 -0.3% 0.5% Ground Trans. 31.6 32.7 34.0 35.1 42.3 45.9 34.3 32.9 39.2 42.8 43.6 1.8% 3.3% Visitor Air 22.8 24.2 27.5 30.2 30.6 32.1 28.1 23.1 23.6 25.2 26.1 3.4% 1.4% Other travel** 49.8 52.6 59.0 62.4 63.6 66.1 53.3 45.6 50.7 52.1 53.2 2.2% 0.7% Total 1,028.4 1,063.1 1,109.6 1,143.8 1,163.0 1,176.8 871.3 932.4 1,090.4 1,141.8 1,165.8 2.1% 1.3% Direct Tax Revenue ($Billions) Local Tax Receipts 4.5 4.9 5.3 5.6 6.1 6.3 3.9 5.2 6.5 6.4 6.6 2.4% 3.9% State Tax Receipts 5.2 5.2 5.3 5.3 5.7 6.0 3.5 5.0 5.7 5.9 6.1 3.7% 1.6% Total 9.7 10.1 10.5 10.9 11.8 12.3 7.4 10.1 12.2 12.3 12.6 3.1% 2.7% Source: Dean Runyan Associates *Retail includes gasoline. **Other travel includes travel arrangement services and conventions/trade shows. Page 240 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 34 California Travel Impacts Total Visitor Impacts 2024p Summary The total visitor impacts—which include direct and secondary spending, earnings, and employment attributable to travel spending—are presented in eleven major industry groups. These industry groups are similar, but not identical to the business categories used to report the direct impacts in this report. The specific industries that comprise these groups are listed in IMPLAN/Secondary Effects. The largest secondary impact industries are reported below. • Professional & Business Services (Secondary impacts include $14.6 billion in earnings and 154.3 thousand jobs) A variety of administrative services (e.g., accounting and advertising) are utilized by travel businesses. Employees of these businesses also purchase professional services. • Education and Health Services (Secondary impacts include $10.0 billion in earnings and 113.5 thousand jobs) The secondary effects are primarily induced, such as employees of travel-related businesses use of medical services • Trade (Secondary impacts include $8.3 billion in earnings and 111.7 thousand jobs) Employees and travel businesses utilize service providers such as repair shops, laundry, maintenance, and business services. • Financial Activities (Secondary impacts include $7.6 billion in earnings and 92.9 thousand jobs) Both businesses and individuals make use of banking and insurance institutions. Note: The total impacts reported here only reflect the impacts attributable to visitor spending. The indirect and induced impact estimates reported here apply to the entire state and do not necessarily reflect economic patterns for individual counties. In general, geographic areas with lower levels of economic activity will have smaller secondary impacts within those same geographic boundaries. What are secondary impacts? Secondary impacts are the result of re-spending of travel-related revenues. Indirect impacts represent effects associated with industries that supply goods and services to the direct businesses. Induced impacts represent effects of purchases made by employees in both the direct and indirect businesses. Indirect and induced impacts are the two categories of secondary economic impacts. Page 241 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 35 California Travel Impacts Total Employment, 2024 Total Employment by Industry Group, 2024 Secondary Industry Group Direct Indirect Induced Total Grand Total Accom. & Food Services 655,100 23,921 64,181 88,103 743,203 Arts, Entertainment & Rec. 301,454 34,819 16,974 51,793 353,247 Trade 86,301 9,834 101,841 111,676 197,977 Transport 97,511 18,340 15,913 34,252 131,763 Professional & Business Serv. 25,398 89,573 64,712 154,284 179,682 Manufacturing & Utilities 0 15,150 16,974 32,124 32,124 Construction 0 6,379 14,321 20,700 20,700 Information 0 10,366 8,487 18,853 18,853 Financial Activities 0 34,022 58,877 92,899 92,899 Education & Health Services 0 2,126 111,389 113,515 113,515 Other Services 0 11,163 46,147 57,310 57,310 Public Administration 0 6,113 6,365 12,478 12,478 All industries 1,165,764 261,807 526,179 787,987 1,953,751 Source: Dean Runyan Associates Note: Figures reported in terms of average annual number of jobs. 59.7%13.4% 26.9%Direct Induced Indirect Accommodations and Food Services had the most direct employment. The most secondary employment was in Trade, as well as Professional and Business Services industries. Accommodations and Food Services had the most direct jobs, and the most secondary jobs were generated in Professional and Business Services. In 2024, 40.3% of total employment was secondary. Secondary spending supported 154,284 jobs in the Professional & Business Services industry group. 12,478 18,853 20,700 32,124 34,252 51,793 57,310 88,103 92,899 111,676 113,515 154,284 - 400,000 800,000 Public Administration Information Construction Manufacturing & Utilities Transport Arts, Entertainment & Rec. Other Services Accom. & Food Services Financial Activities Trade Education & Health… Professional & Business… Secondary Direct Page 242 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 36 California Travel Impacts Total Earnings, 2024 Total Earnings by Industry Group, 2024 Secondary Industry Group Direct Indirect Induced Total Grand Total Accom. & Food Serv. 35.5 1.0 2.7 3.7 39.2 Arts, Entertainment & Rec. 12.8 1.9 0.8 2.7 15.5 Trade 4.2 1.0 7.2 8.3 12.5 Transport 8.7 1.6 1.3 3.0 11.7 Professional & Business Serv. 3.8 8.5 6.1 14.6 18.4 Mining & Manuf. & Util. 0.0 1.8 2.1 3.9 3.9 Construction 0.0 0.6 1.4 2.0 2.0 Information 0.0 2.3 1.6 3.8 3.8 Financial Activities 0.0 2.6 4.9 7.6 7.6 Education & Health Services 0.0 0.1 9.9 10.0 10.0 Other Services 0.0 1.0 2.7 3.7 3.7 Public Administration 0.0 0.9 0.9 1.9 1.9 All industries 65.0 23.5 41.7 65.2 130.3 Source: Dean Runyan Associates Note: Figures reported in $billions. 49.9% 18.0% 32.0%Direct Induced Indirect Accommodations and Food Services had the most direct employment. The most secondary employment was in Trade, as well as Professional and Business Services industries. Accommodations and Food Services had the most direct earnings, and the most secondary earnings were generated in Professional and Business Services. In 2024, 50.1% of total earnings were secondary. Professional & Business Services industry group generated $14.6 billion in secondary earnings which was highest among industry groups. $1.9B $2.0B $2.7B $3.0B $3.7B $3.7B $3.8B $3.9B $7.6B $8.3B $10.0B $14.6B $0.0B $20.0B $40.0B Public Administration Construction Arts, Entertainment & Rec. Transport Accom. & Food Services Other Services Information Mining & Manuf. & Util. Financial Activities Trade Education & Health Serv. Professional & Business Serv. Secondary Direct Page 243 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 37 Regional Travel Impacts 2024p Page 244 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 38 Regional Travel Impacts Regional Definitions Page 245 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 39 Regional Travel Impacts Direct Travel Impact Summary, 2024p Direct Spending ($Millions) Direct Tax Revenue ($Millions) Region Name Visitor Spend Total Earnings ($M) Employment Local Tax State Tax Total Central Coast 9,313.8 9,744.4 4,427.8 89,360 465.8 420.8 886.6 Central Valley 7,783.7 8,424.9 3,305.4 85,150 266.8 447.0 713.8 Deserts 8,780.7 9,270.9 3,307.6 83,930 328.9 406.6 735.5 Gold Country 5,146.3 6,404.4 2,475.5 53,290 196.9 259.3 456.2 High Sierra 3,783.7 3,878.7 1,779.5 40,480 201.5 151.4 352.9 Inland Empire 7,627.2 8,266.9 3,085.1 79,300 238.1 364.3 602.4 Los Angeles Area 26,023.8 34,910.3 17,328.7 223,860 1,665.1 1,294.7 2,959.8 North Coast 1,357.2 1,405.2 700.6 14,890 58.8 64.5 123.3 Orange County 14,412.0 16,274.7 7,248.9 138,960 701.2 588.5 1,289.7 San Diego County 14,328.1 16,612.8 5,470.1 99,850 702.4 537.5 1,239.9 San Francisco Bay Area 32,855.6 40,447.4 15,264.9 240,660 1,690.9 1,455.5 3,146.4 Shasta Cascade 1,630.0 1,686.3 645.0 16,040 52.9 79.5 132.4 California * 157,326.9 65,039.2 1,165,760 6,569.3 6,069.7 12,639.0 * Sum of region visitor spending is less than the statewide visitor spending because a portion of the county ground transportation is allocated to “other travel” at the county level. Note: Details may not add to totals due to rounding. Total earnings includes wage and salary disbursements, other earned income and proprietor income. Employment includes payroll employees and proprietors. Page 246 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 40 Regional Travel Impacts Direct Travel Spending Summary, 2014-2024p % Chg. CAGR 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 14-24 Travel Spending ($Billions) Central Coast 7.8 8.0 8.1 8.4 8.9 9.4 5.0 7.6 9.3 9.4 9.7 4.0% 2.3% Central Valley 6.6 6.5 6.5 7.1 7.2 7.5 4.0 6.7 8.2 8.2 8.4 2.6% 2.5% Deserts 6.4 6.5 6.8 7.1 7.9 8.3 5.9 6.8 8.5 9.0 9.3 2.9% 3.9% Gold Country 4.4 4.6 4.7 5.0 5.6 5.9 2.8 4.5 5.7 6.0 6.4 6.4% 3.7% High Sierra 2.7 2.9 3.1 3.3 3.5 3.7 2.5 3.1 3.6 3.7 3.9 4.9% 3.7% Inland Empire 5.7 5.8 6.0 6.4 6.7 7.1 5.1 6.4 7.7 8.0 8.3 3.2% 3.9% Los Angeles Area 25.8 26.8 28.0 29.9 32.0 32.7 13.2 21.7 31.0 33.9 34.9 3.0% 3.1% North Coast 1.1 1.1 1.2 1.2 1.3 1.3 0.8 1.3 1.4 1.4 1.4 2.7% 2.8% Orange County 11.9 12.7 13.5 13.8 13.9 14.5 6.8 10.6 15.0 16.0 16.3 2.0% 3.2% San Diego County 12.0 12.3 13.0 13.7 13.7 13.8 5.8 11.2 15.4 16.4 16.6 1.2% 3.3% San Francisco Bay Area 31.8 33.4 34.3 36.2 38.3 39.1 15.4 23.7 35.1 39.1 40.4 3.5% 2.4% Shasta Cascade 1.3 1.3 1.3 1.4 1.5 1.6 1.0 1.4 1.6 1.6 1.7 2.6% 2.7% California 117.4 121.9 126.4 133.3 140.3 144.9 68.3 105.0 142.5 152.7 157.3 3.0% 3.0% Page 247 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 41 Regional Travel Impacts Direct Earnings Summary, 2014-2024p % Chg. CAGR 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 14-24 Earnings ($Billions) Central Coast 2.6 2.8 2.9 3.1 3.4 3.6 2.8 3.2 3.9 4.2 4.4 5.4% 5.4% Central Valley 1.8 1.9 2.0 2.3 2.3 2.4 2.0 2.4 2.8 3.1 3.3 8.1% 6.4% Deserts 1.7 1.8 2.0 2.1 2.4 2.5 2.0 2.4 2.9 3.2 3.3 4.3% 6.8% Gold Country 1.2 1.3 1.4 1.5 1.7 1.8 1.4 1.7 2.1 2.3 2.5 5.7% 7.6% High Sierra 0.8 0.9 1.0 1.1 1.2 1.3 1.1 1.2 1.5 1.6 1.8 9.5% 8.3% Inland Empire 1.6 1.7 1.8 2.0 2.1 2.2 1.8 2.3 2.7 3.0 3.1 3.9% 7.1% Los Angeles Area 9.3 10.2 11.8 12.7 13.7 15.5 12.2 12.5 14.9 16.4 17.3 5.7% 6.4% North Coast 0.4 0.4 0.4 0.5 0.5 0.5 0.4 0.6 0.6 0.7 0.7 5.3% 6.4% Orange County 4.1 4.5 5.1 5.3 5.3 5.6 3.8 4.5 5.8 6.4 7.2 12.5% 5.8% San Diego County 3.6 3.8 4.2 4.4 4.3 4.4 3.2 3.6 4.7 5.3 5.5 3.1% 4.4% San Francisco Bay Area 10.6 11.7 13.0 13.9 15.0 14.2 10.1 10.7 13.0 14.7 15.3 4.1% 3.7% Shasta Cascade 0.4 0.4 0.4 0.5 0.5 0.5 0.4 0.5 0.6 0.6 0.6 7.4% 5.6% California 38.1 41.4 46.1 49.4 52.3 54.7 41.3 45.7 55.4 61.4 65.0 5.8% 5.5% Page 248 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 42 Regional Travel Impacts Direct Employment Summary, 2014-2024p % Chg. CAGR 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 14-24 Employment (Thousands of Jobs) Central Coast 76.7 77.8 78.7 80.8 84.8 88.0 67.7 73.5 84.3 87.7 89.4 1.9% 1.5% Central Valley 72.2 72.6 72.9 78.3 75.9 77.4 61.5 68.6 79.4 81.8 85.2 4.1% 1.7% Deserts 64.6 66.7 69.6 71.3 76.3 78.6 63.7 69.5 79.7 83.8 83.9 0.2% 2.7% Gold Country 40.1 40.8 42.2 44.0 48.5 50.0 38.0 43.9 51.1 53.0 53.3 0.6% 2.9% High Sierra 29.5 30.8 32.1 34.6 35.8 37.4 30.9 33.0 38.3 38.9 40.5 4.1% 3.2% Inland Empire 63.3 66.0 68.4 70.9 70.1 72.7 57.9 67.7 75.9 79.6 79.3 -0.4% 2.3% Los Angeles Area 192.2 203.2 216.5 223.2 232.2 240.0 180.2 183.2 210.4 220.9 223.9 1.3% 1.5% North Coast 15.0 15.0 15.6 15.9 15.6 15.7 12.0 13.4 14.8 15.1 14.9 -1.2% -0.1% Orange County 115.1 122.0 129.5 131.1 130.4 132.4 90.7 98.5 122.9 130.6 139.0 6.4% 1.9% San Diego County 101.7 101.5 109.1 111.2 102.9 101.5 73.4 79.8 95.2 98.6 99.9 1.3% -0.2% San Francisco Bay Area 242.9 251.9 260.1 267.0 274.8 266.7 181.8 186.3 223.0 236.2 240.7 1.9% -0.1% Shasta Cascade 14.9 14.8 15.1 15.5 15.6 16.4 13.7 14.8 15.5 15.7 16.0 2.4% 0.7% California 1,028.4 1,063.1 1,109.6 1,143.8 1,163.0 1,176.8 871.3 932.4 1,090.4 1,141.8 1,165.8 2.1% 1.3% Page 249 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 43 Regional Travel Impacts Direct Tax Revenue Summary, 2014-2024p % Change CAGR 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 14-24 Tax Revenue ($Billions) Central Coast 0.7 0.7 0.7 0.7 0.8 0.8 0.6 0.8 0.9 0.9 0.9 4.0% 2.8% Central Valley 0.5 0.5 0.5 0.6 0.6 0.6 0.4 0.6 0.7 0.7 0.7 4.3% 2.8% Deserts 0.5 0.5 0.5 0.6 0.6 0.7 0.5 0.6 0.7 0.7 0.7 2.9% 4.0% Gold Country 0.3 0.3 0.3 0.4 0.4 0.4 0.3 0.4 0.4 0.4 0.5 4.2% 3.4% High Sierra 0.2 0.2 0.3 0.3 0.3 0.3 0.2 0.3 0.3 0.3 0.4 6.0% 4.8% Inland Empire 0.4 0.4 0.4 0.5 0.5 0.5 0.4 0.5 0.6 0.6 0.6 3.0% 3.9% Los Angeles Area 2.2 2.3 2.5 2.6 2.9 3.0 1.8 2.4 2.9 2.9 3.0 2.0% 3.1% North Coast 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.1 2.9% 3.2% Orange County 0.9 1.0 1.1 1.1 1.1 1.2 0.7 1.0 1.2 1.2 1.3 3.3% 3.2% San Diego County 1.0 1.0 1.0 1.1 1.1 1.1 0.6 1.0 1.2 1.2 1.2 2.2% 2.7% San Francisco Bay Area 2.7 2.9 3.0 3.0 3.3 3.3 1.7 2.3 3.0 3.0 3.1 3.3% 1.5% Shasta Cascade 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.1 4.0% 2.7% California 9.7 10.1 10.5 10.9 11.8 12.3 7.4 10.1 12.2 12.3 12.6 3.1% 2.7% Page 250 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 44 Central Coast Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 7,423 7,671 7,760 8,023 8,559 8,941 4,793 7,361 8,902 8,959 9,314 4.0% Other travel* 349 332 323 346 387 411 181 277 411 412 431 4.6% Total 7,772 8,003 8,083 8,369 8,946 9,352 4,975 7,637 9,312 9,371 9,744 4.0% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 4,565 4,783 4,882 4,977 5,303 5,522 3,212 4,780 5,501 5,529 5,826 5.4% Hotel, Motel NA NA NA NA NA NA NA 3,863 4,474 4,460 4,733 6.1% STVR** NA NA NA NA NA NA NA 916 1,026 1,070 1,093 2.2% Campground 324 328 330 348 366 395 326 429 565 559 557 -0.2% Private Home (VFR) 737 750 740 817 904 976 387 933 1,049 1,066 1,092 2.5% Seasonal Home 182 185 187 202 229 234 346 312 324 331 337 1.5% Day Travel 1,615 1,626 1,622 1,679 1,757 1,814 523 907 1,463 1,473 1,502 1.9% Total 2,858 2,888 2,879 3,046 3,256 3,419 1,582 7,361 8,902 8,959 9,314 4.0% Visitor Spending by Commodity Purchased ($Millions) Accommodations 1,741 1,880 1,964 2,000 2,137 2,265 1,488 2,472 2,876 2,811 2,932 4.3% Food Service 2,103 2,208 2,285 2,363 2,499 2,602 1,390 1,933 2,321 2,416 2,554 5.7% Food Stores 258 267 267 268 274 284 180 306 377 397 405 2.0% Arts, Ent. & Rec. 972 997 1,012 1,023 1,057 1,072 530 793 901 927 979 5.6% Retail Sales 1,200 1,252 1,252 1,305 1,393 1,458 706 1,007 1,208 1,207 1,216 0.8% Visitor Air 62 63 64 68 74 96 30 52 105 113 129 14.1% Local Tran. & Gas 1,087 1,003 917 996 1,125 1,165 469 796 1,113 1,088 1,098 1.0% Total 7,423 7,671 7,760 8,023 8,559 8,941 4,793 7,361 8,902 8,959 9,314 4.0% Note: Details may not add to totals due to rounding. Percent change calculated on unrounded figures. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 251 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 45 Central Coast Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 1,554 1,666 1,765 1,913 2,068 2,205 1,692 2,035 2,502 2,672 2,807 5.1% Arts, Ent. & Rec. 663 695 707 737 790 824 624 706 838 945 1,019 7.8% Retail* 204 218 223 226 240 249 251 280 297 312 319 2.1% Ground Trans. 85 91 99 111 151 164 68 67 74 91 84 -7.7% Visitor Air 22 26 25 27 28 56 56 44 50 56 62 10.5% Other travel** 80 86 88 93 99 134 124 99 113 124 136 9.5% Total 2,609 2,782 2,907 3,106 3,376 3,632 2,815 3,231 3,874 4,201 4,428 5.4% Direct Employment (Jobs) Accom. & Food Serv. 47,960 48,850 49,620 51,560 53,330 54,780 42,260 46,430 53,030 54,580 54,500 -0.1% Arts, Ent. & Rec. 18,460 18,430 18,400 18,540 19,910 20,870 14,340 16,050 19,580 20,890 22,580 8.1% Retail* 6,190 6,370 6,430 6,360 6,610 6,580 6,200 6,430 6,490 6,540 6,520 -0.3% Ground Trans. 2,190 2,240 2,280 2,320 2,920 3,200 2,710 2,620 3,150 3,520 3,500 -0.6% Visitor Air 260 290 260 300 300 510 470 410 430 450 470 4.4% Other travel** 1,600 1,640 1,660 1,680 1,720 2,030 1,760 1,560 1,640 1,690 1,780 5.3% Total 76,660 77,820 78,650 80,760 84,790 87,970 67,740 73,500 84,320 87,670 89,350 1.9% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 252 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 46 Central Coast Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 292 313 324 341 376 400 290 427 481 449 466 3.9% State** 384 386 378 378 413 436 267 363 408 404 421 4.3% Total 676 699 702 719 789 836 557 790 888 852 887 4.0% Local Tax Revenue Detail ($Millions) Business/Employees 84 89 90 94 104 111 114 135 138 110 112 1.8% Visitor 208 224 234 247 272 289 176 291 343 339 354 4.5% Total 292 313 324 341 376 400 290 427 481 449 466 3.9% State Tax Revenue Detail ($Millions) Business/Employees 94 98 97 93 94 101 99 111 118 104 107 3.4% Visitor 290 288 281 285 318 335 169 252 289 300 313 4.5% Total 384 386 378 378 413 436 267 363 408 404 421 4.3% Note: Details may not add to totals due to rounding. Percent change calculated on unrounded figures. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue include transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue include sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 253 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 47 Central Valley Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 6,032 6,024 6,022 6,520 6,576 6,881 3,774 6,322 7,543 7,572 7,784 2.8% Other travel* 564 520 484 538 603 631 234 408 621 641 641 0.0% Total 6,596 6,544 6,506 7,058 7,179 7,512 4,008 6,730 8,165 8,213 8,425 2.6% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 2,022 2,120 2,173 2,384 2,399 2,518 2,118 2,614 2,927 2,954 3,106 5.1% Hotel, Motel NA NA NA NA NA NA NA 2,321 2,596 2,570 2,664 3.7% STVR** NA NA NA NA NA NA NA 293 331 384 441 14.9% Campground 210 207 208 219 226 244 204 265 352 347 344 -0.6% Private Home (VFR) 1,814 1,737 1,699 1,877 1,837 1,951 524 1,890 2,158 2,173 2,206 1.5% Seasonal Home 323 316 321 337 337 345 483 436 420 424 429 1.3% Day Travel 1,663 1,644 1,621 1,703 1,777 1,823 444 1,116 1,687 1,674 1,699 1.5% Total 4,010 3,905 3,849 4,136 4,177 4,363 1,655 6,322 7,543 7,572 7,784 2.8% Visitor Spending by Commodity Purchased ($Millions) Accommodations 849 913 957 1,050 1,053 1,106 984 1,237 1,392 1,386 1,432 3.3% Food Service 1,574 1,646 1,707 1,819 1,755 1,831 1,040 1,758 2,028 2,095 2,206 5.3% Food Stores 298 306 305 311 290 297 175 337 394 413 426 3.0% Arts, Ent. & Rec. 825 843 859 893 829 842 460 767 852 875 920 5.2% Retail Sales 816 784 788 894 923 1,007 471 894 1,041 1,043 1,047 0.5% Visitor Air 45 48 57 57 61 73 28 43 73 81 91 12.8% Local Tran. & Gas 1,625 1,485 1,350 1,495 1,665 1,726 616 1,286 1,763 1,679 1,661 -1.1% Total 6,032 6,024 6,022 6,520 6,576 6,881 3,774 6,322 7,543 7,572 7,784 2.8% Note: Details may not add to totals due to rounding. Percent change calculated on unrounded figures. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 254 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 48 Central Valley Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 1,000 1,089 1,181 1,320 1,316 1,403 1,237 1,505 1,756 1,882 2,016 7.1% Arts, Ent. & Rec. 409 407 431 463 433 450 289 377 510 540 614 13.6% Retail* 169 171 177 192 190 199 206 238 257 271 288 6.2% Ground Trans. 102 109 119 136 176 192 90 87 99 118 113 -3.7% Visitor Air 21 22 15 31 30 37 37 48 50 55 64 14.6% Other travel** 81 84 81 118 123 139 140 138 159 192 211 10.1% Total 1,782 1,883 2,005 2,259 2,269 2,419 1,999 2,394 2,832 3,058 3,305 8.1% Direct Employment (Jobs) Accom. & Food Serv. 39,230 40,200 40,380 43,460 42,220 42,760 36,570 40,810 45,530 46,060 46,110 0.1% Arts, Ent. & Rec. 21,880 21,330 21,530 22,790 21,260 21,520 12,800 15,800 20,920 22,140 24,920 12.6% Retail* 5,880 5,770 5,770 6,150 5,970 6,010 5,730 6,100 6,240 6,320 6,560 3.8% Ground Trans. 2,640 2,680 2,740 2,850 3,410 3,750 3,130 2,970 3,540 3,900 3,920 0.5% Visitor Air 350 370 240 380 370 450 400 450 440 460 490 6.5% Other travel** 2,270 2,300 2,260 2,670 2,700 2,870 2,830 2,480 2,760 2,940 3,150 7.1% Total 72,250 72,650 72,920 78,300 75,930 77,360 61,460 68,610 79,430 81,820 85,150 4.1% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 255 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 49 Central Valley Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 155 164 171 191 203 215 183 244 267 256 267 4.0% State** 386 371 355 373 410 435 241 397 429 428 447 4.4% Total 541 535 526 564 612 650 424 640 696 685 714 4.3% Local Tax Revenue Detail ($Millions) Business/Employees 56 59 60 66 69 74 82 98 98 79 83 4.3% Visitor 99 105 111 125 133 141 101 146 169 177 184 3.9% Total 155 164 171 191 203 215 183 244 267 256 267 4.0% State Tax Revenue Detail ($Millions) Business/Employees 63 65 65 67 65 69 70 86 91 78 83 6.2% Visitor 322 306 289 306 345 366 170 311 338 350 364 4.0% Total 386 371 355 373 410 435 241 397 429 428 447 4.4% Note: Details may not add to totals due to rounding. Percent change calculated on unrounded figures. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue include transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue include sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 256 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 50 Deserts Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 5,983 6,189 6,433 6,796 7,539 7,892 5,705 6,504 8,038 8,538 8,781 2.8% Other travel* 368 350 350 340 403 415 173 295 474 475 490 3.2% Total 6,351 6,538 6,783 7,136 7,943 8,307 5,878 6,798 8,512 9,013 9,271 2.9% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 2,414 2,579 2,783 2,916 3,259 3,434 2,384 2,995 3,557 3,986 4,150 4.1% Hotel, Motel NA NA NA NA NA NA NA 2,186 2,567 2,883 2,991 3.7% STVR** NA NA NA NA NA NA NA 809 990 1,103 1,159 5.1% Campground 325 324 326 343 372 401 327 434 573 559 557 -0.4% Private Home (VFR) 482 470 465 513 577 620 323 548 645 655 665 1.6% Seasonal Home 984 1,011 1,026 1,098 1,237 1,267 1,822 1,645 1,572 1,590 1,622 2.0% Day Travel 1,777 1,804 1,833 1,926 2,094 2,171 850 881 1,691 1,748 1,787 2.2% Total 3,568 3,610 3,650 3,880 4,280 4,458 3,321 6,504 8,038 8,538 8,781 2.8% Visitor Spending by Commodity Purchased ($Millions) Accommodations 1,110 1,198 1,308 1,363 1,498 1,561 1,333 1,769 2,076 2,215 2,254 1.8% Food Service 1,709 1,816 1,933 2,038 2,227 2,351 1,832 1,848 2,223 2,397 2,535 5.8% Food Stores 240 250 253 257 270 281 231 306 378 407 418 2.8% Arts, Ent. & Rec. 909 944 985 1,015 1,084 1,114 828 855 981 1,068 1,123 5.2% Retail Sales 917 953 982 1,055 1,203 1,254 837 847 1,074 1,139 1,149 0.9% Visitor Air 95 97 102 109 124 144 57 76 156 177 181 2.1% Local Tran. & Gas 1,004 932 870 960 1,133 1,186 587 803 1,149 1,135 1,120 -1.3% Total 5,983 6,189 6,433 6,796 7,539 7,892 5,705 6,504 8,038 8,538 8,781 2.8% Note: Details may not add to totals due to rounding. Percent change calculated on unrounded figures. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 257 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 51 Deserts Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 972 1,056 1,176 1,258 1,400 1,501 1,225 1,452 1,767 1,945 2,028 4.3% Arts, Ent. & Rec. 422 434 471 493 538 571 418 520 619 694 726 4.6% Retail* 155 166 174 180 198 203 211 225 248 271 277 2.2% Ground Trans. 68 75 84 95 132 146 88 84 96 110 110 0.2% Visitor Air 17 20 17 19 20 18 18 22 23 26 29 10.1% Other travel** 73 77 90 73 81 81 67 87 114 126 138 9.7% Total 1,707 1,828 2,011 2,117 2,368 2,521 2,027 2,391 2,868 3,172 3,308 4.3% Direct Employment (Jobs) Accom. & Food Serv. 38,640 40,090 41,930 43,330 46,070 47,430 39,070 42,250 48,410 50,190 49,670 -1.0% Arts, Ent. & Rec. 17,140 17,530 18,060 18,270 19,430 20,200 13,850 16,430 19,200 21,030 21,580 2.6% Retail* 5,340 5,430 5,530 5,620 6,030 5,980 5,810 5,770 6,020 6,260 6,220 -0.6% Ground Trans. 1,730 1,810 1,890 1,960 2,540 2,830 3,240 3,020 3,660 4,000 4,090 2.3% Visitor Air 280 310 260 270 280 260 230 240 230 250 260 4.0% Other travel** 1,510 1,530 1,900 1,790 1,950 1,900 1,460 1,770 2,140 2,070 2,120 2.4% Total 64,640 66,700 69,570 71,240 76,300 78,600 63,660 69,480 79,660 83,800 83,940 0.2% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 258 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 52 Deserts Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 183 199 218 229 263 277 221 285 327 322 329 2.0% State** 313 315 316 324 371 393 292 337 384 393 407 3.6% Total 496 514 535 553 635 671 513 622 711 715 735 2.9% Local Tax Revenue Detail ($Millions) Business/Employees 62 66 70 71 80 86 91 111 111 90 90 0.5% Visitor 121 133 148 158 183 192 129 174 216 232 238 2.6% Total 183 199 218 229 263 277 221 285 327 322 329 2.0% State Tax Revenue Detail ($Millions) Business/Employees 67 70 73 71 74 79 83 98 104 93 95 2.4% Visitor 246 245 244 253 297 314 209 239 279 300 312 4.0% Total 313 315 316 324 371 393 292 337 384 393 407 3.6% Note: Details may not add to totals due to rounding. Percent change calculated on unrounded figures. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue include transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue include sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 259 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 53 Gold Country Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 3,768 3,887 4,003 4,260 4,795 5,074 2,511 3,933 4,791 4,947 5,146 4.0% Other travel* 667 690 694 707 770 835 329 588 933 1,071 1,258 17.5% Total 4,435 4,577 4,696 4,967 5,565 5,909 2,840 4,521 5,724 6,017 6,404 6.4% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 1,687 1,804 1,918 2,003 2,219 2,351 1,503 1,765 2,138 2,240 2,387 6.5% Hotel, Motel NA NA NA NA NA NA NA 1,407 1,723 1,793 1,905 6.2% STVR** NA NA NA NA NA NA NA 358 416 447 482 7.8% Campground 97 97 97 102 103 111 92 120 159 157 156 -0.2% Private Home (VFR) 932 927 924 1,020 1,259 1,358 416 1,233 1,404 1,444 1,473 2.0% Seasonal Home 148 149 151 160 177 181 234 211 230 236 240 1.7% Day Travel 903 910 913 975 1,037 1,074 266 604 860 870 890 2.3% Total 2,081 2,082 2,085 2,257 2,576 2,724 1,008 3,933 4,791 4,947 5,146 4.0% Visitor Spending by Commodity Purchased ($Millions) Accommodations 517 572 627 675 748 793 571 694 849 881 931 5.7% Food Service 996 1,058 1,120 1,180 1,333 1,405 718 1,127 1,314 1,391 1,472 5.8% Food Stores 142 148 149 152 167 172 90 183 215 229 237 3.3% Arts, Ent. & Rec. 601 623 646 665 734 753 378 590 655 684 726 6.1% Retail Sales 446 459 470 526 620 689 302 538 618 627 632 0.7% Visitor Air 263 277 287 295 307 340 114 158 278 311 333 7.3% Local Tran. & Gas 801 751 704 767 885 922 339 643 861 823 814 -1.1% Total 3,768 3,887 4,003 4,260 4,795 5,074 2,511 3,933 4,791 4,947 5,146 4.0% Note: Details may not add to totals due to rounding. Percent change calculated on unrounded figures. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 260 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 54 Gold Country Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 640 688 768 830 948 1,021 808 1,019 1,229 1,315 1,377 4.8% Arts, Ent. & Rec. 302 331 360 405 427 449 309 377 513 609 639 4.8% Retail* 86 91 95 103 117 124 124 150 156 163 165 1.4% Ground Trans. 64 70 77 84 114 125 59 61 71 81 82 0.5% Visitor Air 21 23 19 18 19 19 19 24 26 29 32 11.8% Other travel** 81 90 88 83 89 93 86 97 118 144 180 25.0% Total 1,193 1,293 1,406 1,522 1,713 1,833 1,406 1,729 2,114 2,341 2,476 5.7% Direct Employment (Jobs) Accom. & Food Serv. 23,140 23,380 24,220 25,330 28,110 28,790 22,470 25,800 29,260 29,390 29,150 -0.8% Arts, Ent. & Rec. 10,710 10,950 11,380 11,840 12,950 13,340 8,590 10,630 13,880 15,450 15,880 2.8% Retail* 2,830 2,890 2,930 3,100 3,430 3,480 3,270 3,650 3,590 3,590 3,550 -1.1% Ground Trans. 1,560 1,630 1,680 1,720 2,170 2,400 1,860 1,890 2,240 2,430 2,490 2.5% Visitor Air 350 370 330 310 310 340 300 350 360 370 390 5.4% Other travel** 1,510 1,610 1,610 1,680 1,570 1,660 1,540 1,600 1,790 1,760 1,840 4.5% Total 40,100 40,830 42,150 43,980 48,540 50,010 38,030 43,920 51,120 52,990 53,300 0.6% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 261 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 55 Gold Country Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 124 135 144 154 175 186 133 170 196 189 197 4.4% State** 203 203 201 208 245 262 143 224 247 249 259 4.1% Total 327 338 345 361 420 448 276 394 443 438 456 4.2% Local Tax Revenue Detail ($Millions) Business/Employees 40 43 45 47 52 55 57 67 70 57 58 2.2% Visitor 84 92 99 107 123 131 76 102 126 132 139 5.3% Total 124 135 144 154 175 186 133 170 196 189 197 4.4% State Tax Revenue Detail ($Millions) Business/Employees 43 45 46 46 48 51 49 58 64 58 61 4.2% Visitor 161 158 154 161 197 211 95 166 183 191 198 4.1% Total 203 203 201 208 245 262 143 224 247 249 259 4.1% Note: Details may not add to totals due to rounding. Percent change calculated on unrounded figures. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue include transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue include sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 262 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 56 High Sierra Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 2,629 2,801 3,006 3,223 3,407 3,642 2,464 3,010 3,559 3,604 3,784 5.0% Other travel* 67 63 65 75 87 91 40 58 83 95 95 -0.3% Total 2,697 2,865 3,071 3,298 3,494 3,733 2,504 3,068 3,642 3,699 3,879 4.9% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 1,713 1,888 2,082 2,249 2,334 2,515 1,658 2,006 2,323 2,353 2,517 6.9% Hotel, Motel NA NA NA NA NA NA NA 1,109 1,287 1,267 1,398 10.3% STVR** NA NA NA NA NA NA NA 897 1,036 1,087 1,119 3.0% Campground 176 175 176 185 199 214 177 233 306 303 302 -0.4% Private Home (VFR) 142 133 128 139 168 178 53 173 196 197 198 0.8% Seasonal Home 269 269 272 289 325 332 437 393 401 411 419 1.9% Day Travel 329 337 349 361 382 403 139 206 333 339 348 2.6% Total 917 914 925 974 1,073 1,127 806 3,010 3,559 3,604 3,784 5.0% Visitor Spending by Commodity Purchased ($Millions) Accommodations 740 820 914 993 1,015 1,097 867 1,154 1,377 1,361 1,451 6.6% Food Service 719 788 865 922 977 1,052 694 729 846 891 941 5.7% Food Stores 105 110 113 116 120 127 97 178 212 227 231 1.7% Arts, Ent. & Rec. 404 431 462 480 501 525 357 409 438 458 485 5.9% Retail Sales 301 314 334 355 382 406 248 269 303 306 316 3.3% Visitor Air 0 0 0 3 3 2 1 0 0 0 0 NA Local Tran. & Gas 361 338 318 356 409 434 202 271 382 360 359 -0.2% Total 2,629 2,801 3,006 3,223 3,407 3,642 2,464 3,010 3,559 3,604 3,784 5.0% Note: Details may not add to totals due to rounding. Percent change calculated on unrounded figures. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 263 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 57 High Sierra Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 525 583 661 759 810 894 740 885 1,099 1,163 1,294 11.3% Arts, Ent. & Rec. 179 188 196 212 229 246 204 222 278 307 323 5.3% Retail* 64 68 74 79 83 86 96 101 105 109 114 4.7% Ground Trans. 27 30 35 41 59 66 28 23 23 25 27 6.2% Visitor Air 0 0 0 5 5 7 7 0 0 0 0 NA Other travel** 7 8 10 12 13 15 12 13 15 21 22 4.6% Total 802 877 975 1,108 1,200 1,313 1,087 1,243 1,521 1,625 1,779 9.5% Direct Employment (Jobs) Accom. & Food Serv. 17,690 18,600 19,290 21,060 21,550 22,800 18,760 20,610 23,900 24,350 25,180 3.4% Arts, Ent. & Rec. 8,740 8,980 9,350 9,940 10,210 10,440 7,890 8,560 10,310 10,400 10,980 5.6% Retail* 2,150 2,200 2,300 2,340 2,450 2,430 2,530 2,470 2,420 2,410 2,500 3.7% Ground Trans. 740 770 830 880 1,150 1,310 1,320 1,050 1,270 1,330 1,420 6.8% Visitor Air 0 0 0 50 50 70 60 0 0 0 0 NA Other travel** 220 240 300 350 350 360 300 350 370 390 400 2.6% Total 29,540 30,790 32,070 34,620 35,760 37,410 30,860 33,040 38,270 38,880 40,480 4.1% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 264 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 58 High Sierra Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 108 120 133 145 154 168 135 176 203 190 201 6.3% State** 112 115 118 123 136 147 109 133 146 143 151 5.7% Total 220 235 251 268 291 315 244 309 349 333 353 6.0% Local Tax Revenue Detail ($Millions) Business/Employees 28 30 32 35 39 42 46 56 58 46 48 5.4% Visitor 81 90 101 110 116 125 90 120 145 144 153 6.6% Total 108 120 133 145 154 168 135 176 203 190 201 6.3% State Tax Revenue Detail ($Millions) Business/Employees 30 32 34 35 35 38 41 47 51 44 47 7.1% Visitor 82 83 85 88 101 109 68 86 96 100 105 5.0% Total 112 115 118 123 136 147 109 133 146 143 151 5.7% Note: Details may not add to totals due to rounding. Percent change calculated on unrounded figures. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue include transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue include sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 265 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 59 Inland Empire Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 5,246 5,413 5,573 5,961 6,235 6,646 4,910 6,065 7,161 7,399 7,627 3.1% Other travel* 417 403 397 424 455 482 205 344 541 611 640 4.8% Total 5,664 5,817 5,971 6,385 6,691 7,128 5,116 6,409 7,702 8,009 8,267 3.2% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 1,607 1,716 1,834 1,962 2,014 2,185 1,563 2,316 2,590 2,741 2,864 4.5% Hotel, Motel NA NA NA NA NA NA NA 1,523 1,672 1,793 1,880 4.9% STVR** NA NA NA NA NA NA NA 793 918 949 984 3.7% Campground 175 173 173 183 187 201 164 220 290 285 283 -0.7% Private Home (VFR) 1,119 1,151 1,169 1,286 1,407 1,528 1,061 1,516 1,677 1,717 1,768 3.0% Seasonal Home 951 973 987 1,052 1,110 1,136 1,540 1,391 1,388 1,417 1,446 2.1% Day Travel 1,396 1,401 1,409 1,478 1,518 1,596 583 622 1,216 1,239 1,266 2.2% Total 3,640 3,697 3,739 3,999 4,221 4,461 3,348 6,065 7,161 7,399 7,627 3.1% Visitor Spending by Commodity Purchased ($Millions) Accommodations 793 858 929 984 996 1,066 961 1,356 1,523 1,527 1,552 1.7% Food Service 1,612 1,699 1,792 1,890 1,941 2,062 1,650 1,860 2,137 2,263 2,388 5.5% Food Stores 225 233 235 238 238 247 203 296 351 373 382 2.3% Arts, Ent. & Rec. 876 902 933 961 965 998 761 890 975 1,026 1,075 4.7% Retail Sales 711 755 775 893 1,015 1,129 786 894 1,062 1,088 1,099 1.0% Visitor Air 131 133 131 137 144 153 62 84 162 178 196 9.7% Local Tran. & Gas 898 834 779 858 938 992 488 684 951 943 936 -0.8% Total 5,246 5,413 5,573 5,961 6,235 6,646 4,910 6,065 7,161 7,399 7,627 3.1% Note: Details may not add to totals due to rounding. Percent change calculated on unrounded figures. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 266 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 60 Inland Empire Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 866 940 1,042 1,125 1,173 1,277 1,079 1,352 1,580 1,732 1,795 3.6% Arts, Ent. & Rec. 425 446 480 531 532 563 399 530 667 719 757 5.3% Retail* 129 139 145 158 168 180 185 216 230 243 251 3.3% Ground Trans. 67 72 80 91 116 131 81 82 93 112 106 -5.2% Visitor Air 11 14 15 14 14 11 11 23 25 27 30 10.7% Other travel** 56 62 74 72 74 75 63 91 110 136 146 6.7% Total 1,553 1,674 1,836 1,991 2,078 2,236 1,818 2,295 2,704 2,970 3,085 3.9% Direct Employment (Jobs) Accom. & Food Serv. 35,880 37,100 38,560 40,110 40,020 41,500 34,390 39,690 43,860 45,060 44,420 -1.4% Arts, Ent. & Rec. 19,790 20,890 21,520 22,160 20,920 21,630 14,090 17,780 21,010 23,030 23,360 1.4% Retail* 4,420 4,570 4,610 4,910 5,070 5,240 5,080 5,510 5,550 5,650 5,630 -0.4% Ground Trans. 1,670 1,730 1,800 1,870 2,230 2,530 2,880 2,880 3,410 3,780 3,780 0.0% Visitor Air 190 230 240 230 230 190 170 230 230 240 250 4.2% Other travel** 1,370 1,420 1,640 1,640 1,630 1,610 1,270 1,560 1,800 1,840 1,870 1.6% Total 63,320 65,940 68,370 70,920 70,100 72,700 57,880 67,650 75,860 79,600 79,310 -0.4% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 267 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 61 Inland Empire Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 130 141 152 163 176 190 159 220 245 233 238 2.2% State** 282 283 282 294 321 346 252 309 345 352 364 3.5% Total 413 424 434 456 497 535 411 529 590 585 602 3.0% Local Tax Revenue Detail ($Millions) Business/Employees 46 49 52 54 57 61 66 80 81 66 66 0.5% Visitor 84 92 100 108 119 128 93 140 164 167 172 2.9% Total 130 141 152 163 176 190 159 220 245 233 238 2.2% State Tax Revenue Detail ($Millions) Business/Employees 52 55 57 58 56 60 64 76 82 75 76 2.4% Visitor 230 228 224 236 264 285 188 233 263 277 288 3.8% Total 282 283 282 294 321 346 252 309 345 352 364 3.5% Note: Details may not add to totals due to rounding. Percent change calculated on unrounded figures. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue include transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue include sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 268 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 62 Los Angeles Area Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 20,513 21,582 22,860 24,232 25,773 26,257 10,365 17,016 23,537 25,636 26,024 1.5% Other travel* 5,257 5,246 5,179 5,622 6,179 6,418 2,838 4,667 7,459 8,273 8,887 7.4% Total 25,769 26,828 28,039 29,854 31,952 32,675 13,203 21,683 30,996 33,910 34,910 3.0% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 11,938 12,828 13,940 14,803 15,729 15,777 7,000 10,525 14,825 16,519 16,738 1.3% Hotel, Motel NA NA NA NA NA NA NA 9,188 12,797 13,986 13,856 -0.9% STVR** NA NA NA NA NA NA NA 1,337 2,028 2,533 2,883 13.8% Campground 92 93 94 98 103 111 93 121 158 157 157 0.0% Private Home (VFR) 3,152 3,214 3,243 3,520 3,822 4,076 1,541 3,132 3,792 3,916 3,994 2.0% Seasonal Home 165 162 164 173 186 191 340 306 340 348 354 1.8% Day Travel 5,166 5,285 5,419 5,638 5,933 6,102 1,391 2,930 4,421 4,697 4,780 1.8% Total 8,575 8,754 8,920 9,429 10,044 10,480 3,365 17,016 23,537 25,636 26,024 1.5% Visitor Spending by Commodity Purchased ($Millions) Accommodations 4,099 4,576 5,126 5,498 5,694 5,776 2,697 4,218 6,217 6,760 6,784 0.3% Food Service 5,043 5,380 5,787 6,133 6,569 6,725 2,752 4,402 5,745 6,375 6,638 4.1% Food Stores 587 615 629 640 660 667 289 564 745 850 880 3.5% Arts, Ent. & Rec. 3,093 3,222 3,395 3,513 3,673 3,665 1,427 2,305 2,868 3,145 3,259 3.6% Retail Sales 2,659 2,773 2,882 3,094 3,334 3,483 1,299 2,187 2,763 2,911 2,878 -1.1% Visitor Air 1,906 1,972 2,017 2,116 2,267 2,333 683 1,007 2,003 2,188 2,217 1.3% Local Tran. & Gas 3,125 3,045 3,024 3,238 3,575 3,608 1,218 2,333 3,196 3,407 3,368 -1.1% Total 20,513 21,582 22,860 24,232 25,773 26,257 10,365 17,016 23,537 25,636 26,024 1.5% Note: Details may not add to totals due to rounding. Percent change calculated on unrounded figures. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 269 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 63 Los Angeles Area Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 3,949 4,372 4,932 5,247 5,692 5,913 4,144 4,895 6,323 7,096 7,636 7.6% Arts, Ent. & Rec. 2,209 2,401 2,530 2,575 2,786 2,926 2,085 2,393 2,671 2,628 2,409 -8.3% Retail* 451 484 512 529 560 575 572 637 680 717 724 1.1% Ground Trans. 379 420 472 515 651 695 282 282 334 415 382 -8.0% Visitor Air 803 890 1,273 1,459 1,538 2,199 2,201 1,739 1,894 2,192 2,413 10.1% Other travel** 1,517 1,669 2,112 2,364 2,504 3,189 2,950 2,549 2,954 3,346 3,764 12.5% Total 9,307 10,236 11,830 12,689 13,730 15,497 12,233 12,493 14,856 16,394 17,329 5.7% Direct Employment (Jobs) Accom. & Food Serv. 110,180 115,960 121,910 125,480 129,520 127,760 91,770 99,500 117,460 122,790 124,160 1.1% Arts, Ent. & Rec. 26,740 29,230 30,590 30,210 32,160 32,730 21,670 24,590 30,500 32,000 32,600 1.9% Retail* 13,230 13,640 14,060 14,110 14,400 13,990 12,810 13,240 13,530 13,610 13,430 -1.3% Ground Trans. 9,020 9,620 10,150 10,410 12,340 13,170 8,360 8,040 9,530 10,830 10,600 -2.1% Visitor Air 9,970 10,660 13,100 14,750 15,050 19,420 17,380 14,090 14,300 15,450 15,920 3.0% Other travel** 23,080 24,050 26,660 28,190 28,760 32,950 28,200 23,780 25,100 26,240 27,160 3.5% Total 192,220 203,160 216,470 223,150 232,230 240,020 180,190 183,240 210,420 220,920 223,870 1.3% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 270 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 64 Los Angeles Area Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 1,062 1,162 1,291 1,453 1,559 1,639 1,031 1,329 1,653 1,645 1,665 1.2% State** 1,127 1,142 1,168 1,171 1,293 1,371 753 1,061 1,220 1,256 1,295 3.1% Total 2,188 2,304 2,459 2,624 2,851 3,010 1,784 2,390 2,873 2,901 2,960 2.0% Local Tax Revenue Detail ($Millions) Business/Employees 335 365 407 436 472 533 556 572 577 467 477 2.1% Visitor 726 797 885 1,017 1,087 1,106 475 757 1,076 1,178 1,188 0.9% Total 1,062 1,162 1,291 1,453 1,559 1,639 1,031 1,329 1,653 1,645 1,665 1.2% State Tax Revenue Detail ($Millions) Business/Employees 304 326 354 332 337 378 358 394 423 386 401 4.0% Visitor 823 816 814 839 955 994 395 667 797 870 894 2.7% Total 1,127 1,142 1,168 1,171 1,293 1,371 753 1,061 1,220 1,256 1,295 3.1% Note: Details may not add to totals due to rounding. Percent change calculated on unrounded figures. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue include transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue include sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 271 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 65 North Coast Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 1,031 1,064 1,114 1,172 1,212 1,253 758 1,242 1,316 1,321 1,357 2.7% Other travel* 39 37 36 39 42 46 17 31 46 47 48 1.9% Total 1,070 1,100 1,150 1,211 1,254 1,299 775 1,273 1,362 1,368 1,405 2.7% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 484 523 568 597 599 608 380 642 581 583 612 5.0% Hotel, Motel NA NA NA NA NA NA NA 414 382 365 379 3.9% STVR** NA NA NA NA NA NA NA 228 199 218 233 6.9% Campground 149 151 152 160 168 182 150 196 258 256 253 -0.9% Private Home (VFR) 175 164 164 176 191 203 65 210 230 233 238 2.1% Seasonal Home 67 69 70 74 81 83 111 100 104 106 108 1.9% Day Travel 155 157 160 166 173 178 52 95 143 143 146 1.6% Total 546 541 546 575 613 645 378 1,242 1,316 1,321 1,357 2.7% Visitor Spending by Commodity Purchased ($Millions) Accommodations 228 251 277 291 290 297 244 386 371 358 366 2.1% Food Service 288 307 328 343 351 363 205 326 343 354 371 5.0% Food Stores 70 73 74 74 75 78 53 99 113 119 121 2.0% Arts, Ent. & Rec. 149 155 162 165 166 167 93 154 153 157 165 5.3% Retail Sales 114 110 114 126 136 146 76 126 133 132 131 -0.5% Visitor Air 6 6 8 8 8 9 3 6 9 8 11 29.1% Local Tran. & Gas 175 162 151 165 186 192 85 146 194 193 192 -0.8% Total 1,031 1,064 1,114 1,172 1,212 1,253 758 1,242 1,316 1,321 1,357 2.7% Note: Details may not add to totals due to rounding. Percent change calculated on unrounded figures. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 272 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 66 North Coast Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 261 281 313 335 351 372 296 368 408 428 451 5.4% Arts, Ent. & Rec. 72 69 72 76 68 71 51 59 73 84 91 8.1% Retail* 28 28 30 33 34 36 38 41 45 47 47 0.2% Ground Trans. 13 14 16 18 25 27 11 11 12 18 14 -24.3% Visitor Air 1 1 1 7 8 10 10 29 31 34 40 20.1% Other travel** 4 5 5 13 14 18 15 42 47 54 57 5.1% Total 379 399 437 483 500 533 421 550 616 666 701 5.3% Direct Employment (Jobs) Accom. & Food Serv. 8,820 8,940 9,280 9,560 9,680 9,800 7,680 8,640 9,330 9,190 9,100 -1.0% Arts, Ent. & Rec. 4,740 4,640 4,790 4,700 4,080 4,010 2,560 2,680 3,180 3,500 3,430 -2.0% Retail* 960 920 940 990 1,000 1,020 1,010 1,030 1,070 1,060 1,050 -0.9% Ground Trans. 350 360 380 390 490 530 490 460 550 660 610 -7.6% Visitor Air 20 30 30 70 80 100 90 210 210 210 240 14.3% Other travel** 140 150 160 220 220 270 210 390 430 460 450 -2.2% Total 15,030 15,040 15,580 15,930 15,550 15,730 12,040 13,410 14,770 15,080 14,880 -1.3% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 273 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 67 North Coast Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 36 39 42 46 50 52 43 65 63 57 59 2.4% State** 54 53 53 55 59 62 40 62 63 62 64 3.4% Total 90 93 95 100 109 114 83 126 126 120 123 2.9% Local Tax Revenue Detail ($Millions) Business/Employees 12 13 13 15 16 17 17 23 22 17 17 1.6% Visitor 24 27 28 31 35 36 26 42 41 40 41 2.7% Total 36 39 42 46 50 52 43 65 63 57 59 2.4% State Tax Revenue Detail ($Millions) Business/Employees 13 14 14 14 13 14 14 19 19 16 17 3.4% Visitor 40 39 39 40 45 48 26 43 44 46 48 3.4% Total 54 53 53 55 59 62 40 62 63 62 64 3.4% Note: Details may not add to totals due to rounding. Percent change calculated on unrounded figures. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue include transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue include sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 274 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 68 Orange County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 10,397 11,229 11,964 12,252 12,186 12,673 5,920 9,572 13,426 14,174 14,412 1.7% Other travel* 1,485 1,467 1,512 1,564 1,736 1,789 867 1,019 1,578 1,789 1,863 4.2% Total 11,883 12,696 13,477 13,815 13,922 14,463 6,786 10,591 15,004 15,963 16,275 2.0% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 6,996 7,709 8,343 8,415 7,943 8,207 3,597 5,774 8,793 9,456 9,581 1.3% Hotel, Motel NA NA NA NA NA NA NA 5,188 7,869 8,296 8,307 0.1% STVR** NA NA NA NA NA NA NA 585 924 1,160 1,275 9.9% Campground 43 45 47 48 145 156 136 170 215 214 217 1.3% Private Home (VFR) 1,375 1,452 1,477 1,641 1,848 2,013 950 1,993 2,232 2,254 2,298 1.9% Seasonal Home 272 265 272 289 316 322 637 560 539 534 550 2.9% Day Travel 1,712 1,757 1,825 1,860 1,934 1,975 600 1,076 1,646 1,714 1,765 3.0% Total 3,402 3,520 3,622 3,837 4,243 4,466 2,323 9,572 13,426 14,174 14,412 1.7% Visitor Spending by Commodity Purchased ($Millions) Accommodations 2,259 2,489 2,710 2,717 2,984 3,101 1,335 2,202 3,510 3,812 3,801 -0.3% Food Service 2,872 3,085 3,342 3,445 3,248 3,385 1,677 2,610 3,614 3,767 3,938 4.5% Food Stores 386 405 414 412 441 451 276 467 600 637 652 2.4% Arts, Ent. & Rec. 2,627 2,798 2,957 2,979 2,794 2,831 1,348 2,099 2,707 2,859 2,952 3.2% Retail Sales 1,589 1,756 1,844 1,992 1,975 2,159 1,042 1,751 2,196 2,287 2,256 -1.3% Visitor Air 366 390 393 389 421 418 119 191 428 466 471 1.2% Local Tran. & Gas 300 305 304 319 322 330 121 253 371 347 342 -1.5% Total 10,397 11,229 11,964 12,252 12,186 12,673 5,920 9,572 13,426 14,174 14,412 1.7% Note: Details may not add to totals due to rounding. Percent change calculated on unrounded figures. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 275 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 69 Orange County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 1,984 2,176 2,422 2,510 2,594 2,749 2,016 2,420 3,102 3,445 3,977 15.5% Arts, Ent. & Rec. 1,562 1,713 1,900 2,065 1,926 1,973 1,098 1,392 1,840 2,045 2,252 10.1% Retail* 245 275 292 302 301 315 314 350 372 394 398 1.0% Ground Trans. 51 53 60 66 79 86 32 31 35 34 40 16.1% Visitor Air 27 30 40 43 46 50 45 56 62 71 80 12.4% Other travel** 274 288 338 348 379 392 322 269 349 457 502 10.0% Total 4,144 4,534 5,052 5,334 5,325 5,564 3,827 4,518 5,759 6,446 7,249 12.5% Direct Employment (Jobs) Accom. & Food Serv. 60,020 62,540 66,570 67,170 65,570 66,920 50,020 54,910 63,750 66,610 71,730 7.7% Arts, Ent. & Rec. 41,200 44,990 47,550 48,110 48,970 49,410 26,940 31,050 45,630 50,160 53,010 5.7% Retail* 6,910 7,500 7,750 7,930 7,690 7,750 7,220 7,440 7,500 7,600 7,520 -1.1% Ground Trans. 1,320 1,280 1,370 1,380 1,520 1,670 1,240 1,200 1,440 1,500 1,600 6.7% Visitor Air 430 460 520 560 580 610 500 570 590 630 660 4.8% Other travel** 5,220 5,200 5,760 5,940 6,080 6,010 4,740 3,380 3,990 4,140 4,440 7.2% Total 115,100 121,970 129,520 131,090 130,410 132,370 90,660 98,550 122,900 130,640 138,960 6.4% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 276 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 70 Orange County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 476 521 566 578 619 644 355 498 684 687 701 2.1% State** 467 494 514 515 504 532 315 458 561 561 589 4.9% Total 943 1,015 1,080 1,093 1,123 1,176 670 955 1,245 1,248 1,290 3.3% Local Tax Revenue Detail ($Millions) Business/Employees 139 151 162 164 166 173 157 188 203 167 181 8.6% Visitor 337 371 405 414 453 471 198 310 481 520 520 0.0% Total 476 521 566 578 619 644 355 498 684 687 701 2.1% State Tax Revenue Detail ($Millions) Business/Employees 146 157 166 161 151 157 135 161 184 168 186 10.5% Visitor 321 337 348 354 354 375 180 297 377 393 403 2.4% Total 467 494 514 515 504 532 315 458 561 561 589 4.9% Note: Details may not add to totals due to rounding. Percent change calculated on unrounded figures. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue include transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue include sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 277 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 71 San Diego County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 10,542 10,839 11,466 12,062 11,854 11,859 4,989 9,852 13,311 13,969 14,328 2.6% Other travel* 1,478 1,482 1,530 1,632 1,798 1,933 822 1,333 2,090 2,442 2,285 -6.5% Total 12,020 12,321 12,996 13,694 13,652 13,792 5,811 11,185 15,401 16,412 16,613 1.2% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 6,390 6,757 7,243 7,640 7,215 7,089 3,206 6,142 8,655 9,217 9,458 2.6% Hotel, Motel NA NA NA NA NA NA NA 4,685 6,574 6,940 7,064 1.8% STVR** NA NA NA NA NA NA NA 1,458 2,081 2,277 2,395 5.2% Campground 286 283 292 302 237 254 218 278 346 344 346 0.6% Private Home (VFR) 1,223 1,218 1,249 1,356 1,485 1,594 492 1,391 1,695 1,718 1,770 3.0% Seasonal Home 163 151 155 163 173 178 285 256 223 225 231 2.4% Day Travel 2,480 2,430 2,527 2,602 2,745 2,744 787 1,784 2,393 2,466 2,524 2.4% Total 4,152 4,081 4,223 4,422 4,639 4,769 1,783 9,852 13,311 13,969 14,328 2.6% Visitor Spending by Commodity Purchased ($Millions) Accommodations 2,675 2,908 3,146 3,288 3,588 3,472 1,729 3,077 4,427 4,691 4,806 2.4% Food Service 2,843 2,907 3,136 3,330 3,045 3,080 1,337 2,676 3,367 3,541 3,692 4.3% Food Stores 467 506 518 528 472 472 205 522 665 713 724 1.6% Arts, Ent. & Rec. 1,613 1,584 1,672 1,729 1,610 1,588 589 1,294 1,584 1,696 1,753 3.3% Retail Sales 1,687 1,686 1,757 1,873 1,788 1,837 684 1,452 1,777 1,859 1,863 0.2% Visitor Air 747 789 801 831 873 930 282 427 903 933 964 3.3% Local Tran. & Gas 510 458 436 484 477 480 162 403 587 536 526 -1.8% Total 10,542 10,839 11,466 12,062 11,854 11,859 4,989 9,852 13,311 13,969 14,328 2.6% Note: Details may not add to totals due to rounding. Percent change calculated on unrounded figures. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 278 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 72 San Diego County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 2,198 2,326 2,635 2,823 2,704 2,769 1,958 2,340 3,079 3,452 3,675 6.5% Arts, Ent. & Rec. 818 878 908 891 859 872 519 601 811 902 874 -3.1% Retail* 275 288 304 313 291 293 299 322 348 361 365 0.9% Ground Trans. 47 43 49 56 67 70 21 21 23 35 26 -26.4% Visitor Air 50 56 71 79 84 94 91 88 98 110 122 11.1% Other travel** 174 195 249 269 295 331 278 266 331 446 408 -8.5% Total 3,563 3,785 4,216 4,432 4,299 4,429 3,166 3,638 4,689 5,307 5,470 3.1% Direct Employment (Jobs) Accom. & Food Serv. 64,240 64,410 68,900 69,940 64,480 63,520 45,740 50,100 60,110 62,500 63,130 1.0% Arts, Ent. & Rec. 23,210 22,690 24,320 24,830 22,600 21,490 13,330 15,780 19,800 20,970 21,970 4.8% Retail* 8,750 8,790 9,050 9,090 8,240 8,130 7,620 7,740 7,820 7,890 7,800 -1.1% Ground Trans. 1,220 1,060 1,130 1,180 1,290 1,380 890 860 1,030 1,050 1,140 8.6% Visitor Air 860 920 1,170 1,370 1,400 1,690 1,460 1,380 1,430 1,490 1,550 4.0% Other travel** 3,400 3,640 4,550 4,830 4,880 5,300 4,330 3,960 4,960 4,710 4,260 -9.6% Total 101,680 101,510 109,120 111,240 102,890 101,510 73,370 79,820 95,150 98,610 99,850 1.3% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 279 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 73 San Diego County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 474 509 547 570 606 602 342 516 688 689 702 2.0% State** 479 479 492 501 482 496 267 439 518 524 537 2.5% Total 952 987 1,040 1,070 1,089 1,097 609 954 1,206 1,213 1,240 2.2% Local Tax Revenue Detail ($Millions) Business/Employees 119 125 135 136 133 137 130 148 162 135 134 -0.5% Visitor 354 383 413 434 473 464 212 367 526 554 568 2.6% Total 474 509 547 570 606 602 342 516 688 689 702 2.0% State Tax Revenue Detail ($Millions) Business/Employees 127 132 139 135 123 126 111 132 152 139 141 1.1% Visitor 352 347 354 366 359 370 155 307 366 385 396 3.1% Total 479 479 492 501 482 496 267 439 518 524 537 2.5% Note: Details may not add to totals due to rounding. Percent change calculated on unrounded figures. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue include transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue include sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 280 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 74 San Francisco Bay Area Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 27,786 29,043 29,680 30,967 32,786 33,282 12,392 19,843 29,200 31,725 32,856 3.6% Other travel* 4,044 4,325 4,654 5,187 5,481 5,795 3,008 3,906 5,863 7,354 7,592 3.2% Total 31,829 33,368 34,334 36,155 38,267 39,077 15,400 23,749 35,063 39,079 40,447 3.5% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 18,344 19,574 20,178 21,005 22,045 22,171 8,766 11,701 18,865 21,036 22,013 4.6% Hotel, Motel NA NA NA NA NA NA NA 10,225 16,644 18,643 19,547 4.8% STVR** NA NA NA NA NA NA NA 1,477 2,221 2,393 2,466 3.1% Campground 353 353 354 373 399 431 362 467 617 605 601 -0.7% Private Home (VFR) 3,222 3,208 3,202 3,444 3,836 4,053 1,017 3,204 3,856 3,978 3,990 0.3% Seasonal Home 372 385 389 415 461 472 591 532 550 550 557 1.2% Day Travel 5,494 5,523 5,557 5,730 6,046 6,155 1,656 3,939 5,311 5,555 5,695 2.5% Total 9,441 9,469 9,502 9,963 10,741 11,111 3,626 19,843 29,200 31,725 32,856 3.6% Visitor Spending by Commodity Purchased ($Millions) Accommodations 6,771 7,577 7,938 8,217 8,644 8,875 3,333 4,267 6,897 7,667 7,943 3.6% Food Service 7,098 7,469 7,796 8,213 8,712 8,839 3,573 5,792 8,174 9,059 9,639 6.4% Food Stores 793 821 823 834 862 868 369 760 1,024 1,120 1,158 3.4% Arts, Ent. & Rec. 3,897 4,006 4,101 4,208 4,359 4,313 1,665 2,750 3,661 4,041 4,315 6.8% Retail Sales 3,884 3,966 4,001 4,204 4,464 4,567 1,709 2,977 3,947 4,257 4,320 1.5% Visitor Air 1,748 1,820 1,825 1,820 1,858 1,880 460 729 1,594 1,820 1,750 -3.9% Local Tran. & Gas 3,595 3,384 3,196 3,472 3,889 3,939 1,284 2,567 3,902 3,760 3,730 -0.8% Total 27,786 29,043 29,680 30,967 32,786 33,282 12,392 19,843 29,200 31,725 32,856 3.6% Note: Details may not add to totals due to rounding. Percent change calculated on unrounded figures. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 281 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 75 San Francisco Bay Area Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 5,198 5,743 6,256 6,608 7,116 7,441 4,864 5,527 7,005 7,841 8,021 2.3% Arts, Ent. & Rec. 2,157 2,316 2,457 2,453 2,639 2,713 1,853 2,098 2,562 2,804 2,953 5.3% Retail* 626 658 677 704 740 744 722 789 792 796 792 -0.5% Ground Trans. 357 387 421 469 610 646 235 235 273 299 313 4.6% Visitor Air 864 937 1,192 1,357 1,409 764 714 513 565 638 703 10.2% Other travel** 1,434 1,628 1,999 2,332 2,464 1,908 1,712 1,521 1,780 2,291 2,483 8.4% Total 10,636 11,670 13,002 13,922 14,979 14,216 10,098 10,684 12,977 14,669 15,265 4.1% Direct Employment (Jobs) Accom. & Food Serv. 134,350 139,320 142,250 145,140 148,710 146,010 96,070 101,480 122,530 128,850 128,150 -0.5% Arts, Ent. & Rec. 56,150 58,170 59,750 61,880 63,250 63,500 40,350 44,450 57,130 62,730 67,320 7.3% Retail* 15,790 15,580 16,060 15,910 16,080 15,650 14,110 14,230 14,350 14,220 13,880 -2.4% Ground Trans. 8,770 9,090 9,290 9,610 11,670 12,410 7,620 7,380 8,790 9,220 9,790 6.2% Visitor Air 10,050 10,510 11,360 11,910 11,970 8,410 7,020 5,160 5,330 5,640 5,820 3.2% Other travel** 17,800 19,270 21,370 22,590 23,130 20,750 16,610 13,610 14,880 15,500 15,690 1.2% Total 242,910 251,940 260,080 267,040 274,810 266,730 181,780 186,310 223,010 236,160 240,650 1.9% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 282 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 76 San Francisco Bay Area Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 1,419 1,553 1,641 1,692 1,862 1,869 949 1,182 1,609 1,646 1,691 2.7% State** 1,294 1,315 1,323 1,337 1,437 1,452 746 1,104 1,351 1,401 1,456 3.9% Total 2,713 2,867 2,964 3,029 3,300 3,321 1,696 2,286 2,960 3,047 3,146 3.3% Local Tax Revenue Detail ($Millions) Business/Employees 380 413 443 458 499 472 444 472 486 403 405 0.6% Visitor 1,039 1,140 1,198 1,234 1,364 1,397 506 710 1,123 1,243 1,286 3.4% Total 1,419 1,553 1,641 1,692 1,862 1,869 949 1,182 1,609 1,646 1,691 2.7% State Tax Revenue Detail ($Millions) Business/Employees 355 379 399 390 387 371 320 354 387 360 369 2.4% Visitor 940 935 924 947 1,050 1,081 427 750 964 1,041 1,087 4.4% Total 1,294 1,315 1,323 1,337 1,437 1,452 746 1,104 1,351 1,401 1,456 3.9% Note: Details may not add to totals due to rounding. Percent change calculated on unrounded figures. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue include transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue include sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 283 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 77 Shasta Cascade Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 1,230 1,224 1,249 1,326 1,426 1,542 939 1,344 1,563 1,586 1,630 2.8% Other travel* 58 51 47 51 59 63 20 39 61 57 56 -2.0% Total 1,288 1,275 1,296 1,377 1,485 1,604 959 1,383 1,624 1,644 1,686 2.6% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 444 460 488 517 553 616 400 549 550 568 607 6.8% Hotel, Motel NA NA NA NA NA NA NA 416 415 409 434 6.2% STVR** NA NA NA NA NA NA NA 132 136 159 172 8.4% Campground 137 136 136 144 151 163 135 177 233 230 228 -0.9% Private Home (VFR) 214 200 196 215 235 254 75 241 266 268 270 0.8% Seasonal Home 151 151 153 161 174 178 229 207 250 255 258 1.1% Day Travel 285 278 275 289 313 331 99 171 264 265 267 0.9% Total 786 764 761 809 874 926 539 1,344 1,563 1,586 1,630 2.8% Visitor Spending by Commodity Purchased ($Millions) Accommodations 248 261 279 294 312 347 302 386 412 412 430 4.3% Food Service 326 338 356 374 394 425 249 352 401 422 443 4.9% Food Stores 76 78 78 79 80 85 59 95 116 122 125 2.4% Arts, Ent. & Rec. 169 171 176 180 186 195 114 161 176 184 195 5.6% Retail Sales 154 146 149 165 186 204 106 158 183 184 182 -1.2% Visitor Air 3 3 3 3 3 5 1 3 5 6 6 -0.9% Local Tran. & Gas 254 228 207 230 265 281 108 188 271 255 249 -2.2% Total 1,230 1,224 1,249 1,326 1,426 1,542 939 1,344 1,563 1,586 1,630 2.8% Note: Details may not add to totals due to rounding. Percent change calculated on unrounded figures. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 284 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 78 Shasta Cascade Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 247 265 288 307 314 352 305 364 399 423 454 7.4% Arts, Ent. & Rec. 68 67 72 73 77 84 63 73 80 86 97 12.0% Retail* 36 36 38 40 42 45 48 56 59 61 61 0.7% Ground Trans. 16 16 18 21 31 34 13 11 11 11 13 12.6% Visitor Air 2 1 2 3 3 3 3 3 3 4 4 7.2% Other travel** 7 6 8 9 9 9 10 12 14 15 16 6.7% Total 375 392 426 454 475 527 442 518 565 600 645 7.4% Direct Employment (Jobs) Accom. & Food Serv. 9,410 9,420 9,560 9,870 9,760 10,130 8,550 9,390 9,790 9,770 9,810 0.4% Arts, Ent. & Rec. 3,610 3,520 3,580 3,580 3,690 3,920 2,920 3,220 3,360 3,500 3,830 9.4% Retail* 1,260 1,230 1,250 1,280 1,300 1,330 1,370 1,420 1,440 1,410 1,390 -1.4% Ground Trans. 420 420 430 460 600 680 590 500 590 620 650 4.8% Visitor Air 20 20 30 40 40 40 30 40 30 40 40 0.0% Other travel** 210 210 250 250 260 260 250 280 300 310 320 3.2% Total 14,930 14,820 15,100 15,480 15,650 16,360 13,710 14,850 15,510 15,650 16,040 2.5% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 285 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 79 Shasta Cascade Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 33 34 37 38 43 48 41 54 54 51 53 4.6% State** 68 66 64 66 75 82 51 72 77 77 79 3.6% Total 101 100 101 105 118 129 91 127 132 127 132 4.0% Local Tax Revenue Detail ($Millions) Business/Employees 12 12 13 13 14 16 17 20 19 15 15 3.7% Visitor 21 22 24 25 29 32 23 34 36 36 38 4.9% Total 33 34 37 38 43 48 41 54 54 51 53 4.6% State Tax Revenue Detail ($Millions) Business/Employees 14 14 15 14 14 15 17 19 19 16 17 5.4% Visitor 54 51 50 52 61 66 34 53 59 61 63 3.2% Total 68 66 64 66 75 82 51 72 77 77 79 3.6% Note: Details may not add to totals due to rounding. Percent change calculated on unrounded figures. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 286 of 621 Regional Travel Impacts Overnight Trip Details The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 80 County Travel Impacts 2024p Page 287 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 81 County Travel Impacts Direct Travel Impact Summary, 2024p Direct Spending ($Millions) Direct Tax Revenue ($Millions) County Name Visitor Spend Total Earnings ($Millions) Employment (Jobs) Local Tax State Tax Total Alameda 3,398.6 4,207.2 1,798.5 27,710 193.1 177.2 370.4 Alpine 34.0 34.2 12.3 480 1.4 1.3 2.7 Amador 157.9 164.6 90.7 2,180 5.5 8.3 13.7 Butte 344.1 378.7 133.0 3,920 10.7 19.5 30.2 Calaveras 251.3 261.4 124.8 2,610 7.5 12.1 19.6 Colusa 42.6 46.1 20.8 760 1.4 2.5 3.9 Contra Costa 1,770.3 1,991.8 863.5 17,280 66.8 108.6 175.4 Del Norte 157.5 161.7 75.9 1,450 7.3 7.1 14.4 El Dorado 1,066.2 1,124.7 735.4 14,120 56.6 49.9 106.5 Fresno 1,478.6 1,811.7 657.0 17,110 53.7 91.1 144.8 Glenn 53.6 58.1 31.3 760 1.9 3.3 5.2 Humboldt 470.8 508.3 293.0 5,800 20.8 25.3 46.1 Imperial 499.7 530.7 154.3 4,280 14.0 26.3 40.3 Inyo 277.3 281.6 90.1 2,530 13.9 11.2 25.2 Kern 1,838.8 2,027.9 885.3 20,640 66.9 107.9 174.8 Kings 207.6 232.7 101.1 2,790 5.5 13.3 18.8 Lake 185.7 201.1 70.8 1,750 4.9 9.4 14.2 Lassen 67.3 71.9 26.8 900 1.8 3.6 5.4 Los Angeles 26,023.8 34,910.3 17,328.7 223,860 1,665.1 1,294.7 2,959.8 Madera 400.5 432.5 212.1 5,370 17.8 20.1 37.9 Marin 657.9 953.2 375.7 6,040 33.4 32.0 65.4 Mariposa 472.2 474.9 194.5 6,020 30.6 15.3 45.9 Page 288 of 621 County Travel Impacts Direct Travel Impact Summary, 2024p The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 82 Direct Spending ($Millions) Direct Tax Revenue ($Millions) County Name Visitor Spend Total Earnings ($Millions) Employment (Jobs) Local Tax State Tax Total Mendocino 517.7 534.1 260.9 5,880 25.8 22.7 48.5 Merced 299.4 346.0 132.5 3,770 10.7 20.3 31.1 Modoc 27.2 28.5 20.1 360 1.0 1.6 2.6 Mono 711.5 713.5 239.6 6,080 43.4 22.9 66.4 Monterey 3,013.9 3,123.3 1,772.1 27,600 176.1 134.0 310.1 Napa 1,978.0 2,043.5 949.4 19,160 111.1 78.8 190.0 Nevada 502.7 519.0 229.0 4,370 20.7 22.7 43.4 Orange 14,412.0 16,274.7 7,248.9 138,960 701.2 588.5 1,289.7 Placer 1,457.8 1,552.8 730.7 16,870 64.1 65.9 130.0 Plumas 160.2 163.3 70.5 1,430 5.4 7.1 12.5 Riverside 9,361.3 9,994.9 3,713.6 94,680 344.1 437.8 781.9 Sacramento 3,407.9 4,746.6 1,629.2 34,000 139.3 183.5 322.8 San Benito 138.9 149.8 58.3 1,150 5.3 7.7 12.9 San Bernardino 5,851.2 6,690.0 2,395.5 61,160 196.3 291.2 487.6 San Diego 14,328.1 16,612.8 5,470.1 99,850 702.4 537.5 1,239.9 San Francisco 10,261.7 14,323.8 4,525.8 54,050 527.4 394.2 921.5 San Joaquin 1,070.1 1,210.1 444.2 10,260 40.0 66.4 106.4 San Luis Obispo 2,275.9 2,363.8 953.1 23,810 105.6 96.5 202.1 San Mateo 4,370.8 4,737.3 2,628.3 39,040 272.1 221.7 493.8 Santa Barbara 2,005.6 2,180.5 925.4 20,190 110.6 88.9 199.6 Santa Clara 5,912.9 7,998.2 2,488.6 41,130 299.2 269.5 568.7 Santa Cruz 1,380.3 1,435.6 449.7 10,880 59.4 60.3 119.7 Shasta 516.9 554.3 210.5 5,190 18.9 25.8 44.7 Page 289 of 621 County Travel Impacts Direct Travel Impact Summary, 2024p The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 83 Direct Spending ($Millions) Direct Tax Revenue ($Millions) County Name Visitor Spend Total Earnings ($Millions) Employment (Jobs) Local Tax State Tax Total Sierra 18.0 18.5 10.0 480 0.7 0.9 1.6 Siskiyou 229.6 237.3 96.3 1,910 8.6 10.0 18.5 Solano 889.3 967.0 317.4 8,750 23.4 48.3 71.7 Sonoma 2,238.3 2,441.9 1,081.3 22,500 120.9 97.5 218.4 Stanislaus 553.4 649.3 247.6 6,760 19.0 38.2 57.1 Sutter 91.9 108.8 51.4 1,520 3.3 6.6 10.0 Tehama 166.3 176.7 63.5 1,730 5.1 8.6 13.6 Trinity 73.1 75.6 24.3 590 1.5 3.4 4.9 Tulare 541.6 626.2 256.1 6,340 24.4 31.8 56.2 Tuolumne 297.0 307.8 114.1 2,730 11.9 12.2 24.1 Ventura 1,715.7 1,927.0 719.0 16,620 68.2 93.6 161.9 Yolo 471.0 506.2 183.9 5,590 18.3 25.5 43.8 Yuba 109.0 122.7 52.9 2,010 2.9 7.6 10.5 California * 157,326.9 65,039.2 1,165,700 6,569.3 6,069.7 12,639.0 * Sum of county visitor spending is less than the statewide visitor spending because a portion of the county ground transportation is allocated to “other travel” at the county level. Note: Details may not add to totals due to rounding. Total earnings includes wage and salary disbursements, other earned income and proprietor income. Employment includes payroll employees and proprietors. Page 290 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 84 County Travel Impacts Direct Travel Spending, 2014-2024p % Chg. CAGR 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 14-24 Travel Spending ($Millions) Alameda 3,738 3,896 3,974 4,170 4,502 4,524 1,829 2,944 3,825 4,122 4,207 2.1% 1.2% Alpine 27 29 34 35 36 38 28 29 34 34 34 1.7% 2.6% Amador 131 133 140 144 156 165 91 119 146 162 165 1.9% 2.4% Butte 308 301 302 332 354 382 194 288 363 370 379 2.3% 2.1% Calaveras 179 181 188 196 210 223 171 224 258 262 261 -0.1% 3.8% Colusa 47 46 48 51 56 59 29 44 49 47 46 -1.5% -0.2% Contra Costa 1,641 1,608 1,714 1,809 1,930 2,004 674 1,651 1,918 2,027 1,992 -1.7% 2.0% Del Norte 121 123 130 132 142 151 89 144 154 154 162 5.0% 3.0% El Dorado 806 892 942 987 1,064 1,143 802 993 1,073 1,079 1,125 4.2% 3.4% Fresno 1,348 1,345 1,364 1,426 1,587 1,661 930 1,331 1,728 1,765 1,812 2.6% 3.0% Glenn 52 41 33 51 60 64 29 51 57 56 58 3.4% 1.2% Humboldt 412 423 429 452 486 484 253 471 484 491 508 3.4% 2.1% Imperial 362 355 353 379 411 436 292 426 514 524 531 1.3% 3.9% Inyo 232 229 239 240 249 267 155 212 267 276 282 2.2% 2.0% Kern 1,497 1,492 1,396 1,518 1,686 1,775 1,101 1,706 1,964 1,990 2,028 1.9% 3.1% Kings 167 164 159 167 185 193 92 193 227 229 233 1.8% 3.4% Lake 155 156 157 161 174 181 133 182 194 197 201 2.2% 2.7% Lassen 60 59 59 64 65 70 40 64 67 71 72 1.6% 1.8% Los Angeles 25,769 26,828 28,039 29,854 31,952 32,675 13,203 21,683 30,996 33,910 34,910 3.0% 3.1% Madera 275 269 291 316 339 355 205 317 406 421 433 2.8% 4.6% Marin 690 715 731 731 796 838 364 684 905 929 953 2.6% 3.3% Mariposa 421 454 458 471 437 467 255 307 425 395 475 20.1% 1.2% Mendocino 382 399 435 466 452 484 300 476 530 526 534 1.6% 3.4% Page 291 of 621 County Travel Impacts Direct Travel Spending, 2014-2024p The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 85 % Chg. CAGR 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 14-24 Travel Spending ($Millions) Merced 264 261 246 270 296 311 151 279 324 348 346 -0.5% 2.7% Modoc 24 24 24 26 27 30 21 25 29 29 29 -0.8% 1.7% Mono 474 495 548 616 626 671 437 580 697 716 714 -0.4% 4.2% Monterey 2,602 2,702 2,759 2,820 3,136 3,241 1,553 2,419 2,955 2,954 3,123 5.7% 1.8% Napa 1,412 1,475 1,629 1,659 1,793 1,855 988 1,355 1,711 1,975 2,043 3.5% 3.8% Nevada 306 318 339 363 388 414 265 434 488 503 519 3.2% 5.4% Orange 11,883 12,696 13,477 13,815 13,922 14,463 6,786 10,591 15,004 15,963 16,275 2.0% 3.2% Placer 1,034 1,099 1,224 1,349 1,403 1,490 1,091 1,220 1,411 1,463 1,553 6.1% 4.2% Plumas 115 113 114 119 131 150 111 119 146 161 163 1.3% 3.5% Riverside 6,952 7,209 7,533 7,929 8,604 8,991 6,444 7,337 9,133 9,709 9,995 3.0% 3.7% Sacramento 3,495 3,592 3,638 3,836 4,162 4,413 1,828 3,174 4,183 4,420 4,747 7.4% 3.1% San Benito 94 93 95 107 119 125 64 119 145 155 150 -3.0% 4.8% San Bernardino 4,466 4,558 4,643 4,975 5,343 5,717 4,075 5,182 6,256 6,474 6,690 3.3% 4.1% San Diego 12,020 12,321 12,996 13,694 13,652 13,792 5,811 11,185 15,401 16,412 16,613 1.2% 3.3% San Francisco 12,269 12,992 13,192 13,404 13,906 14,156 5,039 7,106 12,348 14,227 14,324 0.7% 1.6% San Joaquin 809 810 828 878 941 993 537 995 1,218 1,170 1,210 3.5% 4.1% San Luis Obispo 1,629 1,669 1,680 1,782 1,915 2,019 1,347 1,909 2,315 2,305 2,364 2.6% 3.8% San Mateo 3,519 3,730 3,813 3,997 4,357 4,492 1,677 2,496 4,146 4,487 4,737 5.6% 3.0% Santa Barbara 1,853 1,906 1,904 1,953 1,983 2,141 1,018 1,647 2,070 2,093 2,180 4.2% 1.6% Santa Clara 5,769 6,090 6,304 7,221 7,446 7,629 2,980 4,221 6,244 7,254 7,998 10.3% 3.3% Santa Cruz 904 928 946 1,023 1,078 1,075 502 1,054 1,358 1,391 1,436 3.2% 4.7% Shasta 430 428 439 461 510 545 308 451 545 540 554 2.6% 2.6% Sierra 18 18 17 18 18 19 14 19 21 19 18 -1.2% 0.1% Page 292 of 621 County Travel Impacts Direct Travel Spending, 2014-2024p The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 86 % Chg. CAGR 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 14-24 Travel Spending ($Millions) Siskiyou 170 172 175 186 193 206 142 224 230 229 237 3.6% 3.4% Solano 711 704 731 766 800 823 315 757 955 943 967 2.6% 3.1% Sonoma 1,828 1,876 1,975 2,084 2,200 2,237 1,248 1,990 2,298 2,359 2,442 3.5% 2.9% Stanislaus 547 557 564 587 633 671 304 565 638 635 649 2.2% 1.7% Sutter 92 89 88 97 109 114 45 92 107 105 109 3.7% 1.7% Tehama 127 128 129 134 149 161 92 147 171 170 177 4.0% 3.4% Trinity 52 50 53 56 56 61 51 65 73 74 76 2.6% 3.8% Tulare 453 419 384 479 512 540 284 514 591 591 626 6.0% 3.3% Tuolumne 192 206 224 250 255 273 176 218 285 307 308 0.3% 4.8% Ventura 1,593 1,634 1,645 1,707 1,793 1,827 993 1,544 1,828 1,864 1,927 3.4% 1.9% Yolo 359 356 355 413 459 454 250 361 475 496 506 2.0% 3.5% Yuba 86 78 77 93 105 113 52 95 122 121 123 1.1% 3.6% California 117,373 121,933 126,402 133,320 140,349 144,851 68,256 105,028 142,506 152,697 157,327 3.0% 3.0% Page 293 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 87 County Travel Impacts Direct Earnings, 2014-2024p % Chg. CAGR 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 14-24 Earnings ($Millions) Alameda 1,269 1,387 1,433 1,553 1,727 1,745 1,302 1,348 1,587 1,724 1,798 4.3% 3.6% Alpine 5 4 5 5 5 6 6 7 10 10 12 19.4% 9.8% Amador 48 49 54 62 69 75 65 82 94 86 91 5.5% 6.6% Butte 78 79 85 96 108 118 90 109 119 124 133 7.1% 5.5% Calaveras 65 73 81 89 94 102 90 111 133 129 125 -3.5% 6.7% Colusa 10 10 12 11 13 13 12 16 15 17 21 20.5% 7.3% Contra Costa 553 591 696 738 753 791 581 665 780 864 863 -0.1% 4.6% Del Norte 41 44 48 50 57 61 48 59 69 75 76 1.3% 6.4% El Dorado 310 352 388 446 471 514 421 503 616 674 735 9.2% 9.0% Fresno 336 359 373 409 457 485 401 467 553 629 657 4.4% 6.9% Glenn 18 16 14 18 20 21 18 19 21 25 31 26.1% 5.6% Humboldt 127 136 144 168 184 190 155 225 253 275 293 6.5% 8.7% Imperial 98 99 106 106 109 119 94 117 132 148 154 4.6% 4.7% Inyo 51 54 58 63 70 77 59 69 79 81 90 11.6% 5.9% Kern 389 421 425 508 558 601 509 670 769 826 885 7.2% 8.6% Kings 45 50 53 54 64 68 63 79 91 94 101 7.4% 8.5% Lake 38 40 43 46 50 53 49 59 63 65 71 8.5% 6.4% Lassen 20 20 21 22 24 26 22 26 25 25 27 8.8% 3.0% Los Angeles 9,307 10,236 11,830 12,689 13,730 15,497 12,233 12,493 14,856 16,394 17,329 5.7% 6.4% Madera 88 89 102 117 126 134 119 148 171 147 212 43.8% 9.2% Marin 269 283 307 315 337 356 239 281 347 368 376 2.2% 3.4% Mariposa 99 112 111 118 103 116 100 121 166 170 194 14.1% 7.0% Mendocino 173 179 202 219 209 229 170 208 231 250 261 4.3% 4.2% Page 294 of 621 County Travel Impacts Direct Travel Earnings, 2014-2024p The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 88 % Chg. CAGR 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 14-24 Earnings ($Millions) Merced 70 74 76 83 90 95 76 89 112 121 132 9.7% 6.6% Modoc 9 9 10 10 10 12 12 15 16 18 20 10.7% 8.3% Mono 124 134 151 178 189 208 150 186 225 235 240 1.9% 6.8% Monterey 1,050 1,111 1,166 1,199 1,354 1,420 1,056 1,209 1,490 1,642 1,772 8.0% 5.4% Napa 559 585 661 702 793 848 566 669 859 981 949 -3.2% 5.4% Nevada 109 113 128 140 153 167 138 165 196 213 229 7.6% 7.7% Orange 4,144 4,534 5,052 5,334 5,325 5,564 3,827 4,518 5,759 6,446 7,249 12.5% 5.8% Placer 312 331 387 439 465 502 419 505 627 695 731 5.1% 8.9% Plumas 36 37 40 41 46 54 43 47 55 58 70 21.8% 6.9% Riverside 1,941 2,081 2,298 2,412 2,644 2,804 2,245 2,752 3,257 3,575 3,714 3.9% 6.7% Sacramento 869 944 1,013 1,080 1,180 1,256 939 1,086 1,342 1,529 1,629 6.5% 6.5% San Benito 24 27 31 33 37 40 36 44 51 54 58 7.8% 9.2% San Bernardino 1,164 1,261 1,382 1,517 1,608 1,741 1,425 1,719 2,071 2,299 2,395 4.2% 7.5% San Diego 3,563 3,785 4,216 4,432 4,299 4,429 3,166 3,638 4,689 5,307 5,470 3.1% 4.4% San Francisco 3,252 3,634 3,851 3,929 4,171 4,329 2,848 3,096 3,771 4,383 4,526 3.3% 3.4% San Joaquin 210 225 256 291 317 346 287 312 390 411 444 8.0% 7.8% San Luis Obispo 510 544 580 654 705 815 655 745 862 913 953 4.3% 6.5% San Mateo 2,330 2,588 3,191 3,596 3,870 2,652 2,106 1,842 2,177 2,435 2,628 7.9% 1.2% Santa Barbara 571 616 627 672 698 758 592 703 842 893 925 3.6% 5.0% Santa Clara 1,555 1,692 1,854 1,977 2,054 2,160 1,476 1,617 2,033 2,335 2,489 6.6% 4.8% Santa Cruz 270 296 325 348 371 378 263 321 391 440 450 2.1% 5.2% Shasta 120 125 140 146 153 169 148 175 188 200 210 5.3% 5.8% Sierra 4 4 4 4 4 5 5 8 7 7 10 44.3% 9.9% Page 295 of 621 County Travel Impacts Direct Travel Earnings, 2014-2024p The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 89 % Chg. CAGR 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 14-24 Earnings ($Millions) Siskiyou 61 65 71 77 71 78 65 74 85 90 96 6.9% 4.7% Solano 222 219 244 248 272 284 210 247 291 311 317 2.2% 3.7% Sonoma 573 612 684 767 815 863 653 763 935 1,037 1,081 4.3% 6.6% Stanislaus 139 148 165 175 186 202 160 186 216 236 248 5.0% 5.9% Sutter 25 27 28 29 34 36 30 37 43 48 51 7.9% 7.5% Tehama 35 39 41 42 46 51 45 54 59 62 63 2.3% 6.2% Trinity 17 16 18 18 17 19 19 18 17 23 24 3.7% 3.8% Tulare 120 122 119 156 167 179 155 178 209 232 256 10.5% 7.9% Tuolumne 57 61 71 81 80 89 71 92 97 103 114 11.2% 7.2% Ventura 454 484 503 549 582 599 475 529 629 699 719 2.9% 4.7% Yolo 97 103 111 130 139 139 108 128 156 171 184 7.3% 6.6% Yuba 20 19 21 26 29 31 26 34 44 45 53 16.8% 10.0% California 38,050 41,353 46,104 49,417 52,312 54,720 41,339 45,683 55,375 61,449 65,039 5.8% 5.5% Page 296 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 90 County Travel Impacts Direct Employment, 2014-2024p % Chg. CAGR 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 14-24 Employment (Thousands of Jobs) Alameda 28.2 28.8 29.1 30.2 32.3 31.9 22.8 23.0 26.7 27.7 27.7 -0.1% -0.2% Alpine 0.3 0.2 0.3 0.3 0.3 0.3 0.3 0.3 0.4 0.4 0.5 11.9% 6.5% Amador 1.9 2.0 2.0 2.1 2.2 2.3 2.0 2.4 2.6 2.2 2.2 0.5% 1.3% Butte 3.6 3.5 3.6 3.8 4.0 4.0 3.2 3.6 3.8 3.8 3.9 2.9% 1.0% Calaveras 2.2 2.4 2.5 2.7 2.8 2.8 2.4 2.7 3.0 2.8 2.6 -6.4% 1.7% Colusa 0.6 0.6 0.6 0.6 0.7 0.7 0.6 0.8 0.6 0.7 0.8 18.2% 2.0% Contra Costa 16.3 16.3 17.9 17.9 18.0 18.2 13.2 14.0 16.2 16.7 17.3 3.4% 0.6% Del Norte 1.4 1.4 1.4 1.4 1.6 1.6 1.3 1.4 1.5 1.5 1.5 -5.2% 0.4% El Dorado 10.7 11.5 11.6 12.8 12.8 13.5 10.8 11.9 13.6 13.8 14.1 2.3% 2.8% Fresno 13.1 13.3 13.4 13.9 14.9 15.2 12.1 13.7 15.8 16.7 17.1 2.3% 2.7% Glenn 0.9 0.7 0.6 0.7 0.8 0.8 0.6 0.5 0.6 0.6 0.8 20.3% -1.0% Humboldt 5.3 5.6 5.5 5.7 6.1 6.0 4.6 5.1 5.7 5.8 5.8 -0.2% 0.9% Imperial 4.7 4.5 4.5 4.5 4.1 4.2 3.3 3.8 4.1 4.3 4.3 -0.2% -0.8% Inyo 2.3 2.3 2.3 2.4 2.5 2.8 2.2 2.4 2.6 2.5 2.5 1.6% 1.1% Kern 15.8 16.5 15.6 17.3 18.2 18.5 15.3 17.3 19.5 20.1 20.7 2.6% 2.7% Kings 1.9 2.1 2.0 2.0 2.3 2.3 2.2 2.5 2.8 2.8 2.8 0.0% 3.8% Lake 1.6 1.6 1.6 1.6 1.8 1.8 1.6 1.8 1.9 1.8 1.8 0.0% 0.7% Lassen 0.9 0.9 0.9 0.9 1.0 1.1 0.9 1.0 0.9 0.9 0.9 -2.2% -0.4% Los Angeles 192.2 203.2 216.5 223.2 232.2 240.0 180.2 183.2 210.4 220.9 223.9 1.3% 1.5% Madera 3.5 3.2 3.5 4.1 4.3 4.4 3.8 4.3 4.9 4.0 5.4 34.5% 4.3% Marin 6.0 6.0 6.2 6.3 6.5 6.7 4.6 4.8 5.7 5.9 6.0 2.2% 0.1% Mariposa 4.4 4.6 4.3 4.4 3.8 4.1 3.7 4.3 5.5 5.7 6.0 6.4% 3.3% Mendocino 6.7 6.5 7.0 7.2 6.2 6.4 4.6 5.1 5.7 5.9 5.9 -0.8% -1.3% Merced 3.2 3.2 3.0 3.1 3.2 3.2 2.5 2.8 3.5 3.7 3.8 1.9% 1.7% Modoc 0.3 0.3 0.3 0.3 0.3 0.3 0.3 0.3 0.4 0.4 0.4 0.0% 0.9% Page 297 of 621 County Travel Impacts Direct Employment, 2014-2024p The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 91 % Chg. CAGR 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 14-24 Employment (Thousands of Jobs) Mono 4.5 4.9 5.2 5.6 5.9 6.1 4.4 5.3 6.0 6.2 6.1 -1.8% 3.1% Monterey 24.0 24.2 24.9 24.5 26.6 27.2 20.3 22.0 25.5 26.9 27.6 2.6% 1.4% Napa 16.1 15.9 16.8 17.5 18.6 18.9 12.7 14.1 17.8 19.4 19.2 -1.4% 1.8% Nevada 3.4 3.3 3.5 3.7 3.9 4.0 3.4 3.6 4.1 4.3 4.4 2.6% 2.5% Orange 115.1 122.0 129.5 131.1 130.4 132.4 90.7 98.6 122.9 130.6 139.0 6.4% 1.9% Placer 11.2 11.4 13.0 14.2 14.4 14.6 11.9 13.6 16.0 16.5 16.9 2.4% 4.2% Plumas 1.3 1.3 1.3 1.3 1.4 1.6 1.2 1.2 1.3 1.3 1.4 14.4% 1.3% Riverside 71.9 74.3 77.9 79.7 84.2 86.6 70.3 80.2 90.6 94.8 94.7 -0.1% 2.8% Sacramento 28.6 29.0 29.5 30.3 32.3 33.4 24.8 26.9 31.8 33.9 34.0 0.3% 1.7% San Benito 0.8 0.9 0.9 0.9 0.9 1.0 0.9 1.0 1.1 1.1 1.2 4.5% 3.3% San Bernardino 49.1 51.4 53.2 55.4 55.2 57.5 45.4 50.6 57.8 61.3 61.2 -0.2% 2.2% San Diego 101.7 101.5 109.1 111.2 102.9 101.5 73.4 79.8 95.2 98.6 99.9 1.3% -0.2% San Francisco 61.8 66.2 66.6 67.0 67.4 66.6 41.0 40.4 50.3 53.5 54.1 1.0% -1.3% San Joaquin 8.1 8.1 8.5 9.0 9.2 9.6 7.5 8.1 9.8 10.0 10.3 2.4% 2.4% San Luis Obispo 18.6 18.5 18.9 20.6 21.3 22.9 17.7 19.6 22.4 23.0 23.8 3.7% 2.5% San Mateo 44.2 46.6 48.8 50.7 52.9 45.4 33.1 31.1 35.2 37.5 39.0 4.1% -1.2% Santa Barbara 17.2 17.8 17.6 18.0 18.7 19.9 15.3 16.9 19.4 20.1 20.2 0.8% 1.6% Santa Clara 39.6 40.6 42.5 43.1 42.4 42.9 28.7 30.5 37.1 39.7 41.1 3.6% 0.4% Santa Cruz 10.1 10.5 10.7 11.2 11.3 11.0 7.5 8.5 10.1 10.9 10.9 0.3% 0.8% Shasta 4.6 4.6 4.8 4.8 4.8 5.1 4.4 4.8 5.0 5.0 5.2 3.2% 1.3% Sierra 0.2 0.2 0.2 0.2 0.3 0.3 0.3 0.3 0.3 0.3 0.5 45.5% 8.6% Siskiyou 2.0 2.0 2.0 2.1 1.8 1.9 1.6 1.7 1.8 1.9 1.9 0.5% -0.6% Solano 9.1 8.8 9.1 9.2 9.4 9.4 6.4 7.1 8.4 8.7 8.8 0.2% -0.4% Sonoma 19.8 20.3 20.9 22.5 22.4 22.4 16.3 17.6 21.2 22.0 22.5 2.5% 1.3% Stanislaus 5.9 6.0 6.3 6.5 6.6 6.9 5.3 5.7 6.5 6.7 6.8 1.5% 1.4% Sutter 1.3 1.4 1.4 1.4 1.4 1.4 1.1 1.3 1.4 1.5 1.5 4.1% 1.3% Page 298 of 621 County Travel Impacts Direct Travel Employment, 2014-2024p The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 92 % Chg. CAGR 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 14-24 Employment (Thousands of Jobs) Tehama 1.6 1.6 1.6 1.7 1.7 1.8 1.6 1.7 1.8 1.8 1.7 -2.8% 1.1% Trinity 0.8 0.7 0.7 0.7 0.7 0.7 0.7 0.5 0.5 0.6 0.6 -3.3% -2.4% Tulare 4.7 4.5 4.2 5.3 5.4 5.5 4.6 5.1 5.9 6.1 6.4 4.3% 3.2% Tuolumne 2.1 2.1 2.3 2.4 2.3 2.4 2.0 2.3 2.5 2.6 2.7 4.6% 2.5% Ventura 16.1 16.4 16.3 16.8 17.2 17.0 13.5 14.1 16.0 16.7 16.6 -0.4% 0.3% Yolo 4.4 4.5 4.5 5.1 5.3 5.2 3.8 4.2 5.1 5.3 5.6 6.5% 2.5% Yuba 1.0 0.9 0.9 1.1 1.2 1.2 1.0 1.2 1.7 1.7 2.0 17.4% 7.1% California 1,028.4 1,063.1 1,109.6 1,143.8 1,163.0 1,176.8 871.3 932.4 1,090.4 1,141.8 1,165.8 2.1% 1.3% Page 299 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 93 County Travel Impacts Direct Tax Revenue, 2014-2024p % Chg. CAGR 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 14-24 Tax Revenue ($Millions) Alameda 307 321 324 341 383 387 219 312 355 363 370 2.2% 1.9% Alpine 2 2 2 2 2 2 2 2 3 3 3 5.1% 4.9% Amador 10 10 11 11 12 13 10 13 14 13 14 2.9% 3.5% Butte 25 24 24 26 29 32 20 28 30 29 30 4.1% 2.1% Calaveras 12 13 13 13 15 16 14 20 22 20 20 -1.4% 4.7% Colusa 3 3 3 3 4 4 3 4 4 4 4 3.6% 1.4% Contra Costa 142 140 149 154 170 179 90 161 171 171 175 2.4% 2.2% Del Norte 10 10 10 11 12 13 9 14 15 14 14 3.9% 4.0% El Dorado 69 77 81 85 93 100 80 102 107 101 107 5.8% 4.4% Fresno 108 107 107 110 129 137 93 126 142 140 145 3.1% 3.0% Glenn 5 4 3 4 5 5 3 5 5 5 5 9.6% 1.3% Humboldt 34 35 35 38 42 42 29 48 46 44 46 3.8% 3.1% Imperial 29 28 28 29 32 35 26 36 39 39 40 2.5% 3.3% Inyo 17 17 18 18 19 21 15 21 24 24 25 4.5% 4.0% Kern 118 118 109 117 138 147 103 158 167 169 175 3.5% 4.0% Kings 13 13 13 13 15 16 11 18 19 18 19 3.5% 3.6% Lake 11 11 11 11 12 13 11 14 14 14 14 3.7% 3.0% Lassen 5 5 5 5 5 6 4 6 5 5 5 3.4% 1.1% Los Angeles 2,188 2,304 2,459 2,624 2,851 3,010 1,784 2,390 2,873 2,901 2,960 2.0% 3.1% Madera 23 23 24 26 29 31 23 33 37 34 38 11.8% 4.9% Marin 57 59 60 60 67 71 38 57 67 64 65 2.6% 1.3% Mariposa 32 35 34 35 33 35 25 33 43 39 46 18.8% 3.7% Mendocino 36 37 39 41 43 46 34 49 51 48 49 1.6% 3.1% Page 300 of 621 County Travel Impacts Direct Tax Revenue, 2014-2024p The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 94 % Chg. CAGR 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 14-24 Tax Revenue ($Millions) Merced 23 22 21 23 27 28 17 28 29 30 31 2.4% 3.2% Modoc 2 2 2 2 2 2 2 3 3 3 3 2.9% 2.8% Mono 42 45 50 55 57 62 45 58 68 67 66 -0.3% 4.7% Monterey 235 244 247 251 285 298 183 269 308 293 310 5.8% 2.8% Napa 136 142 155 152 167 176 111 148 179 189 190 0.6% 3.4% Nevada 25 26 27 29 33 35 26 40 43 42 43 4.1% 5.7% Orange 943 1,015 1,080 1,093 1,123 1,176 670 955 1,245 1,248 1,290 3.3% 3.2% Placer 80 84 92 100 108 116 96 113 126 123 130 5.9% 5.0% Plumas 9 8 9 9 10 12 9 10 11 12 12 5.5% 3.8% Riverside 535 558 585 606 679 716 545 655 753 761 782 2.8% 3.9% Sacramento 255 262 264 275 313 333 187 271 310 309 323 4.4% 2.4% San Benito 7 7 7 8 10 11 7 12 13 13 13 -0.5% 5.9% San Bernardino 327 334 338 357 399 431 335 434 481 473 488 3.2% 4.1% San Diego 952 987 1,040 1,070 1,089 1,097 609 954 1,206 1,213 1,240 2.2% 2.7% San Francisco 952 1,026 1,027 996 1,043 1,081 470 582 874 912 922 1.1% -0.3% San Joaquin 70 71 72 77 88 94 61 96 107 101 106 5.3% 4.2% San Luis Obispo 142 147 148 154 169 183 147 188 208 197 202 2.5% 3.6% San Mateo 432 460 497 516 566 505 282 336 462 470 494 5.0% 1.3% Santa Barbara 161 167 166 169 175 190 120 177 202 192 200 3.7% 2.2% Santa Clara 451 475 497 535 587 599 287 370 491 528 569 7.6% 2.3% Santa Cruz 76 79 82 88 96 97 53 99 117 116 120 3.0% 4.7% Shasta 35 34 35 36 41 44 31 43 45 43 45 3.6% 2.6% Sierra 1 1 1 1 1 1 1 2 2 1 2 9.3% 2.7% Page 301 of 621 County Travel Impacts Direct Tax Revenue, 2014-2024p The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 95 % Chg. CAGR 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 14-24 Tax Revenue ($Millions) Siskiyou 14 14 14 15 15 16 13 19 19 18 19 4.3% 3.2% Solano 59 58 60 61 68 71 38 64 73 70 72 2.3% 1.9% Sonoma 155 160 168 182 199 204 135 200 219 211 218 3.3% 3.5% Stanislaus 46 46 46 48 55 60 35 55 56 55 57 3.7% 2.2% Sutter 8 8 8 8 10 10 6 9 10 9 10 5.7% 2.4% Tehama 10 10 10 10 12 13 9 13 14 13 14 4.1% 3.4% Trinity 3 3 3 3 3 4 4 5 5 5 5 2.8% 4.2% Tulare 39 37 33 41 46 50 33 51 53 52 56 7.9% 3.7% Tuolumne 15 16 17 19 20 21 16 20 23 24 24 2.5% 5.2% Ventura 131 134 134 137 149 154 100 145 158 156 162 3.4% 2.1% Yolo 29 29 29 34 39 39 26 36 42 42 44 3.5% 4.2% Yuba 7 6 6 7 9 9 6 9 10 10 11 5.4% 4.3% California 9,662 10,111 10,530 10,943 11,832 12,302 7,358 10,122 12,220 12,263 12,639 3.1% 2.7% Page 302 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 96 Alameda County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 2,923.3 3,058.3 3,136.7 3,256.9 3,534.6 3,528.2 1,467.5 2,431.5 3,035.0 3,317.8 3,398.6 2.4% Other travel* 814.6 837.8 837.4 913.2 967.4 995.6 361.3 513.0 789.8 804.6 808.6 0.5% Total 3,737.9 3,896.1 3,974.0 4,170.1 4,502.0 4,523.8 1,828.8 2,944.5 3,824.7 4,122.4 4,207.2 2.1% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 1,726.8 1,856.1 1,931.7 1,981.2 2,148.6 2,129.2 1,082.5 1,317.4 1,730.6 1,973.6 2,033.4 3.0% Hotel, Motel NA NA NA NA NA NA NA 1,143.8 1,492.4 1,674.3 1,719.0 2.7% STVR** NA NA NA NA NA NA NA 173.6 238.2 299.3 314.4 5.0% Campground 5.8 5.9 5.9 6.2 6.5 7.0 5.9 7.6 10.0 9.9 9.8 -0.6% Private Home (VFR) 534.4 539.4 544.3 589.5 647.7 668.5 173.8 583.0 658.1 670.8 683.8 1.9% Seasonal Home 15.8 16.3 16.5 17.6 19.1 19.6 39.9 36.2 33.4 33.9 34.3 1.1% Day Travel 640.4 640.6 638.2 662.4 712.6 703.8 165.3 487.2 603.0 629.6 637.3 1.2% Total 1,196.4 1,202.2 1,205.0 1,275.7 1,386.0 1,399.0 385.0 2,431.5 3,035.0 3,317.8 3,398.6 2.4% Visitor Spending by Commodity Purchased ($Millions) Accommodations 590.0 683.1 733.4 761.2 843.0 842.5 405.6 453.9 623.1 703.1 709.5 0.9% Food Service 770.7 803.8 833.5 869.2 941.1 943.3 424.9 723.9 871.4 978.6 1,032.1 5.5% Food Stores 95.3 98.1 97.5 98.3 102.6 100.9 38.7 100.9 122.2 138.7 142.8 2.9% Arts, Ent. & Rec. 390.3 397.6 404.1 411.8 435.2 424.8 179.3 323.1 368.5 408.9 430.0 5.2% Retail Sales 388.8 392.7 393.7 424.1 469.7 487.2 190.3 373.6 429.3 454.7 451.2 -0.8% Visitor Air 225.7 243.4 254.8 248.5 246.2 238.6 62.6 91.4 157.5 163.4 172.2 5.4% Local Tran. & Gas 462.6 439.6 419.7 443.9 496.8 490.9 166.1 364.8 463.0 470.4 460.8 -2.0% Total 2,923.3 3,058.3 3,136.7 3,256.9 3,534.6 3,528.2 1,467.5 2,431.5 3,035.0 3,317.8 3,398.6 2.4% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limiltations. Page 303 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 97 Alameda County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 525.4 582.1 633.5 674.7 760.1 780.5 548.9 641.8 795.2 862.3 873.4 1.3% Arts, Ent. & Rec. 193.2 200.8 224.5 233.4 267.4 264.6 138.5 155.8 186.0 193.9 209.5 8.1% Retail* 67.0 69.8 71.5 74.0 82.1 83.5 80.4 90.3 93.4 97.3 97.0 -0.3% Ground Trans. 55.3 59.8 64.4 69.3 89.0 93.3 39.7 39.8 47.7 54.5 54.6 0.2% Visitor Air 144.2 159.1 143.4 160.3 169.0 160.6 151.1 127.5 137.2 150.1 166.2 10.7% Other travel** 283.4 315.2 296.0 341.7 359.6 362.5 343.3 292.4 328.1 365.7 397.8 8.8% Total 1,268.6 1,386.8 1,433.2 1,553.4 1,727.2 1,745.0 1,302.1 1,347.6 1,587.5 1,723.8 1,798.5 4.3% Direct Employment (Jobs) Accom. & Food Serv. 16,000 16,590 16,870 17,240 18,550 18,170 12,650 13,590 15,940 16,330 15,930 -2.4% Arts, Ent. & Rec. 4,330 4,090 4,160 4,380 4,720 4,620 2,640 2,830 3,760 4,140 4,370 5.6% Retail* 1,970 1,960 2,000 2,000 2,100 2,070 1,830 1,870 1,900 1,920 1,910 -0.5% Ground Trans. 1,330 1,380 1,390 1,410 1,690 1,780 1,140 1,090 1,290 1,410 1,440 2.1% Visitor Air 1,310 1,390 1,320 1,500 1,520 1,490 1,250 990 990 1,010 1,050 4.0% Other travel** 3,240 3,430 3,310 3,660 3,740 3,720 3,310 2,640 2,860 2,930 3,020 3.1% Total 28,180 28,840 29,050 30,190 32,320 31,850 22,820 23,010 26,740 27,740 27,720 -0.1% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 304 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 98 Alameda County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 140.0 154.4 162.3 178.0 198.4 198.4 120.6 161.3 189.8 190.5 193.1 1.4% State** 166.7 166.2 161.4 163.0 184.4 188.4 98.6 150.7 165.7 172.1 177.2 3.0% Total 306.7 320.6 323.7 341.0 382.7 386.8 219.3 312.0 355.5 362.6 370.4 2.2% Local Tax Revenue Detail ($Millions) Business/Employees 45.7 49.4 49.2 52.5 58.5 59.1 58.5 63.9 63.8 50.8 51.2 0.8% Visitor 94.3 105.0 113.1 125.5 139.8 139.3 62.1 97.4 126.0 139.7 141.9 1.6% Total 140.0 154.4 162.3 178.0 198.4 198.4 120.6 161.3 189.8 190.5 193.1 1.4% State Tax Revenue Detail ($Millions) Business/Employees 41.4 44.1 43.3 41.7 43.4 43.7 39.2 40.6 43.3 39.2 40.3 2.9% Visitor 125.3 122.1 118.1 121.3 141.0 144.7 59.4 110.2 122.3 133.0 137.0 3.0% Total 166.7 166.2 161.4 163.0 184.4 188.4 98.6 150.7 165.7 172.1 177.2 3.0% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 305 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 99 Alpine County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 26.4 28.7 33.6 34.4 35.7 37.9 28.4 29.3 33.7 33.5 34.0 1.7% Other travel* 0.2 0.2 0.1 0.2 0.2 0.2 0.1 0.1 0.2 0.2 0.2 -3.6% Total 26.6 28.8 33.7 34.6 35.9 38.1 28.4 29.4 33.9 33.7 34.2 1.7% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 15.0 17.0 21.8 21.6 22.0 23.6 14.7 14.8 17.5 17.3 17.5 1.6% Hotel, Motel NA NA NA NA NA NA NA 8.5 9.9 9.1 9.2 1.1% STVR** NA NA NA NA NA NA NA 6.3 7.6 8.2 8.4 2.2% Campground 3.3 3.3 3.4 3.5 3.7 4.0 3.3 4.4 5.7 5.6 5.7 0.3% Private Home (VFR) 0.5 0.5 0.5 0.5 0.6 0.6 0.2 0.7 0.7 0.7 0.7 3.6% Seasonal Home 5.5 5.8 5.9 6.5 7.1 7.2 9.3 8.3 7.5 7.7 7.9 2.8% Day Travel 2.0 2.1 2.1 2.3 2.4 2.5 0.9 1.1 2.2 2.2 2.2 1.3% Total 11.4 11.7 11.8 12.8 13.7 14.3 13.7 29.3 33.7 33.5 34.0 1.7% Visitor Spending by Commodity Purchased ($Millions) Accommodations 8.2 9.1 11.0 11.2 11.3 12.1 10.0 11.3 13.0 12.9 13.0 0.4% Food Service 7.7 8.5 10.3 10.5 10.9 11.6 8.5 7.5 8.3 8.5 9.1 7.8% Food Stores 1.4 1.5 1.6 1.6 1.6 1.7 1.4 2.0 2.5 2.5 2.5 0.6% Arts, Ent. & Rec. 4.1 4.4 5.1 5.1 5.2 5.4 3.9 3.8 4.0 4.0 4.1 2.7% Retail Sales 2.6 2.9 3.4 3.6 4.0 4.2 3.1 2.8 3.0 3.0 2.8 -4.0% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Local Tran. & Gas 2.5 2.3 2.2 2.4 2.8 3.0 1.6 2.0 2.9 2.6 2.5 -5.4% Total 26.4 28.7 33.6 34.4 35.7 37.9 28.4 29.3 33.7 33.5 34.0 1.7% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limiltations. Page 306 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 100 Alpine County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 3.6 3.1 3.8 3.9 4.0 4.4 4.4 4.5 5.9 5.7 6.2 7.6% Arts, Ent. & Rec. 0.7 0.6 0.7 0.7 0.7 0.8 0.7 0.7 1.1 1.2 1.0 -14.5% Retail* 0.5 0.6 0.7 0.7 0.7 0.8 1.2 2.2 3.1 3.4 5.1 51.2% Ground Trans. 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 3.6% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Other travel** 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.1 0.0 0.0 -4.6% Total 4.8 4.3 5.1 5.2 5.4 5.9 6.4 7.5 10.1 10.3 12.3 19.4% Direct Employment (Jobs) Accom. & Food Serv. 200 190 220 220 240 250 240 250 290 290 290 0.0% Arts, Ent. & Rec. 30 30 30 30 30 40 30 30 40 40 40 0.0% Retail* 20 20 30 30 30 30 40 60 80 90 140 55.6% Ground Trans. 0 0 0 0 0 0 0 0 0 0 0 NA Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA Other travel** 0 0 0 0 0 0 0 0 0 0 0 NA Total 250 240 280 280 300 320 310 340 410 420 470 11.9% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 307 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 101 Alpine County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 0.8 0.8 1.0 1.1 1.1 1.2 1.0 1.2 1.4 1.4 1.4 3.4% State** 0.9 0.9 1.0 1.0 1.1 1.2 1.0 1.1 1.3 1.2 1.3 6.9% Total 1.7 1.7 2.0 2.1 2.2 2.4 2.0 2.4 2.7 2.6 2.7 5.1% Local Tax Revenue Detail ($Millions) Business/Employees 0.2 0.1 0.2 0.2 0.2 0.2 0.3 0.3 0.3 0.2 0.3 15.2% Visitor 0.6 0.7 0.9 0.9 0.9 1.0 0.7 0.9 1.1 1.1 1.1 0.8% Total 0.8 0.8 1.0 1.1 1.1 1.2 1.0 1.2 1.4 1.4 1.4 3.4% State Tax Revenue Detail ($Millions) Business/Employees 0.2 0.2 0.2 0.2 0.2 0.2 0.3 0.3 0.4 0.3 0.4 17.6% Visitor 0.7 0.7 0.8 0.8 0.9 1.0 0.7 0.8 0.9 0.9 0.9 3.3% Total 0.9 0.9 1.0 1.0 1.1 1.2 1.0 1.1 1.3 1.2 1.3 6.9% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 308 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 102 Amador County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 124.1 127.7 135.3 137.9 148.7 158.2 88.5 113.8 138.2 154.6 157.9 2.2% Other travel* 6.4 5.7 5.1 5.8 6.9 7.2 2.2 4.8 7.3 6.9 6.7 -3.6% Total 130.5 133.5 140.3 143.7 155.6 165.5 90.8 118.6 145.6 161.5 164.6 1.9% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 45.8 49.5 55.2 53.5 57.8 62.1 31.6 29.4 33.0 46.3 47.6 2.8% Hotel, Motel NA NA NA NA NA NA NA 22.4 25.1 37.2 37.4 0.4% STVR** NA NA NA NA NA NA NA 7.0 7.9 9.1 10.3 12.8% Campground 19.4 19.4 19.6 20.6 21.6 23.3 19.6 25.3 33.0 32.8 33.0 0.6% Private Home (VFR) 20.7 19.5 19.7 21.3 24.0 25.7 8.5 27.8 30.5 31.6 32.5 2.7% Seasonal Home 11.6 12.0 12.2 13.3 14.6 14.9 18.4 16.5 17.8 18.2 18.6 2.1% Day Travel 26.6 27.3 28.5 29.1 30.7 32.2 10.4 14.8 23.8 25.7 26.3 2.4% Total 78.3 78.3 80.1 84.3 90.9 96.2 56.9 113.8 138.2 154.6 157.9 2.2% Visitor Spending by Commodity Purchased ($Millions) Accommodations 21.0 22.8 25.6 26.1 27.8 29.9 21.8 23.1 26.3 31.6 31.9 1.0% Food Service 33.9 36.0 39.0 39.3 42.0 44.6 24.4 32.6 38.6 44.1 46.0 4.2% Food Stores 9.1 9.4 9.5 9.5 9.8 10.3 7.0 10.9 13.6 14.4 14.7 1.7% Arts, Ent. & Rec. 28.7 30.0 32.0 31.4 32.7 34.0 16.6 19.7 23.5 27.0 28.0 3.6% Retail Sales 13.6 13.1 13.8 14.8 17.1 18.8 9.6 13.7 16.3 17.5 17.5 -0.5% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Local Tran. & Gas 17.8 16.5 15.5 16.7 19.3 20.5 9.2 13.8 20.1 19.9 20.0 0.2% Total 124.1 127.7 135.3 137.9 148.7 158.2 88.5 113.8 138.2 154.6 157.9 2.2% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limiltations. Page 309 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 103 Amador County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 29.1 31.3 34.8 40.4 47.3 52.2 44.9 55.5 64.5 63.7 68.3 7.3% Arts, Ent. & Rec. 13.8 12.9 13.9 14.9 14.3 15.0 13.0 19.2 21.6 13.9 13.4 -3.7% Retail* 3.4 3.4 3.7 4.0 4.4 4.6 5.2 6.0 6.2 6.4 6.7 4.7% Ground Trans. 1.5 1.6 1.8 2.0 2.9 3.2 1.2 1.2 1.3 1.3 1.5 12.6% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Other travel** 0.2 0.2 0.2 0.3 0.3 0.3 0.3 0.5 0.6 0.6 0.8 17.9% Total 47.9 49.4 54.4 61.6 69.2 75.4 64.5 82.5 94.1 86.0 90.7 5.5% Direct Employment (Jobs) Accom. & Food Serv. 940 970 990 1,100 1,250 1,350 1,130 1,270 1,370 1,360 1,400 2.9% Arts, Ent. & Rec. 800 830 870 850 740 720 680 910 930 570 520 -8.8% Retail* 130 130 130 140 150 150 160 170 170 150 160 6.7% Ground Trans. 40 40 40 40 60 60 60 50 70 70 80 14.3% Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA Other travel** 10 10 10 10 10 10 10 20 20 20 20 0.0% Total 1,920 1,980 2,040 2,140 2,210 2,290 2,040 2,420 2,560 2,170 2,180 0.5% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 310 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 104 Amador County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 3.3 3.7 4.1 4.3 4.9 5.4 4.7 5.8 6.1 5.4 5.5 1.7% State** 6.5 6.4 6.4 6.6 7.5 8.1 5.4 7.5 8.2 8.0 8.3 3.8% Total 9.8 10.1 10.6 10.9 12.4 13.4 10.1 13.4 14.3 13.3 13.7 2.9% Local Tax Revenue Detail ($Millions) Business/Employees 1.6 1.6 1.7 1.9 2.1 2.3 2.6 3.4 3.3 2.2 2.2 1.8% Visitor 1.7 2.1 2.4 2.5 2.8 3.0 2.0 2.5 2.9 3.2 3.3 1.6% Total 3.3 3.7 4.1 4.3 4.9 5.4 4.7 5.8 6.1 5.4 5.5 1.7% State Tax Revenue Detail ($Millions) Business/Employees 1.7 1.7 1.7 1.8 1.9 2.0 2.2 2.9 2.9 2.1 2.2 3.5% Visitor 4.8 4.7 4.7 4.8 5.6 6.0 3.2 4.7 5.3 5.9 6.1 3.9% Total 6.5 6.4 6.4 6.6 7.5 8.1 5.4 7.5 8.2 8.0 8.3 3.8% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 311 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 105 Butte County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 265.9 265.0 270.4 295.8 312.2 338.7 180.0 263.6 325.0 334.5 344.1 2.9% Other travel* 42.4 36.1 32.0 36.0 42.1 43.7 14.1 24.5 37.7 35.7 34.6 -3.3% Total 308.3 301.1 302.4 331.7 354.2 382.5 194.1 288.2 362.7 370.2 378.7 2.3% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 88.9 91.9 97.1 108.5 114.0 129.0 82.1 100.6 107.0 113.5 122.0 7.5% Hotel, Motel NA NA NA NA NA NA NA 81.0 85.9 89.8 96.9 7.9% STVR** NA NA NA NA NA NA NA 19.5 21.1 23.8 25.2 5.9% Campground 18.1 18.4 18.6 19.5 20.5 22.1 18.5 23.9 31.2 31.0 30.8 -0.7% Private Home (VFR) 55.5 52.7 51.9 58.1 63.2 68.3 19.3 58.3 65.3 66.1 66.3 0.4% Seasonal Home 27.0 26.3 26.8 28.1 29.9 30.6 36.2 32.8 50.6 51.6 52.1 0.9% Day Travel 76.4 75.8 76.1 81.5 84.7 88.8 23.9 48.1 70.9 72.3 72.9 0.9% Total 177.0 173.1 173.3 187.2 198.2 209.8 97.9 263.6 325.0 334.5 344.1 2.9% Visitor Spending by Commodity Purchased ($Millions) Accommodations 50.0 53.1 56.5 62.2 64.7 74.6 62.0 72.1 83.3 83.8 87.9 4.9% Food Service 70.5 73.3 77.3 83.6 86.8 92.9 45.8 69.5 84.6 91.0 95.3 4.7% Food Stores 15.3 15.8 15.9 16.3 16.4 17.2 11.1 17.5 22.2 23.7 24.2 2.4% Arts, Ent. & Rec. 35.4 35.9 37.2 39.2 39.8 41.5 20.4 30.5 35.9 38.2 40.4 5.8% Retail Sales 39.0 37.1 37.9 42.8 46.4 51.0 21.7 35.9 43.9 45.0 44.4 -1.4% Visitor Air 0.7 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Local Tran. & Gas 55.0 49.8 45.7 51.6 58.2 61.5 19.2 38.1 55.1 52.8 51.9 -1.6% Total 265.9 265.0 270.4 295.8 312.2 338.7 180.0 263.6 325.0 334.5 344.1 2.9% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 312 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 106 Butte County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 47.7 50.0 53.7 59.2 65.4 72.6 60.4 73.6 80.2 82.0 87.8 7.0% Arts, Ent. & Rec. 15.5 15.5 16.8 20.1 22.4 24.1 13.3 17.8 19.6 21.8 24.4 11.9% Retail* 8.0 8.1 8.5 9.5 9.9 10.4 10.8 12.3 13.0 13.5 13.6 0.9% Ground Trans. 4.0 4.2 4.7 5.7 8.0 8.8 2.6 2.6 2.7 2.7 3.0 11.4% Visitor Air 0.4 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Other travel** 2.4 1.6 1.8 1.8 1.9 2.1 2.6 2.7 3.5 4.1 4.2 2.8% Total 78.1 79.4 85.5 96.3 107.6 118.1 89.7 109.0 119.0 124.2 133.0 7.1% Direct Employment (Jobs) Accom. & Food Serv. 2,100 2,060 2,090 2,210 2,310 2,350 1,950 2,170 2,260 2,180 2,180 0.0% Arts, Ent. & Rec. 980 990 1,010 1,100 1,130 1,100 670 850 960 1,050 1,140 8.6% Retail* 290 280 290 310 310 310 300 320 330 330 330 0.0% Ground Trans. 110 110 110 120 160 180 130 120 140 150 160 6.7% Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA Other travel** 80 70 80 80 80 90 100 90 110 110 120 9.1% Total 3,560 3,510 3,580 3,820 3,990 4,030 3,150 3,550 3,800 3,820 3,930 2.9% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 313 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 107 Butte County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 6.7 7.0 7.4 8.2 9.1 10.4 8.3 10.7 11.0 10.2 10.7 5.0% State** 17.9 16.9 16.4 17.4 20.2 21.8 11.2 17.0 18.6 18.8 19.5 3.6% Total 24.6 23.9 23.8 25.6 29.3 32.2 19.5 27.7 29.6 29.0 30.2 4.1% Local Tax Revenue Detail ($Millions) Business/Employees 2.4 2.5 2.6 2.8 3.1 3.5 3.5 4.2 3.9 3.0 3.1 3.4% Visitor 4.3 4.5 4.8 5.4 6.0 6.9 4.8 6.5 7.1 7.2 7.6 5.7% Total 6.7 7.0 7.4 8.2 9.1 10.4 8.3 10.7 11.0 10.2 10.7 5.0% State Tax Revenue Detail ($Millions) Business/Employees 3.0 3.0 3.0 3.1 3.3 3.6 3.4 4.2 4.1 3.4 3.6 5.3% Visitor 14.9 14.0 13.3 14.3 16.9 18.2 7.8 12.8 14.5 15.4 15.8 3.2% Total 17.9 16.9 16.4 17.4 20.2 21.8 11.2 17.0 18.6 18.8 19.5 3.6% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 314 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 108 Calaveras County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 170.4 172.7 180.7 187.7 200.2 212.8 167.3 216.9 248.2 251.4 251.3 0.0% Other travel* 8.9 8.1 7.4 8.3 9.5 9.9 3.6 6.6 9.8 10.2 10.1 -1.7% Total 179.3 180.8 188.1 195.9 209.7 222.7 170.9 223.5 258.1 261.6 261.4 -0.1% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 49.0 51.7 57.6 57.5 61.2 66.3 46.7 71.2 71.2 72.2 70.8 -2.0% Hotel, Motel NA NA NA NA NA NA NA 22.0 22.6 21.4 21.1 -1.4% STVR** NA NA NA NA NA NA NA 49.1 48.6 50.8 49.6 -2.3% Campground 30.1 29.8 30.2 31.7 33.2 35.8 30.0 38.8 50.6 50.2 50.3 0.2% Private Home (VFR) 24.8 23.2 23.5 25.2 27.4 29.5 9.8 31.0 34.1 34.9 35.4 1.3% Seasonal Home 39.4 41.0 41.7 44.5 48.6 49.7 68.9 61.9 67.0 68.5 69.3 1.2% Day Travel 27.0 27.0 27.7 28.7 29.8 31.5 11.9 14.1 25.4 25.5 25.5 0.1% Total 121.4 121.0 123.1 130.1 139.0 146.5 120.6 216.9 248.2 251.4 251.3 0.0% Visitor Spending by Commodity Purchased ($Millions) Accommodations 37.8 40.0 43.8 45.0 46.8 50.1 48.5 62.7 67.3 67.3 66.9 -0.7% Food Service 49.0 51.1 54.8 55.9 58.5 62.3 48.5 58.7 66.6 69.6 69.7 0.2% Food Stores 13.2 13.5 13.7 13.7 13.9 14.7 11.2 19.4 23.1 24.1 24.2 0.2% Arts, Ent. & Rec. 26.8 27.3 28.6 28.7 29.2 30.3 23.6 30.2 32.3 33.4 34.1 2.2% Retail Sales 17.3 17.1 17.9 20.2 24.3 26.4 19.6 24.0 27.3 27.4 26.8 -1.9% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Local Tran. & Gas 26.2 23.8 22.1 24.1 27.4 29.1 15.8 21.9 31.6 29.6 29.6 0.1% Total 170.4 172.7 180.7 187.7 200.2 212.8 167.3 216.9 248.2 251.4 251.3 0.0% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 315 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 109 Calaveras County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 47.1 47.8 52.8 58.5 62.1 67.8 62.8 78.9 95.5 90.9 91.2 0.3% Arts, Ent. & Rec. 9.9 17.0 18.4 19.9 19.9 21.2 15.8 19.3 22.4 22.4 17.2 -23.5% Retail* 5.6 5.7 6.1 6.7 7.4 7.9 8.5 9.9 11.3 11.9 11.9 0.0% Ground Trans. 2.0 2.1 2.4 2.8 3.9 4.3 2.2 2.2 2.2 2.3 2.6 11.7% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Other travel** 0.7 0.8 0.9 1.0 1.1 1.1 0.9 1.1 1.4 1.8 2.0 8.5% Total 65.3 73.5 80.5 88.9 94.4 102.3 90.2 111.4 132.8 129.4 124.8 -3.5% Direct Employment (Jobs) Accom. & Food Serv. 1,500 1,420 1,500 1,640 1,690 1,700 1,490 1,690 1,910 1,720 1,640 -4.7% Arts, Ent. & Rec. 420 690 690 700 710 690 490 580 660 600 510 -15.0% Retail* 200 210 210 230 240 250 260 270 300 300 290 -3.3% Ground Trans. 60 60 60 60 80 90 100 100 120 130 130 0.0% Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA Other travel** 30 30 40 40 40 40 30 40 50 50 50 0.0% Total 2,210 2,410 2,500 2,670 2,760 2,770 2,370 2,680 3,040 2,800 2,620 -6.4% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 316 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 110 Calaveras County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 4.3 4.7 5.1 5.3 5.7 6.2 6.1 8.6 9.0 7.8 7.5 -3.4% State** 8.0 8.0 8.0 8.2 9.2 9.9 8.0 11.7 12.7 12.1 12.1 -0.1% Total 12.4 12.7 13.1 13.5 14.9 16.1 14.1 20.3 21.7 19.9 19.6 -1.4% Local Tax Revenue Detail ($Millions) Business/Employees 2.1 2.3 2.4 2.6 2.8 3.0 3.5 4.3 4.4 3.1 2.9 -6.9% Visitor 2.3 2.4 2.7 2.7 2.9 3.2 2.6 4.3 4.6 4.6 4.6 -1.0% Total 4.3 4.7 5.1 5.3 5.7 6.2 6.1 8.6 9.0 7.8 7.5 -3.4% State Tax Revenue Detail ($Millions) Business/Employees 2.3 2.6 2.6 2.7 2.7 2.9 3.3 4.0 4.2 3.2 3.1 -5.5% Visitor 5.7 5.5 5.3 5.5 6.5 7.0 4.8 7.7 8.6 8.8 9.0 1.9% Total 8.0 8.0 8.0 8.2 9.2 9.9 8.0 11.7 12.7 12.1 12.1 -0.1% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 317 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 111 Colusa County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 43.1 42.7 45.1 47.7 52.7 55.0 27.6 41.9 45.4 43.1 42.6 -1.3% Other travel* 3.7 3.3 2.9 3.3 3.8 4.0 1.2 2.5 3.9 3.7 3.5 -3.6% Total 46.9 46.0 48.0 51.0 56.5 59.0 28.8 44.4 49.3 46.8 46.1 -1.5% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 11.2 11.3 12.6 13.4 15.4 16.4 11.2 13.3 13.4 10.9 10.3 -5.7% Hotel, Motel NA NA NA NA NA NA NA 13.0 13.1 10.5 10.0 -5.4% STVR** NA NA NA NA NA NA NA 0.3 0.3 0.4 0.3 -15.8% Campground 0.5 0.5 0.5 0.5 0.5 0.6 0.5 0.6 0.8 0.8 0.8 -0.7% Private Home (VFR) 10.9 10.3 10.7 11.5 12.5 13.2 4.4 13.9 15.2 15.7 15.8 1.0% Seasonal Home 6.2 6.4 6.5 7.0 7.6 7.8 6.6 6.0 4.8 4.9 4.9 1.2% Day Travel 14.3 14.2 14.8 15.4 16.6 17.0 4.9 8.1 11.2 10.8 10.7 -1.4% Total 31.9 31.4 32.5 34.3 37.2 38.6 16.4 41.9 45.4 43.1 42.6 -1.3% Visitor Spending by Commodity Purchased ($Millions) Accommodations 6.6 6.8 7.6 8.0 8.9 9.4 7.6 8.7 8.8 7.5 7.2 -4.1% Food Service 14.1 14.5 15.7 16.3 17.6 18.4 8.8 14.1 15.1 15.0 15.4 2.2% Food Stores 2.3 2.4 2.5 2.5 2.5 2.6 1.1 2.4 2.7 2.8 2.8 0.8% Arts, Ent. & Rec. 7.8 7.8 8.3 8.5 8.9 9.1 4.2 6.2 6.5 6.4 6.5 1.8% Retail Sales 6.1 5.6 5.9 6.7 8.0 8.7 3.8 6.3 6.9 6.7 6.2 -7.8% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Local Tran. & Gas 6.2 5.5 5.2 5.7 6.7 6.9 2.2 4.1 5.3 4.8 4.6 -4.5% Total 43.1 42.7 45.1 47.7 52.7 55.0 27.6 41.9 45.4 43.1 42.6 -1.3% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 318 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 112 Colusa County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 5.3 5.4 6.1 5.8 6.2 6.8 6.1 7.4 8.3 9.0 9.5 5.4% Arts, Ent. & Rec. 3.1 3.2 3.4 3.3 3.7 3.7 3.8 4.8 3.2 3.3 3.6 10.0% Retail* 1.3 1.3 1.4 1.5 1.6 1.7 1.7 3.0 2.8 3.4 4.8 41.2% Ground Trans. 0.5 0.5 0.5 0.6 0.9 1.0 0.3 0.4 0.4 0.4 0.4 9.0% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Other travel** 0.1 0.1 0.1 0.2 0.2 0.3 0.3 0.7 0.8 1.2 2.5 109.3% Total 10.3 10.5 11.6 11.4 12.6 13.5 12.2 16.3 15.5 17.3 20.8 20.5% Direct Employment (Jobs) Accom. & Food Serv. 290 280 290 270 280 310 260 280 320 330 340 3.0% Arts, Ent. & Rec. 290 270 290 310 330 320 290 350 210 200 230 15.0% Retail* 40 40 40 40 50 50 50 80 60 80 120 50.0% Ground Trans. 10 10 10 10 20 20 20 20 20 20 20 0.0% Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA Other travel** 10 10 10 10 10 10 10 20 20 30 70 133.3% Total 640 610 640 640 690 710 630 750 630 660 780 18.2% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 319 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 113 Colusa County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 1.0 1.0 1.1 1.1 1.3 1.4 1.2 1.6 1.6 1.3 1.4 3.0% State** 2.4 2.3 2.3 2.4 2.7 2.9 1.5 2.4 2.4 2.4 2.5 3.9% Total 3.4 3.3 3.4 3.5 4.1 4.3 2.7 4.1 4.0 3.7 3.9 3.6% Local Tax Revenue Detail ($Millions) Business/Employees 0.3 0.3 0.4 0.3 0.4 0.4 0.5 0.7 0.5 0.4 0.5 16.3% Visitor 0.6 0.6 0.7 0.8 1.0 1.0 0.7 1.0 1.0 0.9 0.9 -3.5% Total 1.0 1.0 1.1 1.1 1.3 1.4 1.2 1.6 1.6 1.3 1.4 3.0% State Tax Revenue Detail ($Millions) Business/Employees 0.4 0.4 0.4 0.4 0.4 0.4 0.5 0.6 0.5 0.5 0.6 18.1% Visitor 2.0 1.9 1.9 2.0 2.4 2.5 1.1 1.8 1.9 1.9 1.9 0.2% Total 2.4 2.3 2.3 2.4 2.7 2.9 1.5 2.4 2.4 2.4 2.5 3.9% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 320 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 114 Contra Costa County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 1,402.6 1,383.0 1,504.3 1,580.0 1,676.1 1,739.3 571.1 1,453.6 1,633.7 1,710.5 1,770.3 3.5% Other travel* 238.6 224.5 209.8 228.9 254.1 264.2 102.8 197.4 284.4 316.5 221.5 -30.0% Total 1,641.2 1,607.5 1,714.0 1,808.8 1,930.2 2,003.5 673.8 1,651.0 1,918.1 2,027.0 1,991.8 -1.7% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 446.6 440.8 516.6 544.7 568.5 581.0 251.4 366.6 399.0 476.3 508.1 6.7% Hotel, Motel NA NA NA NA NA NA NA 322.1 349.8 411.5 436.7 6.1% STVR** NA NA NA NA NA NA NA 44.6 49.1 64.8 71.4 10.3% Campground 65.7 65.4 66.2 69.4 72.8 78.5 65.9 85.2 111.0 107.9 108.1 0.2% Private Home (VFR) 364.8 360.5 377.9 409.1 449.1 483.4 106.0 529.2 574.8 574.9 589.0 2.5% Seasonal Home 33.1 34.1 34.5 36.7 40.0 41.0 37.3 33.8 27.1 24.9 25.3 1.7% Day Travel 492.4 482.4 509.0 520.0 545.6 555.5 110.4 438.8 521.9 526.6 539.9 2.5% Total 956.0 942.3 987.6 1,035.3 1,107.6 1,158.3 319.6 1,453.6 1,633.7 1,710.5 1,770.3 3.5% Visitor Spending by Commodity Purchased ($Millions) Accommodations 204.1 210.1 245.1 256.1 270.4 279.1 120.8 182.8 200.1 230.3 239.6 4.0% Food Service 433.3 438.0 489.2 508.4 529.8 546.7 184.1 482.8 531.2 563.2 592.3 5.2% Food Stores 80.8 81.7 85.5 85.4 86.5 88.5 35.7 91.7 106.9 110.8 113.6 2.5% Arts, Ent. & Rec. 228.2 225.7 246.5 249.9 254.5 255.8 81.0 218.0 230.8 246.0 258.6 5.1% Retail Sales 226.3 221.7 239.8 265.0 291.1 318.2 92.2 283.0 308.7 319.7 325.6 1.9% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Local Tran. & Gas 229.9 205.9 198.0 215.1 243.9 251.0 57.3 195.3 256.0 240.4 240.6 0.1% Total 1,402.6 1,383.0 1,504.3 1,580.0 1,676.1 1,739.3 571.1 1,453.6 1,633.7 1,710.5 1,770.3 3.5% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 321 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 115 Contra Costa County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 337.1 367.9 439.2 461.5 467.4 495.1 367.1 429.9 515.5 557.8 583.4 4.6% Arts, Ent. & Rec. 127.3 129.5 152.8 164.7 161.4 166.2 119.1 138.3 151.3 161.3 178.9 10.9% Retail* 43.3 44.0 48.2 51.6 53.4 55.5 55.1 64.0 73.0 74.4 72.1 -3.2% Ground Trans. 19.6 20.1 23.5 27.1 38.4 41.0 8.6 8.4 8.7 24.4 10.0 -59.1% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Other travel** 25.5 29.0 32.4 33.1 32.0 33.1 30.7 24.9 31.5 46.1 19.1 -58.6% Total 552.8 590.5 696.0 738.0 752.6 790.9 580.5 665.5 779.9 864.1 863.5 -0.1% Direct Employment (Jobs) Accom. & Food Serv. 8,470 8,520 9,490 9,600 9,480 9,530 7,060 7,580 8,620 8,700 8,720 0.2% Arts, Ent. & Rec. 5,410 5,330 5,760 5,650 5,670 5,820 3,770 4,250 5,170 5,590 6,270 12.2% Retail* 1,350 1,320 1,430 1,480 1,490 1,490 1,370 1,440 1,520 1,480 1,440 -2.7% Ground Trans. 530 510 560 580 750 820 400 390 470 500 530 6.0% Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA Other travel** 540 570 630 630 590 580 570 360 440 440 320 -27.3% Total 16,300 16,250 17,870 17,940 17,980 18,240 13,170 14,020 16,220 16,710 17,280 3.4% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 322 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 116 Contra Costa County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 47.7 49.5 56.5 58.7 63.2 66.1 39.5 61.6 67.4 65.9 66.8 1.4% State** 93.8 90.3 92.7 95.0 106.6 112.6 50.1 99.4 103.8 105.4 108.6 3.1% Total 141.6 139.7 149.2 153.7 169.8 178.7 89.6 161.0 171.2 171.3 175.4 2.4% Local Tax Revenue Detail ($Millions) Business/Employees 19.0 20.1 22.9 23.3 23.9 25.1 24.4 28.7 29.0 23.6 22.8 -3.5% Visitor 28.7 29.3 33.6 35.4 39.3 41.0 15.1 32.9 38.4 42.3 44.0 4.1% Total 47.7 49.5 56.5 58.7 63.2 66.1 39.5 61.6 67.4 65.9 66.8 1.4% State Tax Revenue Detail ($Millions) Business/Employees 18.5 19.2 21.2 20.7 19.9 20.8 18.4 21.5 22.0 19.8 19.3 -2.7% Visitor 75.4 71.1 71.5 74.3 86.7 91.8 31.7 77.9 81.8 85.6 89.3 4.4% Total 93.8 90.3 92.7 95.0 106.6 112.6 50.1 99.4 103.8 105.4 108.6 3.1% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 323 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 117 Del Norte County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 115.1 118.3 125.4 127.4 136.4 144.7 87.1 140.8 149.6 149.7 157.5 5.2% Other travel* 5.7 4.6 4.5 4.9 5.6 5.8 1.6 3.2 4.8 4.4 4.2 -3.6% Total 120.8 122.9 129.9 132.3 142.0 150.5 88.7 144.0 154.4 154.1 161.7 5.0% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 45.8 49.2 54.5 53.6 58.0 61.2 39.9 66.0 55.5 55.6 63.1 13.4% Hotel, Motel NA NA NA NA NA NA NA 42.1 34.0 31.5 34.2 8.4% STVR** NA NA NA NA NA NA NA 23.9 21.5 24.1 28.9 19.9% Campground 30.6 31.1 31.5 33.0 34.7 37.4 31.3 40.5 52.9 52.5 51.9 -1.1% Private Home (VFR) 15.6 14.3 14.8 15.4 17.1 18.1 5.8 18.1 19.4 19.6 19.8 1.3% Seasonal Home 2.3 2.4 2.4 2.5 2.8 2.8 3.3 3.0 3.0 3.0 3.0 1.1% Day Travel 20.9 21.3 22.2 22.8 23.9 25.2 6.8 13.2 18.8 19.0 19.6 3.4% Total 69.3 69.1 71.0 73.8 78.3 83.5 47.2 140.8 149.6 149.7 157.5 5.2% Visitor Spending by Commodity Purchased ($Millions) Accommodations 24.4 26.9 29.8 30.0 31.7 33.3 26.9 43.0 42.6 41.8 46.0 9.9% Food Service 31.5 33.3 36.0 36.6 39.1 41.7 22.5 35.7 36.2 37.5 39.4 5.0% Food Stores 10.9 11.3 11.5 11.6 11.9 12.6 9.3 14.9 17.8 18.6 19.2 3.3% Arts, Ent. & Rec. 16.7 17.3 18.3 18.2 19.0 19.7 10.1 17.1 16.7 17.2 18.6 8.1% Retail Sales 13.5 13.1 13.7 14.3 15.5 16.9 8.0 13.6 14.0 13.9 14.5 4.1% Visitor Air 1.1 0.6 1.3 0.8 0.8 0.8 0.0 0.0 0.0 0.0 0.0 NA Local Tran. & Gas 17.0 15.7 14.8 16.0 18.5 19.7 10.3 16.5 22.2 20.6 19.8 -3.7% Total 115.1 118.3 125.4 127.4 136.4 144.7 87.1 140.8 149.6 149.7 157.5 5.2% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 324 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 118 Del Norte County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 25.8 28.0 30.6 31.3 36.4 39.4 29.9 36.8 41.1 41.4 40.0 -3.2% Arts, Ent. & Rec. 9.0 9.4 10.0 10.1 10.9 11.6 10.8 14.3 18.4 23.3 25.5 9.1% Retail* 3.7 3.8 4.0 4.5 4.6 4.9 5.4 6.5 7.4 8.3 8.3 0.3% Ground Trans. 1.4 1.5 1.7 2.0 2.8 3.1 1.3 1.3 1.3 1.3 1.5 12.2% Visitor Air 0.4 0.5 0.7 0.9 0.9 0.9 0.0 0.0 0.0 0.0 0.0 NA Other travel** 0.5 0.5 0.6 1.0 1.1 1.1 0.3 0.4 0.5 0.6 0.6 2.4% Total 40.8 43.8 47.6 49.8 56.8 61.2 47.6 59.3 68.8 74.9 75.9 1.3% Direct Employment (Jobs) Accom. & Food Serv. 990 1,000 990 1,000 1,110 1,130 840 930 960 920 810 -12.0% Arts, Ent. & Rec. 220 210 200 200 210 210 190 230 270 330 340 3.0% Retail* 140 130 150 160 160 160 170 180 190 200 210 5.0% Ground Trans. 40 40 40 40 60 60 60 60 70 70 80 14.3% Visitor Air 10 10 10 10 10 10 0 0 0 0 0 NA Other travel** 10 10 10 20 20 20 10 10 20 20 20 0.0% Total 1,410 1,400 1,400 1,430 1,570 1,590 1,270 1,410 1,510 1,540 1,460 -5.2% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 325 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 119 Del Norte County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 3.8 4.1 4.4 4.6 5.2 5.5 4.6 7.5 7.5 7.0 7.3 5.5% State** 6.0 5.9 6.0 5.9 6.7 7.2 4.8 6.9 7.0 6.9 7.1 2.3% Total 9.8 10.0 10.4 10.5 11.8 12.7 9.4 14.4 14.5 13.9 14.4 3.9% Local Tax Revenue Detail ($Millions) Business/Employees 1.3 1.4 1.4 1.5 1.7 1.8 1.9 2.6 2.5 2.0 2.0 -2.2% Visitor 2.5 2.7 3.0 3.1 3.4 3.6 2.7 5.0 5.0 4.9 5.4 8.6% Total 3.8 4.1 4.4 4.6 5.2 5.5 4.6 7.5 7.5 7.0 7.3 5.5% State Tax Revenue Detail ($Millions) Business/Employees 1.5 1.5 1.6 1.5 1.6 1.7 1.7 1.8 1.9 1.6 1.6 -0.9% Visitor 4.5 4.4 4.4 4.4 5.1 5.5 3.1 5.0 5.2 5.3 5.4 3.3% Total 6.0 5.9 6.0 5.9 6.7 7.2 4.8 6.9 7.0 6.9 7.1 2.3% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 326 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 120 El Dorado County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 759.0 847.5 898.6 939.6 1,010.2 1,087.2 776.7 957.6 1,022.0 1,020.9 1,066.2 4.4% Other travel* 47.0 44.7 43.0 47.8 54.1 56.2 25.3 35.8 51.1 58.6 58.5 -0.1% Total 806.0 892.2 941.6 987.4 1,064.2 1,143.3 802.0 993.4 1,073.1 1,079.4 1,124.7 4.2% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 466.7 551.4 599.1 628.6 669.8 728.2 501.1 584.9 577.0 569.3 610.1 7.2% Hotel, Motel NA NA NA NA NA NA NA 367.4 359.5 347.8 398.2 14.5% STVR** NA NA NA NA NA NA NA 217.5 217.5 221.5 211.8 -4.4% Campground 58.0 58.5 59.2 62.1 65.2 70.3 59.0 76.3 99.6 98.9 98.3 -0.5% Private Home (VFR) 70.9 71.8 71.1 75.8 87.6 93.5 43.2 126.3 137.3 139.9 142.0 1.5% Seasonal Home 91.9 89.9 91.4 96.1 101.2 103.5 142.4 127.1 134.3 137.8 140.2 1.8% Day Travel 71.5 75.9 77.9 76.9 86.4 91.7 31.0 42.9 73.8 74.9 75.6 0.8% Total 292.3 296.1 299.6 311.0 340.4 359.0 275.5 957.6 1,022.0 1,020.9 1,066.2 4.4% Visitor Spending by Commodity Purchased ($Millions) Accommodations 199.8 231.7 255.5 270.1 279.6 298.7 230.8 326.1 343.9 330.7 355.7 7.6% Food Service 212.7 244.9 264.1 274.9 298.2 325.1 232.6 251.6 264.8 275.1 286.9 4.3% Food Stores 36.4 39.2 39.9 40.2 41.7 44.2 36.4 56.9 64.1 68.0 68.2 0.3% Arts, Ent. & Rec. 135.4 150.5 158.5 161.1 170.1 179.7 135.3 149.5 147.9 152.4 159.7 4.8% Retail Sales 88.9 96.9 101.4 106.9 119.3 130.8 83.4 97.6 102.1 101.7 103.3 1.6% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Local Tran. & Gas 85.9 84.2 79.2 86.4 101.4 108.8 58.2 75.9 99.2 93.0 92.4 -0.7% Total 759.0 847.5 898.6 939.6 1,010.2 1,087.2 776.7 957.6 1,022.0 1,020.9 1,066.2 4.4% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 327 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 121 El Dorado County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 204.4 238.5 265.7 312.6 324.9 357.3 291.1 359.2 448.6 483.9 550.2 13.7% Arts, Ent. & Rec. 74.9 79.1 84.9 91.6 96.4 103.3 84.8 95.7 114.3 132.0 125.7 -4.8% Retail* 19.1 21.3 22.6 24.9 27.0 28.8 32.0 34.4 37.1 39.0 39.4 1.1% Ground Trans. 7.9 9.0 10.3 11.9 17.6 19.8 9.2 9.0 9.3 9.5 10.7 12.4% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Other travel** 3.6 3.9 4.3 4.8 5.1 5.3 4.2 4.7 6.5 9.1 9.4 4.3% Total 309.8 351.7 387.8 445.8 471.0 514.5 421.2 503.0 615.8 673.5 735.4 9.2% Direct Employment (Jobs) Accom. & Food Serv. 6,100 6,820 6,930 7,760 7,680 8,100 6,390 7,240 8,200 8,210 8,540 4.0% Arts, Ent. & Rec. 3,620 3,630 3,590 3,830 3,840 4,000 2,950 3,200 3,790 3,980 3,930 -1.3% Retail* 660 690 740 770 820 840 880 900 920 930 940 1.1% Ground Trans. 210 230 250 260 340 390 430 420 510 540 560 3.7% Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA Other travel** 110 110 130 130 130 130 100 110 150 150 160 6.7% Total 10,700 11,480 11,640 12,750 12,810 13,460 10,750 11,870 13,570 13,810 14,130 2.3% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 328 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 122 El Dorado County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 31.6 36.4 39.8 42.6 46.2 49.9 41.2 55.8 58.5 53.1 56.6 6.7% State** 37.6 40.2 41.0 42.2 46.4 50.5 38.8 46.3 48.9 47.7 49.9 4.7% Total 69.2 76.6 80.8 84.8 92.6 100.4 80.1 102.2 107.3 100.7 106.5 5.8% Local Tax Revenue Detail ($Millions) Business/Employees 10.2 11.5 12.2 13.5 14.6 15.9 17.3 21.3 22.2 17.8 18.8 5.4% Visitor 21.4 24.9 27.6 29.1 31.7 34.0 24.0 34.5 36.3 35.3 37.9 7.4% Total 31.6 36.4 39.8 42.6 46.2 49.9 41.2 55.8 58.5 53.1 56.6 6.7% State Tax Revenue Detail ($Millions) Business/Employees 10.8 11.9 12.4 13.0 12.8 13.9 14.8 16.8 18.3 16.2 17.3 6.9% Visitor 26.8 28.3 28.5 29.2 33.6 36.6 24.0 29.6 30.6 31.5 32.6 3.6% Total 37.6 40.2 41.0 42.2 46.4 50.5 38.8 46.3 48.9 47.7 49.9 4.7% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 329 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 123 Fresno County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 1,081.7 1,094.1 1,126.6 1,163.7 1,286.2 1,345.7 810.1 1,130.4 1,418.1 1,437.1 1,478.6 2.9% Other travel* 266.8 250.6 237.6 262.4 300.5 314.9 119.5 201.0 310.1 328.2 333.1 1.5% Total 1,348.5 1,344.8 1,364.1 1,426.1 1,586.7 1,660.6 929.5 1,331.4 1,728.2 1,765.4 1,811.7 2.6% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 413.3 436.9 468.3 465.8 526.2 554.7 491.8 499.0 590.7 601.6 628.1 4.4% Hotel, Motel NA NA NA NA NA NA NA 447.4 528.5 527.2 545.2 3.4% STVR** NA NA NA NA NA NA NA 51.6 62.2 74.4 83.0 11.6% Campground 31.4 31.5 31.8 33.4 35.0 37.8 31.7 41.2 53.7 53.3 53.3 0.0% Private Home (VFR) 258.7 249.8 247.0 268.5 301.0 320.0 102.5 317.5 364.3 371.9 381.0 2.4% Seasonal Home 76.6 74.9 76.2 79.8 84.9 87.0 97.3 88.0 104.6 106.6 108.2 1.5% Day Travel 301.8 301.0 303.2 316.1 339.0 346.2 86.8 184.7 304.9 303.7 307.9 1.4% Total 668.4 657.2 658.3 697.9 760.0 791.0 318.2 1,130.4 1,418.1 1,437.1 1,478.6 2.9% Visitor Spending by Commodity Purchased ($Millions) Accommodations 167.3 180.6 195.8 198.7 219.6 229.4 194.0 203.2 251.0 250.3 256.2 2.3% Food Service 266.7 280.2 297.7 305.9 333.1 346.8 219.4 306.3 371.9 382.6 401.6 5.0% Food Stores 49.5 51.2 51.6 51.7 53.6 54.7 34.5 58.2 70.5 74.1 76.0 2.5% Arts, Ent. & Rec. 132.2 135.7 141.3 141.9 150.8 153.0 93.7 127.6 149.4 152.0 158.9 4.5% Retail Sales 148.3 142.9 147.1 158.9 180.0 194.0 99.5 157.6 194.1 192.5 188.9 -1.9% Visitor Air 43.8 47.0 48.3 47.5 51.0 61.1 22.6 36.4 61.9 68.6 77.5 13.0% Local Tran. & Gas 273.9 256.5 244.7 259.0 298.2 306.7 146.3 241.1 319.4 317.0 319.6 0.8% Total 1,081.7 1,094.1 1,126.6 1,163.7 1,286.2 1,345.7 810.1 1,130.4 1,418.1 1,437.1 1,478.6 2.9% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 330 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 124 Fresno County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 154.4 166.0 185.7 204.4 227.3 243.0 205.6 248.8 285.7 309.2 325.8 5.4% Arts, Ent. & Rec. 64.1 65.8 72.0 76.4 84.0 86.1 56.6 83.9 113.6 135.4 149.9 10.7% Retail* 30.5 31.0 32.7 33.8 36.9 38.3 39.7 45.4 51.0 53.6 53.0 -1.2% Ground Trans. 25.1 27.3 30.4 32.6 43.7 47.7 31.8 32.0 38.1 52.2 43.6 -16.4% Visitor Air 18.6 21.6 14.1 16.6 16.8 19.1 18.7 14.1 15.1 17.1 19.5 14.2% Other travel** 43.8 47.2 38.2 45.3 48.4 50.5 48.8 42.6 49.4 62.0 65.1 5.1% Total 336.5 359.0 373.0 409.0 457.2 484.8 401.2 466.7 552.9 629.4 657.0 4.4% Direct Employment (Jobs) Accom. & Food Serv. 6,670 6,780 6,990 7,320 7,850 8,050 6,630 7,300 8,020 8,070 8,070 0.0% Arts, Ent. & Rec. 3,370 3,410 3,500 3,590 3,750 3,800 2,250 3,290 4,340 4,950 5,420 9.5% Retail* 1,090 1,070 1,090 1,120 1,190 1,190 1,150 1,200 1,270 1,270 1,260 -0.8% Ground Trans. 620 640 670 670 840 920 900 860 1,020 1,230 1,130 -8.1% Visitor Air 320 360 230 240 240 260 230 190 200 210 220 4.8% Other travel** 980 1,020 910 980 1,000 1,020 950 850 960 990 1,000 1.0% Total 13,050 13,280 13,390 13,920 14,870 15,240 12,110 13,690 15,810 16,720 17,100 2.3% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 331 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 125 Fresno County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 33.2 35.2 37.4 38.4 44.5 47.0 40.0 48.3 55.1 52.5 53.7 2.4% State** 74.5 71.8 69.4 71.2 84.7 89.5 52.7 77.8 86.5 88.0 91.1 3.5% Total 107.7 107.1 106.8 109.7 129.2 136.5 92.6 126.1 141.6 140.5 144.8 3.1% Local Tax Revenue Detail ($Millions) Business/Employees 11.3 11.9 12.0 12.5 14.2 15.0 16.6 19.4 19.5 16.3 16.4 0.8% Visitor 22.0 23.3 25.5 25.9 30.3 32.0 23.3 28.9 35.6 36.2 37.3 3.1% Total 33.2 35.2 37.4 38.4 44.5 47.0 40.0 48.3 55.1 52.5 53.7 2.4% State Tax Revenue Detail ($Millions) Business/Employees 12.2 12.7 12.5 12.6 13.3 14.0 14.3 16.8 17.9 16.7 17.1 2.5% Visitor 62.3 59.1 56.9 58.6 71.4 75.5 38.4 60.9 68.6 71.3 73.9 3.7% Total 74.5 71.8 69.4 71.2 84.7 89.5 52.7 77.8 86.5 88.0 91.1 3.5% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 332 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 126 Glenn County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 46.9 36.8 29.1 46.5 55.4 58.5 27.8 47.6 51.7 51.5 53.6 4.0% Other travel* 4.9 4.3 3.8 4.2 4.9 5.1 1.6 3.3 5.0 4.7 4.5 -3.6% Total 51.8 41.1 32.9 50.7 60.4 63.6 29.4 50.9 56.8 56.2 58.1 3.4% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 13.7 7.8 2.0 17.0 18.5 19.6 13.4 14.6 14.2 13.7 14.9 8.8% Hotel, Motel NA NA NA NA NA NA NA 14.3 14.0 12.8 13.7 6.8% STVR** NA NA NA NA NA NA NA 0.2 0.3 0.9 1.2 38.8% Campground 1.2 1.2 1.2 1.3 1.3 1.4 1.2 1.6 2.0 2.0 2.0 0.0% Private Home (VFR) 15.2 13.7 13.7 15.3 16.6 17.7 6.0 18.9 20.4 20.8 21.2 2.0% Seasonal Home 1.0 1.1 1.1 1.1 1.2 1.3 2.3 2.1 1.4 1.5 1.5 1.5% Day Travel 15.7 13.1 11.1 11.7 17.7 18.4 4.9 10.5 13.6 13.5 14.0 3.0% Total 33.1 29.0 27.1 29.4 37.0 38.8 14.4 47.6 51.7 51.5 53.6 4.0% Visitor Spending by Commodity Purchased ($Millions) Accommodations 5.9 3.8 1.5 7.5 8.2 8.7 7.4 8.3 8.3 7.9 8.4 5.5% Food Service 15.6 13.1 11.2 16.3 19.1 20.0 8.9 16.5 17.7 18.1 19.4 6.6% Food Stores 3.0 2.8 2.6 2.9 3.2 3.2 1.4 3.2 3.7 3.9 4.0 3.0% Arts, Ent. & Rec. 8.3 6.9 5.7 7.9 9.4 9.6 4.0 7.1 7.5 7.6 8.1 5.9% Retail Sales 7.2 5.0 4.0 6.3 8.4 9.3 3.7 7.5 8.1 8.0 7.8 -2.2% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Local Tran. & Gas 6.8 5.2 4.1 5.6 7.2 7.6 2.3 4.9 6.4 6.0 6.0 0.3% Total 46.9 36.8 29.1 46.5 55.4 58.5 27.8 47.6 51.7 51.5 53.6 4.0% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 333 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 127 Glenn County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 9.7 8.7 7.2 11.3 12.1 13.0 11.2 14.8 16.2 17.2 18.5 7.7% Arts, Ent. & Rec. 6.2 5.6 4.7 4.7 4.9 5.3 4.3 0.0 0.0 0.0 0.0 NA Retail* 1.6 1.3 1.1 1.4 1.4 1.5 1.6 3.1 3.3 4.9 7.6 54.1% Ground Trans. 0.5 0.4 0.4 0.6 1.0 1.1 0.3 0.3 0.3 0.3 0.3 10.7% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Other travel** 0.2 0.2 0.2 0.1 0.2 0.2 0.2 1.0 1.2 2.5 4.9 100.3% Total 18.2 16.2 13.6 18.2 19.6 21.2 17.7 19.2 20.9 24.8 31.3 26.1% Direct Employment (Jobs) Accom. & Food Serv. 390 320 250 390 400 390 330 390 400 400 400 0.0% Arts, Ent. & Rec. 370 330 260 260 280 300 230 0 0 0 0 NA Retail* 60 50 40 50 50 50 50 90 90 140 210 50.0% Ground Trans. 20 10 10 10 20 20 20 10 20 20 20 0.0% Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA Other travel** 10 10 10 10 10 10 10 30 40 80 140 75.0% Total 850 720 570 720 760 770 640 520 550 640 770 20.3% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 334 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 128 Glenn County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 1.6 1.1 0.6 1.5 1.7 1.8 1.5 1.8 1.8 1.7 1.9 11.0% State** 3.0 2.5 2.0 2.6 3.2 3.4 1.8 2.9 3.0 3.0 3.3 8.8% Total 4.6 3.6 2.7 4.1 4.9 5.2 3.3 4.8 4.8 4.7 5.2 9.6% Local Tax Revenue Detail ($Millions) Business/Employees 0.6 0.5 0.4 0.5 0.6 0.6 0.7 0.7 0.7 0.6 0.7 21.6% Visitor 1.0 0.6 0.2 0.9 1.1 1.2 0.8 1.1 1.1 1.1 1.2 5.2% Total 1.6 1.1 0.6 1.5 1.7 1.8 1.5 1.8 1.8 1.7 1.9 11.0% State Tax Revenue Detail ($Millions) Business/Employees 0.7 0.6 0.4 0.6 0.6 0.6 0.6 0.7 0.7 0.6 0.8 25.5% Visitor 2.4 1.9 1.6 2.1 2.6 2.8 1.2 2.2 2.3 2.4 2.5 4.3% Total 3.0 2.5 2.0 2.6 3.2 3.4 1.8 2.9 3.0 3.0 3.3 8.8% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 335 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 129 Humboldt County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 381.1 392.9 399.9 421.3 452.9 446.5 240.9 446.5 446.2 454.7 470.8 3.6% Other travel* 31.1 29.6 28.7 30.8 33.3 37.3 12.2 24.5 37.6 36.6 37.4 2.1% Total 412.2 422.5 428.6 452.1 486.2 483.7 253.1 471.0 483.7 491.3 508.3 3.4% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 188.2 201.7 207.2 217.8 233.6 219.3 118.0 233.1 186.5 193.7 207.0 6.8% Hotel, Motel NA NA NA NA NA NA NA 161.6 133.0 130.6 137.2 5.0% STVR** NA NA NA NA NA NA NA 71.4 53.5 63.1 69.8 10.6% Campground 55.8 56.9 57.5 60.4 63.3 68.3 57.1 74.2 96.8 96.1 95.5 -0.7% Private Home (VFR) 72.3 68.1 68.6 74.0 81.4 84.4 27.8 85.4 94.4 95.8 98.2 2.6% Seasonal Home 11.6 12.1 12.3 13.0 14.2 14.5 22.1 19.9 21.1 21.6 21.9 1.4% Day Travel 53.2 54.1 54.2 56.1 60.4 60.0 15.8 34.0 47.4 47.5 48.3 1.6% Total 192.9 191.2 192.7 203.4 219.2 227.2 122.9 446.5 446.2 454.7 470.8 3.6% Visitor Spending by Commodity Purchased ($Millions) Accommodations 81.8 89.8 94.3 99.6 103.8 96.9 72.0 134.5 115.5 111.1 115.3 3.8% Food Service 106.9 113.3 117.4 122.9 132.4 131.2 64.4 116.3 117.5 120.3 124.6 3.6% Food Stores 27.4 28.5 28.5 28.9 29.6 30.3 19.9 36.9 41.7 43.7 44.6 2.1% Arts, Ent. & Rec. 54.4 56.3 57.3 58.5 61.6 59.6 28.5 53.8 51.1 52.1 54.6 4.9% Retail Sales 43.0 40.4 40.6 44.8 50.6 52.5 23.7 45.0 46.1 45.5 45.5 0.1% Visitor Air 5.2 5.7 7.0 7.1 7.0 8.3 3.1 5.8 8.7 8.1 10.5 29.1% Local Tran. & Gas 62.3 58.8 54.8 59.5 67.9 67.7 29.3 54.1 65.6 73.9 75.6 2.3% Total 381.1 392.9 399.9 421.3 452.9 446.5 240.9 446.5 446.2 454.7 470.8 3.6% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 336 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 130 Humboldt County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 86.9 94.6 100.7 108.3 116.9 116.5 95.3 118.0 134.3 135.5 145.1 7.1% Arts, Ent. & Rec. 21.7 21.6 22.2 23.9 26.0 26.4 18.6 20.0 24.4 30.3 34.1 12.7% Retail* 10.4 10.5 10.8 12.2 13.4 13.4 14.2 14.2 15.7 15.8 16.1 2.0% Ground Trans. 6.1 6.6 7.2 8.1 11.0 11.5 4.8 4.7 5.4 11.5 6.4 -44.8% Visitor Air 0.5 0.5 0.6 6.4 7.0 8.9 9.8 29.2 30.5 33.6 40.4 20.1% Other travel** 1.7 1.8 2.2 9.6 9.8 13.6 12.0 38.7 42.7 48.5 50.9 5.0% Total 127.2 135.8 143.8 168.5 184.1 190.3 154.6 224.7 253.0 275.2 293.0 6.5% Direct Employment (Jobs) Accom. & Food Serv. 3,180 3,280 3,300 3,360 3,520 3,340 2,630 2,950 3,260 3,150 3,140 -0.3% Arts, Ent. & Rec. 1,530 1,670 1,600 1,600 1,770 1,770 1,160 1,130 1,290 1,460 1,500 2.7% Retail* 350 340 330 350 370 370 360 340 360 350 350 0.0% Ground Trans. 150 160 160 170 210 220 180 170 210 300 240 -20.0% Visitor Air 20 20 20 70 70 90 90 210 210 210 240 14.3% Other travel** 80 80 90 140 140 180 150 320 340 350 340 -2.9% Total 5,310 5,550 5,500 5,690 6,080 5,970 4,570 5,120 5,670 5,820 5,810 -0.2% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 337 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 131 Humboldt County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 13.4 14.6 15.4 17.5 19.0 18.5 14.6 24.2 22.1 20.0 20.8 3.8% State** 20.5 20.3 19.8 20.4 22.9 23.5 14.4 24.2 24.3 24.4 25.3 3.8% Total 33.9 34.9 35.2 37.9 41.9 42.0 29.0 48.4 46.4 44.4 46.1 3.8% Local Tax Revenue Detail ($Millions) Business/Employees 4.0 4.2 4.3 5.1 5.7 5.9 6.3 9.2 8.7 7.0 7.2 2.8% Visitor 9.4 10.4 11.1 12.4 13.3 12.7 8.3 15.0 13.3 13.1 13.6 4.4% Total 13.4 14.6 15.4 17.5 19.0 18.5 14.6 24.2 22.1 20.0 20.8 3.8% State Tax Revenue Detail ($Millions) Business/Employees 4.7 4.9 4.9 5.0 5.1 5.2 5.3 8.0 8.0 7.1 7.4 4.4% Visitor 15.8 15.4 14.9 15.4 17.9 18.3 9.0 16.2 16.3 17.3 17.9 3.5% Total 20.5 20.3 19.8 20.4 22.9 23.5 14.4 24.2 24.3 24.4 25.3 3.8% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 338 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 132 Imperial County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 329.9 326.1 328.1 350.0 377.7 401.4 280.7 404.1 480.2 491.9 499.7 1.6% Other travel* 32.4 28.5 25.2 29.0 33.3 34.5 11.1 21.9 33.5 32.1 30.9 -3.5% Total 362.3 354.6 353.3 379.0 411.1 435.9 291.8 425.9 513.7 524.0 530.7 1.3% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 73.9 73.0 72.6 78.2 86.9 92.1 79.9 98.1 101.8 111.2 113.7 2.2% Hotel, Motel NA NA NA NA NA NA NA 95.3 98.8 105.7 106.1 0.4% STVR** NA NA NA NA NA NA NA 2.8 3.0 5.5 7.5 37.2% Campground 118.8 120.9 122.4 128.4 134.7 145.3 121.4 157.7 205.7 204.2 204.9 0.3% Private Home (VFR) 83.3 77.7 78.1 85.5 93.9 99.3 38.7 101.7 111.0 113.9 117.2 2.9% Seasonal Home 16.7 17.4 17.7 18.8 20.6 21.1 28.4 25.5 24.0 24.5 25.1 2.5% Day Travel 37.1 37.1 37.4 39.0 41.7 43.7 12.3 21.1 37.7 38.0 38.8 2.0% Total 256.0 253.1 255.5 271.8 290.9 309.3 200.8 404.1 480.2 491.9 499.7 1.6% Visitor Spending by Commodity Purchased ($Millions) Accommodations 57.2 58.7 59.9 62.0 65.8 70.3 64.2 80.3 89.0 94.3 94.3 0.0% Food Service 89.3 92.0 95.9 101.8 108.5 114.0 77.8 115.6 131.2 138.3 144.5 4.5% Food Stores 42.1 43.7 44.1 44.9 45.7 48.2 37.1 52.0 65.3 67.7 68.6 1.3% Arts, Ent. & Rec. 45.9 46.3 47.3 49.1 51.0 52.4 34.8 49.2 54.7 56.7 58.7 3.5% Retail Sales 34.0 29.6 30.0 35.3 41.2 46.5 28.3 44.8 50.9 51.4 52.2 1.5% Visitor Air 0.0 0.1 0.0 0.0 0.0 0.6 0.3 0.5 0.9 0.7 0.3 -57.9% Local Tran. & Gas 61.3 55.7 51.0 56.9 65.5 69.4 38.2 61.5 88.3 82.8 81.2 -1.9% Total 329.9 326.1 328.1 350.0 377.7 401.4 280.7 404.1 480.2 491.9 499.7 1.6% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 339 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 133 Imperial County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 54.8 56.4 61.3 63.8 66.0 70.7 59.7 77.5 85.7 97.4 101.5 4.2% Arts, Ent. & Rec. 26.1 25.3 26.4 21.8 18.7 20.2 11.6 13.3 18.1 20.8 22.2 6.7% Retail* 11.0 10.9 11.3 12.2 13.2 13.9 14.6 16.1 17.5 18.1 18.3 0.8% Ground Trans. 4.6 4.8 5.3 6.3 9.0 10.0 4.8 4.6 4.8 4.9 5.6 13.2% Visitor Air 0.0 0.3 0.0 0.0 0.0 1.3 1.0 2.1 2.0 2.1 2.0 -8.5% Other travel** 1.5 1.3 1.5 1.6 1.7 2.7 2.6 2.9 3.5 4.1 4.8 16.9% Total 98.0 99.0 105.7 105.6 108.7 118.7 94.2 116.6 131.6 147.5 154.3 4.6% Direct Employment (Jobs) Accom. & Food Serv. 2,510 2,390 2,430 2,480 2,380 2,440 1,970 2,340 2,460 2,560 2,530 -1.2% Arts, Ent. & Rec. 1,530 1,530 1,470 1,330 1,030 1,050 580 630 840 880 900 2.3% Retail* 430 420 420 440 460 460 450 470 470 470 460 -2.1% Ground Trans. 120 120 130 140 180 200 220 220 260 280 290 3.6% Visitor Air 0 0 0 0 0 10 10 20 10 10 10 0.0% Other travel** 60 60 70 70 70 80 70 80 80 90 90 0.0% Total 4,650 4,520 4,520 4,460 4,120 4,240 3,300 3,760 4,120 4,290 4,280 -0.2% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 340 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 134 Imperial County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 9.7 9.8 10.0 10.2 11.2 12.1 10.7 13.2 14.1 13.9 14.0 0.8% State** 19.4 18.4 17.7 18.3 21.1 22.8 15.7 23.1 25.1 25.4 26.3 3.4% Total 29.0 28.1 27.7 28.5 32.3 34.8 26.5 36.3 39.2 39.3 40.3 2.5% Local Tax Revenue Detail ($Millions) Business/Employees 3.2 3.2 3.3 3.2 3.3 3.6 3.8 4.5 4.3 3.6 3.6 0.9% Visitor 6.4 6.5 6.7 7.0 7.9 8.4 6.9 8.6 9.8 10.3 10.4 0.7% Total 9.7 9.8 10.0 10.2 11.2 12.1 10.7 13.2 14.1 13.9 14.0 0.8% State Tax Revenue Detail ($Millions) Business/Employees 3.6 3.5 3.5 3.3 3.2 3.5 3.6 4.5 4.5 4.1 4.2 2.8% Visitor 15.8 14.8 14.2 15.0 17.9 19.3 12.1 18.7 20.6 21.4 22.1 3.5% Total 19.4 18.4 17.7 18.3 21.1 22.8 15.7 23.1 25.1 25.4 26.3 3.4% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 341 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 135 Inyo County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 227.9 226.2 236.3 236.9 244.9 263.5 153.5 209.3 262.7 271.2 277.3 2.3% Other travel* 3.7 3.3 3.0 3.3 3.8 3.9 1.4 2.8 4.1 4.4 4.3 -1.3% Total 231.6 229.5 239.2 240.2 248.7 267.4 154.9 212.1 266.8 275.6 281.6 2.2% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 139.0 139.0 147.6 143.8 149.0 160.6 100.7 130.5 152.3 160.3 167.1 4.2% Hotel, Motel NA NA NA NA NA NA NA 118.8 139.1 145.5 152.3 4.7% STVR** NA NA NA NA NA NA NA 11.7 13.1 14.9 14.9 -0.1% Campground 29.9 29.5 29.9 31.3 32.9 35.5 29.7 38.7 50.5 50.1 49.6 -1.0% Private Home (VFR) 9.3 8.5 8.6 9.2 9.9 10.6 3.5 11.5 12.4 12.6 12.6 -0.4% Seasonal Home 3.5 3.6 3.6 3.8 4.1 4.2 5.2 4.7 5.2 5.3 5.3 0.0% Day Travel 46.3 45.5 46.6 48.8 49.0 52.5 14.3 24.0 42.4 42.8 42.7 -0.3% Total 89.0 87.2 88.7 93.1 95.9 102.8 52.8 209.3 262.7 271.2 277.3 2.3% Visitor Spending by Commodity Purchased ($Millions) Accommodations 57.9 59.2 64.3 64.2 66.2 71.7 54.8 71.9 83.8 88.1 93.3 5.9% Food Service 65.5 66.5 70.7 70.6 72.9 78.9 41.5 55.6 70.5 74.4 73.2 -1.6% Food Stores 12.5 12.6 12.8 12.8 12.9 13.8 9.8 14.0 17.9 18.7 18.9 1.3% Arts, Ent. & Rec. 34.6 34.3 35.8 35.1 35.3 37.3 18.4 25.0 30.7 31.8 33.3 4.7% Retail Sales 28.8 27.9 28.6 28.4 28.9 30.8 14.4 20.3 25.9 26.2 26.5 1.4% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Local Tran. & Gas 28.6 25.6 24.0 25.7 28.8 31.0 14.6 22.5 33.9 32.1 32.0 -0.1% Total 227.9 226.2 236.3 236.9 244.9 263.5 153.5 209.3 262.7 271.2 277.3 2.3% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 342 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 136 Inyo County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 32.5 35.2 37.4 41.6 46.1 51.0 38.9 43.2 51.2 54.5 64.8 18.8% Arts, Ent. & Rec. 9.4 9.4 10.5 10.5 12.0 13.5 10.4 13.9 16.3 13.9 12.9 -7.1% Retail* 5.9 6.0 6.3 6.8 6.9 7.1 7.3 9.1 9.0 9.7 9.6 -0.9% Ground Trans. 2.7 2.7 3.1 3.4 4.8 5.4 2.0 1.9 2.0 2.0 2.2 10.2% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Other travel** 0.3 0.3 0.3 0.4 0.4 0.4 0.3 0.5 0.5 0.6 0.6 0.8% Total 50.7 53.5 57.6 62.8 70.3 77.3 59.0 68.6 79.0 80.8 90.1 11.6% Direct Employment (Jobs) Accom. & Food Serv. 1,370 1,420 1,440 1,500 1,540 1,750 1,370 1,390 1,520 1,520 1,660 9.2% Arts, Ent. & Rec. 600 550 560 590 650 710 530 630 750 610 520 -14.8% Retail* 210 200 200 210 220 210 210 240 220 230 220 -4.3% Ground Trans. 70 70 70 70 90 110 100 90 110 110 110 0.0% Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA Other travel** 10 10 10 10 10 10 10 10 10 10 10 0.0% Total 2,260 2,250 2,280 2,380 2,510 2,790 2,220 2,360 2,610 2,480 2,520 1.6% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 343 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 137 Inyo County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 8.7 8.9 9.6 9.7 10.3 11.2 8.8 11.8 13.4 13.2 13.9 5.5% State** 8.3 8.0 8.0 7.9 8.7 9.4 6.1 9.5 11.0 10.9 11.2 3.3% Total 17.0 16.9 17.6 17.6 19.0 20.6 14.9 21.2 24.4 24.1 25.2 4.5% Local Tax Revenue Detail ($Millions) Business/Employees 1.7 1.8 1.8 1.9 2.2 2.4 2.4 2.8 2.7 2.1 2.2 7.7% Visitor 7.0 7.2 7.8 7.7 8.1 8.8 6.4 9.0 10.6 11.2 11.7 5.1% Total 8.7 8.9 9.6 9.7 10.3 11.2 8.8 11.8 13.4 13.2 13.9 5.5% State Tax Revenue Detail ($Millions) Business/Employees 1.9 2.0 2.0 2.0 2.1 2.3 2.3 2.6 2.7 2.3 2.5 9.9% Visitor 6.3 6.0 6.0 5.9 6.5 7.1 3.9 6.9 8.3 8.6 8.8 1.5% Total 8.3 8.0 8.0 7.9 8.7 9.4 6.1 9.5 11.0 10.9 11.2 3.3% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 344 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 138 Kern County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 1,316.7 1,330.5 1,252.0 1,357.9 1,500.9 1,579.9 1,034.2 1,580.7 1,771.7 1,797.3 1,838.8 2.3% Other travel* 180.3 161.8 144.1 160.2 185.1 194.8 67.1 125.5 192.7 192.6 189.1 -1.8% Total 1,497.1 1,492.3 1,396.1 1,518.1 1,686.0 1,774.7 1,101.3 1,706.2 1,964.3 1,989.9 2,027.9 1.9% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 436.6 465.8 418.9 457.4 512.7 549.6 496.2 601.5 639.1 655.6 690.5 5.3% Hotel, Motel NA NA NA NA NA NA NA 553.0 585.0 587.6 612.3 4.2% STVR** NA NA NA NA NA NA NA 48.5 54.2 68.0 78.2 15.1% Campground 78.9 78.4 79.3 83.2 87.3 94.2 79.1 102.2 133.3 132.4 131.7 -0.5% Private Home (VFR) 319.6 306.1 291.8 330.1 371.8 393.4 82.2 404.1 455.1 459.8 462.8 0.7% Seasonal Home 138.6 135.5 137.8 144.4 153.5 157.3 273.8 247.7 196.5 200.3 202.4 1.0% Day Travel 343.1 344.8 324.1 342.7 375.4 385.4 102.8 225.2 347.7 349.2 351.5 0.6% Total 880.2 864.8 833.1 900.5 988.1 1,030.3 537.9 1,580.7 1,771.7 1,797.3 1,838.8 2.3% Visitor Spending by Commodity Purchased ($Millions) Accommodations 232.3 248.1 235.2 249.5 269.7 287.1 298.0 357.7 356.9 361.0 374.6 3.8% Food Service 345.2 365.1 352.7 380.0 414.0 435.1 284.9 440.1 491.5 513.4 537.5 4.7% Food Stores 75.2 77.7 74.8 76.9 79.6 82.1 60.3 96.6 109.5 115.1 118.1 2.6% Arts, Ent. & Rec. 172.2 177.8 168.8 177.4 188.6 193.1 127.8 186.6 198.8 205.1 215.7 5.2% Retail Sales 186.3 178.8 166.8 190.2 219.8 239.7 127.5 221.5 251.9 252.6 243.3 -3.7% Visitor Air 0.0 0.0 9.1 9.3 9.8 11.7 5.1 7.1 11.7 13.6 15.2 12.1% Local Tran. & Gas 305.5 283.0 244.6 274.6 319.3 331.0 130.6 271.1 351.4 336.6 334.4 -0.7% Total 1,316.7 1,330.5 1,252.0 1,357.9 1,500.9 1,579.9 1,034.2 1,580.7 1,771.7 1,797.3 1,838.8 2.3% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 345 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 139 Kern County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 228.5 262.3 265.4 305.5 338.4 360.5 321.5 395.0 449.5 481.2 517.7 7.6% Arts, Ent. & Rec. 86.1 81.2 80.9 91.8 91.4 95.8 64.6 82.8 109.7 111.7 119.4 6.9% Retail* 40.8 41.5 40.4 45.3 48.1 50.4 53.3 61.0 65.7 68.4 70.5 3.1% Ground Trans. 24.8 26.7 27.1 31.6 44.3 48.4 24.0 23.7 27.2 31.8 31.3 -1.7% Visitor Air 0.0 0.0 0.3 9.2 9.3 12.8 12.5 38.2 39.7 43.2 49.6 14.7% Other travel** 8.6 9.1 10.8 24.7 26.4 32.9 33.4 69.0 76.7 89.5 96.8 8.2% Total 388.8 420.9 425.0 508.1 558.0 600.8 509.2 669.8 768.6 825.9 885.3 7.2% Direct Employment (Jobs) Accom. & Food Serv. 9,030 9,890 9,240 10,400 11,040 11,100 9,730 10,900 11,910 12,100 12,020 -0.7% Arts, Ent. & Rec. 4,400 4,230 4,040 4,240 4,210 4,280 2,610 3,040 4,010 4,310 4,880 13.2% Retail* 1,410 1,420 1,340 1,460 1,520 1,520 1,480 1,570 1,610 1,600 1,580 -1.3% Ground Trans. 640 650 620 660 860 950 840 810 970 1,070 1,080 0.9% Visitor Air 0 0 10 90 90 130 110 280 270 280 300 7.1% Other travel** 310 320 310 440 460 530 510 690 740 770 790 2.6% Total 15,790 16,510 15,560 17,290 18,180 18,510 15,280 17,290 19,510 20,130 20,650 2.6% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 346 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 140 Kern County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 32.6 34.9 33.0 36.1 41.6 44.8 40.6 57.2 59.4 64.5 66.9 3.7% State** 85.7 83.2 75.8 81.3 96.1 102.3 62.0 101.2 107.2 104.4 107.9 3.4% Total 118.4 118.1 108.7 117.4 137.7 147.1 102.6 158.4 166.6 168.9 174.8 3.5% Local Tax Revenue Detail ($Millions) Business/Employees 12.2 13.1 12.7 14.6 16.3 17.6 19.9 26.1 25.3 21.8 22.6 3.5% Visitor 20.5 21.8 20.2 21.4 25.3 27.2 20.7 31.1 34.1 42.6 44.3 3.8% Total 32.6 34.9 33.0 36.1 41.6 44.8 40.6 57.2 59.4 64.5 66.9 3.7% State Tax Revenue Detail ($Millions) Business/Employees 14.8 15.6 14.8 16.2 16.7 17.9 19.1 25.5 26.1 20.8 22.0 5.4% Visitor 70.9 67.6 60.9 65.1 79.3 84.4 42.8 75.7 81.1 83.6 86.0 2.9% Total 85.7 83.2 75.8 81.3 96.1 102.3 62.0 101.2 107.2 104.4 107.9 3.4% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 347 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 141 Kings County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 140.2 140.3 138.2 144.3 158.1 165.3 83.4 175.2 199.1 202.5 207.6 2.5% Other travel* 26.5 23.5 20.5 23.0 27.0 28.1 8.8 18.0 27.6 26.0 25.1 -3.4% Total 166.7 163.8 158.7 167.3 185.0 193.4 92.2 193.2 226.7 228.6 232.7 1.8% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 28.7 32.4 33.1 30.8 34.9 36.8 38.7 46.6 50.0 50.7 52.5 3.6% Hotel, Motel NA NA NA NA NA NA NA 45.1 48.3 48.1 49.1 2.0% STVR** NA NA NA NA NA NA NA 1.5 1.7 2.5 3.4 33.5% Campground 4.1 4.1 4.2 4.4 4.6 4.9 4.1 5.3 7.0 6.9 6.9 0.0% Private Home (VFR) 77.9 73.8 71.6 78.4 86.5 91.1 32.6 102.3 112.0 114.6 117.2 2.3% Seasonal Home 1.4 1.5 1.5 1.6 1.7 1.8 0.7 0.6 0.8 0.8 0.8 1.3% Day Travel 28.0 28.6 27.9 29.2 30.4 30.8 7.2 20.3 29.3 29.6 30.2 2.0% Total 111.5 108.0 105.1 113.5 123.2 128.6 44.6 175.2 199.1 202.5 207.6 2.5% Visitor Spending by Commodity Purchased ($Millions) Accommodations 11.9 13.5 14.2 13.5 15.2 16.1 14.6 19.8 21.6 21.9 22.3 1.6% Food Service 48.8 51.8 52.4 53.8 57.3 58.9 30.6 66.1 73.7 76.7 80.8 5.2% Food Stores 12.3 12.8 12.3 12.4 12.8 12.8 5.9 15.0 17.2 18.0 18.4 2.3% Arts, Ent. & Rec. 24.0 24.9 24.7 24.8 25.8 25.8 12.5 26.4 28.8 29.5 30.8 4.2% Retail Sales 19.7 15.7 15.6 19.1 23.0 27.1 12.1 28.9 32.3 32.3 31.6 -2.1% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Local Tran. & Gas 23.5 21.5 19.0 20.8 24.0 24.6 7.7 19.1 25.5 24.1 23.8 -1.2% Total 140.2 140.3 138.2 144.3 158.1 165.3 83.4 175.2 199.1 202.5 207.6 2.5% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 348 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 142 Kings County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 30.4 35.0 36.9 37.9 44.6 47.0 45.0 56.2 61.0 63.2 69.4 9.8% Arts, Ent. & Rec. 7.0 8.2 9.0 8.4 10.1 10.5 9.7 13.8 20.1 20.3 20.8 2.5% Retail* 4.7 4.4 4.4 4.9 5.5 6.0 6.3 6.9 7.6 8.0 8.0 0.5% Ground Trans. 1.7 1.8 1.9 2.2 3.1 3.4 1.2 1.1 1.1 1.2 1.3 10.6% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Other travel** 0.9 1.0 1.1 1.0 1.0 1.0 1.2 1.2 1.5 1.5 1.6 6.7% Total 44.7 50.4 53.3 54.3 64.5 67.8 63.4 79.2 91.3 94.1 101.1 7.4% Direct Employment (Jobs) Accom. & Food Serv. 1,230 1,340 1,310 1,300 1,490 1,490 1,420 1,630 1,730 1,720 1,730 0.6% Arts, Ent. & Rec. 430 450 460 420 510 500 430 550 720 750 730 -2.7% Retail* 180 160 150 170 190 200 190 190 200 200 200 0.0% Ground Trans. 40 50 50 50 60 70 50 50 60 60 70 16.7% Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA Other travel** 50 50 50 50 50 50 60 50 60 60 60 0.0% Total 1,930 2,050 2,020 1,990 2,300 2,310 2,150 2,470 2,770 2,790 2,790 0.0% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 349 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 143 Kings County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 2.9 3.2 3.3 3.2 3.9 4.1 4.1 5.8 6.0 5.3 5.5 2.8% State** 10.3 9.9 9.3 9.6 11.4 12.1 6.8 12.2 13.0 12.8 13.3 3.9% Total 13.2 13.1 12.6 12.8 15.3 16.3 10.9 18.0 19.0 18.1 18.8 3.5% Local Tax Revenue Detail ($Millions) Business/Employees 1.4 1.6 1.6 1.6 1.9 2.0 2.5 3.1 3.0 2.3 2.4 3.6% Visitor 1.5 1.6 1.7 1.7 2.0 2.1 1.6 2.7 3.0 3.0 3.1 2.2% Total 2.9 3.2 3.3 3.2 3.9 4.1 4.1 5.8 6.0 5.3 5.5 2.8% State Tax Revenue Detail ($Millions) Business/Employees 1.7 1.8 1.8 1.7 1.9 2.0 2.3 2.9 3.0 2.5 2.6 5.4% Visitor 8.6 8.1 7.5 7.9 9.5 10.1 4.5 9.3 10.0 10.3 10.7 3.5% Total 10.3 9.9 9.3 9.6 11.4 12.1 6.8 12.2 13.0 12.8 13.3 3.9% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 350 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 144 Lake County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 141.0 143.8 145.5 147.9 159.9 165.6 127.3 171.8 179.1 181.2 185.7 2.5% Other travel* 13.5 12.5 11.5 12.7 14.5 15.1 5.9 10.1 14.9 15.6 15.4 -1.5% Total 154.5 156.3 156.9 160.6 174.4 180.7 133.3 181.9 194.0 196.8 201.1 2.2% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 30.0 33.0 34.5 30.6 33.7 34.5 31.7 43.8 37.3 37.3 37.9 1.8% Hotel, Motel NA NA NA NA NA NA NA 29.9 24.3 23.1 22.9 -0.9% STVR** NA NA NA NA NA NA NA 13.9 13.0 14.2 15.0 6.2% Campground 15.1 15.2 15.4 16.1 16.9 18.3 15.3 19.8 25.8 25.6 25.7 0.5% Private Home (VFR) 34.0 32.0 31.3 33.8 37.3 39.2 13.1 43.9 47.6 48.6 50.4 3.7% Seasonal Home 37.3 38.8 39.5 41.7 45.5 46.6 56.4 50.7 46.7 47.7 49.1 2.9% Day Travel 24.6 24.8 24.8 25.6 26.4 27.1 10.8 13.6 21.7 21.9 22.5 2.7% Total 111.0 110.8 111.0 117.2 126.1 131.1 95.7 171.8 179.1 181.2 185.7 2.5% Visitor Spending by Commodity Purchased ($Millions) Accommodations 27.9 30.1 31.7 30.5 31.7 32.7 35.6 41.9 40.8 40.5 40.5 -0.2% Food Service 43.2 45.4 47.0 47.2 49.8 51.5 38.5 52.7 53.7 55.9 60.4 8.0% Food Stores 10.2 10.5 10.5 10.4 10.6 11.0 7.4 13.1 15.1 15.7 16.0 1.6% Arts, Ent. & Rec. 23.5 24.2 24.5 24.2 24.8 25.0 18.7 24.5 24.1 24.8 25.7 3.7% Retail Sales 15.0 14.3 14.5 16.9 21.4 23.2 16.2 22.6 23.5 23.5 23.0 -2.2% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Local Tran. & Gas 21.1 19.2 17.4 18.7 21.5 22.3 11.0 16.9 22.0 20.7 20.2 -2.3% Total 141.0 143.8 145.5 147.9 159.9 165.6 127.3 171.8 179.1 181.2 185.7 2.5% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 351 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 145 Lake County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 27.4 29.3 32.2 33.3 35.7 37.9 34.5 42.1 46.0 48.0 53.3 11.0% Arts, Ent. & Rec. 4.0 3.9 3.8 4.1 4.6 4.8 5.4 6.3 6.0 4.8 4.4 -8.4% Retail* 3.8 3.9 4.0 4.5 5.1 5.3 6.1 6.8 7.3 7.6 7.8 1.9% Ground Trans. 1.6 1.7 1.8 2.0 2.9 3.2 1.5 1.4 1.5 1.5 1.7 13.2% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Other travel** 1.3 1.4 1.6 1.7 1.8 2.0 1.7 1.8 2.4 3.4 3.7 8.5% Total 38.1 40.2 43.3 45.7 50.1 53.1 49.2 58.5 63.3 65.3 70.8 8.5% Direct Employment (Jobs) Accom. & Food Serv. 1,090 1,100 1,110 1,090 1,140 1,160 1,010 1,140 1,220 1,150 1,180 2.6% Arts, Ent. & Rec. 330 290 310 310 360 340 350 360 330 290 240 -17.2% Retail* 150 140 140 150 160 170 180 190 190 190 190 0.0% Ground Trans. 40 40 40 40 60 60 70 70 80 80 90 12.5% Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA Other travel** 30 30 30 30 30 40 30 40 50 50 60 20.0% Total 1,640 1,600 1,630 1,620 1,750 1,770 1,640 1,800 1,870 1,760 1,760 0.0% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 352 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 146 Lake County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 2.9 3.1 3.3 3.2 3.7 3.9 4.1 5.4 5.3 4.8 4.9 2.1% State** 7.7 7.5 7.3 7.4 8.5 9.0 6.6 9.1 9.1 9.0 9.4 4.5% Total 10.6 10.6 10.6 10.6 12.2 12.8 10.7 14.5 14.4 13.7 14.2 3.7% Local Tax Revenue Detail ($Millions) Business/Employees 1.2 1.3 1.3 1.3 1.5 1.6 1.9 2.3 2.1 1.6 1.7 4.7% Visitor 1.7 1.9 2.0 1.9 2.2 2.3 2.2 3.2 3.2 3.2 3.2 0.8% Total 2.9 3.1 3.3 3.2 3.7 3.9 4.1 5.4 5.3 4.8 4.9 2.1% State Tax Revenue Detail ($Millions) Business/Employees 1.4 1.5 1.5 1.5 1.5 1.6 1.9 2.2 2.1 1.7 1.8 6.4% Visitor 6.2 6.0 5.8 5.9 7.0 7.4 4.7 6.9 7.0 7.3 7.5 4.0% Total 7.7 7.5 7.3 7.4 8.5 9.0 6.6 9.1 9.1 9.0 9.4 4.5% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 353 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 147 Lassen County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 54.8 53.7 55.0 58.8 59.6 64.8 37.8 60.4 62.2 66.0 67.3 2.0% Other travel* 5.6 4.8 4.2 4.7 5.4 5.6 1.7 3.7 5.3 4.8 4.6 -3.6% Total 60.4 58.5 59.1 63.5 65.0 70.5 39.5 64.1 67.5 70.8 71.9 1.6% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 13.4 13.9 14.9 16.2 15.3 17.0 9.6 14.4 8.3 11.9 12.2 2.9% Hotel, Motel NA NA NA NA NA NA NA 13.2 7.6 10.4 10.5 0.6% STVR** NA NA NA NA NA NA NA 1.2 0.7 1.4 1.7 20.1% Campground 5.8 5.8 5.9 6.1 6.4 6.9 5.8 7.5 9.7 9.7 9.7 0.2% Private Home (VFR) 17.1 15.7 15.6 17.0 17.6 19.6 6.4 20.9 21.4 21.2 21.7 2.5% Seasonal Home 6.5 6.7 6.8 7.2 7.9 8.1 11.8 10.6 12.4 12.7 12.9 2.0% Day Travel 11.9 11.7 11.8 12.3 12.4 13.3 4.2 6.9 10.3 10.6 10.8 1.5% Total 41.4 39.8 40.1 42.6 44.3 47.8 28.2 60.4 62.2 66.0 67.3 2.0% Visitor Spending by Commodity Purchased ($Millions) Accommodations 8.9 9.3 9.9 10.6 10.4 11.4 9.8 12.5 10.7 12.3 12.4 0.7% Food Service 17.2 17.5 18.4 19.4 19.2 20.7 11.5 19.4 19.8 21.4 22.5 5.4% Food Stores 4.3 4.3 4.3 4.3 4.2 4.5 2.6 4.9 5.5 5.8 5.9 1.8% Arts, Ent. & Rec. 9.1 9.0 9.3 9.6 9.3 9.7 5.4 8.5 8.6 9.1 9.5 3.8% Retail Sales 6.8 5.9 6.1 7.2 8.1 9.3 4.9 8.5 8.9 9.1 8.8 -3.1% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Local Tran. & Gas 8.6 7.7 7.0 7.8 8.5 9.1 3.6 6.6 8.6 8.3 8.2 -1.3% Total 54.8 53.7 55.0 58.8 59.6 64.8 37.8 60.4 62.2 66.0 67.3 2.0% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 354 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 148 Lassen County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 11.2 12.7 13.2 13.3 12.3 13.6 11.4 12.7 13.6 13.9 15.2 9.9% Arts, Ent. & Rec. 6.1 5.1 5.3 5.6 8.5 9.2 7.4 9.3 8.2 7.6 8.4 10.2% Retail* 1.8 1.7 1.8 1.9 1.9 2.0 2.2 2.9 2.6 2.4 2.4 -1.4% Ground Trans. 0.6 0.7 0.7 0.9 1.2 1.3 0.5 0.5 0.5 0.5 0.5 11.8% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Other travel** 0.2 0.2 0.2 0.2 0.2 0.2 0.2 0.3 0.2 0.2 0.2 0.2% Total 19.9 20.3 21.3 21.8 24.1 26.3 21.6 25.7 25.1 24.6 26.8 8.8% Direct Employment (Jobs) Accom. & Food Serv. 480 510 490 470 410 450 370 360 370 390 380 -2.6% Arts, Ent. & Rec. 370 340 330 330 480 570 420 560 470 450 450 0.0% Retail* 60 60 60 60 60 60 60 60 50 50 40 -20.0% Ground Trans. 20 20 20 20 20 30 20 20 20 20 20 0.0% Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA Other travel** 10 10 10 10 10 10 10 10 10 10 10 0.0% Total 940 940 910 890 980 1,120 880 1,010 920 920 900 -2.2% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 355 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 149 Lassen County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 1.4 1.5 1.5 1.6 1.7 1.9 1.6 2.2 1.8 1.7 1.8 2.6% State** 3.4 3.2 3.1 3.2 3.5 3.8 2.3 3.6 3.5 3.5 3.6 3.9% Total 4.8 4.7 4.6 4.8 5.2 5.8 3.9 5.8 5.3 5.2 5.4 3.4% Local Tax Revenue Detail ($Millions) Business/Employees 0.6 0.6 0.6 0.6 0.7 0.8 0.8 1.0 0.8 0.6 0.6 5.0% Visitor 0.8 0.8 0.9 1.0 1.0 1.1 0.8 1.2 1.0 1.2 1.2 1.4% Total 1.4 1.5 1.5 1.6 1.7 1.9 1.6 2.2 1.8 1.7 1.8 2.6% State Tax Revenue Detail ($Millions) Business/Employees 0.7 0.7 0.7 0.7 0.7 0.7 0.8 0.9 0.8 0.6 0.7 6.6% Visitor 2.7 2.5 2.4 2.5 2.8 3.1 1.6 2.7 2.7 2.9 2.9 3.3% Total 3.4 3.2 3.1 3.2 3.5 3.8 2.3 3.6 3.5 3.5 3.6 3.9% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 356 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 150 Los Angeles County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 20,512.9 21,582.0 22,859.9 24,232.0 25,772.8 26,257.0 10,364.8 17,015.8 23,537.0 25,636.3 26,023.8 1.5% Other travel* 5,256.5 5,246.4 5,179.5 5,621.8 6,179.4 6,417.7 2,838.2 4,667.0 7,458.7 8,273.4 8,886.5 7.4% Total 25,769.4 26,828.4 28,039.4 29,853.8 31,952.2 32,674.7 13,203.0 21,682.8 30,995.6 33,909.7 34,910.3 3.0% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 11,938.0 12,827.9 13,939.9 14,803.5 15,728.8 15,777.4 7,000.1 10,525.3 14,824.9 16,519.0 16,738.5 1.3% Hotel, Motel NA NA NA NA NA NA NA 9,187.9 12,796.8 13,985.8 13,856.0 -0.9% STVR** NA NA NA NA NA NA NA 1,337.4 2,028.1 2,533.2 2,882.5 13.8% Campground 91.6 92.5 93.6 98.2 103.1 111.1 93.0 121.4 158.3 157.2 157.1 0.0% Private Home (VFR) 3,151.7 3,214.4 3,242.9 3,519.7 3,822.0 4,076.3 1,540.9 3,132.3 3,792.0 3,915.9 3,994.2 2.0% Seasonal Home 165.5 162.2 164.4 172.6 186.2 190.6 340.0 306.3 340.3 347.6 353.9 1.8% Day Travel 5,166.1 5,284.9 5,419.0 5,638.0 5,932.7 6,101.6 1,390.7 2,930.5 4,421.5 4,696.6 4,780.1 1.8% Total 8,574.9 8,754.0 8,920.0 9,428.5 10,044.0 10,479.6 3,364.7 17,015.8 23,537.0 25,636.3 26,023.8 1.5% Visitor Spending by Commodity Purchased ($Millions) Accommodations 4,099.4 4,576.2 5,126.4 5,498.4 5,693.9 5,776.2 2,697.5 4,217.8 6,217.4 6,760.4 6,783.8 0.3% Food Service 5,043.1 5,379.6 5,787.2 6,133.4 6,568.9 6,725.1 2,752.0 4,402.4 5,745.5 6,375.1 6,637.9 4.1% Food Stores 586.7 615.4 628.8 640.0 659.7 666.8 288.8 564.4 744.7 850.4 880.0 3.5% Arts, Ent. & Rec. 3,093.3 3,222.1 3,395.1 3,513.1 3,672.9 3,665.1 1,426.6 2,304.7 2,868.0 3,144.6 3,259.0 3.6% Retail Sales 2,658.9 2,772.6 2,881.9 3,093.8 3,334.4 3,483.0 1,299.0 2,187.2 2,762.9 2,911.3 2,878.1 -1.1% Visitor Air 1,906.3 1,971.5 2,017.0 2,115.6 2,267.5 2,332.7 683.4 1,006.6 2,002.8 2,187.7 2,217.2 1.3% Local Tran. & Gas 3,125.1 3,044.5 3,023.6 3,237.8 3,575.4 3,608.1 1,217.6 2,332.6 3,195.8 3,406.7 3,367.8 -1.1% Total 20,512.9 21,582.0 22,859.9 24,232.0 25,772.8 26,257.0 10,364.8 17,015.8 23,537.0 25,636.3 26,023.8 1.5% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 357 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 151 Los Angeles County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 3,948.6 4,372.4 4,931.7 5,247.5 5,691.5 5,913.2 4,143.6 4,894.5 6,322.8 7,096.0 7,636.3 7.6% Arts, Ent. & Rec. 2,208.8 2,401.5 2,530.4 2,574.5 2,785.9 2,926.3 2,085.2 2,392.8 2,670.9 2,627.5 2,408.9 -8.3% Retail* 451.3 483.8 512.3 529.3 559.9 575.4 571.6 636.6 680.4 716.7 724.4 1.1% Ground Trans. 378.6 420.2 471.7 514.6 650.6 694.6 282.3 281.7 334.3 415.3 382.0 -8.0% Visitor Air 802.9 889.9 1,272.6 1,458.7 1,537.9 2,198.6 2,201.1 1,738.8 1,893.7 2,191.9 2,412.8 10.1% Other travel** 1,516.6 1,668.7 2,111.5 2,364.4 2,504.2 3,188.6 2,949.6 2,548.5 2,953.7 3,346.3 3,764.4 12.5% Total 9,306.8 10,236.5 11,830.3 12,689.0 13,729.9 15,496.7 12,233.4 12,493.0 14,855.8 16,393.7 17,328.7 5.7% Direct Employment (Jobs) Accom. & Food Serv. 110,180 115,960 121,910 125,480 129,520 127,760 91,770 99,500 117,460 122,790 124,160 1.1% Arts, Ent. & Rec. 26,740 29,230 30,590 30,210 32,160 32,730 21,670 24,590 30,500 32,000 32,600 1.9% Retail* 13,230 13,640 14,060 14,110 14,400 13,990 12,810 13,240 13,530 13,610 13,430 -1.3% Ground Trans. 9,020 9,620 10,150 10,410 12,340 13,170 8,360 8,040 9,530 10,830 10,600 -2.1% Visitor Air 9,970 10,660 13,100 14,750 15,050 19,420 17,380 14,090 14,300 15,450 15,920 3.0% Other travel** 23,080 24,050 26,660 28,190 28,760 32,950 28,200 23,780 25,100 26,240 27,160 3.5% Total 192,220 203,160 216,470 223,150 232,230 240,020 180,190 183,240 210,420 220,920 223,870 1.3% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 358 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 152 Los Angeles County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 1,061.8 1,162.4 1,291.1 1,452.5 1,558.9 1,638.8 1,031.5 1,328.9 1,652.9 1,644.7 1,665.1 1.2% State** 1,126.5 1,142.0 1,168.1 1,171.2 1,292.6 1,371.2 752.6 1,061.3 1,220.4 1,256.2 1,294.7 3.1% Total 2,188.3 2,304.3 2,459.2 2,623.7 2,851.5 3,010.1 1,784.1 2,390.2 2,873.3 2,900.9 2,959.8 2.0% Local Tax Revenue Detail ($Millions) Business/Employees 335.3 365.4 406.5 435.8 471.9 532.5 556.5 572.1 576.7 466.9 476.8 2.1% Visitor 726.4 797.0 884.6 1,016.7 1,086.9 1,106.3 475.0 756.8 1,076.2 1,177.7 1,188.3 0.9% Total 1,061.8 1,162.4 1,291.1 1,452.5 1,558.9 1,638.8 1,031.5 1,328.9 1,652.9 1,644.7 1,665.1 1.2% State Tax Revenue Detail ($Millions) Business/Employees 303.7 325.5 353.8 331.8 337.2 377.6 358.0 394.2 423.0 385.7 401.2 4.0% Visitor 822.8 816.4 814.4 839.3 955.4 993.7 394.6 667.1 797.4 870.5 893.6 2.7% Total 1,126.5 1,142.0 1,168.1 1,171.2 1,292.6 1,371.2 752.6 1,061.3 1,220.4 1,256.2 1,294.7 3.1% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 359 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 153 Madera County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 248.1 244.5 264.4 286.0 304.6 318.9 191.4 296.0 374.4 387.9 400.5 3.3% Other travel* 27.0 24.3 26.6 30.3 34.7 36.1 13.9 21.2 32.0 32.7 32.0 -2.3% Total 275.1 268.8 291.0 316.2 339.3 355.0 205.3 317.2 406.4 420.6 432.5 2.8% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 116.3 117.2 133.9 148.0 156.3 163.1 119.5 171.2 210.0 220.7 230.2 4.3% Hotel, Motel NA NA NA NA NA NA NA 87.4 106.4 106.3 106.7 0.4% STVR** NA NA NA NA NA NA NA 83.8 103.6 114.4 123.5 7.9% Campground 22.2 22.0 22.2 23.3 24.5 26.4 22.0 28.6 37.4 37.1 37.2 0.3% Private Home (VFR) 37.9 35.5 35.6 38.7 42.8 45.7 13.7 44.3 49.8 51.2 52.6 2.7% Seasonal Home 18.0 17.5 17.8 18.7 19.9 20.4 19.0 17.2 23.2 23.7 24.2 2.2% Day Travel 53.6 52.3 54.8 57.1 61.1 63.4 17.2 34.7 54.0 55.2 56.3 2.1% Total 131.7 127.3 130.5 137.9 148.3 155.8 71.9 296.0 374.4 387.9 400.5 3.3% Visitor Spending by Commodity Purchased ($Millions) Accommodations 56.4 58.5 66.8 73.2 76.4 79.7 68.6 98.4 124.7 127.9 132.5 3.6% Food Service 65.0 66.2 73.7 79.1 83.5 87.9 49.4 72.4 90.1 96.6 103.6 7.3% Food Stores 14.0 14.1 14.6 14.9 15.2 15.8 10.7 21.8 27.5 29.9 30.6 2.2% Arts, Ent. & Rec. 32.4 32.2 35.1 36.8 38.0 38.9 21.3 35.6 41.4 44.3 46.0 3.9% Retail Sales 34.5 32.6 35.1 38.4 41.7 44.5 21.4 33.2 40.4 41.4 41.4 0.1% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Local Tran. & Gas 45.8 40.8 39.1 43.6 49.9 52.1 20.1 34.6 50.2 47.9 46.4 -3.1% Total 248.1 244.5 264.4 286.0 304.6 318.9 191.4 296.0 374.4 387.9 400.5 3.3% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 360 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 154 Madera County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 55.4 60.0 69.4 77.4 81.8 87.7 79.9 100.8 116.1 98.3 143.3 45.7% Arts, Ent. & Rec. 19.2 15.7 16.5 21.4 22.9 24.3 20.7 25.0 31.5 27.0 41.4 53.3% Retail* 8.4 8.3 9.1 9.7 10.3 10.9 12.8 15.5 15.8 14.1 17.4 23.3% Ground Trans. 3.7 3.8 4.5 5.3 7.6 8.3 3.0 3.0 3.1 2.8 3.6 28.6% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Other travel** 1.0 1.1 2.3 2.7 2.8 3.1 3.2 4.0 4.3 5.3 6.5 22.7% Total 87.7 88.9 101.8 116.6 125.5 134.3 119.4 148.3 170.8 147.5 212.1 43.8% Direct Employment (Jobs) Accom. & Food Serv. 1,910 1,910 2,070 2,150 2,210 2,250 2,010 2,300 2,490 2,040 2,730 33.8% Arts, Ent. & Rec. 1,200 890 990 1,380 1,550 1,510 1,220 1,340 1,700 1,350 1,930 43.0% Retail* 270 260 280 300 300 310 340 380 370 320 380 18.8% Ground Trans. 100 100 110 110 150 170 140 140 170 160 190 18.8% Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA Other travel** 40 50 90 110 110 110 110 130 130 130 150 15.4% Total 3,520 3,210 3,540 4,050 4,320 4,350 3,820 4,290 4,860 4,000 5,380 34.5% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 361 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 155 Madera County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 8.3 8.8 9.9 10.9 11.9 12.6 11.7 15.6 17.9 15.8 17.8 12.4% State** 15.2 14.3 14.5 15.3 17.5 18.6 11.5 17.0 18.9 18.0 20.1 11.3% Total 23.5 23.1 24.5 26.3 29.4 31.2 23.2 32.6 36.8 33.9 37.9 11.8% Local Tax Revenue Detail ($Millions) Business/Employees 2.9 2.9 3.2 3.5 3.8 4.1 4.9 6.1 5.9 3.7 5.2 38.8% Visitor 5.4 5.9 6.7 7.4 8.1 8.5 6.8 9.6 12.0 12.1 12.6 4.3% Total 8.3 8.8 9.9 10.9 11.9 12.6 11.7 15.6 17.9 15.8 17.8 12.4% State Tax Revenue Detail ($Millions) Business/Employees 3.1 3.0 3.3 3.4 3.5 3.7 4.1 5.1 5.2 3.6 5.1 41.0% Visitor 12.1 11.3 11.3 11.9 14.0 14.9 7.4 11.8 13.6 14.4 14.9 3.8% Total 15.2 14.3 14.5 15.3 17.5 18.6 11.5 17.0 18.9 18.0 20.1 11.3% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 362 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 156 Marin County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 520.6 543.7 561.2 566.0 622.0 643.1 252.6 488.2 626.3 636.0 657.9 3.4% Other travel* 169.6 171.5 170.0 164.9 174.4 195.2 111.7 196.0 278.3 293.4 295.4 0.7% Total 690.2 715.2 731.1 730.9 796.4 838.3 364.3 684.1 904.6 929.3 953.2 2.6% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 274.0 295.0 309.9 300.0 335.8 345.1 118.9 256.5 350.0 355.7 372.7 4.8% Hotel, Motel NA NA NA NA NA NA NA 158.8 225.3 234.5 253.8 8.2% STVR** NA NA NA NA NA NA NA 97.7 124.7 121.2 118.9 -1.9% Campground 34.8 35.4 35.9 37.6 39.5 42.6 35.8 46.2 60.3 59.9 59.8 -0.1% Private Home (VFR) 83.3 84.1 84.8 92.4 101.9 108.0 28.6 85.6 91.6 93.4 95.3 2.0% Seasonal Home 31.3 31.1 31.6 33.6 37.2 38.1 41.1 37.0 41.2 42.1 42.6 1.3% Day Travel 97.2 98.0 99.0 102.4 107.5 109.3 28.1 62.7 83.2 84.8 87.4 3.0% Total 246.6 248.7 251.3 266.1 286.2 297.9 133.7 488.2 626.3 636.0 657.9 3.4% Visitor Spending by Commodity Purchased ($Millions) Accommodations 139.0 154.9 164.3 158.6 177.4 184.2 85.4 165.1 208.1 203.9 209.3 2.7% Food Service 147.0 154.2 161.9 164.3 177.4 182.9 65.8 125.8 164.8 174.7 183.8 5.2% Food Stores 26.3 27.2 27.3 27.3 28.1 28.9 16.7 31.1 39.7 41.6 42.1 1.2% Arts, Ent. & Rec. 82.2 84.2 86.7 86.0 90.7 91.0 31.1 63.9 78.3 81.7 86.3 5.7% Retail Sales 72.8 74.1 75.4 80.6 91.7 97.6 34.4 64.5 79.9 81.2 83.0 2.3% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Local Tran. & Gas 53.3 49.1 45.5 49.2 56.7 58.5 19.2 37.7 55.6 53.0 53.4 0.7% Total 520.6 543.7 561.2 566.0 622.0 643.1 252.6 488.2 626.3 636.0 657.9 3.4% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 363 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 157 Marin County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 162.1 170.5 188.5 197.1 209.6 221.4 150.5 174.8 220.6 225.7 231.8 2.7% Arts, Ent. & Rec. 49.9 51.3 55.4 56.1 58.6 59.8 45.4 51.4 58.2 68.6 70.1 2.3% Retail* 13.3 14.0 14.5 15.0 17.4 17.0 16.9 18.0 18.7 19.5 18.7 -4.3% Ground Trans. 5.2 5.5 6.1 7.0 10.2 10.9 2.8 2.9 2.9 3.1 3.5 14.3% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Other travel** 38.9 41.2 42.6 39.9 40.9 46.6 23.2 34.2 47.0 50.9 51.6 1.4% Total 269.4 282.5 307.1 315.1 336.7 355.7 238.7 281.3 347.4 367.7 375.7 2.2% Direct Employment (Jobs) Accom. & Food Serv. 3,390 3,390 3,450 3,510 3,620 3,650 2,490 2,640 3,100 3,100 3,120 0.6% Arts, Ent. & Rec. 1,540 1,570 1,670 1,690 1,670 1,720 1,250 1,280 1,490 1,720 1,850 7.6% Retail* 350 340 350 350 380 400 390 380 370 370 360 -2.7% Ground Trans. 140 140 150 150 200 220 130 130 160 170 180 5.9% Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA Other travel** 550 560 600 550 590 660 300 400 530 550 530 -3.6% Total 5,970 6,000 6,220 6,250 6,460 6,650 4,560 4,830 5,650 5,910 6,040 2.2% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 364 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 158 Marin County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 27.6 29.8 31.1 30.8 34.8 36.8 20.4 30.2 35.8 32.8 33.4 1.8% State** 29.7 29.5 29.2 29.0 32.3 34.0 17.4 27.2 31.5 31.0 32.0 3.3% Total 57.3 59.3 60.3 59.9 67.1 70.8 37.7 57.4 67.3 63.8 65.4 2.6% Local Tax Revenue Detail ($Millions) Business/Employees 9.5 9.9 10.3 10.1 10.9 11.5 10.2 11.9 12.5 9.7 9.6 -1.3% Visitor 18.1 19.9 20.8 20.7 23.8 25.2 10.1 18.3 23.3 23.1 23.8 3.2% Total 27.6 29.8 31.1 30.8 34.8 36.8 20.4 30.2 35.8 32.8 33.4 1.8% State Tax Revenue Detail ($Millions) Business/Employees 8.7 8.9 9.2 8.6 8.6 9.1 7.5 9.3 10.3 8.8 8.8 0.4% Visitor 21.0 20.5 20.1 20.4 23.7 24.9 9.8 17.9 21.3 22.2 23.2 4.5% Total 29.7 29.5 29.2 29.0 32.3 34.0 17.4 27.2 31.5 31.0 32.0 3.3% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 365 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 159 Mariposa County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 417.7 450.8 455.6 468.0 433.7 464.0 254.2 304.8 421.7 392.7 472.2 20.2% Other travel* 3.1 2.7 2.4 2.7 3.1 3.2 1.0 2.0 3.0 2.8 2.7 -3.6% Total 420.8 453.5 457.9 470.7 436.8 467.2 255.2 306.7 424.7 395.5 474.9 20.1% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 361.0 392.7 397.6 407.3 373.9 400.6 226.5 262.1 365.1 336.4 410.9 22.1% Hotel, Motel NA NA NA NA NA NA NA 159.9 221.8 200.0 243.5 21.8% STVR** NA NA NA NA NA NA NA 102.2 143.3 136.4 167.4 22.7% Campground 2.7 2.6 2.7 2.8 2.9 3.1 2.6 3.4 4.5 4.4 4.4 -0.4% Private Home (VFR) 9.5 8.8 8.5 9.3 9.8 10.8 3.5 11.0 11.9 12.2 12.4 1.9% Seasonal Home 9.9 10.2 10.4 11.1 12.1 12.4 10.8 9.7 10.6 10.9 11.0 1.6% Day Travel 34.7 36.5 36.5 37.5 35.1 37.1 10.8 18.6 29.5 28.8 33.5 16.1% Total 56.7 58.1 58.0 60.7 59.8 63.4 27.8 304.8 421.7 392.7 472.2 20.2% Visitor Spending by Commodity Purchased ($Millions) Accommodations 142.5 157.5 162.5 168.3 152.6 165.4 109.3 143.2 205.4 186.0 227.8 22.5% Food Service 121.1 132.7 136.0 139.5 130.5 140.1 70.8 71.8 97.4 94.3 108.4 14.9% Food Stores 9.2 9.9 9.7 9.6 8.9 9.4 4.8 12.5 17.0 17.1 20.1 17.5% Arts, Ent. & Rec. 59.9 64.0 64.3 64.5 59.0 61.7 29.8 35.7 45.0 43.4 52.5 21.0% Retail Sales 47.6 50.3 49.7 50.1 46.4 48.9 23.2 25.0 31.9 29.8 37.9 27.2% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Local Tran. & Gas 37.4 36.4 33.3 35.8 36.2 38.6 16.3 16.6 25.0 22.0 25.4 15.4% Total 417.7 450.8 455.6 468.0 433.7 464.0 254.2 304.8 421.7 392.7 472.2 20.2% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 366 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 160 Mariposa County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 68.7 77.8 78.2 84.5 72.8 83.1 78.3 95.1 141.6 144.7 166.2 14.9% Arts, Ent. & Rec. 14.2 16.7 14.3 13.9 9.6 10.3 5.9 10.6 10.7 10.0 12.2 22.0% Retail* 11.5 12.5 12.7 13.8 13.0 13.4 13.2 15.2 13.7 15.4 15.7 2.0% Ground Trans. 4.5 5.0 5.4 6.1 7.8 8.7 2.9 0.0 0.0 0.0 0.0 NA Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Other travel** 0.1 0.1 0.2 0.2 0.2 0.2 0.2 0.5 0.3 0.4 0.3 -7.7% Total 99.1 112.1 110.7 118.5 103.3 115.6 100.4 121.4 166.3 170.5 194.5 14.1% Direct Employment (Jobs) Accom. & Food Serv. 2,990 3,120 2,880 3,080 2,680 2,850 2,760 3,050 4,150 4,280 4,540 6.1% Arts, Ent. & Rec. 840 900 860 760 580 690 440 880 990 1,020 1,130 10.8% Retail* 400 410 400 410 400 380 340 380 320 340 340 0.0% Ground Trans. 120 130 130 130 150 170 140 0 0 0 0 NA Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA Other travel** 10 10 10 10 10 10 10 20 10 20 10 -50.0% Total 4,360 4,570 4,280 4,390 3,820 4,100 3,690 4,330 5,470 5,660 6,020 6.4% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 367 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 161 Mariposa County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 18.7 20.6 21.0 21.7 20.0 21.8 15.7 21.3 29.0 25.5 30.6 20.0% State** 13.2 14.0 13.5 13.4 12.6 13.7 9.0 11.3 14.3 13.2 15.3 16.4% Total 31.9 34.5 34.5 35.2 32.6 35.4 24.6 32.6 43.3 38.7 45.9 18.8% Local Tax Revenue Detail ($Millions) Business/Employees 3.3 3.7 3.5 3.6 3.2 3.6 4.1 5.3 6.2 4.7 5.1 10.2% Visitor 15.4 16.9 17.5 18.1 16.8 18.2 11.5 16.0 22.8 20.8 25.4 22.2% Total 18.7 20.6 21.0 21.7 20.0 21.8 15.7 21.3 29.0 25.5 30.6 20.0% State Tax Revenue Detail ($Millions) Business/Employees 3.7 4.1 3.9 3.8 3.2 3.5 3.8 4.3 5.3 4.5 5.1 12.6% Visitor 9.5 9.9 9.6 9.6 9.4 10.1 5.1 7.0 9.0 8.7 10.2 18.3% Total 13.2 14.0 13.5 13.4 12.6 13.7 9.0 11.3 14.3 13.2 15.3 16.4% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 368 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 162 Mendocino County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 365.9 384.3 421.8 451.6 435.2 466.8 294.1 464.5 513.0 509.0 517.7 1.7% Other travel* 16.2 14.4 12.8 14.4 16.5 17.2 5.8 11.5 17.2 16.8 16.3 -2.7% Total 382.1 398.7 434.6 465.9 451.7 484.0 299.8 476.0 530.2 525.8 534.1 1.6% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 214.6 233.7 267.2 289.3 267.4 286.3 188.6 295.1 297.4 292.2 300.1 2.7% Hotel, Motel NA NA NA NA NA NA NA 177.4 186.9 176.9 182.1 3.0% STVR** NA NA NA NA NA NA NA 117.7 110.5 115.3 118.0 2.3% Campground 40.8 41.5 41.9 44.0 46.2 49.8 41.8 54.1 70.6 70.1 69.5 -0.9% Private Home (VFR) 46.6 43.6 44.1 46.8 49.0 54.2 17.8 58.8 63.3 64.4 65.1 1.0% Seasonal Home 13.7 14.1 14.4 15.2 16.6 17.0 28.1 25.2 31.7 32.5 32.8 1.0% Day Travel 50.2 51.4 54.1 56.2 56.1 59.5 17.7 31.2 49.9 49.8 50.3 1.0% Total 151.3 150.6 154.6 162.2 167.8 180.5 105.4 464.5 513.0 509.0 517.7 1.7% Visitor Spending by Commodity Purchased ($Millions) Accommodations 93.9 104.2 121.4 130.6 123.0 134.3 109.2 166.2 171.9 164.8 164.2 -0.3% Food Service 106.9 114.8 127.7 136.4 130.1 139.0 80.2 120.9 135.8 139.9 146.9 5.0% Food Stores 21.4 22.4 23.0 23.3 22.8 24.1 16.2 34.1 38.7 40.6 41.2 1.4% Arts, Ent. & Rec. 54.3 56.9 61.9 64.5 60.4 62.8 35.1 58.8 61.3 62.7 66.2 5.5% Retail Sales 42.7 42.1 45.5 49.6 48.9 53.2 28.4 44.7 49.5 49.1 48.4 -1.5% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Local Tran. & Gas 46.8 43.8 42.2 47.1 50.0 53.4 25.0 39.8 55.8 51.8 50.8 -1.9% Total 365.9 384.3 421.8 451.6 435.2 466.8 294.1 464.5 513.0 509.0 517.7 1.7% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 369 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 163 Mendocino County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 120.7 129.0 149.2 162.1 161.8 177.8 136.6 170.6 186.3 203.3 212.8 4.7% Arts, Ent. & Rec. 36.9 34.4 35.6 37.8 26.5 28.4 15.9 18.5 24.7 26.1 27.3 4.8% Retail* 9.9 10.2 11.1 11.6 11.3 12.0 12.5 13.8 14.5 15.1 14.8 -2.6% Ground Trans. 4.2 4.6 5.4 6.4 8.4 9.3 3.6 3.5 3.6 3.7 4.1 11.9% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Other travel** 0.8 0.9 1.0 1.1 1.2 1.2 1.0 1.1 1.5 2.0 2.0 1.4% Total 172.5 179.1 202.3 219.0 209.1 228.6 169.5 207.6 230.6 250.2 260.9 4.3% Direct Employment (Jobs) Accom. & Food Serv. 3,570 3,560 3,880 4,120 3,920 4,160 3,210 3,620 3,900 3,960 3,970 0.3% Arts, Ent. & Rec. 2,670 2,480 2,680 2,590 1,740 1,700 860 960 1,290 1,420 1,350 -4.9% Retail* 310 310 320 330 310 320 310 320 320 320 310 -3.1% Ground Trans. 110 120 130 140 160 190 170 160 190 200 220 10.0% Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA Other travel** 30 30 30 30 30 30 20 30 30 30 30 0.0% Total 6,690 6,500 7,040 7,210 6,160 6,400 4,570 5,090 5,730 5,930 5,880 -0.8% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 370 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 164 Mendocino County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 16.2 17.5 18.5 20.1 22.3 24.3 19.6 27.7 28.0 25.7 25.8 0.5% State** 19.5 19.5 20.3 20.9 20.5 22.2 14.7 21.4 22.6 22.1 22.7 2.9% Total 35.7 37.0 38.8 41.0 42.7 46.4 34.3 49.1 50.6 47.8 48.5 1.6% Local Tax Revenue Detail ($Millions) Business/Employees 5.7 5.8 6.3 6.6 6.7 7.3 7.2 8.8 8.3 6.6 6.7 0.7% Visitor 10.6 11.6 12.2 13.5 15.6 17.0 12.4 18.9 19.7 19.1 19.2 0.4% Total 16.2 17.5 18.5 20.1 22.3 24.3 19.6 27.7 28.0 25.7 25.8 0.5% State Tax Revenue Detail ($Millions) Business/Employees 5.8 5.9 6.3 6.3 5.3 5.8 5.5 6.7 6.6 5.8 5.9 2.4% Visitor 13.7 13.6 14.0 14.6 15.2 16.4 9.1 14.6 16.0 16.3 16.8 3.0% Total 19.5 19.5 20.3 20.9 20.5 22.2 14.7 21.4 22.6 22.1 22.7 2.9% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 371 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 165 Merced County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 217.8 219.4 209.5 228.7 246.1 259.9 134.9 246.1 272.5 299.2 299.4 0.0% Other travel* 46.5 41.3 36.3 41.5 50.1 51.4 15.7 32.9 51.4 48.4 46.7 -3.6% Total 264.3 260.7 245.8 270.2 296.2 311.3 150.6 278.9 324.0 347.7 346.0 -0.5% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 69.8 76.3 72.7 77.5 82.3 87.2 79.0 94.2 82.0 104.4 102.5 -1.9% Hotel, Motel NA NA NA NA NA NA NA 88.3 77.3 95.8 92.2 -3.8% STVR** NA NA NA NA NA NA NA 5.9 4.8 8.6 10.3 19.4% Campground 7.2 7.3 7.4 7.8 8.2 8.8 7.4 9.6 12.5 12.4 12.3 -0.3% Private Home (VFR) 78.0 73.8 69.8 79.7 88.1 94.3 25.5 99.7 113.4 115.5 117.4 1.7% Seasonal Home 15.7 15.3 15.6 16.4 17.5 17.9 12.0 10.9 16.8 17.1 17.4 1.6% Day Travel 47.1 46.7 44.1 47.3 50.1 51.8 10.9 31.8 47.8 49.8 49.7 -0.1% Total 148.0 143.1 136.9 151.2 163.9 172.7 55.8 246.1 272.5 299.2 299.4 0.0% Visitor Spending by Commodity Purchased ($Millions) Accommodations 36.2 40.1 39.9 42.3 44.6 47.3 36.8 43.9 44.5 53.4 51.6 -3.4% Food Service 58.0 61.2 60.6 64.6 67.8 71.2 40.1 75.2 79.9 90.3 93.7 3.8% Food Stores 12.2 12.5 12.1 12.5 12.7 13.0 6.8 14.7 17.1 18.7 19.1 2.0% Arts, Ent. & Rec. 27.8 28.7 27.8 29.0 29.7 30.4 16.7 30.0 30.8 34.4 35.4 2.7% Retail Sales 27.9 26.4 25.3 29.9 34.1 38.7 17.9 38.2 41.7 44.4 43.9 -1.1% Visitor Air 0.0 0.0 0.0 0.7 0.6 0.3 0.3 0.0 0.0 0.0 0.0 NA Local Tran. & Gas 55.6 50.4 43.9 49.7 56.7 58.9 16.3 44.0 58.6 58.0 55.7 -4.0% Total 217.8 219.4 209.5 228.7 246.1 259.9 134.9 246.1 272.5 299.2 299.4 0.0% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 372 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 166 Merced County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 38.6 43.2 44.4 46.6 49.7 53.0 48.9 58.5 66.4 75.1 81.5 8.6% Arts, Ent. & Rec. 19.2 18.7 18.5 19.7 20.9 20.8 10.8 16.1 29.8 28.7 33.7 17.1% Retail* 6.7 6.8 6.8 7.4 7.8 8.4 8.6 9.9 10.9 11.5 11.6 1.1% Ground Trans. 4.0 4.2 4.4 5.3 7.5 8.1 2.5 2.4 2.5 2.5 2.8 10.3% Visitor Air 0.0 0.0 0.0 1.4 0.5 0.5 1.0 0.0 0.0 0.0 0.0 NA Other travel** 1.5 1.6 1.8 2.3 3.5 3.7 3.7 2.1 2.7 2.9 3.0 0.7% Total 70.0 74.5 75.9 82.7 89.8 94.5 75.6 89.0 112.2 120.7 132.5 9.7% Direct Employment (Jobs) Accom. & Food Serv. 1,530 1,610 1,550 1,570 1,580 1,630 1,480 1,620 1,780 1,890 1,870 -1.1% Arts, Ent. & Rec. 1,240 1,130 1,080 1,140 1,090 1,060 560 770 1,300 1,340 1,430 6.7% Retail* 250 240 230 240 250 260 240 260 260 260 260 0.0% Ground Trans. 110 110 110 110 150 160 120 110 130 140 140 0.0% Visitor Air 0 0 0 10 0 10 10 0 0 0 0 NA Other travel** 60 60 70 70 80 80 90 60 70 70 70 0.0% Total 3,190 3,150 3,040 3,140 3,150 3,200 2,500 2,820 3,540 3,700 3,770 1.9% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 373 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 167 Merced County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 5.8 6.3 6.2 7.2 8.1 8.6 7.1 10.1 10.4 10.6 10.7 0.9% State** 16.9 16.1 14.7 15.5 18.6 19.8 10.0 17.8 18.8 19.7 20.3 3.2% Total 22.8 22.4 20.9 22.7 26.7 28.5 17.1 27.8 29.1 30.3 31.1 2.4% Local Tax Revenue Detail ($Millions) Business/Employees 2.2 2.4 2.3 2.6 2.8 3.0 3.2 3.8 4.1 3.2 3.4 5.9% Visitor 3.6 3.9 3.9 4.7 5.3 5.7 4.0 6.3 6.3 7.4 7.3 -1.4% Total 5.8 6.3 6.2 7.2 8.1 8.6 7.1 10.1 10.4 10.6 10.7 0.9% State Tax Revenue Detail ($Millions) Business/Employees 2.6 2.7 2.6 2.5 2.5 2.6 2.6 3.0 3.4 2.9 3.2 7.9% Visitor 14.4 13.4 12.2 13.0 16.1 17.2 7.4 14.8 15.4 16.8 17.2 2.3% Total 16.9 16.1 14.7 15.5 18.6 19.8 10.0 17.8 18.8 19.7 20.3 3.2% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 374 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 168 Modoc County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 22.6 22.7 23.1 24.6 25.7 27.9 20.4 23.8 27.9 27.4 27.2 -0.6% Other travel* 1.6 1.4 1.2 1.3 1.5 1.6 0.5 1.0 1.5 1.4 1.4 -3.6% Total 24.2 24.0 24.3 25.9 27.3 29.5 20.9 24.7 29.4 28.8 28.5 -0.8% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 6.8 7.3 7.7 8.2 8.5 9.5 9.4 7.4 7.7 7.1 7.1 0.2% Hotel, Motel NA NA NA NA NA NA NA 6.2 6.4 5.7 5.6 -1.6% STVR** NA NA NA NA NA NA NA 1.2 1.3 1.4 1.5 7.7% Campground 4.1 4.1 4.1 4.3 4.5 4.9 4.1 5.3 6.9 6.8 6.8 -1.2% Private Home (VFR) 4.7 4.3 4.2 4.6 4.9 5.3 1.8 5.4 5.8 6.0 5.9 -0.9% Seasonal Home 1.3 1.4 1.4 1.5 1.6 1.7 2.6 2.4 2.7 2.7 2.7 -0.3% Day Travel 5.7 5.7 5.7 6.0 6.2 6.6 2.5 3.3 4.8 4.7 4.7 -0.9% Total 15.8 15.4 15.4 16.4 17.2 18.4 11.0 23.8 27.9 27.4 27.2 -0.6% Visitor Spending by Commodity Purchased ($Millions) Accommodations 3.8 4.1 4.4 4.7 4.9 5.4 6.2 5.3 5.9 5.5 5.5 0.0% Food Service 6.7 6.9 7.2 7.6 7.9 8.5 5.8 7.0 8.0 8.1 7.8 -3.6% Food Stores 1.9 2.0 2.0 2.0 2.0 2.1 1.5 2.3 2.8 2.9 2.9 1.7% Arts, Ent. & Rec. 3.6 3.6 3.7 3.8 3.9 4.1 2.6 3.2 3.6 3.6 3.7 3.9% Retail Sales 2.9 2.7 2.7 3.0 3.3 3.7 2.2 2.9 3.3 3.3 3.3 -0.6% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Local Tran. & Gas 3.7 3.4 3.1 3.4 3.9 4.1 2.1 3.0 4.3 4.0 3.9 -1.1% Total 22.6 22.7 23.1 24.6 25.7 27.9 20.4 23.8 27.9 27.4 27.2 -0.6% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 375 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 169 Modoc County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 6.8 6.7 7.4 7.9 7.7 8.7 9.0 10.7 12.5 14.1 15.9 12.8% Arts, Ent. & Rec. 0.9 0.9 0.9 1.0 1.0 1.1 0.9 1.1 1.4 1.8 2.0 9.3% Retail* 1.0 1.0 1.0 1.0 1.0 1.1 1.3 2.2 1.9 1.8 1.7 -6.3% Ground Trans. 0.3 0.3 0.3 0.4 0.6 0.6 0.3 0.4 0.3 0.4 0.4 18.7% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Other travel** 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.3 0.2 0.1 0.1 9.7% Total 9.1 8.9 9.8 10.4 10.4 11.6 11.5 14.6 16.3 18.2 20.1 10.7% Direct Employment (Jobs) Accom. & Food Serv. 240 220 220 220 210 230 220 250 270 270 270 0.0% Arts, Ent. & Rec. 40 40 40 30 30 40 30 30 40 40 40 0.0% Retail* 40 30 30 30 30 30 30 40 30 30 30 0.0% Ground Trans. 10 10 10 10 10 10 10 10 20 20 20 0.0% Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA Other travel** 0 0 0 0 0 0 0 10 0 0 0 NA Total 330 300 300 290 280 310 290 340 360 360 360 0.0% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 376 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 170 Modoc County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 0.6 0.6 0.7 0.7 0.7 0.8 0.9 1.0 1.1 0.9 1.0 2.9% State** 1.3 1.3 1.3 1.3 1.4 1.5 1.2 1.5 1.6 1.6 1.6 3.0% Total 2.0 1.9 1.9 2.0 2.2 2.4 2.1 2.6 2.7 2.5 2.6 2.9% Local Tax Revenue Detail ($Millions) Business/Employees 0.3 0.3 0.3 0.3 0.3 0.3 0.5 0.6 0.5 0.4 0.5 6.8% Visitor 0.3 0.3 0.4 0.4 0.4 0.5 0.5 0.5 0.5 0.5 0.5 -0.5% Total 0.6 0.6 0.7 0.7 0.7 0.8 0.9 1.0 1.1 0.9 1.0 2.9% State Tax Revenue Detail ($Millions) Business/Employees 0.3 0.3 0.3 0.3 0.3 0.3 0.4 0.5 0.5 0.5 0.5 8.5% Visitor 1.0 1.0 0.9 1.0 1.1 1.2 0.7 1.0 1.1 1.1 1.1 0.7% Total 1.3 1.3 1.3 1.3 1.4 1.5 1.2 1.5 1.6 1.6 1.6 3.0% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 377 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 171 Mono County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 471.5 492.4 545.9 612.9 622.3 667.4 435.4 578.3 694.6 714.2 711.5 -0.4% Other travel* 2.9 2.6 2.4 2.9 3.4 3.6 1.4 1.5 2.3 2.2 2.1 -3.6% Total 474.4 495.0 548.3 615.8 625.7 671.0 436.8 579.8 696.9 716.3 713.5 -0.4% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 359.2 379.7 429.9 487.5 490.0 529.3 317.5 446.5 537.0 554.0 549.7 -0.8% Hotel, Motel NA NA NA NA NA NA NA 185.1 229.7 220.9 227.4 2.9% STVR** NA NA NA NA NA NA NA 261.4 307.3 333.0 322.3 -3.2% Campground 32.4 32.1 32.5 34.1 35.8 38.6 32.4 42.2 55.1 54.7 54.9 0.4% Private Home (VFR) 8.4 7.7 7.8 9.7 10.3 10.0 3.1 8.1 8.6 8.9 9.1 2.5% Seasonal Home 39.3 40.2 40.9 43.7 47.7 48.9 66.8 60.0 59.3 60.7 61.9 2.0% Day Travel 32.2 32.6 34.8 37.8 38.5 40.5 15.6 21.5 34.6 36.0 35.8 -0.3% Total 112.3 112.7 116.0 125.4 132.3 138.0 117.9 578.3 694.6 714.2 711.5 -0.4% Visitor Spending by Commodity Purchased ($Millions) Accommodations 154.1 165.6 188.9 214.2 212.6 234.4 175.7 250.6 310.2 314.4 311.1 -1.0% Food Service 133.9 141.8 159.9 178.1 181.5 194.5 118.9 132.8 157.7 166.6 168.5 1.1% Food Stores 17.1 17.6 18.4 19.3 19.3 20.4 14.8 38.6 45.7 50.0 48.5 -3.0% Arts, Ent. & Rec. 67.4 69.6 76.7 83.2 82.9 86.5 52.3 74.5 80.0 84.6 84.9 0.4% Retail Sales 49.4 51.3 56.0 62.2 64.5 67.4 40.7 45.6 50.5 51.1 51.1 0.0% Visitor Air 0.0 0.0 0.0 2.6 2.6 1.6 0.8 0.0 0.0 0.0 0.0 NA Local Tran. & Gas 49.7 46.4 46.0 53.3 58.9 62.6 32.2 36.1 50.5 47.5 47.3 -0.4% Total 471.5 492.4 545.9 612.9 622.3 667.4 435.4 578.3 694.6 714.2 711.5 -0.4% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 378 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 172 Mono County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 71.1 75.2 87.9 106.6 108.3 121.4 84.2 124.4 150.9 158.4 153.9 -2.8% Arts, Ent. & Rec. 37.2 42.0 44.0 43.5 48.8 51.7 39.5 40.9 52.3 55.3 62.4 13.0% Retail* 10.3 10.9 12.1 13.4 13.6 13.7 13.7 15.3 16.2 15.9 17.0 7.2% Ground Trans. 5.4 5.7 6.8 8.5 11.8 13.1 5.2 5.2 5.3 5.4 6.1 12.9% Visitor Air 0.0 0.0 0.0 5.1 5.2 6.6 6.7 0.0 0.0 0.0 0.0 NA Other travel** 0.3 0.3 0.3 0.8 1.0 1.4 0.9 0.1 0.1 0.1 0.1 14.2% Total 124.3 134.1 151.0 177.8 188.6 207.8 150.2 185.8 224.7 235.0 239.6 1.9% Direct Employment (Jobs) Accom. & Food Serv. 2,230 2,270 2,420 2,730 2,840 3,090 2,160 3,090 3,480 3,760 3,420 -9.0% Arts, Ent. & Rec. 1,720 2,160 2,250 2,250 2,340 2,280 1,560 1,620 1,890 1,810 2,010 11.0% Retail* 350 350 350 350 370 360 330 340 340 310 320 3.2% Ground Trans. 150 150 160 180 230 260 250 240 290 300 320 6.7% Visitor Air 0 0 0 50 50 70 60 0 0 0 0 NA Other travel** 10 10 10 20 20 20 10 0 0 0 0 NA Total 4,460 4,940 5,190 5,580 5,850 6,080 4,370 5,290 6,000 6,180 6,070 -1.8% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 379 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 173 Mono County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 26.3 28.7 32.8 37.0 37.6 41.4 30.0 37.5 45.1 43.9 43.4 -1.0% State** 15.7 15.9 16.9 18.3 19.3 20.8 15.0 20.7 23.1 22.7 22.9 1.2% Total 42.0 44.6 49.7 55.3 56.8 62.3 45.0 58.2 68.2 66.6 66.4 -0.3% Local Tax Revenue Detail ($Millions) Business/Employees 4.1 4.4 4.8 5.4 5.8 6.4 6.1 7.6 7.8 6.0 5.9 -1.6% Visitor 22.2 24.3 28.0 31.6 31.7 35.0 23.8 29.9 37.3 37.9 37.6 -1.0% Total 26.3 28.7 32.8 37.0 37.6 41.4 30.0 37.5 45.1 43.9 43.4 -1.0% State Tax Revenue Detail ($Millions) Business/Employees 4.5 4.8 5.1 5.6 5.5 6.0 5.8 6.8 7.4 6.3 6.3 0.0% Visitor 11.2 11.1 11.8 12.8 13.8 14.8 9.2 13.9 15.7 16.4 16.7 1.6% Total 15.7 15.9 16.9 18.3 19.3 20.8 15.0 20.7 23.1 22.7 22.9 1.2% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 380 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 174 Monterey County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 2,501.1 2,609.6 2,673.8 2,725.7 3,030.3 3,127.6 1,511.9 2,345.6 2,844.3 2,846.8 3,013.9 5.9% Other travel* 100.8 92.1 85.5 94.6 105.3 113.0 40.6 73.2 110.5 107.5 109.4 1.8% Total 2,601.9 2,701.7 2,759.3 2,820.2 3,135.6 3,240.5 1,552.5 2,418.8 2,954.8 2,954.3 3,123.3 5.7% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 1,797.2 1,893.2 1,951.7 1,964.1 2,214.3 2,280.8 1,145.1 1,736.7 2,055.8 2,050.1 2,195.8 7.1% Hotel, Motel NA NA NA NA NA NA NA 1,556.0 1,839.3 1,830.0 1,954.4 6.8% STVR** NA NA NA NA NA NA NA 180.7 216.6 220.0 241.4 9.7% Campground 40.6 41.3 41.8 43.9 46.0 49.6 41.5 53.9 70.3 69.9 70.2 0.5% Private Home (VFR) 154.3 157.9 156.8 172.6 190.6 205.0 71.2 199.7 223.3 226.3 232.9 2.9% Seasonal Home 56.5 57.6 58.5 63.3 71.6 73.3 100.7 90.5 93.0 95.3 96.8 1.6% Day Travel 452.4 459.7 465.0 481.7 507.8 518.8 153.5 264.7 401.7 405.3 418.1 3.2% Total 703.9 716.5 722.1 761.5 816.0 846.7 366.8 2,345.6 2,844.3 2,846.8 3,013.9 5.9% Visitor Spending by Commodity Purchased ($Millions) Accommodations 633.7 684.1 712.1 716.0 835.4 879.1 449.2 823.9 985.7 962.1 1,022.7 6.3% Food Service 756.8 799.5 836.8 858.6 938.7 966.6 485.0 663.1 800.5 828.2 889.8 7.4% Food Stores 70.0 72.8 73.0 72.9 76.2 77.7 43.4 69.0 86.2 90.2 93.6 3.9% Arts, Ent. & Rec. 346.4 357.5 366.8 367.8 392.8 394.0 184.2 260.4 298.9 304.8 326.6 7.2% Retail Sales 436.8 454.2 459.1 468.8 509.0 519.7 240.7 340.3 403.5 401.3 406.8 1.4% Visitor Air 17.1 17.6 18.0 17.5 17.5 23.8 6.9 14.2 29.2 30.0 35.4 17.9% Local Tran. & Gas 240.2 223.8 207.9 224.0 260.7 266.7 102.6 174.8 240.3 230.2 238.9 3.8% Total 2,501.1 2,609.6 2,673.8 2,725.7 3,030.3 3,127.6 1,511.9 2,345.6 2,844.3 2,846.8 3,013.9 5.9% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 381 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 175 Monterey County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 559.3 590.4 636.8 656.4 743.9 786.1 561.2 672.8 854.2 915.1 984.7 7.6% Arts, Ent. & Rec. 365.4 385.8 387.9 396.7 438.6 454.5 348.6 374.4 461.3 537.4 587.1 9.2% Retail* 70.2 75.0 77.3 76.0 85.3 86.4 87.0 97.7 101.8 107.9 111.0 2.8% Ground Trans. 24.0 25.6 28.3 31.9 46.3 49.4 17.6 17.3 18.5 20.0 21.2 5.6% Visitor Air 13.4 15.6 16.2 16.5 17.6 20.1 19.5 22.9 27.4 30.8 34.1 10.9% Other travel** 17.5 18.5 19.6 21.3 22.1 23.5 22.3 24.3 27.0 30.4 34.2 12.4% Total 1,049.8 1,110.9 1,166.1 1,198.8 1,353.8 1,420.1 1,056.3 1,209.5 1,490.2 1,641.6 1,772.1 8.0% Direct Employment (Jobs) Accom. & Food Serv. 16,160 16,270 16,780 16,620 17,940 18,160 13,350 14,580 17,020 17,780 17,990 1.2% Arts, Ent. & Rec. 4,660 4,710 4,770 4,670 5,070 5,360 3,750 4,020 4,910 5,460 5,850 7.1% Retail* 2,130 2,170 2,200 2,090 2,270 2,220 2,090 2,180 2,180 2,190 2,220 1.4% Ground Trans. 630 640 660 680 900 980 760 740 890 960 1,000 4.2% Visitor Air 110 130 130 130 140 140 120 160 180 190 200 5.3% Other travel** 280 290 310 320 320 310 270 300 310 320 340 6.3% Total 23,970 24,210 24,850 24,510 26,640 27,170 20,340 21,980 25,490 26,900 27,600 2.6% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 382 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 176 Monterey County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 106.2 113.3 117.0 124.7 146.4 153.5 97.0 155.6 178.7 166.6 176.1 5.7% State** 128.7 130.7 130.0 126.1 139.0 144.3 86.3 113.7 129.0 126.5 134.0 6.0% Total 234.9 244.1 247.0 250.8 285.4 297.8 183.2 269.3 307.7 293.1 310.1 5.8% Local Tax Revenue Detail ($Millions) Business/Employees 33.4 35.0 35.4 36.7 42.0 44.1 43.4 53.1 55.5 44.8 46.7 4.3% Visitor 72.8 78.3 81.6 88.0 104.4 109.4 53.6 102.5 123.3 121.8 129.4 6.2% Total 106.2 113.3 117.0 124.7 146.4 153.5 97.0 155.6 178.7 166.6 176.1 5.7% State Tax Revenue Detail ($Millions) Business/Employees 37.1 38.5 38.2 34.4 36.2 37.8 35.4 38.0 41.8 37.1 39.3 6.0% Visitor 91.6 92.3 91.8 91.6 102.8 106.5 50.9 75.7 87.2 89.4 94.7 5.9% Total 128.7 130.7 130.0 126.1 139.0 144.3 86.3 113.7 129.0 126.5 134.0 6.0% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 383 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 177 Napa County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 1,366.9 1,431.5 1,567.9 1,597.0 1,722.3 1,784.1 958.8 1,318.9 1,661.5 1,912.5 1,978.0 3.4% Other travel* 44.6 43.2 61.6 61.8 70.9 71.2 29.1 36.0 49.3 62.3 65.5 5.0% Total 1,411.5 1,474.7 1,629.4 1,658.8 1,793.2 1,855.3 987.9 1,354.9 1,710.8 1,974.8 2,043.5 3.5% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 975.0 1,032.7 1,148.7 1,163.6 1,287.0 1,335.0 745.9 990.2 1,240.9 1,453.9 1,509.6 3.8% Hotel, Motel NA NA NA NA NA NA NA 903.1 1,131.6 1,339.4 1,393.5 4.0% STVR** NA NA NA NA NA NA NA 87.0 109.3 114.5 116.1 1.4% Campground 15.6 15.7 15.9 16.6 17.5 18.8 15.8 20.5 26.7 26.6 26.5 -0.1% Private Home (VFR) 31.9 30.4 30.7 32.4 34.6 36.8 11.2 36.1 39.0 39.6 40.1 1.4% Seasonal Home 19.1 20.8 21.2 22.5 25.1 25.7 45.8 40.9 45.3 46.5 47.0 1.1% Day Travel 325.3 331.9 351.3 361.8 358.1 367.8 140.1 231.2 309.6 345.9 354.7 2.5% Total 391.9 398.8 419.1 433.3 435.3 449.1 212.9 1,318.9 1,661.5 1,912.5 1,978.0 3.4% Visitor Spending by Commodity Purchased ($Millions) Accommodations 392.6 426.7 484.7 488.6 546.4 572.3 280.8 470.4 611.4 678.6 692.8 2.1% Food Service 365.1 385.5 426.1 440.0 473.3 494.4 293.5 353.7 440.2 531.3 562.7 5.9% Food Stores 36.9 38.4 40.3 40.3 41.4 42.6 23.8 36.3 46.1 53.7 55.8 3.9% Arts, Ent. & Rec. 247.8 255.3 276.0 278.9 290.2 295.2 161.5 199.6 237.3 279.7 298.2 6.6% Retail Sales 244.5 250.5 266.7 269.2 279.8 285.2 154.3 194.3 235.6 270.4 266.2 -1.6% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Local Tran. & Gas 79.9 75.2 74.0 79.9 91.3 94.5 44.9 64.6 90.9 98.9 102.3 3.5% Total 1,366.9 1,431.5 1,567.9 1,597.0 1,722.3 1,784.1 958.8 1,318.9 1,661.5 1,912.5 1,978.0 3.4% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 384 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 178 Napa County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 388.6 416.1 465.0 483.0 543.8 580.0 378.9 469.7 618.3 696.0 676.2 -2.8% Arts, Ent. & Rec. 115.5 111.4 126.5 148.8 170.0 186.1 122.5 134.9 170.2 204.0 191.3 -6.2% Retail* 37.2 39.2 42.4 41.8 42.1 42.7 44.1 46.5 50.1 54.8 53.2 -2.8% Ground Trans. 10.3 11.0 12.8 14.7 21.7 23.4 9.1 8.9 9.2 9.9 10.5 6.9% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Other travel** 7.1 7.6 14.3 13.9 15.8 15.6 11.0 8.6 11.0 16.6 18.0 8.7% Total 558.7 585.2 661.1 702.3 793.4 847.9 565.5 668.7 858.9 981.2 949.4 -3.2% Direct Employment (Jobs) Accom. & Food Serv. 9,370 9,500 9,880 9,910 10,490 10,650 7,050 7,970 9,770 10,720 10,190 -4.9% Arts, Ent. & Rec. 5,210 4,840 5,210 5,960 6,370 6,440 4,030 4,570 6,320 6,890 7,180 4.2% Retail* 1,090 1,080 1,170 1,120 1,130 1,100 1,090 1,040 1,080 1,120 1,080 -3.6% Ground Trans. 280 280 310 310 420 470 430 420 500 560 560 0.0% Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA Other travel** 160 160 210 210 200 200 140 120 150 150 150 0.0% Total 16,110 15,860 16,780 17,510 18,610 18,860 12,740 14,120 17,820 19,440 19,160 -1.4% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 385 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 179 Napa County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 74.7 80.3 88.9 87.3 97.8 103.0 63.0 86.5 106.2 110.8 111.1 0.3% State** 60.9 62.0 65.8 65.1 69.2 72.6 47.7 61.4 72.3 78.0 78.8 1.0% Total 135.5 142.2 154.7 152.4 167.0 175.6 110.7 147.8 178.5 188.8 190.0 0.6% Local Tax Revenue Detail ($Millions) Business/Employees 18.8 19.5 21.2 21.6 24.7 26.4 23.3 27.3 29.7 24.9 23.3 -6.6% Visitor 55.9 60.8 67.7 65.7 73.1 76.6 39.7 59.2 76.5 85.9 87.9 2.3% Total 74.7 80.3 88.9 87.3 97.8 103.0 63.0 86.5 106.2 110.8 111.1 0.3% State Tax Revenue Detail ($Millions) Business/Employees 19.4 19.9 21.4 20.9 22.0 23.3 19.9 24.5 28.2 26.2 24.9 -4.9% Visitor 41.4 42.0 44.4 44.2 47.3 49.2 27.8 36.9 44.1 51.8 53.9 4.0% Total 60.9 62.0 65.8 65.1 69.2 72.6 47.7 61.4 72.3 78.0 78.8 1.0% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 386 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 180 Nevada County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 288.4 303.1 325.2 347.6 370.0 395.8 259.0 421.7 469.8 486.0 502.7 3.4% Other travel* 17.3 15.3 13.4 15.1 17.5 18.3 5.7 11.9 18.1 16.9 16.3 -3.6% Total 305.7 318.4 338.6 362.6 387.6 414.1 264.6 433.7 488.0 503.0 519.0 3.2% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 99.7 115.3 134.1 146.7 155.4 169.5 93.8 197.6 210.4 221.6 232.6 5.0% Hotel, Motel NA NA NA NA NA NA NA 72.3 78.3 85.2 95.1 11.6% STVR** NA NA NA NA NA NA NA 125.3 132.1 136.4 137.5 0.9% Campground 26.5 26.3 26.6 27.9 29.3 31.6 26.5 34.3 44.8 44.5 44.6 0.1% Private Home (VFR) 54.8 51.3 51.3 54.7 59.2 63.8 21.0 67.6 73.0 74.7 76.7 2.7% Seasonal Home 43.8 45.4 46.2 49.0 53.5 54.8 86.2 77.4 72.5 74.2 75.8 2.1% Day Travel 63.5 64.8 67.0 69.1 72.6 76.1 31.4 44.8 69.1 71.1 73.1 2.8% Total 188.7 187.7 191.1 200.8 214.6 226.3 165.1 421.7 469.8 486.0 502.7 3.4% Visitor Spending by Commodity Purchased ($Millions) Accommodations 58.2 65.6 74.2 80.5 83.9 91.1 73.8 121.7 132.7 132.8 134.8 1.5% Food Service 88.5 95.8 105.0 110.8 116.5 124.5 79.1 121.1 133.8 144.0 154.1 7.0% Food Stores 18.4 19.0 19.3 19.5 19.8 20.7 13.5 31.8 36.2 38.6 39.2 1.6% Arts, Ent. & Rec. 48.0 50.5 54.1 55.6 57.1 59.4 38.0 62.3 64.7 68.7 72.2 5.1% Retail Sales 35.4 35.1 37.4 42.3 48.5 53.1 32.6 49.4 54.0 55.5 56.0 1.0% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Local Tran. & Gas 39.9 37.1 35.1 38.9 44.4 47.1 22.0 35.4 48.4 46.4 46.4 -0.1% Total 288.4 303.1 325.2 347.6 370.0 395.8 259.0 421.7 469.8 486.0 502.7 3.4% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 387 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 181 Nevada County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 79.1 84.0 95.2 103.1 113.6 124.4 99.9 123.3 148.8 156.6 171.3 9.4% Arts, Ent. & Rec. 17.5 16.6 18.6 21.2 21.1 22.6 21.9 23.3 28.1 34.0 37.2 9.3% Retail* 8.5 8.8 9.5 10.0 10.9 11.5 12.5 14.1 14.7 15.5 15.8 1.7% Ground Trans. 3.2 3.5 4.0 4.7 6.8 7.5 3.1 3.1 3.2 5.6 3.7 -34.2% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Other travel** 0.6 0.6 0.7 0.7 0.8 0.8 0.7 0.7 1.0 1.0 1.0 -0.7% Total 108.9 113.4 128.0 139.8 153.1 166.8 138.2 164.6 195.8 212.7 229.0 7.6% Direct Employment (Jobs) Accom. & Food Serv. 2,200 2,170 2,280 2,430 2,590 2,690 2,150 2,400 2,720 2,770 2,890 4.3% Arts, Ent. & Rec. 820 740 770 840 820 850 750 720 840 950 940 -1.1% Retail* 270 270 290 290 310 310 310 320 320 330 320 -3.0% Ground Trans. 90 90 100 100 130 150 150 150 170 180 190 5.6% Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA Other travel** 20 20 20 20 20 20 20 20 20 20 20 0.0% Total 3,400 3,290 3,460 3,680 3,870 4,020 3,380 3,610 4,070 4,250 4,360 2.6% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 388 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 182 Nevada County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 9.2 10.1 11.3 12.7 14.2 15.5 12.4 19.7 21.3 20.1 20.7 3.0% State** 15.7 15.7 16.1 16.5 18.4 19.8 13.7 20.0 21.4 21.6 22.7 5.0% Total 25.0 25.7 27.3 29.2 32.5 35.3 26.1 39.7 42.7 41.7 43.4 4.1% Local Tax Revenue Detail ($Millions) Business/Employees 3.6 3.8 4.1 4.4 4.9 5.3 5.9 7.0 7.0 5.6 5.8 3.9% Visitor 5.6 6.3 7.2 8.3 9.3 10.1 6.5 12.7 14.2 14.5 14.9 2.7% Total 9.2 10.1 11.3 12.7 14.2 15.5 12.4 19.7 21.3 20.1 20.7 3.0% State Tax Revenue Detail ($Millions) Business/Employees 3.7 3.8 4.0 4.0 4.0 4.3 4.6 5.4 5.7 5.0 5.3 5.5% Visitor 12.0 11.9 12.0 12.5 14.4 15.5 9.1 14.5 15.6 16.5 17.3 4.9% Total 15.7 15.7 16.1 16.5 18.4 19.8 13.7 20.0 21.4 21.6 22.7 5.0% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 389 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 183 Orange County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 10,397.5 11,229.0 11,964.4 12,251.7 12,186.3 12,673.3 5,919.6 9,572.1 13,425.7 14,174.1 14,412.0 1.7% Other travel* 1,485.2 1,467.3 1,512.1 1,563.7 1,735.8 1,789.5 866.7 1,019.3 1,578.1 1,788.5 1,862.8 4.2% Total 11,882.7 12,696.3 13,476.5 13,815.5 13,922.1 14,462.8 6,786.2 10,591.4 15,003.8 15,962.6 16,274.7 2.0% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 6,995.9 7,709.5 8,342.8 8,414.6 7,943.1 8,207.0 3,597.0 5,773.6 8,792.9 9,456.4 9,581.3 1.3% Hotel, Motel NA NA NA NA NA NA NA 5,188.4 7,869.1 8,296.5 8,306.5 0.1% STVR** NA NA NA NA NA NA NA 585.2 923.8 1,159.9 1,274.8 9.9% Campground 42.8 45.2 46.8 48.1 145.3 156.5 135.6 169.9 215.5 214.3 217.1 1.3% Private Home (VFR) 1,374.9 1,451.8 1,477.1 1,640.7 1,847.8 2,013.1 950.3 1,993.0 2,232.2 2,254.5 2,298.2 1.9% Seasonal Home 272.1 265.4 272.3 288.7 315.8 321.8 636.9 560.0 539.4 534.5 550.1 2.9% Day Travel 1,711.8 1,757.2 1,825.3 1,859.5 1,934.3 1,974.9 599.8 1,075.6 1,645.7 1,714.4 1,765.3 3.0% Total 3,401.6 3,519.6 3,621.6 3,837.1 4,243.2 4,466.3 2,322.5 9,572.1 13,425.7 14,174.1 14,412.0 1.7% Visitor Spending by Commodity Purchased ($Millions) Accommodations 2,258.5 2,488.9 2,710.3 2,716.6 2,984.1 3,100.5 1,335.3 2,201.6 3,510.2 3,811.6 3,801.0 -0.3% Food Service 2,871.7 3,085.2 3,342.3 3,444.9 3,247.6 3,385.3 1,677.3 2,609.9 3,614.4 3,766.7 3,937.6 4.5% Food Stores 386.0 405.2 413.7 412.0 441.4 451.1 276.4 466.8 599.6 636.5 651.8 2.4% Arts, Ent. & Rec. 2,626.6 2,798.2 2,957.3 2,978.6 2,794.2 2,830.6 1,348.1 2,098.9 2,707.2 2,859.3 2,952.0 3.2% Retail Sales 1,588.9 1,755.8 1,843.9 1,992.0 1,975.4 2,158.6 1,042.0 1,750.5 2,196.0 2,286.8 2,256.0 -1.3% Visitor Air 366.0 390.5 392.8 388.9 421.1 417.6 119.2 190.9 427.8 465.7 471.4 1.2% Local Tran. & Gas 299.6 305.3 304.1 318.7 322.4 329.7 121.2 253.5 370.6 347.4 342.3 -1.5% Total 10,397.5 11,229.0 11,964.4 12,251.7 12,186.3 12,673.3 5,919.6 9,572.1 13,425.7 14,174.1 14,412.0 1.7% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 390 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 184 Orange County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 1,983.8 2,175.7 2,422.3 2,510.0 2,594.1 2,748.5 2,015.9 2,419.6 3,101.5 3,444.6 3,977.0 15.5% Arts, Ent. & Rec. 1,562.2 1,712.5 1,900.4 2,065.0 1,926.3 1,973.5 1,097.6 1,391.5 1,840.4 2,045.4 2,252.1 10.1% Retail* 244.9 275.3 291.7 301.9 300.7 315.3 314.5 350.5 371.8 393.9 397.8 1.0% Ground Trans. 51.3 52.7 60.0 66.3 78.9 85.5 31.7 31.3 34.6 34.3 39.8 16.1% Visitor Air 27.1 29.9 39.5 42.9 45.8 49.9 45.5 55.7 61.7 71.2 80.0 12.4% Other travel** 274.4 287.6 338.1 347.8 379.3 391.7 321.9 268.9 349.4 456.6 502.1 10.0% Total 4,143.8 4,533.8 5,052.1 5,333.9 5,325.1 5,564.4 3,827.1 4,517.5 5,759.4 6,446.0 7,248.9 12.5% Direct Employment (Jobs) Accom. & Food Serv. 60,020 62,540 66,570 67,170 65,570 66,920 50,020 54,910 63,750 66,610 71,730 7.7% Arts, Ent. & Rec. 41,200 44,990 47,550 48,110 48,970 49,410 26,940 31,050 45,630 50,160 53,010 5.7% Retail* 6,910 7,500 7,750 7,930 7,690 7,750 7,220 7,440 7,500 7,600 7,520 -1.1% Ground Trans. 1,320 1,280 1,370 1,380 1,520 1,670 1,240 1,200 1,440 1,500 1,600 6.7% Visitor Air 430 460 520 560 580 610 500 570 590 630 660 4.8% Other travel** 5,220 5,200 5,760 5,940 6,080 6,010 4,740 3,380 3,990 4,140 4,440 7.2% Total 115,100 121,970 129,520 131,090 130,410 132,370 90,660 98,550 122,900 130,640 138,960 6.4% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 391 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 185 Orange County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 476.1 521.2 566.3 577.8 618.8 644.0 355.1 497.7 684.4 687.0 701.2 2.1% State** 467.0 493.6 513.5 515.4 504.2 532.1 314.6 457.5 560.9 561.2 588.5 4.9% Total 943.1 1,014.8 1,079.9 1,093.2 1,123.0 1,176.1 669.7 955.2 1,245.3 1,248.2 1,289.7 3.3% Local Tax Revenue Detail ($Millions) Business/Employees 139.2 150.6 161.6 163.7 165.6 173.1 157.4 188.1 203.3 167.1 181.4 8.6% Visitor 336.9 370.6 404.8 414.1 453.2 471.0 197.7 309.6 481.2 520.0 519.8 0.0% Total 476.1 521.2 566.3 577.8 618.8 644.0 355.1 497.7 684.4 687.0 701.2 2.1% State Tax Revenue Detail ($Millions) Business/Employees 146.5 157.0 165.7 161.2 150.5 156.7 134.8 161.0 184.2 168.2 185.9 10.5% Visitor 320.5 336.6 347.8 354.1 353.7 375.4 179.8 296.5 376.7 393.0 402.6 2.4% Total 467.0 493.6 513.5 515.4 504.2 532.1 314.6 457.5 560.9 561.2 588.5 4.9% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 392 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 186 Placer County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 964.5 1,034.8 1,161.6 1,273.6 1,315.2 1,397.3 1,057.1 1,158.6 1,320.5 1,366.6 1,457.8 6.7% Other travel* 69.6 63.7 62.3 75.4 87.3 93.0 33.7 61.1 90.9 96.8 95.0 -1.9% Total 1,034.1 1,098.5 1,223.9 1,349.0 1,402.5 1,490.3 1,090.8 1,219.7 1,411.5 1,463.5 1,552.8 6.1% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 542.8 604.6 718.0 804.1 813.0 865.7 727.0 659.2 744.5 773.5 853.4 10.3% Hotel, Motel NA NA NA NA NA NA NA 368.6 419.6 435.7 479.6 10.1% STVR** NA NA NA NA NA NA NA 290.5 324.9 337.8 373.8 10.7% Campground 29.8 29.9 30.3 31.8 33.3 36.0 30.2 39.0 50.9 50.5 50.3 -0.4% Private Home (VFR) 152.1 156.8 158.6 172.1 188.8 205.7 67.3 220.2 243.7 252.2 256.1 1.6% Seasonal Home 110.6 108.6 110.4 115.7 121.9 124.6 170.0 151.7 154.6 158.7 161.9 2.0% Day Travel 129.2 134.9 144.3 149.9 158.2 165.3 62.7 88.6 126.8 131.7 136.1 3.3% Total 421.7 430.2 443.5 469.5 502.3 531.6 330.2 1,158.6 1,320.5 1,366.6 1,457.8 6.7% Visitor Spending by Commodity Purchased ($Millions) Accommodations 222.7 250.7 296.7 333.7 337.4 362.0 359.6 398.2 463.6 463.8 506.1 9.1% Food Service 284.2 312.2 357.1 387.6 398.2 423.4 303.2 302.1 339.2 366.1 394.5 7.8% Food Stores 40.2 42.7 45.0 46.3 46.5 48.4 36.5 61.1 69.3 75.6 79.1 4.6% Arts, Ent. & Rec. 180.7 192.8 214.1 226.1 227.2 234.6 174.5 182.0 189.8 201.7 216.4 7.3% Retail Sales 118.9 124.0 138.6 156.1 166.9 182.4 113.1 127.3 140.8 145.4 146.9 1.1% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Local Tran. & Gas 118.0 112.3 110.0 123.8 139.0 146.5 70.3 87.9 117.8 114.1 114.8 0.7% Total 964.5 1,034.8 1,161.6 1,273.6 1,315.2 1,397.3 1,057.1 1,158.6 1,320.5 1,366.6 1,457.8 6.7% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 393 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 187 Placer County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 182.6 197.4 244.2 272.5 285.3 310.0 260.8 314.8 383.1 420.8 444.7 5.7% Arts, Ent. & Rec. 93.5 93.9 95.9 112.2 116.7 124.1 102.2 128.7 181.5 206.3 216.1 4.8% Retail* 22.4 24.2 27.2 29.4 30.7 32.3 36.0 40.3 40.7 42.2 42.1 -0.3% Ground Trans. 10.3 11.3 13.6 16.4 22.9 25.2 11.3 11.0 11.4 11.6 13.1 12.6% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Other travel** 3.6 4.2 6.3 8.6 9.2 10.5 8.2 10.3 10.4 14.5 14.8 1.8% Total 312.3 330.9 387.1 439.1 464.8 502.1 418.6 505.2 627.1 695.4 730.7 5.1% Direct Employment (Jobs) Accom. & Food Serv. 6,280 6,440 7,340 7,880 7,970 8,230 6,660 7,400 8,350 8,560 8,640 0.9% Arts, Ent. & Rec. 3,880 3,820 4,340 4,910 4,960 4,800 3,590 4,520 5,880 6,150 6,450 4.9% Retail* 680 710 790 830 840 850 920 940 870 870 850 -2.3% Ground Trans. 280 290 330 350 450 500 530 520 620 660 690 4.5% Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA Other travel** 100 120 160 210 220 240 200 260 240 240 240 0.0% Total 11,220 11,380 12,960 14,180 14,440 14,620 11,900 13,640 15,960 16,480 16,870 2.4% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 394 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 188 Placer County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 29.6 32.6 38.1 42.7 45.3 48.8 47.2 56.3 63.4 59.9 64.1 7.0% State** 50.2 51.1 54.3 57.6 62.5 67.2 48.7 57.1 62.3 62.9 65.9 4.8% Total 79.8 83.7 92.4 100.2 107.8 116.0 95.9 113.4 125.7 122.8 130.0 5.9% Local Tax Revenue Detail ($Millions) Business/Employees 9.9 10.4 11.7 12.8 13.7 14.8 16.4 20.1 21.2 17.3 17.5 1.4% Visitor 19.7 22.3 26.4 29.9 31.5 33.9 30.8 36.1 42.2 42.7 46.6 9.3% Total 29.6 32.6 38.1 42.7 45.3 48.8 47.2 56.3 63.4 59.9 64.1 7.0% State Tax Revenue Detail ($Millions) Business/Employees 11.7 12.2 13.5 14.1 14.0 15.0 16.4 18.9 21.1 19.0 19.6 3.3% Visitor 38.5 38.9 40.8 43.4 48.6 52.2 32.2 38.2 41.2 43.9 46.3 5.5% Total 50.2 51.1 54.3 57.6 62.5 67.2 48.7 57.1 62.3 62.9 65.9 4.8% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 395 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 189 Plumas County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 112.1 109.7 111.9 116.0 127.9 146.2 110.2 117.1 142.2 158.1 160.2 1.4% Other travel* 3.3 2.8 2.5 2.8 3.3 3.4 1.1 2.3 3.4 3.2 3.1 -3.6% Total 115.3 112.5 114.4 118.8 131.2 149.7 111.2 119.4 145.7 161.2 163.3 1.3% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 42.3 43.5 47.4 47.3 49.0 61.6 39.7 34.2 40.5 54.7 56.5 3.3% Hotel, Motel NA NA NA NA NA NA NA 16.8 20.1 25.9 25.8 -0.5% STVR** NA NA NA NA NA NA NA 17.4 20.4 28.8 30.8 6.7% Campground 20.8 20.6 20.8 21.8 22.9 24.7 20.7 26.8 35.0 34.7 34.4 -1.0% Private Home (VFR) 10.2 9.2 9.4 10.5 11.3 12.4 4.1 13.5 14.3 14.5 14.7 1.3% Seasonal Home 21.2 21.7 22.1 23.5 25.6 26.2 37.8 34.0 37.0 37.8 38.3 1.2% Day Travel 17.6 14.6 12.2 12.8 19.1 21.2 7.8 8.5 15.4 16.2 16.3 0.4% Total 69.8 66.2 64.5 68.7 78.9 84.6 70.5 117.1 142.2 158.1 160.2 1.4% Visitor Spending by Commodity Purchased ($Millions) Accommodations 27.4 28.5 30.8 31.3 32.3 38.4 34.8 33.4 39.5 46.6 47.0 1.0% Food Service 31.5 31.4 32.7 33.6 36.8 42.2 30.8 31.4 37.2 42.1 43.7 3.9% Food Stores 8.2 8.2 8.3 8.4 8.7 9.4 7.3 10.8 13.5 14.7 15.1 2.5% Arts, Ent. & Rec. 17.2 16.6 16.8 16.9 18.3 20.3 14.8 15.7 17.9 20.1 21.0 4.7% Retail Sales 11.6 10.9 10.7 11.8 15.0 17.2 12.1 12.8 15.1 16.1 15.7 -2.3% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Local Tran. & Gas 16.2 14.1 12.7 13.9 16.8 18.7 10.4 13.0 19.1 18.6 17.7 -4.8% Total 112.1 109.7 111.9 116.0 127.9 146.2 110.2 117.1 142.2 158.1 160.2 1.4% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 396 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 190 Plumas County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 26.2 26.9 29.6 31.8 35.7 42.4 32.8 37.5 44.0 46.3 58.1 25.7% Arts, Ent. & Rec. 5.4 5.3 5.4 3.9 3.9 4.4 4.0 4.1 4.6 5.1 5.7 11.1% Retail* 3.2 3.2 3.2 3.6 4.1 4.4 4.9 5.2 5.7 6.1 6.3 2.8% Ground Trans. 1.3 1.3 1.5 1.7 2.5 3.0 1.4 0.0 0.0 0.0 0.0 NA Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Other travel** 0.1 0.1 0.1 0.1 0.2 0.2 0.1 0.2 0.3 0.3 0.3 -2.8% Total 36.2 36.9 39.8 41.2 46.4 54.3 43.2 47.2 54.6 57.9 70.5 21.8% Direct Employment (Jobs) Accom. & Food Serv. 900 920 920 980 1,070 1,200 850 910 990 940 1,100 17.0% Arts, Ent. & Rec. 190 170 180 120 130 140 120 120 130 130 160 23.1% Retail* 120 120 130 130 150 160 160 160 170 170 160 -5.9% Ground Trans. 40 40 40 40 50 60 70 0 0 0 0 NA Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA Other travel** 10 10 10 10 10 10 10 10 10 10 10 0.0% Total 1,260 1,260 1,280 1,280 1,410 1,570 1,210 1,200 1,300 1,250 1,430 14.4% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 397 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 191 Plumas County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 3.2 3.3 3.5 3.5 4.0 4.8 4.1 4.3 4.8 5.1 5.4 5.8% State** 5.4 5.1 5.0 5.1 5.9 6.8 5.2 5.9 6.6 6.7 7.1 5.3% Total 8.6 8.4 8.5 8.6 9.9 11.5 9.3 10.2 11.4 11.8 12.5 5.5% Local Tax Revenue Detail ($Millions) Business/Employees 1.1 1.2 1.2 1.2 1.4 1.6 1.7 1.8 1.8 1.4 1.6 17.5% Visitor 2.0 2.1 2.3 2.3 2.6 3.2 2.4 2.5 3.0 3.7 3.7 1.4% Total 3.2 3.3 3.5 3.5 4.0 4.8 4.1 4.3 4.8 5.1 5.4 5.8% State Tax Revenue Detail ($Millions) Business/Employees 1.3 1.3 1.3 1.3 1.3 1.6 1.6 1.7 1.7 1.5 1.8 19.1% Visitor 4.1 3.8 3.7 3.8 4.6 5.2 3.6 4.2 4.8 5.2 5.3 1.5% Total 5.4 5.1 5.0 5.1 5.9 6.8 5.2 5.9 6.6 6.7 7.1 5.3% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 398 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 192 Riverside County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 6,392.3 6,688.9 7,028.4 7,423.5 8,020.2 8,391.3 6,216.2 6,927.0 8,476.3 9,080.6 9,361.3 3.1% Other travel* 559.5 520.4 504.9 505.4 583.6 599.3 228.0 410.1 656.9 627.9 633.6 0.9% Total 6,951.8 7,209.3 7,533.3 7,928.8 8,603.8 8,990.6 6,444.2 7,337.2 9,133.2 9,708.5 9,994.9 3.0% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 2,553.6 2,744.5 2,993.4 3,122.9 3,404.3 3,567.2 2,444.4 2,980.0 3,607.3 4,100.8 4,271.1 4.2% Hotel, Motel NA NA NA NA NA NA NA 2,151.2 2,579.9 2,942.3 3,053.4 3.8% STVR** NA NA NA NA NA NA NA 828.9 1,027.4 1,158.5 1,217.8 5.1% Campground 185.0 184.8 186.9 196.1 205.9 222.0 185.9 241.4 315.0 306.1 305.1 -0.3% Private Home (VFR) 834.8 863.3 884.7 976.4 1,078.7 1,170.1 823.7 1,163.9 1,302.2 1,330.1 1,361.9 2.4% Seasonal Home 1,004.2 1,038.2 1,058.2 1,132.0 1,233.8 1,263.5 1,870.9 1,675.6 1,590.0 1,607.6 1,641.6 2.1% Day Travel 1,814.7 1,858.1 1,905.3 1,996.1 2,097.6 2,168.5 891.3 866.1 1,661.8 1,736.0 1,781.5 2.6% Total 3,838.7 3,944.4 4,035.0 4,300.6 4,615.9 4,824.0 3,771.8 6,927.0 8,476.3 9,080.6 9,361.3 3.1% Visitor Spending by Commodity Purchased ($Millions) Accommodations 1,148.4 1,244.2 1,371.4 1,427.1 1,530.9 1,583.9 1,328.8 1,756.3 2,095.1 2,264.0 2,303.6 1.7% Food Service 2,019.1 2,148.7 2,293.4 2,413.6 2,573.7 2,704.0 2,120.5 2,151.8 2,570.4 2,764.7 2,923.3 5.7% Food Stores 252.6 263.4 267.4 271.7 279.0 288.3 236.8 306.5 373.8 403.0 415.1 3.0% Arts, Ent. & Rec. 1,089.2 1,132.4 1,184.9 1,218.2 1,269.4 1,298.6 970.5 1,007.4 1,148.7 1,250.1 1,313.7 5.1% Retail Sales 1,018.5 1,075.8 1,113.6 1,224.2 1,383.8 1,473.0 1,003.6 1,032.2 1,289.1 1,368.2 1,377.8 0.7% Visitor Air 97.8 99.1 104.5 112.4 123.5 146.0 57.3 75.0 158.9 181.2 182.1 0.5% Local Tran. & Gas 766.6 725.3 693.1 756.3 859.9 897.4 498.7 597.8 840.2 849.5 845.7 -0.4% Total 6,392.3 6,688.9 7,028.4 7,423.5 8,020.2 8,391.3 6,216.2 6,927.0 8,476.3 9,080.6 9,361.3 3.1% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 399 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 193 Riverside County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 1,103.9 1,200.9 1,342.5 1,432.6 1,557.1 1,664.4 1,341.2 1,659.9 2,011.2 2,192.6 2,276.0 3.8% Arts, Ent. & Rec. 496.5 511.6 556.8 583.9 629.8 665.5 495.7 647.9 741.4 831.2 864.8 4.0% Retail* 169.6 183.3 193.1 201.7 220.8 230.0 238.9 266.0 286.7 312.8 318.7 1.9% Ground Trans. 71.9 78.8 88.9 100.0 136.0 149.7 90.0 88.8 99.6 112.3 114.2 1.8% Visitor Air 20.3 22.7 18.6 19.9 20.9 17.2 17.0 14.2 14.7 17.6 19.6 11.0% Other travel** 79.3 83.7 97.9 73.5 79.3 77.2 62.1 75.4 103.5 108.8 120.2 10.5% Total 1,941.5 2,081.1 2,297.8 2,411.7 2,643.8 2,804.1 2,244.9 2,752.3 3,257.1 3,575.4 3,713.6 3.9% Direct Employment (Jobs) Accom. & Food Serv. 43,670 45,450 47,770 49,180 51,170 52,510 43,060 48,620 55,340 57,020 56,180 -1.5% Arts, Ent. & Rec. 18,720 19,070 19,790 20,130 21,530 22,370 15,710 19,730 22,260 24,230 24,840 2.5% Retail* 5,770 5,930 6,060 6,230 6,630 6,700 6,480 6,720 6,850 7,120 7,070 -0.7% Ground Trans. 1,820 1,900 2,010 2,080 2,620 2,910 3,380 3,270 3,920 4,240 4,360 2.8% Visitor Air 320 350 280 290 290 260 220 190 180 200 210 5.0% Other travel** 1,550 1,570 1,990 1,830 1,950 1,860 1,400 1,690 2,080 1,970 2,030 3.0% Total 71,850 74,270 77,900 79,740 84,190 86,610 70,250 80,220 90,630 94,780 94,690 -0.1% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 400 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 194 Riverside County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 195.2 213.0 236.0 247.9 279.6 293.4 228.8 293.8 341.1 337.5 344.1 2.0% State** 340.2 345.0 349.2 358.0 399.2 422.9 316.2 361.3 412.0 423.1 437.8 3.5% Total 535.5 558.1 585.1 605.9 678.8 716.3 545.0 655.1 753.1 760.5 781.9 2.8% Local Tax Revenue Detail ($Millions) Business/Employees 64.8 68.8 73.1 73.7 81.8 86.8 92.1 112.2 112.6 90.8 91.0 0.2% Visitor 130.5 144.3 162.8 174.3 197.8 206.6 136.6 181.6 228.5 246.7 253.1 2.6% Total 195.2 213.0 236.0 247.9 279.6 293.4 228.8 293.8 341.1 337.5 344.1 2.0% State Tax Revenue Detail ($Millions) Business/Employees 70.9 74.3 77.6 75.5 77.5 81.8 85.9 102.4 108.9 97.8 100.0 2.2% Visitor 269.3 270.7 271.5 282.5 321.7 341.1 230.3 258.9 303.0 325.3 337.8 3.9% Total 340.2 345.0 349.2 358.0 399.2 422.9 316.2 361.3 412.0 423.1 437.8 3.5% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 401 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 195 Sacramento County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 2,727.7 2,813.8 2,869.0 3,044.9 3,296.6 3,480.7 1,472.1 2,523.0 3,150.7 3,264.8 3,407.9 4.4% Other travel* 767.3 778.2 768.7 791.0 865.1 932.2 355.8 651.5 1,032.2 1,155.4 1,338.7 15.9% Total 3,495.0 3,592.0 3,637.7 3,835.9 4,161.7 4,412.9 1,827.9 3,174.5 4,182.9 4,420.1 4,746.6 7.4% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 1,264.2 1,336.1 1,385.4 1,429.9 1,567.8 1,653.8 972.1 1,212.6 1,524.0 1,598.3 1,699.2 6.3% Hotel, Motel NA NA NA NA NA NA NA 1,109.6 1,385.2 1,437.6 1,521.8 5.9% STVR** NA NA NA NA NA NA NA 103.0 138.8 160.7 177.4 10.4% Campground 13.1 13.2 13.3 14.0 14.7 15.8 13.3 17.2 22.5 22.3 22.3 -0.2% Private Home (VFR) 712.0 718.5 721.7 799.4 875.7 945.9 277.1 795.4 915.5 945.2 968.0 2.4% Seasonal Home 23.4 23.0 23.4 24.4 25.7 26.3 23.7 21.2 32.8 33.7 34.3 2.0% Day Travel 715.0 723.0 725.2 777.2 812.8 838.9 185.9 476.6 655.9 665.2 684.1 2.8% Total 1,463.5 1,477.7 1,483.6 1,615.0 1,728.8 1,826.9 500.0 2,523.0 3,150.7 3,264.8 3,407.9 4.4% Visitor Spending by Commodity Purchased ($Millions) Accommodations 326.0 358.6 384.2 412.1 458.9 482.5 279.0 348.7 457.7 486.5 513.2 5.5% Food Service 736.0 775.3 808.4 852.9 914.1 960.0 425.1 746.8 890.9 938.1 996.1 6.2% Food Stores 90.6 94.0 93.8 96.0 98.9 101.5 41.5 92.9 111.7 118.8 123.8 4.3% Arts, Ent. & Rec. 437.4 449.9 459.9 474.4 495.9 506.9 214.7 378.9 431.8 448.0 477.9 6.7% Retail Sales 343.6 354.3 357.7 400.1 444.4 491.2 185.6 369.1 431.5 435.8 440.6 1.1% Visitor Air 262.8 277.1 286.6 294.5 307.0 339.9 113.9 158.1 277.9 310.6 333.4 7.3% Local Tran. & Gas 531.3 504.6 478.5 514.9 577.3 598.6 212.4 428.5 549.3 526.9 522.9 -0.8% Total 2,727.7 2,813.8 2,869.0 3,044.9 3,296.6 3,480.7 1,472.1 2,523.0 3,150.7 3,264.8 3,407.9 4.4% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 402 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 196 Sacramento County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 430.7 462.5 508.3 537.1 608.2 651.3 502.4 597.7 724.2 787.8 818.1 3.8% Arts, Ent. & Rec. 224.1 247.2 270.3 305.4 304.7 320.1 208.3 235.3 327.9 411.6 441.5 7.3% Retail* 61.5 65.2 67.5 72.4 78.2 82.5 81.6 92.1 97.1 101.7 103.2 1.4% Ground Trans. 53.9 59.1 63.9 69.1 88.0 97.0 47.4 47.4 57.0 66.1 65.4 -1.1% Visitor Air 20.7 22.8 19.0 18.2 18.9 19.3 19.1 23.5 25.7 28.6 32.0 11.8% Other travel** 78.1 87.1 83.7 77.4 82.0 85.9 80.3 89.8 110.2 133.5 169.1 26.7% Total 869.0 943.9 1,012.8 1,079.5 1,180.0 1,256.1 939.1 1,085.9 1,342.2 1,529.3 1,629.2 6.5% Direct Employment (Jobs) Accom. & Food Serv. 16,480 16,590 16,980 17,430 18,810 19,150 14,790 16,070 18,440 18,680 18,280 -2.1% Arts, Ent. & Rec. 7,070 7,090 7,310 7,510 7,830 8,340 4,930 5,560 7,690 9,460 9,890 4.5% Retail* 2,020 2,060 2,050 2,160 2,260 2,280 2,100 2,220 2,210 2,220 2,170 -2.3% Ground Trans. 1,280 1,350 1,380 1,400 1,670 1,840 1,310 1,250 1,470 1,620 1,640 1.2% Visitor Air 350 370 330 310 310 340 300 350 360 370 390 5.4% Other travel** 1,410 1,500 1,480 1,530 1,390 1,470 1,380 1,400 1,590 1,560 1,630 4.5% Total 28,610 28,960 29,530 30,340 32,270 33,420 24,810 26,850 31,760 33,910 34,000 0.3% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 403 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 197 Sacramento County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 97.2 105.2 110.5 117.0 133.1 141.2 91.4 115.3 136.6 133.5 139.3 4.3% State** 157.8 156.8 153.3 158.3 179.9 191.5 95.4 155.9 173.5 175.8 183.5 4.4% Total 255.0 262.0 263.8 275.4 313.0 332.7 186.8 271.2 310.1 309.3 322.8 4.4% Local Tax Revenue Detail ($Millions) Business/Employees 29.7 32.0 33.1 33.8 37.4 39.9 39.6 46.1 48.3 40.4 41.5 2.9% Visitor 67.5 73.2 77.4 83.2 95.7 101.3 51.8 69.2 88.3 93.2 97.8 5.0% Total 97.2 105.2 110.5 117.0 133.1 141.2 91.4 115.3 136.6 133.5 139.3 4.3% State Tax Revenue Detail ($Millions) Business/Employees 31.3 33.1 33.6 33.2 33.9 35.9 32.2 38.1 42.4 39.6 41.5 4.9% Visitor 126.5 123.7 119.7 125.2 146.0 155.6 63.2 117.8 131.1 136.2 142.0 4.2% Total 157.8 156.8 153.3 158.3 179.9 191.5 95.4 155.9 173.5 175.8 183.5 4.4% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 404 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 198 San Benito County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 83.4 83.6 87.2 98.3 108.6 114.1 60.6 111.7 132.6 143.2 138.9 -3.0% Other travel* 10.2 9.0 8.0 9.1 10.8 11.3 3.5 7.7 12.0 11.3 10.9 -3.6% Total 93.6 92.7 95.2 107.4 119.5 125.4 64.1 119.4 144.5 154.5 149.8 -3.0% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 11.5 12.4 14.4 21.0 24.1 25.3 14.8 24.6 23.4 31.6 25.4 -19.5% Hotel, Motel NA NA NA NA NA NA NA 22.1 21.1 26.9 21.5 -20.3% STVR** NA NA NA NA NA NA NA 2.5 2.2 4.7 4.0 -14.5% Campground 21.5 21.9 22.1 23.2 24.3 26.2 22.0 28.4 37.1 36.8 36.9 0.2% Private Home (VFR) 29.6 28.1 28.8 31.2 34.8 36.4 13.3 41.1 45.5 47.1 48.8 3.6% Seasonal Home 2.3 2.4 2.4 2.6 2.8 2.9 4.2 3.8 5.3 5.4 5.6 3.0% Day Travel 18.6 18.9 19.5 20.3 22.6 23.3 6.3 13.8 21.3 22.3 22.2 -0.3% Total 72.0 71.2 72.8 77.3 84.5 88.8 45.8 111.7 132.6 143.2 138.9 -3.0% Visitor Spending by Commodity Purchased ($Millions) Accommodations 9.3 10.0 11.1 13.6 15.0 15.9 11.5 18.1 20.1 23.8 20.8 -12.8% Food Service 25.3 26.7 28.8 32.0 34.9 36.3 18.3 35.8 40.9 45.3 46.3 2.3% Food Stores 9.9 10.3 10.4 10.7 11.0 11.4 7.6 12.7 15.6 16.5 16.5 0.0% Arts, Ent. & Rec. 13.3 13.7 14.5 15.6 16.7 16.9 8.2 15.3 17.2 18.8 18.5 -1.5% Retail Sales 10.8 9.3 9.8 12.0 14.3 16.1 7.2 15.2 17.6 18.5 17.7 -4.3% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Local Tran. & Gas 14.9 13.7 12.7 14.3 16.8 17.6 7.7 14.7 21.1 20.3 19.1 -5.9% Total 83.4 83.6 87.2 98.3 108.6 114.1 60.6 111.7 132.6 143.2 138.9 -3.0% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 405 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 199 San Benito County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 16.3 19.2 22.7 26.4 30.1 32.4 31.5 38.6 44.1 46.2 48.4 4.8% Arts, Ent. & Rec. 3.6 3.6 3.6 3.4 2.4 2.7 1.8 1.9 1.8 2.0 3.0 50.4% Retail* 2.9 2.8 3.0 1.4 1.4 1.6 1.7 1.8 2.8 3.2 3.6 11.6% Ground Trans. 1.0 1.1 1.3 1.5 2.2 2.4 0.9 0.9 0.9 1.0 1.1 11.4% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Other travel** 0.3 0.3 0.4 0.4 0.4 0.5 0.4 0.7 1.3 1.7 2.2 30.7% Total 24.1 27.0 30.9 33.1 36.6 39.6 36.3 43.9 50.9 54.0 58.3 7.8% Direct Employment (Jobs) Accom. & Food Serv. 520 550 600 640 690 740 670 750 820 820 790 -3.7% Arts, Ent. & Rec. 200 190 200 210 150 170 110 110 110 110 150 36.4% Retail* 70 70 70 40 40 40 40 40 60 70 90 28.6% Ground Trans. 30 30 30 30 40 50 40 40 50 50 50 0.0% Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA Other travel** 10 20 20 20 20 20 20 20 40 50 70 40.0% Total 830 860 920 940 940 1,020 880 960 1,080 1,100 1,150 4.5% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 406 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 200 San Benito County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 2.0 2.1 2.4 2.6 3.9 4.1 3.3 5.1 5.4 5.5 5.3 -3.3% State** 5.3 5.2 5.1 5.5 6.3 6.7 4.0 6.7 7.3 7.6 7.7 1.5% Total 7.3 7.3 7.5 8.1 10.2 10.9 7.3 11.7 12.7 13.0 12.9 -0.5% Local Tax Revenue Detail ($Millions) Business/Employees 0.8 0.9 1.0 1.0 1.2 1.3 1.6 2.0 2.0 1.5 1.6 4.2% Visitor 1.2 1.2 1.4 1.6 2.6 2.8 1.6 3.1 3.5 3.9 3.7 -6.2% Total 2.0 2.1 2.4 2.6 3.9 4.1 3.3 5.1 5.4 5.5 5.3 -3.3% State Tax Revenue Detail ($Millions) Business/Employees 0.9 0.9 1.0 1.0 0.9 1.0 1.1 1.3 1.3 1.2 1.2 6.6% Visitor 4.5 4.2 4.1 4.5 5.4 5.8 2.9 5.4 6.0 6.4 6.4 0.6% Total 5.3 5.2 5.1 5.5 6.3 6.7 4.0 6.7 7.3 7.6 7.7 1.5% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 407 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 201 San Bernardino County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 3,881.3 4,006.4 4,118.7 4,397.0 4,692.7 5,029.2 3,804.5 4,706.3 5,516.4 5,660.2 5,851.2 3.4% Other travel* 584.8 551.6 524.4 578.3 650.2 687.5 270.2 475.9 739.8 813.8 838.7 3.1% Total 4,466.2 4,558.0 4,643.1 4,975.3 5,342.9 5,716.7 4,074.8 5,182.2 6,256.2 6,474.0 6,690.0 3.3% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 1,250.4 1,335.7 1,418.4 1,532.2 1,606.9 1,771.9 1,299.6 2,058.8 2,238.8 2,309.4 2,418.1 4.7% Hotel, Motel NA NA NA NA NA NA NA 1,308.0 1,386.3 1,449.9 1,529.7 5.5% STVR** NA NA NA NA NA NA NA 750.8 852.5 859.5 888.4 3.4% Campground 143.3 143.0 144.6 151.7 159.2 171.7 144.0 186.4 243.1 241.3 240.8 -0.2% Private Home (VFR) 565.3 574.8 576.8 631.3 693.4 756.8 497.1 714.4 805.2 830.3 858.7 3.4% Seasonal Home 827.5 850.7 867.1 921.4 1,004.3 1,028.4 1,395.3 1,249.6 1,260.9 1,293.7 1,323.0 2.3% Day Travel 1,094.8 1,102.2 1,111.7 1,160.4 1,228.9 1,300.4 468.5 497.2 968.4 985.5 1,010.6 2.5% Total 2,630.9 2,670.7 2,700.3 2,864.8 3,085.8 3,257.3 2,504.9 4,706.3 5,516.4 5,660.2 5,851.2 3.4% Visitor Spending by Commodity Purchased ($Millions) Accommodations 654.4 708.2 761.2 812.0 842.4 914.6 846.8 1,220.7 1,342.9 1,310.5 1,331.7 1.6% Food Service 1,157.1 1,216.0 1,278.7 1,351.6 1,417.6 1,521.7 1,236.3 1,376.2 1,583.3 1,678.5 1,774.3 5.7% Food Stores 158.7 163.8 164.7 167.3 170.1 178.7 150.1 228.5 273.0 290.9 297.3 2.2% Arts, Ent. & Rec. 621.2 637.7 657.4 678.9 695.8 727.5 561.7 660.1 721.2 754.3 791.0 4.9% Retail Sales 545.8 573.7 585.9 659.6 758.6 827.4 571.1 634.8 760.8 772.8 784.4 1.5% Visitor Air 128.4 130.6 127.1 132.0 143.5 149.0 60.6 83.3 157.0 171.7 192.2 11.9% Local Tran. & Gas 615.7 576.4 543.7 595.6 664.7 710.2 377.9 502.8 678.2 681.5 680.4 -0.2% Total 3,881.3 4,006.4 4,118.7 4,397.0 4,692.7 5,029.2 3,804.5 4,706.3 5,516.4 5,660.2 5,851.2 3.4% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 408 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 202 San Bernardino County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 644.6 700.7 774.4 842.0 896.5 985.3 851.5 1,009.2 1,184.0 1,316.1 1,367.1 3.9% Arts, Ent. & Rec. 312.2 332.3 356.3 405.3 407.6 433.2 298.8 375.3 509.0 543.7 577.8 6.3% Retail* 97.1 104.2 108.6 116.6 124.5 131.5 134.0 150.2 164.2 172.9 180.8 4.6% Ground Trans. 55.1 60.0 66.3 74.6 96.8 109.7 70.4 69.7 80.2 100.2 92.0 -8.2% Visitor Air 8.6 11.0 13.2 11.4 12.2 9.5 9.4 24.1 26.3 28.5 31.6 10.7% Other travel** 46.8 52.4 62.8 66.7 70.7 72.1 60.8 90.8 107.1 137.9 146.2 6.0% Total 1,164.5 1,260.6 1,381.6 1,516.7 1,608.2 1,741.2 1,424.8 1,719.2 2,070.9 2,299.4 2,395.5 4.2% Direct Employment (Jobs) Accom. & Food Serv. 26,980 27,880 28,890 30,240 30,790 32,170 26,820 29,340 32,650 33,840 33,500 -1.0% Arts, Ent. & Rec. 16,050 17,200 17,720 18,350 17,100 17,710 11,160 13,330 16,440 18,280 18,490 1.1% Retail* 3,340 3,450 3,450 3,640 3,770 3,830 3,720 3,860 4,010 4,080 4,080 0.0% Ground Trans. 1,370 1,420 1,470 1,540 1,860 2,110 2,400 2,310 2,760 3,110 3,070 -1.3% Visitor Air 150 190 210 200 200 170 150 230 240 240 250 4.2% Other travel** 1,230 1,290 1,440 1,470 1,500 1,500 1,190 1,480 1,680 1,740 1,770 1.7% Total 49,120 51,430 53,180 55,440 55,220 57,490 45,440 50,550 57,780 61,290 61,160 -0.2% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 409 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 203 San Bernardino County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 102.6 110.8 117.9 127.0 140.3 152.5 132.3 187.1 205.5 191.9 196.3 2.3% State** 224.0 223.0 220.4 229.7 258.2 278.6 202.9 247.0 275.9 280.8 291.2 3.7% Total 326.6 333.8 338.3 356.7 398.5 431.2 335.3 434.0 481.5 472.7 487.6 3.2% Local Tax Revenue Detail ($Millions) Business/Employees 38.6 41.5 43.8 46.1 49.5 53.6 58.4 70.1 71.6 58.4 58.7 0.6% Visitor 64.0 69.3 74.1 80.9 90.8 98.9 74.0 116.9 133.9 133.5 137.6 3.1% Total 102.6 110.8 117.9 127.0 140.3 152.5 132.3 187.1 205.5 191.9 196.3 2.3% State Tax Revenue Detail ($Millions) Business/Employees 42.8 45.1 46.6 47.3 47.2 50.8 54.1 63.4 68.6 62.2 63.7 2.5% Visitor 181.2 177.9 173.8 182.3 211.0 227.8 148.8 183.5 207.3 218.6 227.5 4.1% Total 224.0 223.0 220.4 229.7 258.2 278.6 202.9 247.0 275.9 280.8 291.2 3.7% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 410 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 204 San Diego County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 10,541.8 10,838.7 11,465.9 12,062.3 11,854.4 11,858.7 4,988.7 9,851.9 13,310.9 13,969.3 14,328.1 2.6% Other travel* 1,478.2 1,482.3 1,530.3 1,631.8 1,797.5 1,933.1 821.8 1,333.3 2,089.6 2,442.2 2,284.7 -6.5% Total 12,020.0 12,321.1 12,996.1 13,694.1 13,651.9 13,791.8 5,810.5 11,185.2 15,400.5 16,411.6 16,612.8 1.2% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 6,389.5 6,757.4 7,242.6 7,640.0 7,215.1 7,089.3 3,205.8 6,142.4 8,654.6 9,216.6 9,458.3 2.6% Hotel, Motel NA NA NA NA NA NA NA 4,684.8 6,573.9 6,939.9 7,063.7 1.8% STVR** NA NA NA NA NA NA NA 1,457.5 2,080.6 2,276.7 2,394.6 5.2% Campground 286.2 282.5 291.5 301.8 237.0 254.3 217.9 277.9 345.6 343.5 345.6 0.6% Private Home (VFR) 1,223.3 1,218.1 1,249.3 1,355.9 1,484.8 1,593.8 492.2 1,391.0 1,695.2 1,718.0 1,769.5 3.0% Seasonal Home 163.1 151.1 155.4 162.5 172.9 177.5 285.4 256.4 222.5 225.5 230.8 2.4% Day Travel 2,479.7 2,429.7 2,527.1 2,602.1 2,744.6 2,743.8 787.4 1,784.3 2,393.1 2,465.8 2,523.9 2.4% Total 4,152.3 4,081.4 4,223.3 4,422.3 4,639.3 4,769.5 1,782.9 9,851.9 13,310.9 13,969.3 14,328.1 2.6% Visitor Spending by Commodity Purchased ($Millions) Accommodations 2,674.5 2,908.4 3,145.6 3,287.9 3,588.3 3,471.6 1,728.7 3,077.2 4,426.9 4,691.0 4,805.6 2.4% Food Service 2,843.0 2,907.4 3,136.4 3,329.7 3,045.1 3,079.9 1,337.0 2,676.1 3,367.0 3,541.2 3,691.9 4.3% Food Stores 467.4 505.5 518.2 528.0 472.3 472.0 205.2 522.3 665.4 712.9 724.4 1.6% Arts, Ent. & Rec. 1,613.1 1,583.7 1,671.8 1,728.7 1,610.3 1,587.9 588.8 1,294.1 1,584.5 1,696.5 1,753.2 3.3% Retail Sales 1,686.6 1,686.2 1,757.0 1,872.8 1,788.4 1,837.3 684.4 1,452.1 1,776.8 1,858.8 1,863.0 0.2% Visitor Air 747.4 789.0 801.0 831.2 873.0 930.3 282.2 427.5 903.3 932.6 963.7 3.3% Local Tran. & Gas 509.8 458.4 435.8 484.1 476.9 479.8 162.4 402.6 587.1 536.3 526.4 -1.8% Total 10,541.8 10,838.7 11,465.9 12,062.3 11,854.4 11,858.7 4,988.7 9,851.9 13,310.9 13,969.3 14,328.1 2.6% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 411 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 205 San Diego County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 2,198.3 2,325.5 2,635.1 2,823.3 2,703.9 2,768.6 1,957.8 2,340.4 3,078.6 3,452.2 3,675.3 6.5% Arts, Ent. & Rec. 818.1 877.9 908.2 891.0 859.1 872.4 518.9 600.6 811.2 902.0 874.0 -3.1% Retail* 274.7 287.6 303.6 312.8 291.1 292.8 298.9 322.2 347.7 361.5 364.5 0.9% Ground Trans. 47.2 42.8 48.7 56.3 66.7 70.1 21.3 20.8 22.6 35.2 25.9 -26.4% Visitor Air 50.4 56.1 71.1 79.5 84.0 94.3 91.0 88.4 98.0 109.8 121.9 11.1% Other travel** 173.9 195.1 249.1 269.4 294.6 331.0 277.9 266.1 331.0 446.3 408.4 -8.5% Total 3,562.5 3,785.1 4,215.8 4,432.2 4,299.4 4,429.2 3,165.8 3,638.4 4,689.2 5,306.9 5,470.1 3.1% Direct Employment (Jobs) Accom. & Food Serv. 64,240 64,410 68,900 69,940 64,480 63,520 45,740 50,100 60,110 62,500 63,130 1.0% Arts, Ent. & Rec. 23,210 22,690 24,320 24,830 22,600 21,490 13,330 15,780 19,800 20,970 21,970 4.8% Retail* 8,750 8,790 9,050 9,090 8,240 8,130 7,620 7,740 7,820 7,890 7,800 -1.1% Ground Trans. 1,220 1,060 1,130 1,180 1,290 1,380 890 860 1,030 1,050 1,140 8.6% Visitor Air 860 920 1,170 1,370 1,400 1,690 1,460 1,380 1,430 1,490 1,550 4.0% Other travel** 3,400 3,640 4,550 4,830 4,880 5,300 4,330 3,960 4,960 4,710 4,260 -9.6% Total 101,680 101,510 109,120 111,240 102,890 101,510 73,370 79,820 95,150 98,610 99,850 1.3% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 412 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 206 San Diego County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 473.8 508.7 547.5 569.8 606.5 601.7 341.9 515.5 687.7 689.0 702.4 2.0% State** 478.6 478.6 492.4 500.6 482.3 495.7 266.7 438.7 518.1 524.1 537.5 2.5% Total 952.4 987.2 1,039.9 1,070.4 1,088.7 1,097.4 608.5 954.2 1,205.8 1,213.1 1,239.9 2.2% Local Tax Revenue Detail ($Millions) Business/Employees 119.3 125.5 134.5 135.7 133.3 137.4 129.8 148.4 162.1 134.7 134.0 -0.5% Visitor 354.5 383.2 412.9 434.1 473.2 464.4 212.1 367.1 525.6 554.3 568.4 2.6% Total 473.8 508.7 547.5 569.8 606.5 601.7 341.9 515.5 687.7 689.0 702.4 2.0% State Tax Revenue Detail ($Millions) Business/Employees 126.8 131.7 138.7 134.9 122.8 126.1 111.4 131.6 151.6 139.4 141.0 1.1% Visitor 351.8 346.9 353.7 365.7 359.4 369.6 155.3 307.1 366.5 384.7 396.5 3.1% Total 478.6 478.6 492.4 500.6 482.3 495.7 266.7 438.7 518.1 524.1 537.5 2.5% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 413 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 207 San Francisco County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 10,267.3 10,894.5 10,874.8 10,758.5 11,114.0 11,293.6 3,449.1 5,143.0 9,274.3 10,168.4 10,261.7 0.9% Other travel* 2,001.3 2,098.0 2,317.6 2,645.3 2,792.4 2,862.6 1,590.0 1,962.9 3,073.4 4,058.5 4,062.2 0.1% Total 12,268.6 12,992.5 13,192.4 13,403.8 13,906.5 14,156.2 5,039.1 7,105.8 12,347.6 14,226.9 14,323.8 0.7% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 7,895.4 8,462.7 8,460.8 8,291.5 8,590.4 8,702.9 2,681.6 3,456.7 6,921.0 7,666.3 7,753.7 1.1% Hotel, Motel NA NA NA NA NA NA NA 3,203.9 6,337.9 7,055.7 7,133.9 1.1% STVR** NA NA NA NA NA NA NA 252.8 583.2 610.5 619.9 1.5% Campground 4.1 4.1 4.2 4.4 4.6 4.9 4.1 5.4 7.0 6.8 6.8 -0.1% Private Home (VFR) 864.4 878.9 871.1 898.6 936.4 964.6 230.7 551.3 874.3 955.8 915.4 -4.2% Seasonal Home 38.2 38.4 39.1 42.2 46.7 47.8 75.3 67.8 89.5 83.9 85.1 1.5% Day Travel 1,465.2 1,510.4 1,499.6 1,521.9 1,535.9 1,573.3 457.4 1,061.8 1,382.4 1,455.7 1,500.5 3.1% Total 2,372.0 2,431.8 2,414.0 2,467.0 2,523.7 2,590.6 767.5 5,143.0 9,274.3 10,168.4 10,261.7 0.9% Visitor Spending by Commodity Purchased ($Millions) Accommodations 2,883.6 3,200.3 3,209.5 3,079.7 3,178.7 3,361.2 1,004.7 974.3 2,275.7 2,578.7 2,520.8 -2.2% Food Service 2,544.6 2,719.3 2,773.4 2,806.7 2,934.1 2,961.1 981.6 1,611.9 2,636.4 2,818.4 2,964.7 5.2% Food Stores 209.9 220.8 216.1 212.2 214.4 213.7 73.0 142.7 228.7 245.3 253.0 3.2% Arts, Ent. & Rec. 1,387.0 1,447.6 1,447.5 1,431.5 1,461.6 1,437.0 458.7 754.5 1,162.0 1,268.6 1,340.7 5.7% Retail Sales 1,425.8 1,478.0 1,454.3 1,442.8 1,474.5 1,469.3 470.9 811.3 1,220.3 1,331.5 1,360.2 2.2% Visitor Air 1,230.9 1,267.5 1,254.1 1,237.3 1,244.2 1,241.1 299.6 505.3 1,176.9 1,364.6 1,255.3 -8.0% Local Tran. & Gas 585.6 561.1 519.9 548.2 606.6 610.2 160.6 342.9 574.4 561.3 566.9 1.0% Total 10,267.3 10,894.5 10,874.8 10,758.5 11,114.0 11,293.6 3,449.1 5,143.0 9,274.3 10,168.4 10,261.7 0.9% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 414 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 208 San Francisco County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 1,800.3 2,045.8 2,167.4 2,242.5 2,364.9 2,504.1 1,468.3 1,559.6 1,962.2 2,252.2 2,270.4 0.8% Arts, Ent. & Rec. 921.3 1,031.4 1,051.9 937.0 990.2 980.3 742.4 829.5 1,000.3 1,055.5 1,141.5 8.1% Retail* 215.0 229.4 229.9 245.6 247.8 246.4 232.4 250.7 233.9 219.6 223.0 1.5% Ground Trans. 77.0 83.4 89.8 99.5 137.2 143.8 33.4 33.5 36.2 36.8 41.4 12.6% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Other travel** 237.9 244.3 312.4 404.6 431.0 454.5 371.3 422.4 538.8 818.8 849.5 3.8% Total 3,251.5 3,634.3 3,851.3 3,929.3 4,171.1 4,329.1 2,847.7 3,095.7 3,771.3 4,382.9 4,525.8 3.3% Direct Employment (Jobs) Accom. & Food Serv. 38,530 41,400 41,250 41,760 42,000 40,980 23,130 23,130 29,540 31,720 31,600 -0.4% Arts, Ent. & Rec. 14,230 15,570 15,540 15,380 15,170 15,430 10,380 10,540 13,120 14,290 14,990 4.9% Retail* 4,510 4,530 4,610 4,520 4,320 4,020 3,460 3,410 3,460 3,290 3,150 -4.3% Ground Trans. 2,020 2,080 2,090 2,100 2,660 2,830 1,410 1,410 1,690 1,780 1,890 6.2% Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA Other travel** 2,470 2,630 3,110 3,220 3,270 3,320 2,600 1,910 2,460 2,440 2,420 -0.8% Total 61,760 66,210 66,600 66,980 67,420 66,580 40,980 40,400 50,270 53,520 54,050 1.0% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 415 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 209 San Francisco County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 571.8 628.8 633.9 614.3 649.2 678.9 281.2 307.7 506.4 531.1 527.4 -0.7% State** 380.3 397.5 393.5 381.6 394.3 401.8 188.5 274.4 367.6 380.7 394.2 3.5% Total 952.1 1,026.3 1,027.4 996.0 1,043.5 1,080.7 469.8 582.1 874.0 911.8 921.5 1.1% Local Tax Revenue Detail ($Millions) Business/Employees 116.6 128.8 131.2 128.1 137.1 142.2 123.5 133.7 138.1 117.8 117.5 -0.3% Visitor 455.2 500.0 502.7 486.2 512.2 536.7 157.7 174.0 368.3 413.3 409.9 -0.8% Total 571.8 628.8 633.9 614.3 649.2 678.9 281.2 307.7 506.4 531.1 527.4 -0.7% State Tax Revenue Detail ($Millions) Business/Employees 110.9 120.7 121.4 115.0 114.2 117.8 93.9 105.5 115.6 110.4 112.2 1.7% Visitor 269.4 276.8 272.1 266.7 280.1 284.0 94.7 168.9 252.0 270.3 281.9 4.3% Total 380.3 397.5 393.5 381.6 394.3 401.8 188.5 274.4 367.6 380.7 394.2 3.5% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 416 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 210 San Joaquin County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 676.4 690.4 721.1 758.3 800.4 847.5 488.3 897.5 1,068.8 1,024.9 1,070.1 4.4% Other travel* 133.0 119.4 106.6 120.0 140.4 145.9 48.6 98.0 149.4 144.7 140.0 -3.2% Total 809.4 809.8 827.7 878.3 940.8 993.4 536.9 995.5 1,218.2 1,169.5 1,210.1 3.5% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 228.0 247.8 275.3 285.2 294.3 311.6 301.3 430.8 498.5 463.6 486.6 5.0% Hotel, Motel NA NA NA NA NA NA NA 404.9 468.7 430.0 446.0 3.7% STVR** NA NA NA NA NA NA NA 25.9 29.8 33.6 40.6 20.9% Campground 8.2 8.3 8.4 8.8 9.2 9.9 8.3 10.7 14.0 13.6 13.7 0.5% Private Home (VFR) 204.3 197.0 195.7 214.0 236.2 255.4 71.6 250.6 281.3 281.1 291.5 3.7% Seasonal Home 11.8 11.6 11.8 12.5 13.3 13.6 46.8 42.4 28.8 26.3 27.0 2.7% Day Travel 224.0 225.7 229.8 237.8 247.4 257.1 60.2 163.0 246.3 240.2 251.4 4.6% Total 448.4 442.6 445.8 473.0 506.1 536.0 187.0 897.5 1,068.8 1,024.9 1,070.1 4.4% Visitor Spending by Commodity Purchased ($Millions) Accommodations 80.6 91.7 105.4 112.1 117.8 124.3 126.6 183.3 216.0 200.9 202.2 0.6% Food Service 190.4 202.2 217.6 225.0 232.5 246.1 144.7 263.6 307.4 302.9 321.3 6.1% Food Stores 31.8 33.1 33.8 33.7 34.0 35.1 19.5 41.7 47.9 48.6 50.3 3.5% Arts, Ent. & Rec. 92.5 95.9 101.2 102.3 103.3 106.4 60.9 108.3 120.9 120.8 127.5 5.6% Retail Sales 106.2 104.6 109.1 118.7 127.7 141.9 66.7 135.9 159.7 158.4 175.3 10.6% Visitor Air 1.0 0.8 0.9 1.0 1.2 1.1 0.5 0.5 0.6 0.6 0.6 2.2% Local Tran. & Gas 174.0 162.0 153.2 165.4 184.0 192.6 69.4 164.3 216.3 192.7 193.0 0.1% Total 676.4 690.4 721.1 758.3 800.4 847.5 488.3 897.5 1,068.8 1,024.9 1,070.1 4.4% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 417 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 211 San Joaquin County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 117.4 128.8 146.4 158.6 172.9 186.4 165.7 205.3 262.7 279.0 292.0 4.7% Arts, Ent. & Rec. 49.7 51.3 59.6 61.4 64.1 67.3 42.7 52.8 68.1 67.5 83.3 23.3% Retail* 20.7 21.4 22.8 23.9 25.1 26.5 27.0 30.3 32.7 34.7 35.9 3.3% Ground Trans. 14.0 15.1 17.1 19.0 25.2 27.8 13.4 13.6 15.7 16.1 18.1 12.0% Visitor Air 0.6 0.5 0.7 4.6 5.1 6.6 6.5 0.4 0.4 0.6 0.7 24.0% Other travel** 7.6 8.2 9.2 23.5 24.6 31.0 31.8 9.4 10.7 13.4 14.3 6.4% Total 209.9 225.3 255.9 291.2 317.0 345.6 287.1 311.7 390.4 411.3 444.2 8.0% Direct Employment (Jobs) Accom. & Food Serv. 4,440 4,540 4,760 4,990 5,100 5,250 4,450 5,020 6,030 6,090 6,020 -1.1% Arts, Ent. & Rec. 2,360 2,220 2,350 2,350 2,380 2,430 1,390 1,680 2,180 2,310 2,590 12.1% Retail* 720 720 740 760 760 780 720 750 770 800 800 0.0% Ground Trans. 360 370 390 400 490 540 450 430 520 540 570 5.6% Visitor Air 10 10 10 50 50 70 60 10 10 10 10 0.0% Other travel** 230 240 250 400 400 480 470 230 250 280 280 0.0% Total 8,120 8,100 8,500 8,950 9,180 9,550 7,540 8,120 9,760 10,030 10,270 2.4% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 418 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 212 San Joaquin County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 19.3 21.0 23.3 26.4 29.5 31.6 27.5 37.5 43.1 38.5 40.0 3.9% State** 51.1 49.5 48.6 50.2 58.3 62.6 33.8 58.2 64.0 62.6 66.4 6.1% Total 70.4 70.5 71.9 76.6 87.8 94.2 61.3 95.7 107.1 101.1 106.4 5.3% Local Tax Revenue Detail ($Millions) Business/Employees 7.1 7.5 8.3 9.3 10.2 11.1 12.4 13.6 14.4 11.2 11.6 4.3% Visitor 12.2 13.5 15.0 17.1 19.3 20.5 15.1 23.9 28.7 27.4 28.4 3.7% Total 19.3 21.0 23.3 26.4 29.5 31.6 27.5 37.5 43.1 38.5 40.0 3.9% State Tax Revenue Detail ($Millions) Business/Employees 7.4 7.8 8.3 8.3 8.5 9.1 9.3 10.3 11.5 9.9 10.6 6.5% Visitor 43.7 41.7 40.3 41.9 49.9 53.5 24.5 47.9 52.5 52.7 55.8 6.1% Total 51.1 49.5 48.6 50.2 58.3 62.6 33.8 58.2 64.0 62.6 66.4 6.1% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 419 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 213 San Luis Obispo County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 1,562.3 1,606.9 1,622.7 1,716.0 1,837.0 1,935.2 1,320.7 1,862.7 2,234.9 2,222.2 2,275.9 2.4% Other travel* 67.2 61.8 57.2 65.8 77.9 83.3 26.5 46.3 80.2 82.5 87.9 6.5% Total 1,629.5 1,668.7 1,680.0 1,781.8 1,915.0 2,018.5 1,347.3 1,909.0 2,315.0 2,304.6 2,363.8 2.6% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 966.5 1,002.0 1,015.4 1,077.1 1,147.2 1,202.1 954.1 1,320.4 1,466.2 1,448.6 1,494.7 3.2% Hotel, Motel NA NA NA NA NA NA NA 894.9 1,020.2 992.0 1,040.8 4.9% STVR** NA NA NA NA NA NA NA 425.5 446.1 456.6 453.9 -0.6% Campground 134.9 137.1 138.7 145.6 152.8 164.7 137.3 178.9 233.3 231.7 231.4 -0.1% Private Home (VFR) 92.4 96.4 96.9 107.6 120.6 131.3 56.0 124.7 142.4 147.0 150.5 2.4% Seasonal Home 40.0 40.8 41.4 44.7 50.5 51.7 61.0 54.8 66.6 68.3 69.1 1.2% Day Travel 328.5 330.5 330.2 341.1 366.0 385.4 112.3 183.9 326.2 326.7 330.2 1.1% Total 595.7 604.9 607.3 638.9 689.8 733.1 366.6 1,862.7 2,234.9 2,222.2 2,275.9 2.4% Visitor Spending by Commodity Purchased ($Millions) Accommodations 406.7 435.4 453.1 477.1 505.7 528.3 474.5 697.6 775.8 751.3 768.3 2.3% Food Service 429.6 447.2 459.8 487.2 519.3 551.8 356.3 453.6 557.3 575.8 596.0 3.5% Food Stores 68.1 70.5 70.5 71.8 73.6 77.8 56.9 105.5 128.1 134.2 135.4 0.9% Arts, Ent. & Rec. 199.0 202.4 204.1 211.2 220.1 227.9 138.2 204.4 229.8 235.0 245.1 4.3% Retail Sales 250.9 257.8 256.1 270.0 289.1 305.2 172.9 219.0 271.5 269.1 269.9 0.3% Visitor Air 11.0 12.5 13.9 15.9 19.3 21.7 8.3 12.5 25.1 29.5 33.1 12.3% Local Tran. & Gas 197.0 181.0 165.1 182.8 210.0 222.4 113.7 170.1 247.2 227.3 228.0 0.3% Total 1,562.3 1,606.9 1,622.7 1,716.0 1,837.0 1,935.2 1,320.7 1,862.7 2,234.9 2,222.2 2,275.9 2.4% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 420 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 214 San Luis Obispo County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 334.9 356.6 386.2 439.3 472.4 508.8 410.1 500.2 591.2 624.1 645.4 3.4% Arts, Ent. & Rec. 98.0 105.0 111.2 123.6 128.5 138.6 98.5 132.2 149.3 162.4 172.5 6.2% Retail* 46.8 49.4 50.3 52.1 54.7 57.4 58.2 65.6 70.1 71.5 73.4 2.7% Ground Trans. 17.4 18.3 20.0 23.2 32.8 36.3 17.0 16.6 17.9 18.2 20.6 13.2% Visitor Air 4.3 5.2 4.4 5.8 6.1 29.4 31.1 13.5 13.9 15.5 16.7 7.5% Other travel** 8.8 9.3 7.9 10.4 10.9 44.5 40.5 17.3 19.1 21.7 24.5 13.0% Total 510.1 543.9 580.0 654.3 705.5 815.0 655.4 745.4 861.5 913.3 953.1 4.3% Direct Employment (Jobs) Accom. & Food Serv. 11,010 11,080 11,460 12,580 12,910 13,410 10,640 11,840 13,160 13,390 13,420 0.2% Arts, Ent. & Rec. 5,410 5,280 5,300 5,650 5,910 6,340 4,140 5,090 6,380 6,670 7,450 11.7% Retail* 1,470 1,470 1,490 1,520 1,560 1,590 1,500 1,540 1,570 1,550 1,540 -0.6% Ground Trans. 460 460 470 490 640 720 730 710 850 900 950 5.6% Visitor Air 60 70 70 100 100 300 290 170 160 170 170 0.0% Other travel** 170 170 150 210 220 510 410 250 260 280 290 3.6% Total 18,580 18,530 18,940 20,550 21,340 22,870 17,710 19,600 22,380 22,960 23,820 3.7% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 421 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 215 San Luis Obispo County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 65.6 69.9 72.4 76.6 84.2 90.5 81.2 103.1 111.9 103.5 105.6 2.0% State** 76.8 76.8 75.2 77.7 84.9 92.2 65.5 84.9 96.4 93.6 96.5 3.1% Total 142.4 146.7 147.7 154.3 169.1 182.7 146.7 188.0 208.4 197.1 202.1 2.5% Local Tax Revenue Detail ($Millions) Business/Employees 16.7 17.6 18.1 19.6 21.6 25.0 26.6 30.1 29.5 22.9 23.1 0.7% Visitor 48.9 52.3 54.3 57.0 62.6 65.6 54.6 73.0 82.5 80.5 82.5 2.4% Total 65.6 69.9 72.4 76.6 84.2 90.5 81.2 103.1 111.9 103.5 105.6 2.0% State Tax Revenue Detail ($Millions) Business/Employees 18.2 19.0 19.1 19.8 19.8 22.6 23.5 26.8 27.6 23.6 24.2 2.6% Visitor 58.6 57.8 56.1 57.9 65.1 69.6 42.0 58.1 68.8 70.0 72.3 3.3% Total 76.8 76.8 75.2 77.7 84.9 92.2 65.5 84.9 96.4 93.6 96.5 3.1% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 422 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 216 San Mateo County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 3,258.4 3,427.2 3,518.1 3,661.8 3,983.5 4,059.1 1,483.2 2,285.1 3,824.7 4,139.8 4,370.8 5.6% Other travel* 260.9 302.6 294.5 335.7 373.6 433.1 194.1 210.8 321.2 347.1 366.5 5.6% Total 3,519.3 3,729.8 3,812.5 3,997.5 4,357.1 4,492.2 1,677.3 2,495.9 4,145.9 4,487.0 4,737.3 5.6% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 2,308.8 2,463.2 2,549.1 2,638.4 2,868.9 2,911.4 1,161.2 1,502.8 2,794.8 3,055.0 3,256.6 6.6% Hotel, Motel NA NA NA NA NA NA NA 1,387.2 2,605.7 2,826.9 3,012.0 6.5% STVR** NA NA NA NA NA NA NA 115.6 189.1 228.1 244.6 7.3% Campground 30.4 31.0 31.4 32.9 34.5 37.2 31.2 40.5 52.9 52.5 51.9 -1.1% Private Home (VFR) 309.3 313.8 315.8 347.3 382.4 406.2 88.3 331.4 356.8 365.7 369.1 0.9% Seasonal Home 19.2 19.1 19.5 20.9 23.1 23.7 40.0 36.0 43.4 44.4 44.6 0.6% Day Travel 590.8 600.0 602.4 622.3 674.6 680.6 162.4 374.3 576.7 622.2 648.6 4.2% Total 949.6 964.0 969.0 1,023.4 1,114.6 1,147.7 322.0 2,285.1 3,824.7 4,139.8 4,370.8 5.6% Visitor Spending by Commodity Purchased ($Millions) Accommodations 776.7 873.8 919.7 948.4 1,050.9 1,079.7 386.6 474.2 772.0 888.9 958.9 7.9% Food Service 835.7 881.3 917.3 965.8 1,049.1 1,074.8 406.9 635.6 1,084.8 1,244.3 1,343.1 7.9% Food Stores 90.3 93.9 93.5 94.8 98.9 99.8 39.6 77.7 117.7 133.4 140.7 5.5% Arts, Ent. & Rec. 463.5 477.3 486.9 500.6 531.0 529.6 191.2 305.0 485.6 547.9 599.1 9.4% Retail Sales 446.9 458.8 461.5 489.8 535.2 554.4 194.4 323.6 512.0 559.6 573.7 2.5% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 6.6 12.9 15.3 15.2 -0.7% Local Tran. & Gas 645.3 642.3 639.1 662.5 718.4 720.8 264.6 462.4 839.7 750.5 740.1 -1.4% Total 3,258.4 3,427.2 3,518.1 3,661.8 3,983.5 4,059.1 1,483.2 2,285.1 3,824.7 4,139.8 4,370.8 5.6% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 423 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 217 San Mateo County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 587.6 654.0 700.3 767.8 867.5 907.5 578.3 658.2 854.6 980.8 1,041.4 6.2% Arts, Ent. & Rec. 207.4 221.3 237.1 248.7 273.0 281.6 206.2 245.8 300.8 333.4 340.9 2.2% Retail* 74.5 78.8 80.7 82.8 91.7 92.0 89.1 99.0 97.5 97.7 98.8 1.1% Ground Trans. 93.3 103.9 111.2 116.0 135.2 144.6 70.3 71.1 88.5 84.0 101.1 20.3% Visitor Air 692.5 747.5 1,008.0 1,150.9 1,191.9 548.8 510.8 330.8 370.6 423.6 466.0 10.0% Other travel** 674.4 782.7 1,053.3 1,229.5 1,310.6 677.9 650.9 437.4 465.4 515.5 580.1 12.5% Total 2,329.8 2,588.2 3,190.6 3,595.6 3,869.9 2,652.5 2,105.6 1,842.2 2,177.5 2,435.1 2,628.3 7.9% Direct Employment (Jobs) Accom. & Food Serv. 16,030 16,540 16,570 17,390 18,600 18,500 12,330 12,890 15,470 16,720 16,950 1.4% Arts, Ent. & Rec. 7,560 7,970 8,250 8,590 9,020 8,670 5,890 6,390 7,650 8,340 9,000 7.9% Retail* 1,830 1,760 1,710 1,710 1,800 1,770 1,580 1,600 1,570 1,570 1,580 0.6% Ground Trans. 2,070 2,240 2,260 2,270 2,510 2,650 1,580 1,500 1,760 1,690 1,950 15.4% Visitor Air 8,360 8,710 9,590 9,860 9,880 6,200 5,160 3,700 3,860 4,120 4,240 2.9% Other travel** 8,310 9,340 10,410 10,850 11,130 7,570 6,530 4,970 4,920 5,050 5,320 5.3% Total 44,160 46,560 48,790 50,670 52,940 45,360 33,070 31,050 35,230 37,490 39,040 4.1% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 424 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 218 San Mateo County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 234.4 255.3 280.4 294.2 335.3 296.8 166.2 183.8 254.0 258.9 272.1 5.1% State** 197.8 204.7 216.4 221.5 230.7 208.1 115.5 152.0 208.3 211.4 221.7 4.9% Total 432.3 460.1 496.8 515.6 566.1 504.9 281.7 335.8 462.3 470.3 493.8 5.0% Local Tax Revenue Detail ($Millions) Business/Employees 84.9 93.2 110.5 119.1 132.5 90.8 95.2 83.3 83.4 68.5 71.4 4.3% Visitor 149.6 162.1 169.9 175.1 202.8 206.0 71.0 100.6 170.6 190.4 200.8 5.4% Total 234.4 255.3 280.4 294.2 335.3 296.8 166.2 183.8 254.0 258.9 272.1 5.1% State Tax Revenue Detail ($Millions) Business/Employees 72.9 79.0 91.3 94.2 91.0 64.3 60.9 60.1 64.2 59.4 63.2 6.3% Visitor 125.0 125.7 125.1 127.3 139.7 143.8 54.7 91.9 144.0 152.0 158.5 4.3% Total 197.8 204.7 216.4 221.5 230.7 208.1 115.5 152.0 208.3 211.4 221.7 4.9% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 425 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 219 Santa Barbara County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 1,714.3 1,774.4 1,774.5 1,818.1 1,831.7 1,976.9 955.4 1,535.6 1,898.6 1,922.5 2,005.6 4.3% Other travel* 138.8 131.5 129.2 135.1 151.3 164.2 62.8 110.9 171.6 170.8 174.9 2.4% Total 1,853.2 1,905.9 1,903.7 1,953.1 1,983.0 2,141.1 1,018.3 1,646.5 2,070.2 2,093.4 2,180.5 4.2% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 1,085.6 1,135.2 1,139.3 1,142.6 1,126.2 1,228.8 641.7 1,019.2 1,205.2 1,220.0 1,290.6 5.8% Hotel, Motel NA NA NA NA NA NA NA 817.6 969.9 975.5 1,048.9 7.5% STVR** NA NA NA NA NA NA NA 201.6 235.3 244.5 241.6 -1.2% Campground 57.5 59.0 59.7 62.6 65.7 70.9 59.1 77.3 100.7 100.0 99.9 -0.1% Private Home (VFR) 151.0 154.6 152.4 169.9 187.8 205.7 82.6 183.6 213.5 217.4 223.2 2.7% Seasonal Home 33.7 34.4 34.9 37.8 42.7 43.7 56.6 50.9 49.4 50.6 51.2 1.2% Day Travel 386.5 391.2 388.2 405.2 409.3 427.9 115.4 204.7 329.7 334.5 340.6 1.8% Total 628.7 639.2 635.2 675.5 705.5 748.2 313.7 1,535.6 1,898.6 1,922.5 2,005.6 4.3% Visitor Spending by Commodity Purchased ($Millions) Accommodations 435.2 467.5 481.0 484.6 464.0 522.7 335.0 586.3 693.0 671.8 700.4 4.3% Food Service 473.0 496.7 506.8 520.0 528.6 560.9 255.6 370.6 456.2 481.1 509.4 5.9% Food Stores 55.0 57.2 56.5 56.8 56.5 59.1 33.8 57.9 72.8 77.1 78.6 2.0% Arts, Ent. & Rec. 219.3 225.0 225.0 225.8 224.2 231.7 98.3 152.7 178.5 185.8 197.3 6.1% Retail Sales 278.1 290.0 286.0 295.8 302.5 321.9 133.4 199.0 245.7 248.1 249.6 0.6% Visitor Air 33.8 32.9 32.1 35.0 37.5 50.8 14.8 25.6 50.9 53.4 60.3 13.0% Local Tran. & Gas 220.1 205.1 187.0 200.2 218.4 229.6 84.7 143.6 201.6 205.2 209.9 2.3% Total 1,714.3 1,774.4 1,774.5 1,818.1 1,831.7 1,976.9 955.4 1,535.6 1,898.6 1,922.5 2,005.6 4.3% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 426 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 220 Santa Barbara County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 379.6 415.3 425.7 457.4 470.2 513.6 399.6 480.5 590.2 618.3 637.9 3.2% Arts, Ent. & Rec. 103.6 105.3 104.3 114.3 117.5 126.6 99.9 119.5 139.3 148.0 158.3 7.0% Retail* 46.0 49.2 49.7 49.6 50.3 52.1 53.9 59.3 62.8 68.4 69.4 1.4% Ground Trans. 20.8 22.4 23.9 26.4 34.5 38.1 13.8 13.7 15.0 19.3 17.3 -10.2% Visitor Air 4.2 5.3 4.0 4.5 4.7 5.9 5.7 7.9 8.8 10.0 11.3 13.7% Other travel** 16.6 18.6 19.7 19.4 20.7 21.8 19.2 22.2 25.8 29.3 31.1 5.9% Total 570.8 616.1 627.4 671.5 697.8 758.2 592.0 703.1 841.9 893.3 925.4 3.6% Direct Employment (Jobs) Accom. & Food Serv. 10,650 11,070 10,970 11,120 11,040 11,810 9,090 10,050 11,550 11,740 11,500 -2.0% Arts, Ent. & Rec. 4,330 4,400 4,330 4,580 5,230 5,590 4,060 4,590 5,440 5,770 6,150 6.6% Retail* 1,270 1,360 1,360 1,310 1,300 1,320 1,260 1,310 1,300 1,350 1,340 -0.7% Ground Trans. 530 550 550 550 670 740 540 520 630 710 700 -1.4% Visitor Air 90 90 60 60 60 80 60 80 90 90 100 11.1% Other travel** 340 360 360 340 350 370 290 330 370 390 420 7.7% Total 17,210 17,830 17,630 17,960 18,650 19,910 15,300 16,880 19,380 20,050 20,210 0.8% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 427 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 221 Santa Barbara County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 73.9 79.4 81.5 84.7 85.6 95.0 66.5 100.6 115.2 106.9 110.6 3.5% State** 86.6 87.2 84.0 84.3 89.1 95.4 53.4 75.9 86.3 85.6 88.9 3.9% Total 160.6 166.6 165.6 169.0 174.7 190.4 119.9 176.6 201.6 192.5 199.6 3.7% Local Tax Revenue Detail ($Millions) Business/Employees 19.0 20.4 20.0 20.5 21.6 23.4 24.2 28.7 29.1 22.7 22.7 0.0% Visitor 54.9 59.0 61.6 64.2 64.0 71.6 42.3 71.9 86.1 84.2 88.0 4.5% Total 73.9 79.4 81.5 84.7 85.6 95.0 66.5 100.6 115.2 106.9 110.6 3.5% State Tax Revenue Detail ($Millions) Business/Employees 20.2 21.3 20.5 20.2 19.6 21.2 20.6 25.2 26.9 23.2 23.6 1.8% Visitor 66.4 66.0 63.5 64.1 69.5 74.1 32.9 50.7 59.4 62.4 65.3 4.7% Total 86.6 87.2 84.0 84.3 89.1 95.4 53.4 75.9 86.3 85.6 88.9 3.9% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 428 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 222 Santa Clara County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 4,794.5 5,040.6 5,219.7 6,018.0 6,173.3 6,214.4 2,255.7 3,165.8 4,764.0 5,444.0 5,912.9 8.6% Other travel* 974.5 1,049.0 1,084.1 1,203.2 1,272.3 1,414.3 723.8 1,055.1 1,480.2 1,810.5 2,085.4 15.2% Total 5,769.0 6,089.6 6,303.9 7,221.1 7,445.6 7,628.7 2,979.5 4,220.8 6,244.2 7,254.4 7,998.2 10.3% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 3,236.4 3,479.7 3,651.2 4,339.6 4,366.8 4,304.5 1,680.8 1,865.1 3,146.2 3,736.7 4,156.3 11.2% Hotel, Motel NA NA NA NA NA NA NA 1,726.4 2,843.3 3,376.4 3,773.9 11.8% STVR** NA NA NA NA NA NA NA 138.7 302.9 360.2 382.4 6.2% Campground 49.0 48.8 49.3 51.8 54.3 58.6 49.1 63.7 83.1 82.5 81.8 -0.7% Private Home (VFR) 609.3 609.5 610.2 673.3 732.8 803.7 232.3 608.8 707.8 734.7 752.3 2.4% Seasonal Home 24.3 25.0 25.3 26.9 29.3 30.0 42.3 38.4 36.6 37.3 37.6 0.8% Day Travel 875.5 877.7 883.7 926.5 990.1 1,017.6 251.2 589.8 790.3 852.9 884.9 3.7% Total 1,558.0 1,560.9 1,568.5 1,678.4 1,806.5 1,909.9 575.0 3,165.8 4,764.0 5,444.0 5,912.9 8.6% Visitor Spending by Commodity Purchased ($Millions) Accommodations 1,181.0 1,368.4 1,469.0 1,753.2 1,738.7 1,727.7 591.1 576.3 1,126.0 1,342.5 1,533.4 14.2% Food Service 1,289.2 1,343.1 1,410.2 1,630.6 1,682.0 1,692.5 692.3 1,007.2 1,412.6 1,645.0 1,795.6 9.2% Food Stores 148.9 153.0 153.5 164.8 165.9 167.1 69.2 127.4 178.6 203.5 214.4 5.3% Arts, Ent. & Rec. 644.0 655.3 674.2 757.4 764.5 750.8 291.7 434.8 579.6 663.4 728.5 9.8% Retail Sales 652.4 658.6 667.7 767.9 798.7 818.9 303.7 496.8 646.8 711.3 731.8 2.9% Visitor Air 285.4 301.6 307.2 323.3 355.0 386.2 92.1 114.6 227.0 257.2 285.6 11.0% Local Tran. & Gas 593.6 560.6 538.0 620.7 668.5 671.2 215.6 408.7 593.5 621.0 623.6 0.4% Total 4,794.5 5,040.6 5,219.7 6,018.0 6,173.3 6,214.4 2,255.7 3,165.8 4,764.0 5,444.0 5,912.9 8.6% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 429 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 223 Santa Clara County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 893.8 970.3 1,082.0 1,143.1 1,173.3 1,196.3 814.8 905.9 1,192.4 1,340.0 1,398.7 4.4% Arts, Ent. & Rec. 315.2 322.9 345.5 378.7 395.6 444.3 259.9 282.1 354.7 394.1 402.9 2.2% Retail* 105.1 109.4 113.1 113.5 115.6 115.3 111.3 118.3 118.5 123.5 122.5 -0.8% Ground Trans. 70.0 75.2 82.3 99.5 124.0 130.7 48.1 48.0 56.0 62.4 63.9 2.5% Visitor Air 24.7 27.4 26.3 25.4 26.5 22.4 21.1 20.3 22.7 26.0 29.7 14.1% Other travel** 146.0 186.5 204.9 217.2 218.7 251.5 220.3 242.4 289.0 389.1 470.9 21.0% Total 1,554.7 1,691.8 1,854.3 1,977.4 2,053.7 2,160.5 1,475.5 1,617.0 2,033.3 2,335.1 2,488.6 6.6% Direct Employment (Jobs) Accom. & Food Serv. 25,850 26,360 27,490 27,700 26,640 25,390 17,310 17,920 21,660 22,670 23,070 1.8% Arts, Ent. & Rec. 7,150 7,560 7,790 7,860 7,820 8,410 4,960 5,980 8,360 9,360 10,360 10.7% Retail* 2,470 2,420 2,570 2,490 2,430 2,410 2,140 2,170 2,140 2,160 2,100 -2.8% Ground Trans. 1,710 1,760 1,810 2,030 2,370 2,510 1,540 1,490 1,770 1,910 1,970 3.1% Visitor Air 360 380 360 350 350 390 330 310 330 350 370 5.7% Other travel** 2,080 2,150 2,430 2,660 2,770 3,780 2,370 2,600 2,810 3,250 3,250 0.0% Total 39,620 40,630 42,450 43,090 42,380 42,890 28,650 30,470 37,070 39,700 41,120 3.6% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 430 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 224 Santa Clara County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 215.5 239.2 261.7 285.0 319.3 323.1 153.0 176.3 255.0 273.6 299.2 9.4% State** 235.9 235.7 234.9 250.3 267.5 276.1 134.0 194.1 236.3 254.7 269.5 5.8% Total 451.4 474.8 496.6 535.3 586.7 599.2 287.0 370.3 491.3 528.4 568.7 7.6% Local Tax Revenue Detail ($Millions) Business/Employees 55.2 59.5 62.7 66.2 69.0 72.5 65.6 72.1 76.8 64.7 66.6 2.9% Visitor 160.3 179.7 199.0 218.8 250.3 250.6 87.5 104.2 178.2 208.9 232.6 11.4% Total 215.5 239.2 261.7 285.0 319.3 323.1 153.0 176.3 255.0 273.6 299.2 9.4% State Tax Revenue Detail ($Millions) Business/Employees 53.3 56.7 58.8 56.5 55.2 57.8 47.9 53.8 61.0 57.9 60.9 5.1% Visitor 182.6 178.9 176.1 193.7 212.2 218.3 86.0 140.3 175.3 196.8 208.6 6.0% Total 235.9 235.7 234.9 250.3 267.5 276.1 134.0 194.1 236.3 254.7 269.5 5.8% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 431 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 225 Santa Cruz County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 848.7 879.6 903.5 976.2 1,025.0 1,020.0 482.8 1,017.3 1,303.2 1,335.0 1,380.3 3.4% Other travel* 54.9 48.5 42.3 46.8 53.2 55.4 19.1 36.6 55.1 56.4 55.3 -1.9% Total 903.6 928.1 945.7 1,023.0 1,078.2 1,075.4 501.8 1,053.9 1,358.3 1,391.3 1,435.6 3.2% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 447.9 475.5 498.5 548.9 566.9 545.9 211.8 638.0 811.5 839.9 880.6 4.8% Hotel, Motel NA NA NA NA NA NA NA 464.3 614.0 660.7 697.3 5.5% STVR** NA NA NA NA NA NA NA 173.6 197.5 179.3 183.4 2.3% Campground 67.4 69.1 69.9 73.3 77.0 83.0 69.3 90.3 117.8 116.9 116.7 -0.2% Private Home (VFR) 69.7 68.7 67.8 74.6 81.1 86.2 31.1 83.5 93.4 93.9 95.2 1.3% Seasonal Home 90.7 93.0 94.3 99.7 108.6 111.3 109.7 99.5 95.0 96.6 97.7 1.1% Day Travel 173.0 173.3 172.9 179.6 191.4 193.6 60.9 106.0 185.6 187.5 190.1 1.4% Total 400.8 404.1 404.9 427.3 458.1 474.1 271.0 1,017.3 1,303.2 1,335.0 1,380.3 3.4% Visitor Spending by Commodity Purchased ($Millions) Accommodations 226.5 248.7 264.7 285.3 296.8 291.7 138.9 330.3 372.5 363.7 376.8 3.6% Food Service 232.9 244.1 256.0 277.0 287.0 286.5 138.9 281.9 382.7 413.3 437.1 5.8% Food Stores 41.4 43.1 43.3 44.4 44.9 45.9 30.0 57.0 73.4 75.4 76.7 1.7% Arts, Ent. & Rec. 117.5 120.3 123.7 130.4 132.1 128.7 60.2 127.5 161.0 169.4 178.5 5.4% Retail Sales 114.2 117.0 118.6 130.5 141.0 141.8 65.6 126.0 164.6 170.2 169.2 -0.5% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Local Tran. & Gas 116.2 106.4 97.1 108.5 123.2 125.5 49.1 94.5 149.0 143.0 142.0 -0.7% Total 848.7 879.6 903.5 976.2 1,025.0 1,020.0 482.8 1,017.3 1,303.2 1,335.0 1,380.3 3.4% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 432 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 226 Santa Cruz County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 173.5 190.1 209.7 225.1 239.3 244.0 175.2 217.5 267.5 292.6 294.2 0.6% Arts, Ent. & Rec. 60.1 68.4 75.9 81.6 85.6 86.8 51.8 65.1 83.8 104.8 112.9 7.8% Retail* 21.9 23.2 24.0 23.8 24.0 24.4 25.0 27.5 28.6 29.6 28.6 -3.5% Ground Trans. 9.0 9.5 10.5 12.5 17.7 18.6 6.5 6.4 6.6 6.8 7.5 9.7% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Other travel** 5.3 4.8 4.5 4.6 4.6 4.7 4.2 4.2 5.0 6.7 6.5 -2.8% Total 269.8 295.9 324.6 347.6 371.2 378.5 262.7 320.6 391.4 440.4 449.7 2.1% Direct Employment (Jobs) Accom. & Food Serv. 5,860 6,060 6,200 6,360 6,460 6,400 4,550 5,150 5,930 6,260 5,990 -4.3% Arts, Ent. & Rec. 3,100 3,350 3,410 3,680 3,670 3,390 1,860 2,250 3,040 3,470 3,780 8.9% Retail* 720 700 730 720 700 690 650 670 660 650 630 -3.1% Ground Trans. 240 240 250 270 350 370 310 300 360 380 390 2.6% Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA Other travel** 140 120 110 120 110 110 90 90 100 90 90 0.0% Total 10,060 10,470 10,700 11,150 11,290 10,960 7,460 8,460 10,090 10,850 10,880 0.3% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 433 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 227 Santa Cruz County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 32.5 35.5 39.5 44.5 47.8 47.5 25.7 52.3 60.4 57.8 59.4 2.8% State** 43.2 43.2 42.6 43.8 48.3 49.4 27.5 46.5 56.8 58.4 60.3 3.2% Total 75.7 78.7 82.2 88.3 96.1 96.9 53.2 98.8 117.2 116.2 119.7 3.0% Local Tax Revenue Detail ($Millions) Business/Employees 9.2 10.0 10.5 11.2 12.1 12.3 11.3 13.8 14.3 11.8 11.7 -1.4% Visitor 23.3 25.6 29.0 33.3 35.8 35.2 14.3 38.4 46.0 45.9 47.7 3.9% Total 32.5 35.5 39.5 44.5 47.8 47.5 25.7 52.3 60.4 57.8 59.4 2.8% State Tax Revenue Detail ($Millions) Business/Employees 9.4 10.1 10.4 9.9 9.9 10.0 8.7 10.8 11.8 10.9 10.9 0.4% Visitor 33.8 33.1 32.2 33.9 38.4 39.3 18.8 35.7 45.0 47.6 49.4 3.9% Total 43.2 43.2 42.6 43.8 48.3 49.4 27.5 46.5 56.8 58.4 60.3 3.2% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 434 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 228 Shasta County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 395.4 395.9 409.7 428.4 472.7 505.0 295.3 425.2 504.6 502.0 516.9 3.0% Other travel* 34.7 32.1 29.7 32.4 36.9 39.7 12.7 25.6 40.8 38.1 37.5 -1.6% Total 430.1 428.0 439.4 460.9 509.7 544.7 308.0 450.8 545.4 540.1 554.3 2.6% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 166.5 171.9 183.4 192.5 216.9 234.8 147.6 207.8 220.4 216.6 228.9 5.7% Hotel, Motel NA NA NA NA NA NA NA 156.8 166.0 157.7 169.8 7.6% STVR** NA NA NA NA NA NA NA 51.0 54.5 58.9 59.2 0.5% Campground 39.4 39.5 40.0 41.9 44.0 47.4 39.7 51.5 67.2 66.7 66.5 -0.4% Private Home (VFR) 45.4 43.1 42.9 46.2 51.6 55.6 16.4 52.6 59.0 59.9 60.4 0.9% Seasonal Home 39.8 38.5 39.2 40.7 43.3 44.4 55.4 50.1 61.9 63.1 63.9 1.2% Day Travel 104.3 102.9 104.3 107.1 116.9 122.8 36.2 63.1 96.1 95.7 97.2 1.5% Total 228.9 224.0 226.3 235.9 255.8 270.2 147.7 425.2 504.6 502.0 516.9 3.0% Visitor Spending by Commodity Purchased ($Millions) Accommodations 87.0 91.2 97.8 102.7 114.7 123.2 103.2 138.4 151.7 146.0 151.1 3.5% Food Service 103.3 106.9 113.9 118.3 128.8 138.1 74.5 104.4 123.2 127.5 134.6 5.5% Food Stores 23.0 23.6 23.9 24.0 24.8 26.1 19.0 29.0 35.7 37.6 38.2 1.6% Arts, Ent. & Rec. 52.5 53.1 55.4 56.2 59.7 62.3 33.4 47.9 53.8 55.3 58.3 5.5% Retail Sales 58.0 55.6 57.3 60.2 67.0 71.8 33.7 50.0 59.5 59.1 58.7 -0.7% Visitor Air 1.9 2.6 3.3 3.3 3.1 4.5 1.4 3.1 5.2 6.0 5.9 -0.9% Local Tran. & Gas 69.8 63.0 58.3 63.7 74.6 79.0 30.1 52.4 75.5 70.5 70.0 -0.7% Total 395.4 395.9 409.7 428.4 472.7 505.0 295.3 425.2 504.6 502.0 516.9 3.0% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 435 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 229 Shasta County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 73.7 78.0 86.4 91.7 92.9 103.6 96.2 115.3 122.0 127.5 132.9 4.2% Arts, Ent. & Rec. 23.9 24.3 26.8 24.7 26.1 29.5 22.4 27.6 31.3 34.7 39.3 13.3% Retail* 12.5 12.6 13.2 13.7 14.1 14.9 16.5 18.6 20.0 21.0 20.1 -3.9% Ground Trans. 5.5 5.7 6.4 7.4 10.9 12.1 4.1 4.0 4.1 4.2 4.7 12.7% Visitor Air 1.2 1.3 2.5 2.8 2.8 2.9 2.8 3.3 3.3 4.1 4.4 7.2% Other travel** 3.0 3.3 5.1 5.5 5.8 5.7 5.6 6.8 7.8 8.3 8.9 6.7% Total 119.7 125.2 140.5 145.8 152.7 168.7 147.7 175.5 188.5 199.9 210.5 5.3% Direct Employment (Jobs) Accom. & Food Serv. 2,840 2,820 2,900 2,960 2,870 2,940 2,620 2,880 2,950 2,900 2,910 0.3% Arts, Ent. & Rec. 1,060 1,100 1,160 1,100 1,160 1,290 960 1,120 1,200 1,270 1,420 11.8% Retail* 410 400 410 420 420 430 440 460 470 460 450 -2.2% Ground Trans. 150 150 150 160 210 240 190 190 220 240 250 4.2% Visitor Air 20 20 30 40 40 40 30 40 30 40 40 0.0% Other travel** 80 90 110 120 120 120 110 110 130 130 130 0.0% Total 4,560 4,580 4,760 4,800 4,820 5,060 4,350 4,800 5,000 5,040 5,200 3.2% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 436 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 230 Shasta County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 11.9 12.4 13.4 13.9 15.9 17.4 14.6 19.6 20.1 18.3 18.9 3.4% State** 22.6 21.8 21.6 21.8 25.1 27.1 16.3 23.4 25.2 24.8 25.8 3.7% Total 34.5 34.2 35.0 35.7 41.0 44.4 31.0 43.0 45.4 43.1 44.7 3.6% Local Tax Revenue Detail ($Millions) Business/Employees 3.8 3.9 4.2 4.2 4.5 5.0 5.8 6.8 6.2 4.8 4.9 1.6% Visitor 8.1 8.5 9.2 9.7 11.5 12.4 8.9 12.8 13.9 13.4 14.0 4.1% Total 11.9 12.4 13.4 13.9 15.9 17.4 14.6 19.6 20.1 18.3 18.9 3.4% State Tax Revenue Detail ($Millions) Business/Employees 4.5 4.6 4.8 4.6 4.6 5.0 5.5 6.6 6.3 5.4 5.6 3.5% Visitor 18.1 17.2 16.7 17.2 20.5 22.0 10.8 16.8 18.9 19.5 20.2 3.8% Total 22.6 21.8 21.6 21.8 25.1 27.1 16.3 23.4 25.2 24.8 25.8 3.7% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 437 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 231 Sierra County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 17.9 17.3 16.4 17.7 17.8 18.9 13.3 18.8 20.9 18.2 18.0 -1.1% Other travel* 0.5 0.5 0.4 0.5 0.5 0.5 0.2 0.4 0.6 0.5 0.5 -3.6% Total 18.4 17.7 16.8 18.2 18.3 19.4 13.5 19.2 21.5 18.7 18.5 -1.2% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 10.3 9.8 9.1 9.8 9.4 10.1 5.7 9.7 10.6 7.9 7.4 -6.5% Hotel, Motel NA NA NA NA NA NA NA 4.7 5.0 4.1 4.1 0.5% STVR** NA NA NA NA NA NA NA 5.0 5.6 3.8 3.2 -14.1% Campground 0.6 0.6 0.6 0.7 0.7 0.7 0.6 0.8 1.0 1.0 1.0 0.8% Private Home (VFR) 1.6 1.5 1.4 1.6 1.7 1.9 0.6 2.2 2.3 2.4 2.5 4.5% Seasonal Home 2.7 2.8 2.8 3.0 3.3 3.4 5.2 4.7 4.7 4.8 5.0 3.5% Day Travel 2.6 2.5 2.4 2.5 2.6 2.7 1.2 1.4 2.3 2.1 2.1 1.0% Total 7.6 7.4 7.3 7.9 8.3 8.8 7.7 18.8 20.9 18.2 18.0 -1.1% Visitor Spending by Commodity Purchased ($Millions) Accommodations 4.9 4.8 4.6 4.9 4.7 5.1 4.2 6.4 6.9 5.6 5.3 -6.5% Food Service 5.4 5.3 5.2 5.6 5.5 5.9 4.1 5.2 5.8 5.3 5.6 6.2% Food Stores 0.7 0.7 0.7 0.7 0.7 0.7 0.5 1.1 1.3 1.1 1.1 -3.6% Arts, Ent. & Rec. 2.8 2.7 2.6 2.7 2.7 2.8 2.0 2.7 2.8 2.5 2.5 -0.3% Retail Sales 2.0 1.9 1.8 2.0 2.2 2.4 1.6 2.1 2.3 2.1 2.0 -2.9% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Local Tran. & Gas 2.0 1.8 1.6 1.8 1.9 2.0 1.0 1.4 1.8 1.6 1.5 -3.7% Total 17.9 17.3 16.4 17.7 17.8 18.9 13.3 18.8 20.9 18.2 18.0 -1.1% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 438 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 232 Sierra County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 2.7 2.9 2.8 3.1 3.1 3.3 3.8 5.3 5.9 5.0 7.2 42.4% Arts, Ent. & Rec. 0.6 0.6 0.6 0.6 0.6 0.7 0.6 0.7 0.7 0.6 0.6 2.9% Retail* 0.4 0.4 0.3 0.4 0.4 0.4 0.4 2.0 0.7 1.1 1.9 70.3% Ground Trans. 0.2 0.2 0.2 0.2 0.3 0.3 0.2 0.2 0.1 0.1 0.3 81.2% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Other travel** 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 -4.6% Total 3.9 4.1 4.0 4.4 4.4 4.7 5.0 8.2 7.4 6.9 10.0 44.3% Direct Employment (Jobs) Accom. & Food Serv. 160 190 170 180 200 220 220 270 300 280 400 42.9% Arts, Ent. & Rec. 20 20 20 20 20 20 20 20 20 20 20 0.0% Retail* 20 20 10 20 20 20 20 50 10 20 50 150.0% Ground Trans. 10 10 10 10 10 10 10 0 10 10 10 0.0% Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA Other travel** 0 0 0 0 0 0 0 0 0 0 0 NA Total 210 240 210 230 250 270 270 340 340 330 480 45.5% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 439 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 233 Sierra County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 0.5 0.5 0.5 0.5 0.5 0.6 0.5 0.9 0.8 0.6 0.7 5.2% State** 0.7 0.6 0.6 0.6 0.6 0.7 0.5 0.9 0.9 0.8 0.9 12.6% Total 1.2 1.2 1.1 1.1 1.2 1.3 1.0 1.8 1.7 1.4 1.6 9.3% Local Tax Revenue Detail ($Millions) Business/Employees 0.1 0.1 0.1 0.1 0.1 0.1 0.2 0.3 0.2 0.2 0.2 39.2% Visitor 0.4 0.4 0.4 0.4 0.4 0.4 0.3 0.5 0.6 0.5 0.4 -6.9% Total 0.5 0.5 0.5 0.5 0.5 0.6 0.5 0.9 0.8 0.6 0.7 5.2% State Tax Revenue Detail ($Millions) Business/Employees 0.2 0.2 0.1 0.1 0.1 0.1 0.2 0.3 0.3 0.2 0.3 42.0% Visitor 0.5 0.5 0.4 0.5 0.5 0.5 0.3 0.6 0.6 0.6 0.6 2.6% Total 0.7 0.6 0.6 0.6 0.6 0.7 0.5 0.9 0.9 0.8 0.9 12.6% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 440 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 234 Siskiyou County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 162.5 164.9 168.3 179.5 184.5 197.6 139.1 218.5 221.3 221.0 229.6 3.9% Other travel* 7.9 7.0 6.3 7.0 8.1 8.4 2.8 5.5 8.3 8.0 7.7 -2.8% Total 170.4 171.9 174.6 186.5 192.6 206.0 141.9 224.0 229.6 229.0 237.3 3.6% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 73.2 76.4 79.2 84.7 84.4 91.6 59.0 113.3 98.6 97.4 104.7 7.6% Hotel, Motel NA NA NA NA NA NA NA 82.5 71.6 65.3 66.0 1.0% STVR** NA NA NA NA NA NA NA 30.8 27.0 32.0 38.7 21.0% Campground 16.0 15.9 16.0 16.8 17.7 19.0 15.9 20.7 27.0 26.8 26.6 -0.9% Private Home (VFR) 23.7 22.1 22.1 24.1 25.5 27.9 9.2 29.3 31.6 31.9 32.3 1.3% Seasonal Home 25.0 25.9 26.4 28.0 30.5 31.3 44.5 40.0 42.0 43.0 43.5 1.2% Day Travel 24.6 24.6 24.6 25.9 26.4 27.8 10.4 15.3 22.1 21.9 22.4 2.0% Total 89.3 88.4 89.1 94.8 100.0 106.0 80.1 218.5 221.3 221.0 229.6 3.9% Visitor Spending by Commodity Purchased ($Millions) Accommodations 39.2 41.5 43.7 46.4 46.8 51.1 45.2 73.9 69.6 68.3 72.2 5.6% Food Service 48.2 50.2 52.4 55.3 55.9 59.6 40.2 60.1 60.7 62.2 65.3 5.0% Food Stores 9.6 9.8 9.8 10.0 9.9 10.5 7.2 13.6 15.3 16.1 16.9 4.5% Arts, Ent. & Rec. 25.4 25.8 26.4 27.2 26.9 27.9 18.9 28.4 27.4 28.0 29.8 6.3% Retail Sales 17.9 17.4 17.6 20.0 22.3 24.3 15.8 23.5 23.9 23.6 23.3 -1.1% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Local Tran. & Gas 22.2 20.2 18.5 20.5 22.7 24.1 11.8 19.1 24.6 22.8 22.1 -2.9% Total 162.5 164.9 168.3 179.5 184.5 197.6 139.1 218.5 221.3 221.0 229.6 3.9% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 441 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 235 Siskiyou County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 47.7 53.1 58.0 62.5 58.0 63.7 52.3 60.0 70.4 73.4 78.5 7.1% Arts, Ent. & Rec. 6.3 5.6 5.7 7.1 3.9 4.1 4.0 4.9 5.2 6.5 6.7 3.5% Retail* 4.4 4.5 4.7 4.8 5.2 5.6 6.2 7.0 7.4 7.7 8.1 6.2% Ground Trans. 1.9 2.0 2.2 2.5 3.5 3.9 1.7 1.6 1.7 1.7 2.0 14.1% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Other travel** 0.4 0.4 0.5 0.5 0.5 0.5 0.5 0.7 0.7 0.8 0.9 10.9% Total 60.7 65.5 71.0 77.4 71.0 77.9 64.6 74.2 85.4 90.1 96.3 6.9% Direct Employment (Jobs) Accom. & Food Serv. 1,430 1,450 1,440 1,490 1,380 1,390 1,150 1,250 1,360 1,380 1,380 0.0% Arts, Ent. & Rec. 360 290 290 340 200 190 170 190 180 220 230 4.5% Retail* 170 160 160 160 160 170 170 190 190 180 180 0.0% Ground Trans. 50 50 50 50 70 80 80 80 90 100 100 0.0% Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA Other travel** 20 20 20 20 20 20 20 20 20 20 20 0.0% Total 2,030 1,970 1,960 2,060 1,830 1,850 1,590 1,730 1,840 1,900 1,910 0.5% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 442 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 236 Siskiyou County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 5.1 5.4 5.7 6.1 6.2 6.8 5.9 9.4 8.9 8.1 8.6 5.4% State** 8.5 8.4 8.3 8.6 8.9 9.7 7.0 9.9 10.0 9.7 10.0 3.4% Total 13.6 13.8 14.0 14.7 15.1 16.5 12.9 19.3 18.8 17.8 18.5 4.3% Local Tax Revenue Detail ($Millions) Business/Employees 1.9 2.1 2.1 2.2 2.1 2.3 2.5 2.9 2.8 2.2 2.2 3.1% Visitor 3.2 3.4 3.6 3.9 4.1 4.5 3.4 6.5 6.0 5.9 6.3 6.3% Total 5.1 5.4 5.7 6.1 6.2 6.8 5.9 9.4 8.9 8.1 8.6 5.4% State Tax Revenue Detail ($Millions) Business/Employees 2.2 2.3 2.3 2.3 2.0 2.2 2.4 2.7 2.7 2.3 2.4 4.9% Visitor 6.3 6.1 5.9 6.2 6.9 7.5 4.6 7.2 7.3 7.4 7.6 2.9% Total 8.5 8.4 8.3 8.6 8.9 9.7 7.0 9.9 10.0 9.7 10.0 3.4% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 443 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 237 Solano County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 633.2 632.1 665.7 693.0 714.7 735.0 284.7 700.4 871.7 864.1 889.3 2.9% Other travel* 78.0 72.3 65.1 73.4 85.1 88.5 29.9 56.9 83.7 78.4 77.6 -1.0% Total 711.2 704.4 730.8 766.4 799.7 823.5 314.6 757.2 955.4 942.5 967.0 2.6% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 201.9 209.3 229.5 234.9 238.3 241.2 156.7 222.3 307.6 301.3 314.8 4.5% Hotel, Motel NA NA NA NA NA NA NA 203.4 281.7 273.5 284.8 4.1% STVR** NA NA NA NA NA NA NA 19.0 25.9 27.8 30.0 8.2% Campground 4.5 4.5 4.6 4.8 5.0 5.4 4.5 5.9 7.7 7.4 7.4 -0.4% Private Home (VFR) 179.0 171.7 176.8 191.0 204.5 218.3 50.6 250.9 272.2 273.7 279.6 2.1% Seasonal Home 6.2 6.8 6.9 7.5 8.3 8.5 20.0 17.8 15.3 14.8 15.1 1.9% Day Travel 241.6 239.9 247.9 254.9 258.5 261.6 52.9 203.4 268.9 266.8 272.4 2.1% Total 431.3 422.8 436.2 458.1 476.3 493.8 128.0 700.4 871.7 864.1 889.3 2.9% Visitor Spending by Commodity Purchased ($Millions) Accommodations 76.8 83.4 94.4 98.0 100.6 103.9 64.3 86.8 118.2 114.8 117.0 1.9% Food Service 194.0 199.3 214.0 221.3 226.1 232.0 92.2 241.5 293.5 294.2 309.4 5.2% Food Stores 31.9 32.4 33.1 33.1 32.9 33.3 10.6 37.5 45.2 45.9 47.1 2.7% Arts, Ent. & Rec. 132.6 133.1 140.1 141.6 141.3 141.2 50.0 132.3 156.8 158.8 166.7 5.0% Retail Sales 119.2 112.8 117.4 126.2 132.8 141.8 48.9 135.3 164.2 164.0 163.8 -0.1% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Local Tran. & Gas 78.7 71.0 66.7 72.8 80.9 82.8 18.6 67.0 93.8 86.4 85.4 -1.2% Total 633.2 632.1 665.7 693.0 714.7 735.0 284.7 700.4 871.7 864.1 889.3 2.9% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 444 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 238 Solano County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 122.7 126.9 142.3 150.8 163.3 172.4 144.5 169.6 196.9 213.5 216.0 1.2% Arts, Ent. & Rec. 69.0 61.0 67.4 61.3 66.5 67.7 34.1 44.7 60.2 62.1 64.9 4.5% Retail* 19.6 19.5 20.6 21.2 22.5 23.3 22.9 25.7 27.3 28.4 28.7 1.1% Ground Trans. 7.0 7.3 8.3 9.5 13.2 14.1 3.2 3.2 3.3 3.3 3.7 11.0% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Other travel** 3.4 4.8 5.3 5.6 6.0 6.3 5.4 3.5 3.3 3.4 4.1 19.8% Total 221.8 219.4 244.0 248.5 271.5 283.7 210.1 246.7 291.0 310.7 317.4 2.2% Direct Employment (Jobs) Accom. & Food Serv. 4,520 4,400 4,600 4,620 4,770 4,700 3,790 4,080 4,570 4,720 4,630 -1.9% Arts, Ent. & Rec. 3,560 3,400 3,510 3,540 3,520 3,530 1,720 2,160 2,900 3,130 3,230 3.2% Retail* 680 630 660 670 690 680 610 630 640 630 630 0.0% Ground Trans. 190 190 200 200 260 280 150 150 180 190 190 0.0% Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA Other travel** 140 150 150 160 160 160 130 60 60 60 70 16.7% Total 9,090 8,770 9,120 9,190 9,400 9,350 6,400 7,080 8,350 8,730 8,750 0.2% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 445 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 239 Solano County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 20.0 20.7 22.6 23.1 25.5 26.6 17.6 21.7 25.5 23.2 23.4 1.1% State** 39.3 37.5 37.5 38.0 42.0 44.0 20.4 42.4 47.7 46.9 48.3 2.9% Total 59.3 58.1 60.2 61.1 67.5 70.6 38.0 64.1 73.2 70.1 71.7 2.3% Local Tax Revenue Detail ($Millions) Business/Employees 7.5 7.3 7.9 7.7 8.5 8.9 8.8 9.9 9.9 7.8 7.6 -1.4% Visitor 12.5 13.3 14.8 15.4 17.0 17.6 8.8 11.8 15.6 15.4 15.8 2.4% Total 20.0 20.7 22.6 23.1 25.5 26.6 17.6 21.7 25.5 23.2 23.4 1.1% State Tax Revenue Detail ($Millions) Business/Employees 7.8 7.6 8.0 7.5 7.6 7.9 7.0 9.1 9.6 8.3 8.3 0.5% Visitor 31.5 29.9 29.6 30.5 34.4 36.2 13.4 33.3 38.1 38.6 40.0 3.4% Total 39.3 37.5 37.5 38.0 42.0 44.0 20.4 42.4 47.7 46.9 48.3 2.9% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 446 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 240 Sonoma County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 1,698.3 1,751.6 1,831.9 1,925.6 2,024.5 2,054.4 1,161.4 1,874.2 2,129.9 2,159.8 2,238.3 3.6% Other travel* 129.6 124.4 142.7 158.2 175.6 182.7 86.3 115.6 168.3 199.0 203.6 2.3% Total 1,828.0 1,876.0 1,974.6 2,083.8 2,200.0 2,237.1 1,247.7 1,989.8 2,298.1 2,358.9 2,441.9 3.5% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 885.8 930.7 984.3 1,054.3 1,111.9 1,112.8 722.3 1,160.1 1,242.2 1,250.8 1,311.4 4.8% Hotel, Motel NA NA NA NA NA NA NA 781.8 839.6 862.0 922.6 7.0% STVR** NA NA NA NA NA NA NA 378.3 402.6 388.7 388.8 0.0% Campground 54.9 55.2 55.8 58.6 61.5 66.3 55.6 72.2 94.1 93.5 93.5 0.0% Private Home (VFR) 157.5 152.3 155.5 165.1 178.7 190.1 59.6 187.0 206.2 211.3 216.3 2.4% Seasonal Home 86.2 93.6 95.5 102.3 114.2 116.8 143.0 127.7 123.3 126.5 128.7 1.7% Day Travel 513.9 519.7 540.8 545.3 558.3 568.4 180.8 327.2 464.1 477.8 488.5 2.2% Total 812.5 820.9 847.6 871.3 912.6 941.6 439.1 1,874.2 2,129.9 2,159.8 2,238.3 3.6% Visitor Spending by Commodity Purchased ($Millions) Accommodations 367.2 399.5 435.1 472.7 510.2 504.7 298.9 612.8 671.3 641.8 665.5 3.7% Food Service 470.6 490.6 519.4 542.2 562.9 580.2 355.5 488.3 552.0 592.4 624.8 5.5% Food Stores 63.9 65.8 66.8 66.9 67.5 69.1 38.6 81.7 95.6 101.6 102.9 1.4% Arts, Ent. & Rec. 323.3 329.4 342.8 348.4 352.9 354.4 194.6 280.0 306.9 323.7 340.9 5.3% Retail Sales 297.0 301.6 310.1 323.4 339.7 348.2 187.1 259.6 296.5 304.8 305.8 0.3% Visitor Air 6.5 7.4 8.6 11.0 12.5 14.1 5.3 11.0 19.6 19.9 21.7 8.9% Local Tran. & Gas 169.7 157.3 149.1 161.0 178.9 183.7 81.5 140.8 187.9 175.6 176.7 0.6% Total 1,698.3 1,751.6 1,831.9 1,925.6 2,024.5 2,054.4 1,161.4 1,874.2 2,129.9 2,159.8 2,238.3 3.6% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 447 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 241 Sonoma County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 327.8 347.3 373.1 414.8 436.6 456.0 335.2 413.8 514.5 563.3 580.3 3.0% Arts, Ent. & Rec. 161.2 175.7 184.7 205.3 215.2 221.0 155.9 180.7 237.4 268.5 283.8 5.7% Retail* 47.2 49.4 51.7 55.2 58.8 59.1 60.2 65.9 68.9 69.9 68.7 -1.7% Ground Trans. 17.8 18.8 21.0 24.0 32.7 35.1 15.4 15.2 16.5 16.2 19.1 18.1% Visitor Air 2.8 3.0 14.2 20.3 21.8 31.9 30.8 34.0 34.7 38.5 41.4 7.6% Other travel** 15.7 17.3 38.9 47.2 49.4 59.9 55.0 53.6 62.8 80.3 87.9 9.4% Total 572.5 611.6 683.5 766.6 814.5 863.0 652.5 763.2 934.7 1,036.6 1,081.3 4.3% Direct Employment (Jobs) Accom. & Food Serv. 10,400 10,580 10,690 11,310 11,320 11,210 8,280 9,270 11,000 11,090 11,050 -0.4% Arts, Ent. & Rec. 7,190 7,500 7,590 8,310 8,000 7,860 5,010 5,640 7,280 7,920 8,480 7.1% Retail* 1,450 1,420 1,460 1,490 1,510 1,480 1,410 1,440 1,440 1,450 1,410 -2.8% Ground Trans. 470 470 490 510 640 690 630 610 740 760 820 7.9% Visitor Air 20 30 100 210 220 330 280 160 150 160 160 0.0% Other travel** 300 310 560 690 690 790 670 500 580 590 590 0.0% Total 19,830 20,310 20,890 22,520 22,380 22,360 16,280 17,620 21,190 21,970 22,510 2.5% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 448 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 242 Sonoma County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 72.5 77.6 84.0 97.1 108.4 109.9 74.2 115.4 125.8 117.3 120.9 3.1% State** 82.9 82.9 83.9 85.3 90.7 94.6 60.5 84.5 93.3 94.0 97.5 3.6% Total 155.5 160.4 167.9 182.4 199.1 204.5 134.7 199.9 219.1 211.4 218.4 3.3% Local Tax Revenue Detail ($Millions) Business/Employees 20.4 21.6 23.2 25.2 27.3 28.9 29.0 33.9 35.2 28.6 28.8 0.7% Visitor 52.1 56.0 60.8 72.0 81.1 81.0 45.2 81.5 90.6 88.7 92.1 3.8% Total 72.5 77.6 84.0 97.1 108.4 109.9 74.2 115.4 125.8 117.3 120.9 3.1% State Tax Revenue Detail ($Millions) Business/Employees 19.0 19.8 21.0 21.3 20.8 21.9 20.9 24.8 27.3 24.8 25.5 2.7% Visitor 63.9 63.0 62.9 64.0 69.9 72.7 39.6 59.7 66.0 69.2 71.9 4.0% Total 82.9 82.9 83.9 85.3 90.7 94.6 60.5 84.5 93.3 94.0 97.5 3.6% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 449 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 243 Stanislaus County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 450.3 471.1 487.0 500.1 531.9 565.5 269.8 495.5 533.4 536.5 553.4 3.2% Other travel* 96.7 86.3 77.1 87.1 101.2 105.3 34.3 69.4 104.8 98.9 95.9 -3.0% Total 547.0 557.4 564.0 587.2 633.0 670.8 304.1 564.9 638.2 635.4 649.3 2.2% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 165.4 186.4 204.2 200.7 211.9 227.7 174.3 217.6 206.3 207.6 218.3 5.1% Hotel, Motel NA NA NA NA NA NA NA 199.4 189.5 186.5 191.3 2.6% STVR** NA NA NA NA NA NA NA 18.2 16.8 21.0 26.9 27.9% Campground 4.3 4.3 4.3 4.6 4.8 5.2 4.3 5.6 7.4 7.3 7.3 0.3% Private Home (VFR) 131.7 128.3 125.5 136.8 151.1 162.6 48.6 156.6 174.2 176.4 179.6 1.8% Seasonal Home 7.1 6.9 7.1 7.4 7.9 8.1 5.5 5.0 6.6 6.7 6.9 1.6% Day Travel 141.8 145.2 145.9 150.7 156.2 162.0 37.0 110.7 138.9 138.5 141.4 2.1% Total 284.9 284.7 282.8 299.4 320.0 337.8 95.4 495.5 533.4 536.5 553.4 3.2% Visitor Spending by Commodity Purchased ($Millions) Accommodations 57.7 67.3 75.5 76.3 81.4 88.2 80.7 100.1 102.2 97.7 100.3 2.7% Food Service 127.2 138.5 147.7 149.6 155.9 165.2 75.6 144.0 151.6 156.2 164.7 5.4% Food Stores 20.6 21.9 22.0 21.8 22.0 22.7 9.8 23.7 26.1 27.5 28.7 4.2% Arts, Ent. & Rec. 61.6 65.5 68.5 67.8 69.0 71.3 31.1 59.1 59.6 60.7 64.2 5.8% Retail Sales 69.8 70.6 72.9 77.8 84.0 93.2 36.0 77.9 83.2 82.6 82.8 0.2% Visitor Air 0.2 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Local Tran. & Gas 113.1 107.3 100.3 106.8 119.5 124.9 36.5 90.6 110.7 111.7 112.8 1.0% Total 450.3 471.1 487.0 500.1 531.9 565.5 269.8 495.5 533.4 536.5 553.4 3.2% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 450 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 244 Stanislaus County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 77.0 84.0 95.4 97.8 104.9 114.1 99.2 123.1 141.1 153.4 158.6 3.4% Arts, Ent. & Rec. 31.0 34.6 38.0 41.3 40.2 43.8 26.4 31.0 39.7 44.7 48.2 8.0% Retail* 13.7 14.5 15.3 16.8 17.7 18.7 18.9 21.2 22.7 24.1 25.6 6.2% Ground Trans. 9.1 10.1 11.3 12.4 16.6 18.2 6.6 4.0 4.1 4.2 4.7 12.2% Visitor Air 1.3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Other travel** 7.4 4.7 5.3 6.5 6.9 7.4 8.5 6.4 8.4 9.4 10.4 11.2% Total 139.5 147.9 165.3 174.8 186.2 202.2 159.7 185.7 216.0 235.8 247.6 5.0% Direct Employment (Jobs) Accom. & Food Serv. 3,170 3,250 3,400 3,390 3,480 3,600 3,050 3,450 3,850 3,930 3,770 -4.1% Arts, Ent. & Rec. 1,790 1,850 1,890 2,030 1,990 2,070 1,170 1,310 1,590 1,690 1,930 14.2% Retail* 480 490 500 540 570 570 530 540 550 560 570 1.8% Ground Trans. 230 250 260 260 320 360 240 180 220 230 240 4.3% Visitor Air 20 0 0 0 0 0 0 0 0 0 0 NA Other travel** 220 190 200 230 260 260 300 200 250 260 260 0.0% Total 5,910 6,030 6,250 6,450 6,620 6,860 5,290 5,680 6,460 6,670 6,770 1.5% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 451 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 245 Stanislaus County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 10.8 11.9 13.0 14.5 16.1 17.4 14.8 20.0 20.2 18.5 19.0 2.5% State** 35.1 34.4 33.4 33.8 39.4 42.2 20.2 35.3 36.0 36.6 38.2 4.4% Total 45.9 46.2 46.4 48.3 55.4 59.6 35.0 55.2 56.1 55.1 57.1 3.7% Local Tax Revenue Detail ($Millions) Business/Employees 4.4 4.6 5.0 5.3 5.7 6.2 6.5 7.7 7.5 6.0 6.1 1.4% Visitor 6.4 7.2 8.0 9.2 10.4 11.2 8.3 12.3 12.6 12.5 12.8 3.1% Total 10.8 11.9 13.0 14.5 16.1 17.4 14.8 20.0 20.2 18.5 19.0 2.5% State Tax Revenue Detail ($Millions) Business/Employees 5.3 5.4 5.7 5.4 5.4 5.8 5.6 6.6 6.9 6.1 6.3 3.3% Visitor 29.9 28.9 27.7 28.4 34.0 36.4 14.6 28.7 29.1 30.5 31.8 4.6% Total 35.1 34.4 33.4 33.8 39.4 42.2 20.2 35.3 36.0 36.6 38.2 4.4% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 452 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 246 Sutter County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 74.4 74.2 74.8 82.0 91.9 95.9 39.0 79.5 89.2 87.5 91.9 5.1% Other travel* 17.1 15.2 13.5 15.1 17.5 18.3 5.9 12.0 18.2 17.4 16.8 -3.1% Total 91.5 89.4 88.4 97.1 109.4 114.2 44.8 91.5 107.4 104.9 108.8 3.7% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 22.1 23.5 24.8 28.9 32.9 35.0 22.3 29.7 30.3 28.6 32.8 14.7% Hotel, Motel NA NA NA NA NA NA NA 26.1 26.8 24.5 28.1 15.0% STVR** NA NA NA NA NA NA NA 3.6 3.5 4.2 4.7 13.2% Campground 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Private Home (VFR) 23.8 22.4 21.9 24.0 26.9 28.3 8.5 27.7 30.8 31.0 30.9 -0.2% Seasonal Home 1.7 1.7 1.7 1.8 1.9 1.9 1.6 1.4 2.1 2.1 2.1 0.7% Day Travel 26.8 26.5 26.4 27.4 30.2 30.7 6.6 20.6 26.1 25.8 26.1 1.1% Total 52.3 50.6 50.0 53.1 58.9 60.9 16.6 79.5 89.2 87.5 91.9 5.1% Visitor Spending by Commodity Purchased ($Millions) Accommodations 9.3 10.2 11.0 12.9 14.6 15.6 11.7 15.2 16.7 15.8 18.1 14.1% Food Service 21.3 22.1 23.1 24.8 27.2 28.3 11.2 23.8 25.9 26.3 28.0 6.2% Food Stores 3.4 3.5 3.5 3.6 3.7 3.8 1.4 3.9 4.4 4.6 4.8 4.4% Arts, Ent. & Rec. 10.4 10.5 10.8 11.3 12.1 12.3 4.6 9.9 10.3 10.3 11.2 8.0% Retail Sales 12.1 11.7 11.8 13.3 15.2 16.5 5.6 13.4 14.7 14.5 14.3 -0.9% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Local Tran. & Gas 17.9 16.1 14.6 16.2 19.1 19.6 4.5 13.2 17.2 16.0 15.7 -2.1% Total 74.4 74.2 74.8 82.0 91.9 95.9 39.0 79.5 89.2 87.5 91.9 5.1% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 453 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 247 Sutter County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 13.7 14.8 15.6 16.5 19.8 21.2 19.3 24.5 28.5 31.3 32.7 4.4% Arts, Ent. & Rec. 6.7 7.2 7.4 7.3 7.3 7.5 5.3 6.6 7.8 9.0 11.0 22.0% Retail* 2.6 2.6 2.7 3.0 3.3 3.5 3.5 4.3 4.5 4.8 5.0 3.1% Ground Trans. 1.3 1.3 1.5 1.7 2.5 2.7 0.7 0.7 0.7 0.7 0.8 14.3% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Other travel** 0.7 0.8 0.9 1.0 1.0 1.1 1.4 1.2 1.4 1.8 2.0 9.3% Total 25.0 26.7 28.0 29.5 34.0 36.0 30.2 37.3 42.8 47.7 51.4 7.9% Direct Employment (Jobs) Accom. & Food Serv. 580 580 560 580 660 670 590 670 750 780 760 -2.6% Arts, Ent. & Rec. 610 640 620 610 570 550 360 400 450 490 550 12.2% Retail* 90 90 100 100 110 110 100 110 100 100 110 10.0% Ground Trans. 30 30 40 40 50 50 30 30 40 40 40 0.0% Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA Other travel** 30 30 40 50 50 50 50 40 50 50 60 20.0% Total 1,340 1,370 1,360 1,380 1,440 1,430 1,130 1,250 1,390 1,460 1,520 4.1% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 454 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 248 Sutter County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 1.8 2.0 2.1 2.3 2.7 2.9 2.3 3.3 3.4 3.0 3.3 9.1% State** 6.1 5.8 5.5 5.7 6.9 7.3 3.4 6.2 6.4 6.4 6.6 4.1% Total 7.9 7.7 7.5 8.0 9.6 10.2 5.7 9.5 9.8 9.4 10.0 5.7% Local Tax Revenue Detail ($Millions) Business/Employees 0.8 0.8 0.8 0.8 1.0 1.0 1.2 1.5 1.4 1.2 1.2 4.1% Visitor 1.1 1.1 1.2 1.4 1.7 1.8 1.2 1.8 2.0 1.9 2.1 12.1% Total 1.8 2.0 2.1 2.3 2.7 2.9 2.3 3.3 3.4 3.0 3.3 9.1% State Tax Revenue Detail ($Millions) Business/Employees 0.9 1.0 1.0 0.9 1.0 1.1 1.1 1.4 1.4 1.3 1.4 6.2% Visitor 5.1 4.8 4.5 4.8 5.9 6.2 2.3 4.8 5.0 5.1 5.3 3.6% Total 6.1 5.8 5.5 5.7 6.9 7.3 3.4 6.2 6.4 6.4 6.6 4.1% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 455 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 249 Tehama County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 116.1 118.7 120.4 124.5 137.5 149.0 88.5 139.4 159.0 159.1 166.3 4.5% Other travel* 11.0 9.8 8.5 9.7 11.2 11.7 3.6 7.6 11.6 10.8 10.4 -3.6% Total 127.1 128.5 129.0 134.2 148.7 160.7 92.2 147.0 170.5 169.9 176.7 4.0% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 34.2 38.0 39.8 38.6 44.4 50.4 34.7 50.0 46.8 45.7 52.3 14.5% Hotel, Motel NA NA NA NA NA NA NA 46.5 43.5 41.5 47.0 13.3% STVR** NA NA NA NA NA NA NA 3.5 3.3 4.2 5.3 26.9% Campground 12.8 12.7 12.8 13.5 14.1 15.2 12.7 16.5 21.6 21.4 21.2 -1.1% Private Home (VFR) 33.4 31.6 31.1 33.8 37.4 39.9 13.3 42.0 45.7 46.6 47.0 0.8% Seasonal Home 15.1 15.7 16.0 17.0 18.6 19.0 20.7 18.6 24.0 24.6 24.8 0.9% Day Travel 20.7 20.8 20.7 21.7 23.0 24.5 7.2 12.3 20.9 20.8 21.0 0.9% Total 81.9 80.7 80.7 85.9 93.1 98.6 53.9 139.4 159.0 159.1 166.3 4.5% Visitor Spending by Commodity Purchased ($Millions) Accommodations 20.7 22.6 23.9 23.8 26.5 29.8 25.5 34.1 34.8 33.6 36.9 9.8% Food Service 35.5 37.8 39.4 40.1 43.3 46.4 26.2 43.1 48.6 50.4 53.3 5.8% Food Stores 8.9 9.2 9.1 9.2 9.4 9.8 5.9 10.6 12.7 13.2 13.6 2.9% Arts, Ent. & Rec. 18.4 19.2 19.6 19.5 20.5 21.4 11.9 18.5 20.5 21.0 22.4 6.9% Retail Sales 13.4 12.2 12.4 14.3 17.5 20.0 10.4 17.8 20.4 20.4 20.0 -1.9% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Local Tran. & Gas 19.1 17.6 16.0 17.5 20.3 21.6 8.5 15.4 22.0 20.6 20.1 -2.4% Total 116.1 118.7 120.4 124.5 137.5 149.0 88.5 139.4 159.0 159.1 166.3 4.5% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 456 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 250 Tehama County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 23.1 27.1 28.2 29.1 31.8 35.1 31.8 39.3 42.1 45.3 44.1 -2.5% Arts, Ent. & Rec. 6.7 7.2 7.3 7.1 7.0 7.7 6.6 8.0 9.3 8.6 10.0 16.5% Retail* 3.3 3.3 3.4 3.7 4.1 4.4 4.8 5.4 5.8 6.3 7.1 13.0% Ground Trans. 1.4 1.5 1.7 2.0 2.9 3.2 1.2 1.1 1.1 1.1 1.2 10.0% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Other travel** 0.3 0.4 0.4 0.4 0.5 0.5 0.5 0.7 0.8 0.8 1.0 27.3% Total 34.9 39.5 41.0 42.3 46.1 50.9 44.8 54.4 59.0 62.0 63.5 2.3% Direct Employment (Jobs) Accom. & Food Serv. 960 1,030 1,060 1,120 1,130 1,150 1,010 1,130 1,170 1,210 1,090 -9.9% Arts, Ent. & Rec. 430 420 400 390 380 400 340 360 390 350 400 14.3% Retail* 110 110 110 120 130 130 130 130 140 150 160 6.7% Ground Trans. 40 40 40 40 60 60 50 50 60 60 60 0.0% Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA Other travel** 20 20 20 20 20 20 20 20 20 20 30 50.0% Total 1,560 1,620 1,630 1,690 1,720 1,760 1,550 1,690 1,780 1,790 1,740 -2.8% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 457 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 251 Tehama County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 2.9 3.2 3.3 3.3 3.9 4.4 3.9 5.5 5.3 4.8 5.1 6.6% State** 6.8 6.7 6.5 6.6 7.7 8.3 5.2 7.9 8.4 8.3 8.6 2.7% Total 9.8 10.0 9.8 9.9 11.6 12.7 9.1 13.4 13.7 13.1 13.6 4.1% Local Tax Revenue Detail ($Millions) Business/Employees 1.1 1.2 1.2 1.2 1.4 1.5 1.8 2.1 1.9 1.5 1.5 -1.3% Visitor 1.8 2.0 2.1 2.1 2.5 2.9 2.2 3.3 3.3 3.3 3.6 10.2% Total 2.9 3.2 3.3 3.3 3.9 4.4 3.9 5.5 5.3 4.8 5.1 6.6% State Tax Revenue Detail ($Millions) Business/Employees 1.3 1.4 1.4 1.3 1.4 1.5 1.7 2.0 1.9 1.6 1.6 0.6% Visitor 5.5 5.3 5.1 5.3 6.3 6.8 3.5 5.9 6.5 6.7 6.9 3.2% Total 6.8 6.7 6.5 6.6 7.7 8.3 5.2 7.9 8.4 8.3 8.6 2.7% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 458 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 252 Trinity County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 49.6 48.0 51.0 54.0 54.2 58.4 50.8 63.0 70.1 71.0 73.1 2.9% Other travel* 2.3 2.0 1.7 1.9 2.2 2.3 0.7 1.9 2.8 2.6 2.5 -3.6% Total 51.9 50.0 52.8 55.9 56.4 60.7 51.5 64.9 72.9 73.6 75.6 2.6% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 12.4 11.4 13.7 14.8 13.0 14.4 14.3 16.0 15.2 15.7 17.2 9.6% Hotel, Motel NA NA NA NA NA NA NA 9.1 8.6 8.2 8.2 -0.1% STVR** NA NA NA NA NA NA NA 6.9 6.6 7.5 9.1 20.1% Campground 12.8 12.7 12.8 13.4 14.1 15.2 12.7 16.4 21.4 21.3 21.2 -0.6% Private Home (VFR) 7.0 6.4 6.6 6.9 7.1 8.0 2.6 10.6 11.3 11.6 11.8 2.2% Seasonal Home 11.0 11.3 11.5 12.1 13.2 13.5 18.4 16.6 15.7 16.0 16.3 1.8% Day Travel 6.4 6.2 6.5 6.7 6.8 7.3 2.7 3.5 6.4 6.4 6.5 1.7% Total 37.2 36.6 37.4 39.2 41.2 43.9 36.5 63.0 70.1 71.0 73.1 2.9% Visitor Spending by Commodity Purchased ($Millions) Accommodations 10.9 10.9 12.1 12.7 12.1 13.1 14.9 16.2 16.4 16.4 17.1 4.6% Food Service 13.6 13.6 14.9 15.5 15.2 16.4 14.0 17.4 18.8 19.7 20.5 4.1% Food Stores 4.8 4.8 4.9 5.0 4.9 5.3 4.2 6.5 7.9 8.2 8.4 2.6% Arts, Ent. & Rec. 7.5 7.3 7.8 7.9 7.6 8.0 6.8 8.4 8.7 9.0 9.5 5.2% Retail Sales 4.7 4.4 4.7 5.5 6.2 6.9 5.5 7.1 7.7 7.7 7.9 2.4% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Local Tran. & Gas 8.1 7.1 6.7 7.4 8.1 8.7 5.3 7.5 10.7 10.0 9.6 -3.8% Total 49.6 48.0 51.0 54.0 54.2 58.4 50.8 63.0 70.1 71.0 73.1 2.9% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 459 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 253 Trinity County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 10.8 10.3 11.4 11.8 10.5 11.8 11.3 14.7 14.3 20.4 21.4 4.7% Arts, Ent. & Rec. 3.6 3.4 3.7 3.8 3.8 4.2 4.7 0.0 0.0 0.0 0.0 NA Retail* 1.6 1.6 1.8 1.9 1.4 1.8 2.0 2.1 2.3 2.2 2.0 -8.8% Ground Trans. 0.6 0.6 0.7 0.8 1.1 1.3 0.7 0.7 0.7 0.7 0.8 13.8% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Other travel** 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.2 0.2 0.2 6.4% Total 16.8 16.1 17.7 18.4 17.0 19.2 18.8 17.7 17.5 23.4 24.3 3.7% Direct Employment (Jobs) Accom. & Food Serv. 460 420 450 430 380 420 370 440 420 520 500 -3.8% Arts, Ent. & Rec. 200 180 180 170 190 200 220 0 0 0 0 NA Retail* 70 60 60 60 50 60 70 50 50 50 50 0.0% Ground Trans. 20 20 20 20 20 30 30 30 40 40 40 0.0% Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA Other travel** 0 0 0 0 10 0 0 10 10 0 0 NA Total 750 680 710 680 650 710 690 530 520 610 590 -3.3% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 460 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 254 Trinity County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 1.0 0.9 1.0 1.1 1.1 1.2 1.3 1.6 1.5 1.5 1.5 3.3% State** 2.3 2.1 2.1 2.2 2.3 2.5 2.2 3.1 3.2 3.3 3.4 2.6% Total 3.3 3.1 3.2 3.2 3.4 3.7 3.5 4.6 4.7 4.8 4.9 2.8% Local Tax Revenue Detail ($Millions) Business/Employees 0.5 0.5 0.5 0.5 0.5 0.6 0.7 0.7 0.6 0.6 0.6 0.1% Visitor 0.5 0.4 0.5 0.5 0.6 0.6 0.6 0.9 0.9 0.9 1.0 5.3% Total 1.0 0.9 1.0 1.1 1.1 1.2 1.3 1.6 1.5 1.5 1.5 3.3% State Tax Revenue Detail ($Millions) Business/Employees 0.6 0.6 0.6 0.6 0.5 0.6 0.7 0.6 0.6 0.6 0.6 1.8% Visitor 1.7 1.5 1.5 1.6 1.8 2.0 1.5 2.4 2.6 2.7 2.8 2.7% Total 2.3 2.1 2.1 2.2 2.3 2.5 2.2 3.1 3.2 3.3 3.4 2.6% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 461 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 255 Tulare County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 368.9 344.9 317.9 404.6 426.4 451.2 255.0 455.0 501.9 503.8 541.6 7.5% Other travel* 84.3 74.4 66.0 74.4 85.7 89.2 29.1 58.9 89.5 87.1 84.6 -3.0% Total 453.2 419.3 383.9 478.9 512.1 540.5 284.1 513.9 591.4 590.9 626.2 6.0% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 171.2 159.9 136.8 204.5 209.7 220.8 153.2 249.5 249.9 249.3 284.0 13.9% Hotel, Motel NA NA NA NA NA NA NA 184.6 185.0 180.4 197.8 9.6% STVR** NA NA NA NA NA NA NA 64.9 64.9 69.0 86.2 25.0% Campground 20.8 20.6 20.9 21.9 23.0 24.8 20.7 26.9 35.0 34.8 34.7 -0.2% Private Home (VFR) 102.5 93.8 91.3 104.7 113.4 122.6 39.6 119.9 134.1 136.2 137.8 1.1% Seasonal Home 26.7 26.0 26.4 27.7 29.4 30.2 28.6 25.9 36.0 36.7 37.2 1.3% Day Travel 47.6 44.7 42.4 45.8 50.8 52.9 12.9 32.8 46.8 46.8 48.0 2.6% Total 197.7 185.1 181.1 200.0 216.6 230.4 101.8 455.0 501.9 503.8 541.6 7.5% Visitor Spending by Commodity Purchased ($Millions) Accommodations 81.4 79.4 72.6 101.2 104.7 109.7 91.3 143.4 150.9 148.6 166.6 12.1% Food Service 98.3 95.4 90.7 113.3 116.8 123.6 66.8 118.2 128.8 134.0 145.1 8.3% Food Stores 20.4 20.1 19.4 21.2 21.2 22.1 13.6 27.8 32.2 34.0 36.2 6.5% Arts, Ent. & Rec. 47.1 44.7 41.7 50.8 51.2 52.8 28.1 51.5 53.0 54.6 59.9 9.7% Retail Sales 44.8 39.0 35.6 48.5 53.9 60.5 29.0 55.0 59.3 59.3 59.9 0.9% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Local Tran. & Gas 77.0 66.3 57.8 69.7 78.6 82.4 26.2 59.1 77.6 73.4 74.0 0.8% Total 368.9 344.9 317.9 404.6 426.4 451.2 255.0 455.0 501.9 503.8 541.6 7.5% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 462 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 256 Tulare County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 83.3 86.2 84.3 112.6 118.2 126.5 118.3 136.5 158.5 177.0 195.4 10.4% Arts, Ent. & Rec. 16.1 16.3 14.4 18.9 20.6 22.1 13.5 16.9 22.8 24.1 27.8 15.2% Retail* 10.5 9.9 9.6 11.3 11.8 12.4 13.0 14.8 16.4 17.6 18.5 5.1% Ground Trans. 5.9 5.8 6.0 8.0 11.2 12.2 3.9 3.8 4.0 4.0 4.5 11.7% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Other travel** 3.9 3.9 4.3 4.8 4.9 5.3 6.1 5.6 7.5 9.1 10.0 9.5% Total 119.7 122.0 118.6 155.5 166.7 178.6 154.8 177.7 209.1 231.8 256.1 10.5% Direct Employment (Jobs) Accom. & Food Serv. 3,090 3,000 2,780 3,520 3,540 3,580 3,170 3,580 3,980 4,120 4,240 2.9% Arts, Ent. & Rec. 840 830 780 1,000 1,060 1,110 620 790 1,020 1,070 1,180 10.3% Retail* 400 380 350 400 400 410 390 410 430 440 450 2.3% Ground Trans. 160 150 140 170 220 240 190 180 220 230 240 4.3% Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA Other travel** 160 160 160 170 170 180 200 170 210 230 240 4.3% Total 4,650 4,520 4,210 5,260 5,390 5,520 4,570 5,130 5,860 6,090 6,350 4.3% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 463 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 257 Tulare County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 12.4 12.1 11.0 15.1 16.4 17.4 15.2 23.1 23.6 22.2 24.4 10.3% State** 26.9 24.5 22.0 25.6 30.0 32.2 17.6 28.4 29.6 29.9 31.8 6.2% Total 39.3 36.6 33.0 40.7 46.4 49.6 32.8 51.5 53.2 52.1 56.2 7.9% Local Tax Revenue Detail ($Millions) Business/Employees 4.0 4.0 3.8 4.8 5.2 5.5 6.4 7.5 7.4 6.1 6.5 6.7% Visitor 8.4 8.0 7.2 10.3 11.2 11.9 8.8 15.6 16.2 16.1 18.0 11.7% Total 12.4 12.1 11.0 15.1 16.4 17.4 15.2 23.1 23.6 22.2 24.4 10.3% State Tax Revenue Detail ($Millions) Business/Employees 4.2 4.2 3.8 4.6 4.6 4.9 5.2 6.1 6.4 5.7 6.2 8.6% Visitor 22.7 20.4 18.2 21.0 25.4 27.3 12.3 22.3 23.2 24.2 25.6 5.6% Total 26.9 24.5 22.0 25.6 30.0 32.2 17.6 28.4 29.6 29.9 31.8 6.2% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 464 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 258 Tuolumne County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 181.6 196.5 215.5 241.1 244.5 262.0 172.4 210.2 274.5 295.8 297.0 0.4% Other travel* 10.4 9.1 8.1 9.1 10.6 11.1 3.8 7.4 11.0 11.0 10.8 -2.2% Total 192.0 205.6 223.6 250.3 255.1 273.1 176.2 217.6 285.5 306.8 307.8 0.3% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 77.9 91.8 108.9 128.9 124.3 134.8 82.0 94.2 139.2 157.7 156.6 -0.7% Hotel, Motel NA NA NA NA NA NA NA 50.5 75.4 81.8 81.0 -1.0% STVR** NA NA NA NA NA NA NA 43.7 63.7 75.9 75.7 -0.3% Campground 15.4 15.4 15.6 16.4 17.2 18.5 15.5 20.1 26.2 26.0 26.2 0.5% Private Home (VFR) 28.4 27.2 27.2 28.9 30.9 34.1 11.2 35.6 38.5 39.2 40.2 2.4% Seasonal Home 38.3 39.5 40.2 42.7 46.6 47.7 54.1 48.6 49.7 50.9 51.9 2.0% Day Travel 21.6 22.5 23.6 24.2 25.5 26.9 9.7 11.7 20.9 22.0 22.2 0.5% Total 103.7 104.7 106.6 112.2 120.2 127.2 90.4 210.2 274.5 295.8 297.0 0.4% Visitor Spending by Commodity Purchased ($Millions) Accommodations 47.3 54.2 63.3 73.8 72.3 78.3 60.1 67.7 93.4 101.0 100.7 -0.4% Food Service 53.2 58.8 65.2 71.2 71.2 76.2 49.0 57.7 72.8 80.4 83.0 3.2% Food Stores 10.2 10.8 11.0 11.2 11.2 11.8 7.8 14.9 19.3 21.4 21.4 -0.1% Arts, Ent. & Rec. 28.1 30.2 32.7 34.7 34.0 35.4 22.8 28.4 34.1 37.5 38.1 1.6% Retail Sales 18.3 19.2 20.8 24.8 28.0 30.5 19.0 23.2 27.9 29.2 27.9 -4.5% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Local Tran. & Gas 24.5 23.4 22.4 25.4 27.9 29.7 13.8 18.2 27.0 26.3 26.0 -1.1% Total 181.6 196.5 215.5 241.1 244.5 262.0 172.4 210.2 274.5 295.8 297.0 0.4% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 465 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 259 Tuolumne County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 43.2 47.3 56.1 65.2 64.1 71.0 57.5 76.4 78.8 83.0 93.3 12.4% Arts, Ent. & Rec. 6.6 6.6 6.9 7.2 5.7 6.3 5.1 5.5 7.5 8.5 9.4 10.8% Retail* 4.3 4.6 5.0 4.9 5.2 5.5 6.0 6.9 7.2 7.4 7.3 -0.8% Ground Trans. 2.1 2.3 2.7 3.3 4.5 5.0 2.1 2.1 2.2 2.3 2.6 14.2% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Other travel** 0.7 0.6 0.7 0.7 0.8 0.8 0.7 0.9 1.0 1.4 1.4 0.5% Total 56.8 61.4 71.4 81.3 80.3 88.7 71.4 91.9 96.8 102.6 114.1 11.2% Direct Employment (Jobs) Accom. & Food Serv. 1,530 1,560 1,680 1,830 1,780 1,860 1,490 1,790 1,910 1,960 2,070 5.6% Arts, Ent. & Rec. 350 320 350 340 260 280 210 230 300 310 330 6.5% Retail* 160 160 180 160 170 170 170 170 170 170 160 -5.9% Ground Trans. 60 60 70 70 90 100 100 100 120 130 130 0.0% Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA Other travel** 20 20 30 30 30 30 20 30 30 30 30 0.0% Total 2,120 2,120 2,310 2,430 2,330 2,440 1,990 2,320 2,530 2,600 2,720 4.6% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 466 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 260 Tuolumne County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 5.5 6.3 7.3 8.6 8.7 9.5 7.5 9.5 11.6 11.7 11.9 1.3% State** 9.0 9.3 9.6 10.3 10.9 11.9 8.2 10.5 11.6 11.8 12.2 3.6% Total 14.5 15.5 17.0 18.9 19.6 21.4 15.7 20.0 23.3 23.6 24.1 2.5% Local Tax Revenue Detail ($Millions) Business/Employees 1.8 1.9 2.2 2.4 2.4 2.6 2.8 3.6 3.2 2.5 2.7 7.3% Visitor 3.7 4.3 5.2 6.2 6.3 6.9 4.7 5.9 8.5 9.3 9.2 -0.3% Total 5.5 6.3 7.3 8.6 8.7 9.5 7.5 9.5 11.6 11.7 11.9 1.3% State Tax Revenue Detail ($Millions) Business/Employees 2.1 2.2 2.4 2.5 2.3 2.6 2.7 3.3 3.1 2.6 2.9 9.0% Visitor 7.0 7.1 7.2 7.8 8.6 9.3 5.5 7.2 8.5 9.2 9.4 2.1% Total 9.0 9.3 9.6 10.3 10.9 11.9 8.2 10.5 11.6 11.8 12.2 3.6% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 467 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 261 Ventura County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 1,381.4 1,437.0 1,462.1 1,507.5 1,568.5 1,597.3 885.8 1,386.0 1,609.0 1,654.2 1,715.7 3.7% Other travel* 211.8 197.2 182.9 199.2 224.3 229.3 107.0 157.7 218.9 209.6 211.3 0.8% Total 1,593.3 1,634.2 1,645.0 1,706.7 1,792.8 1,826.6 992.8 1,543.7 1,827.9 1,863.8 1,927.0 3.4% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 652.0 693.4 720.4 727.0 738.5 730.8 434.3 642.8 702.9 735.4 776.2 5.6% Hotel, Motel NA NA NA NA NA NA NA 539.5 580.7 595.6 628.1 5.5% STVR** NA NA NA NA NA NA NA 103.3 122.2 139.8 148.1 5.9% Campground 53.1 54.0 54.7 57.3 60.2 64.9 54.4 70.6 92.1 91.4 91.6 0.2% Private Home (VFR) 260.6 270.0 267.5 293.7 321.6 347.1 155.6 356.4 386.0 392.7 402.8 2.6% Seasonal Home 43.5 44.3 44.9 48.6 55.0 56.3 119.4 107.3 103.6 106.1 108.3 2.1% Day Travel 372.3 375.3 374.6 380.9 393.1 398.2 122.0 208.9 324.6 328.6 336.7 2.5% Total 729.5 743.6 741.7 780.6 829.9 866.5 451.5 1,386.0 1,609.0 1,654.2 1,715.7 3.7% Visitor Spending by Commodity Purchased ($Millions) Accommodations 255.8 283.3 306.6 308.4 317.3 318.8 217.7 346.3 401.3 402.2 420.3 4.5% Food Service 417.8 437.9 452.7 465.1 477.6 486.1 274.9 410.4 466.4 486.1 512.6 5.4% Food Stores 54.7 56.6 56.3 56.3 56.5 57.6 38.5 60.6 74.0 78.8 80.5 2.2% Arts, Ent. & Rec. 194.2 198.8 201.5 202.2 202.9 201.2 101.4 160.5 177.1 182.9 191.4 4.6% Retail Sales 223.9 240.4 240.7 258.8 278.2 295.3 151.6 233.9 269.5 269.5 272.3 1.1% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Local Tran. & Gas 235.0 220.0 204.4 216.7 236.0 238.3 101.8 174.1 220.6 234.8 238.7 1.6% Total 1,381.4 1,437.0 1,462.1 1,507.5 1,568.5 1,597.3 885.8 1,386.0 1,609.0 1,654.2 1,715.7 3.7% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 468 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 262 Ventura County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 263.6 284.3 293.8 333.7 351.2 364.1 289.6 342.8 422.7 467.9 490.6 4.8% Arts, Ent. & Rec. 92.6 95.4 99.5 98.7 102.5 102.0 75.3 78.2 85.9 95.2 98.1 3.1% Retail* 38.6 42.0 43.1 46.5 48.8 51.3 49.9 55.3 59.2 61.2 61.6 0.7% Ground Trans. 22.0 23.9 25.8 27.9 35.1 37.2 18.5 18.5 21.2 32.9 24.3 -26.3% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Other travel** 37.2 38.7 40.4 41.8 44.5 44.2 42.0 34.0 40.0 41.4 44.4 7.2% Total 454.1 484.3 502.6 548.6 582.1 598.8 475.3 528.9 629.1 698.7 719.0 2.9% Direct Employment (Jobs) Accom. & Food Serv. 9,640 9,880 9,810 10,610 10,750 10,660 8,510 9,210 10,480 10,860 10,810 -0.5% Arts, Ent. & Rec. 3,860 3,860 3,800 3,430 3,560 3,420 2,280 2,250 2,750 2,880 2,980 3.5% Retail* 1,260 1,310 1,320 1,390 1,430 1,410 1,320 1,360 1,380 1,380 1,340 -2.9% Ground Trans. 540 560 570 570 670 720 630 610 730 910 810 -11.0% Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA Other travel** 800 800 820 800 820 830 780 650 670 650 680 4.6% Total 16,100 16,410 16,320 16,800 17,230 17,040 13,520 14,080 16,010 16,680 16,620 -0.4% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 469 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 263 Ventura County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 44.4 48.2 50.7 51.8 56.0 56.9 42.1 62.6 69.4 66.1 68.2 3.2% State** 86.6 86.1 83.2 84.8 93.4 97.1 58.0 82.0 88.6 90.3 93.6 3.6% Total 131.0 134.4 134.0 136.7 149.4 154.0 100.1 144.5 158.1 156.5 161.9 3.4% Local Tax Revenue Detail ($Millions) Business/Employees 14.3 15.1 15.2 15.9 17.2 17.7 18.6 21.7 21.8 17.8 17.7 -0.7% Visitor 30.1 33.1 35.6 35.9 38.8 39.2 23.5 40.9 47.6 48.3 50.5 4.6% Total 44.4 48.2 50.7 51.8 56.0 56.9 42.1 62.6 69.4 66.1 68.2 3.2% State Tax Revenue Detail ($Millions) Business/Employees 17.2 18.0 17.7 17.8 17.6 18.1 18.0 19.4 20.7 18.8 19.0 1.1% Visitor 69.3 68.2 65.6 67.1 75.7 79.0 40.0 62.5 67.9 71.5 74.6 4.3% Total 86.6 86.1 83.2 84.8 93.4 97.1 58.0 82.0 88.6 90.3 93.6 3.6% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 470 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 264 Yolo County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 320.0 321.7 324.8 378.1 418.2 411.7 236.7 336.5 435.8 459.8 471.0 2.4% Other travel* 39.1 34.7 30.5 34.7 40.6 42.7 13.8 24.6 39.4 36.6 35.2 -3.6% Total 359.1 356.3 355.3 412.8 458.8 454.3 250.5 361.1 475.2 496.4 506.2 2.0% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 145.6 148.6 151.7 191.8 208.4 200.5 168.7 178.8 224.5 244.7 252.2 3.1% Hotel, Motel NA NA NA NA NA NA NA 169.9 212.9 230.8 239.8 3.9% STVR** NA NA NA NA NA NA NA 8.8 11.6 13.9 12.4 -10.8% Campground 8.3 8.2 8.3 8.7 9.1 9.9 8.3 10.7 14.0 13.9 13.9 0.0% Private Home (VFR) 63.5 62.8 62.7 70.1 77.6 80.6 25.6 78.6 90.3 91.1 92.8 1.8% Seasonal Home 3.5 3.4 3.5 3.7 3.9 4.0 4.3 3.9 3.8 4.0 4.0 2.2% Day Travel 99.2 98.6 98.5 103.9 119.2 116.7 29.8 64.5 103.2 106.1 108.0 1.8% Total 174.4 173.1 173.1 186.3 209.8 211.1 68.0 336.5 435.8 459.8 471.0 2.4% Visitor Spending by Commodity Purchased ($Millions) Accommodations 48.2 50.9 53.6 68.4 74.8 72.7 55.9 64.4 85.9 93.8 95.5 1.8% Food Service 98.7 101.9 105.6 121.2 132.7 130.8 79.0 110.4 139.7 150.7 157.3 4.4% Food Stores 12.8 13.1 13.0 13.9 14.6 14.4 8.3 13.7 17.6 18.8 19.0 1.2% Arts, Ent. & Rec. 58.4 58.9 59.9 66.8 71.5 68.7 39.5 55.2 66.5 70.5 73.5 4.3% Retail Sales 48.4 48.7 48.8 56.9 64.1 65.1 32.6 51.7 64.9 66.9 66.7 -0.2% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Local Tran. & Gas 53.4 48.2 43.9 50.9 60.5 59.9 21.3 41.0 61.2 59.2 59.0 -0.3% Total 320.0 321.7 324.8 378.1 418.2 411.7 236.7 336.5 435.8 459.8 471.0 2.4% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 471 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 265 Yolo County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 58.6 63.1 68.8 81.7 86.1 86.5 72.8 85.0 103.0 113.6 115.6 1.8% Arts, Ent. & Rec. 23.7 24.8 26.4 30.1 30.7 30.1 18.3 25.0 34.3 38.1 44.9 17.8% Retail* 8.6 8.9 9.2 9.7 10.6 11.0 11.4 12.8 13.3 13.6 15.4 13.4% Ground Trans. 4.2 4.3 4.8 6.0 8.9 9.1 3.3 3.1 3.3 3.3 3.7 11.4% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Other travel** 2.1 1.9 1.9 2.1 2.3 2.6 2.4 2.1 2.3 2.7 4.3 57.0% Total 97.1 103.1 111.1 129.5 138.6 139.3 108.2 128.2 156.1 171.3 183.9 7.3% Direct Employment (Jobs) Accom. & Food Serv. 2,450 2,470 2,500 2,870 2,910 2,810 2,290 2,440 2,800 2,890 2,820 -2.4% Arts, Ent. & Rec. 1,500 1,590 1,560 1,810 1,820 1,880 1,030 1,300 1,740 1,820 2,140 17.6% Retail* 250 250 260 270 300 290 280 290 290 290 330 13.8% Ground Trans. 110 110 120 130 170 180 150 150 180 180 190 5.6% Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA Other travel** 60 60 60 60 70 70 70 60 70 70 110 57.1% Total 4,370 4,480 4,500 5,140 5,270 5,230 3,820 4,240 5,080 5,250 5,590 6.5% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 472 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 266 Yolo County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 9.0 9.9 10.7 13.7 14.9 15.0 12.3 15.0 18.2 17.8 18.3 2.6% State** 19.9 19.3 18.7 20.4 23.8 24.2 14.0 20.5 23.9 24.5 25.5 4.1% Total 28.9 29.2 29.4 34.0 38.8 39.2 26.3 35.5 42.2 42.3 43.8 3.5% Local Tax Revenue Detail ($Millions) Business/Employees 3.2 3.4 3.5 4.0 4.3 4.3 4.5 5.3 5.5 4.4 4.6 3.6% Visitor 5.8 6.5 7.2 9.6 10.7 10.6 7.8 9.7 12.8 13.4 13.7 2.3% Total 9.0 9.9 10.7 13.7 14.9 15.0 12.3 15.0 18.2 17.8 18.3 2.6% State Tax Revenue Detail ($Millions) Business/Employees 3.6 3.7 3.7 3.9 4.0 4.0 3.9 4.7 5.1 4.6 4.8 5.8% Visitor 16.3 15.6 15.0 16.5 19.8 20.2 10.0 15.9 18.8 20.0 20.7 3.7% Total 19.9 19.3 18.7 20.4 23.8 24.2 14.0 20.5 23.9 24.5 25.5 4.1% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 473 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 267 Yuba County Direct Spending Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions) Visitor 73.1 66.7 66.8 81.7 91.3 98.8 47.1 85.1 107.4 107.2 109.0 1.7% Other travel* 12.9 11.5 10.2 11.7 13.7 14.3 4.4 9.6 15.0 14.2 13.7 -3.6% Total 86.1 78.2 77.0 93.4 105.0 113.0 51.5 94.8 122.4 121.4 122.7 1.1% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 6.9 3.1 2.9 12.0 13.1 15.6 10.7 14.6 12.2 10.9 11.0 0.3% Hotel, Motel NA NA NA NA NA NA NA 12.5 10.3 9.0 8.7 -3.5% STVR** NA NA NA NA NA NA NA 2.1 1.9 1.9 2.3 18.5% Campground 16.5 16.4 16.6 17.4 18.3 19.7 16.6 21.4 28.0 27.8 27.7 -0.3% Private Home (VFR) 18.1 17.3 17.1 19.8 22.3 23.8 7.1 24.1 27.2 28.0 28.9 2.9% Seasonal Home 4.4 4.3 4.3 4.6 4.9 5.0 4.4 4.0 8.8 9.0 9.2 2.2% Day Travel 27.3 25.7 25.9 27.9 32.7 34.5 8.3 21.0 31.3 31.5 32.3 2.8% Total 66.2 63.7 63.9 69.7 78.2 83.1 36.4 85.1 107.4 107.2 109.0 1.7% Visitor Spending by Commodity Purchased ($Millions) Accommodations 8.1 6.9 7.1 11.1 11.7 13.0 10.7 13.9 16.0 15.3 15.2 -0.7% Food Service 19.0 18.1 19.0 22.9 25.3 27.4 12.2 23.6 28.7 29.9 30.9 3.6% Food Stores 6.9 7.0 7.0 7.4 7.7 8.1 5.5 8.4 10.9 11.3 11.4 1.4% Arts, Ent. & Rec. 9.7 9.1 9.3 10.9 11.8 12.4 5.4 10.0 12.0 12.3 12.7 3.4% Retail Sales 11.3 10.0 10.1 12.5 14.6 16.3 6.0 13.0 16.2 16.3 17.8 8.9% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Local Tran. & Gas 18.0 15.7 14.3 16.9 20.2 21.5 7.3 16.1 23.6 22.1 21.0 -5.1% Total 73.1 66.7 66.8 81.7 91.3 98.8 47.1 85.1 107.4 107.2 109.0 1.7% Note: Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Other travel includes ground transportation to other California destinations, resident air travel, travel arrangement services, and convention/trade show services. **STVR breakout was not available before 2021 because of data limitations. Page 474 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 268 Yuba County Direct Impact Detail % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions) Accom. & Food Serv. 11.4 10.7 11.8 14.7 15.5 17.1 15.7 19.6 23.5 25.5 25.7 0.8% Arts, Ent. & Rec. 4.5 4.3 4.4 5.0 6.7 6.8 4.9 7.3 13.7 11.8 15.4 29.7% Retail* 2.9 2.8 2.9 3.5 3.8 3.8 4.2 5.2 5.3 5.9 9.5 60.8% Ground Trans. 1.2 1.2 1.4 1.7 2.6 2.9 0.9 0.8 0.9 0.8 0.9 8.8% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Other travel** 0.4 0.4 0.5 0.6 0.6 0.6 0.7 0.9 1.0 1.2 1.4 17.0% Total 20.5 19.4 20.9 25.6 29.1 31.2 26.3 33.8 44.3 45.3 52.9 16.8% Direct Employment (Jobs) Accom. & Food Serv. 590 510 530 640 630 640 570 640 740 740 690 -6.8% Arts, Ent. & Rec. 280 250 260 290 400 400 260 380 800 760 1,030 35.5% Retail* 100 100 100 120 120 120 120 130 130 140 210 50.0% Ground Trans. 30 30 30 40 50 60 40 40 40 50 50 0.0% Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA Other travel** 20 20 20 20 30 20 20 30 30 30 40 33.3% Total 1,020 910 940 1,110 1,230 1,240 1,010 1,220 1,740 1,720 2,020 17.4% Note: Employment figures rounded to the nearest 10. Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Retail includes gasoline station employment and earnings. **Other travel includes travel arrangement services and conventions/trade shows. Page 475 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 269 Yuba County Direct Tax Revenue % Chg. 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions) Local* 1.5 1.3 1.4 1.9 2.2 2.4 2.1 3.0 3.2 2.8 2.9 5.7% State** 5.5 4.9 4.7 5.3 6.5 7.0 3.6 6.3 7.3 7.2 7.6 5.3% Total 7.0 6.2 6.1 7.2 8.7 9.5 5.7 9.3 10.5 10.0 10.5 5.4% Local Tax Revenue Detail ($Millions) Business/Employees 0.6 0.6 0.6 0.7 0.8 0.9 1.0 1.3 1.5 1.1 1.2 12.7% Visitor 0.9 0.7 0.7 1.2 1.4 1.5 1.1 1.6 1.7 1.7 1.7 1.1% Total 1.5 1.3 1.4 1.9 2.2 2.4 2.1 3.0 3.2 2.8 2.9 5.7% State Tax Revenue Detail ($Millions) Business/Employees 0.8 0.7 0.8 0.8 0.9 1.0 1.0 1.3 1.5 1.3 1.5 15.3% Visitor 4.7 4.2 3.9 4.5 5.6 6.1 2.6 5.0 5.7 5.9 6.1 3.2% Total 5.5 4.9 4.7 5.3 6.5 7.0 3.6 6.3 7.3 7.2 7.6 5.3% Note:Economic impacts are attributed to visitor trips which are defined as trips taken by individuals that stay overnight away from home, or travel more than 50 miles one-way on a non-routine trip, as defined by the California Tourism Marketing Act. *Local tax revenue includes transient occupancy taxes, sales taxes, airport passenger facility charges paid by visitors, and the property tax payments and sales tax payments attributable to the travel industry income of employees and businesses. **State tax revenue includes sales taxes and motor fuel taxes paid by visitors, and the income taxes and sales taxes attributable to the travel industry income of employees and businesses. Page 476 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 270 Glossary Term Definition 2nd Home Homes under private ownership for personal use as a seasonal property where a lodging tax is not collected. Day Travel A trip that involves non-routine travel of greater than 50 miles to the destination and but no overnight stay in the destination. Destination Spending Direct spending made by visitors in a destination. Interchangeable with “Visitor Spending.” Direct Earnings Total after-tax net income from travel. It includes wage and salary disbursements, proprietor income, and other earned income or benefits. Direct Employment Employment generated by direct travel spending. It includes full-time employees, part-time employees, seasonal employees, and proprietors. Direct Spending Expenditures made by consumers, combination of Visitor Spending and Other Spending. Hotel, Motel, STVR Accommodation types that house transient lodging activity. Local Taxes City and county taxes generated by travel spending. Other Overnight Combination of other overnight visitors who stay in campgrounds or 2nd homes. Other Spending Spending by residents on travel arrangement services and/or spending for convention activity. Private Home (VFR) Personal residences used to host friends and family visiting overnight in the destination. State Taxes State taxes generated by travel spending. STVR STVR stands for “short term vacation rental.” The category includes private and semi-private lodging rented by owners or property management companies (e.g., Airbnb & VRBO). Visitor Spending Spending by visitors in a destination. Page 477 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 271 Methodology Travel Impacts Methodology Primary travel impact analysis will make use of the Regional Travel Impact Model (RTIM), prepared and maintained by Dean Runyan Associates and used for most of our travel impact analysis since 1985. This model was developed to provide robust impact findings at small geography without reliance on annual survey research. This is a “bottom up” approach whereby analysis is conducted at the county level, then aggregated to regions and the state, allowing us to use the most detailed tax, employment, wages, and other data that are available. Our clients have selected this approach to provide particularly detailed and defendable findings for all parts of their constituency. Because the model does not rely on annual survey research for its primary inputs, we work in other states with a variety of other visitor profile providers, including national panel managers or those making use of intercept or regional web methodology. Analysis is conducted separately by type of visitor lodging, making use of data and modeling appropriate to each. Impact analysis associated with visitors staying in commercial lodging makes use of lodging tax data to calculate lodging sales, then employs expenditure distribution data for these types of visitors to calculate total sales and the distribution among expenditure categories. We maintain our own expenditure distribution database for each state we work in, but also make use of historic and current expenditure data, as available. Rental cabins, condos and other property are included in this category if lodging tax has been applied to sales. Earnings, employment, and tax receipts are calculated using employment and wage data by business category, for each county, plus the applicable taxes on each type of expenditure. Tax impacts, such as for restaurant, fuel, and retail purchases, are calculated from spending amounts; totals will be checked against data from state sources. Sales attributed to campers are calculated from campground inventory (separately for public and commercial campgrounds), camping occupancy data and average expenditures for camping parties. Expenditure data will be from expenditure databases that we maintain, augmented by visitor survey data available for California as available. Other impacts are calculated in a manner like those for commercial accommodation travelers. Sales attributable to travelers staying in their own second homes, or in rented condo, cabin, and other accommodations, are calculated from inventories of these types of lodging and the associated utilization and expenditure data. Findings are made consistent if some of these sales have been subject to lodging tax. Second home inventories are from US Census sources and any local/regional data available. Other impacts are calculated in a manner like those for commercial accommodation travelers. Page 478 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 272 Methodology Travel Impacts Methodology Day travel spending is calculated as a factor of overnight spending, with the proportions based on visitor data for California travelers. This analysis will rely the most on visitor profile data provided by the profile contractor. Other impacts are calculated in a similar way as those for commercial accommodation travelers. All spending estimates are summed for each county and separately for each business category with applicable data then used to calculate earnings, employment, and tax receipts. County totals will be mapped to regions using address and other location data for lodging, camping, and other rental accommodations using separate methods for each type of lodging. In all cases, our data and methodology are transparent, allowing for reliable error trapping and effective review of findings. All findings are also checked against available comparable data, such as county-level employment data by industry from the US Bureau of Labor Statistics and lodging sales data from STR and Key Data. Page 479 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 273 Methodology Historical Revisions The estimates for the current year are considered preliminary and are updated the following year. In other words, the numbers shown in this report as “2023” are the final revised estimates, which replace the “2023p” (preliminary estimates) shown in last year’s report. At the state level, the revision of direct travel-related spending between 2023p and 2023 was only 1.5%. Some regional and county revisions to the 2023p estimates were larger than the historical average. The reason for this greater revision is attributed to the changes in travel behavior after the COVID-19 pandemic, which made economic impacts from travel less predictable than before. Changes in the destinations where people traveled and the type of accommodation in which they stayed were leading drivers of the larger variations in the 2023 final estimates. 2023 Revisions to California Summary of Direct Impacts % Chg. 2023p 2023 2023p-2023 Direct Travel Spending ($Billions) Visitor 131.8 134.0 1.7% Other travel* 18.6 18.7 0.6% Total 150.4 152.7 1.5% Direct Earnings ($Billions) Earnings 61.9 61.4 -0.7% Direct Employment (Thousands of Jobs) Employment 1,155 1,142 -1.1% Direct Tax Revenue ($Billions) Local 5.9 6.4 8.7% State 6.8 5.9 -14.0% Total 12.7 12.3 -3.4% Local Tax Revenue Detail ($Billions) Business/Employees 1.8 1.7 -8.3% Visitor 4.1 4.8 16.1% Total 5.9 6.4 8.7% State Tax Revenue Detail ($Billions) Business/Employees 2.1 1.5 -26.8% Visitor 4.6 4.3 -6.2% Total 6.8 5.9 -14.0% Page 480 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 274 Methodology Short Term Vacation Rentals (STVR) Starting in 2021, reporting includes a breakout of travel spending for visitors who stayed in Short Term Vacation Rentals (STVR) separately from Hotel, Motels. Each county's share of STVR lodging is based on a combined lodging total utilizing KeyData (for STVR performance) and STR (for hotel performance). The STVR share is then applied to each county's TOT receipts, as reported for the calendar year. With unique expenditure distributions applied for both lodging types for each county, we then estimate the remaining travel impact commodities such as Food Services, Retail, and Arts, Entertainment & Recreation, etc. This estimated share of STVR is necessary due to the lack of reporting for this lodging in terms of TOT, and that KeyData and STR represent modeled lodging sales which may be greater than or less than TOT receipts. At the present time, only a small number of jurisdictions report TOT by type of lodging. Regulations around STVR's and lodging taxes are determined at the local level. For our analysis, we assert that we are only concerned with taxable activity, as has been our longstanding position regarding travel impacts. We are not attempting to include non-taxable STVR stays, which may occur in communities across the state of California. Using this methodology, the results are less susceptible to overestimations of travel impacts.© GeoNames, Microsoft, TomTom Powered by Bing 1% 45% STVR proportion Proportion of Visitor Spending by Visitors who spent the night in a STVR, 2024p Page 481 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 275 Methodology Short Term Vacation Rentals (STVR) Visitor Spending by Accommodation Type ($Millions) Visitor Spending by Accommodation Type (%) County Hotel, Motel STVR All Others* Total Hotel, Motel STVR All Others* Alameda 1,719 314 1,365 3,399 51% 9% 40% Alpine 9 8 17 34 27% 25% 48% Amador 37 10 110 158 24% 7% 70% Butte 97 25 222 344 28% 7% 65% Calaveras 21 50 181 251 8% 20% 72% Colusa 10 0 32 43 23% 1% 76% Contra Costa 437 71 1,262 1,770 25% 4% 71% Del Norte 34 29 94 157 22% 18% 60% El Dorado 398 212 456 1,066 37% 20% 43% Fresno 545 83 850 1,479 37% 6% 58% Glenn 14 1 39 54 26% 2% 72% Humboldt 137 70 264 471 29% 15% 56% Imperial 106 8 386 500 21% 2% 77% Inyo 152 15 110 277 55% 5% 40% Kern 612 78 1,148 1,839 33% 4% 62% Kings 49 3 155 208 24% 2% 75% Lake 23 15 148 186 12% 8% 80% Lassen 11 2 55 67 16% 3% 82% Los Angeles 13,856 2,883 9,285 26,024 53% 11% 36% Madera 107 123 170 401 27% 31% 43% Marin 254 119 285 658 39% 18% 43% Mariposa 243 167 61 472 52% 35% 13% Mendocino 182 118 218 518 35% 23% 42% *All Others include Private Home (VFR), Seasonal Home (2nd home), Campgrounds, and Day Travel Page 482 of 621 Methodology Short Term Vacation Rentals (STVR) The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 276 Visitor Spending by Accommodation Type ($Millions) Visitor Spending by Accommodation Type (%) County Hotel, Motel STVR All Others* Total Hotel, Motel STVR All Others* Merced 92 10 197 299 31% 3% 66% Modoc 6 2 20 27 21% 6% 74% Mono 227 322 162 711 32% 45% 23% Monterey 1,954 241 818 3,014 65% 8% 27% Napa 1,394 116 468 1,978 70% 6% 24% Nevada 95 138 270 503 19% 27% 54% Orange 8,307 1,275 4,831 14,412 58% 9% 34% Placer 480 374 604 1,458 33% 26% 41% Plumas 26 31 104 160 16% 19% 65% Riverside 3,053 1,218 5,090 9,361 33% 13% 54% Sacramento 1,522 177 1,709 3,408 45% 5% 50% San Benito 21 4 113 139 15% 3% 82% San Bernardino 1,530 888 3,433 5,851 26% 15% 59% San Diego 7,064 2,395 4,870 14,328 49% 17% 34% San Francisco 7,134 620 2,508 10,262 70% 6% 24% San Joaquin 446 41 584 1,070 42% 4% 55% San Luis Obispo 1,041 454 781 2,276 46% 20% 34% San Mateo 3,012 245 1,114 4,371 69% 6% 25% Santa Barbara 1,049 242 715 2,006 52% 12% 36% Santa Clara 3,774 382 1,757 5,913 64% 6% 30% Santa Cruz 697 183 500 1,380 51% 13% 36% Shasta 170 59 288 517 33% 11% 56% Sierra 4 3 11 18 23% 18% 59% Siskiyou 66 39 125 230 29% 17% 54% *All Others include Private Home (VFR), Seasonal Home (2nd home), Campgrounds, and Day Travel Page 483 of 621 Methodology Short Term Vacation Rentals (STVR) The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 277 Visitor Spending by Accommodation Type ($Millions) Visitor Spending by Accommodation Type (%) County Hotel, Motel STVR All Others* Total Hotel, Motel STVR All Others* Solano 285 30 575 889 32% 3% 65% Sonoma 923 389 927 2,238 41% 17% 41% Stanislaus 191 27 335 553 35% 5% 61% Sutter 28 5 59 92 31% 5% 64% Tehama 47 5 114 166 28% 3% 69% Trinity 8 9 56 73 11% 12% 76% Tulare 198 86 258 542 37% 16% 48% Tuolumne 81 76 140 297 27% 25% 47% Ventura 628 148 939 1,716 37% 9% 55% Yolo 240 12 219 471 51% 3% 46% Yuba 9 2 98 109 8% 2% 90% California 64,854 14,653 51,706 131,213 49% 11% 39% *All Others include Private Home (VFR), Seasonal Home (2nd home), Campgrounds, and Day Travel Page 484 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 278 The table below demonstrates how our reported “Travel Industries” translate to the North American Industry Classification System (NAICS) codes. Travel Impact Industry NAICS Industry Code Accommodation & Food Service Accommodation (721) Food services and drinking places (722) Residential property managers (531311) Breweries, wineries, distilleries (312120, 312130, 312140) Arts, Entertainment, & Recreation Arts, entertainment, and recreation (71) Scenic and sightseeing transportation (487) Motion picture and video exhibition (51213) Recreational goods rental (532292) Tour operators (56152) Retail Food & beverage stores (445) Gasoline stations (447) Clothing and clothing accessories (448) Sporting goods, hobby, book and music stores (451) General merchandise stores (452) Miscellaneous store retailers (453) Transportation Rail transportation (482114) Water transportation (4831) Urban transit systems (4851) Interurban and rural bus transportation (4852) Taxi and limousine service (4853) Charter bus industry (4855) Passenger car rental (532111) Truck, trailer, and RV rental and leasing (53212) Parking lots and garages (812930) Air Transportation Scheduled passenger air transportation (481111) Support activities for air transportation (4881) Others Travel agencies (56151) Convention and trade show organizers (56192) Note: Travel spending on breweries (312120), wineries (312130) and distilleries (312140) are included within the Food Service, Retail, Food Stores, and Recreation industries. It is likely that the bulk of travel-related spending on these alcohol-related NAICS codes occurs within the Food Service category. However, because experiences at breweries, wineries, and distilleries often include a significant experiential component, as well as opportunities for retail purchases, we are unable to allocate exact percentages to the above travel impact categories. NAICS codes are based on responses from individual organizations and are not always a perfect 1:1 alignment with our analysis. Page 485 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 279 Methodology Secondary Travel Impacts Secondary (indirect and induced) spending, earnings, and employment were estimated using IMPLAN. IMPLAN is a widely used, nationally recognized economic impact model, first developed by the U.S. Forest Service. IMPLAN provides estimates of the additional economic activity associated with the sale of goods or services to a traveler. This methodology has been packaged, along with the necessary data files, as IMPLAN Pro by the Minnesota IMPLAN Group, Inc. (MIG) of Stillwater, Minnesota. Multipliers Each industry that produces goods and services generates demands for other goods and services. These other producers, in turn, purchase goods and services. These indirect purchases (indirect effects) continue until “leakage” from the region (imports, w ages, profits, etc.) stop the cycle. The repeating iterations are described by multipliers. Each of the multiplier types can be calculated for output, employment, and income (value added). Data and Analysis All impact amounts are expressed in current dollars using IMPLAN deflators based on the U.S. Bureau of Labor Statistics’ Consumer Price Index. Through IMPLAN, direct employment from the RTIM model was used to estimate all the associated indirect and induced effects. Employment associated with retail trade was evenly divided between general merchandise stores and miscellaneous reta il. Employment associated with ground transportation was divided between auto rental, gasoline service stations, and local transp ortation based on the expenditure distribution data used for the RTIM model. Page 486 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 280 IMPLAN Industry Groups Accommodation & Food Services • Food services and drinking places • Hotels and motels, including casino hotels • Other accommodations Arts, Entertainment & Recreation • Bowling centers • Fitness and recreational sports centers • Independent artists, writers, and performers Museums, historical sites, zoos, and parks • Other amusement, gambling, and recreation industries Performing arts companies • Promoters of performing arts and sports and agents for public figures • Scenic and sightseeing trans and support activities for transportation • Spectator sports Wholesale & Retail Trade • Building material and garden supply stores • Clothing and clothing accessories stores • Electronics and appliance stores • Food and beverage stores • Furniture and home furnishings stores • Gasoline stations • General merchandise stores • Health and personal care stores • Miscellaneous store retailers • Motor vehicle and parts dealers • Non-store retailers • Sporting goods, hobby, book and music stores • Wholesale trade Transportation • Air transportation • Automotive equipment rental and leasing • Automotive repair and maintenance, except car washes • Couriers and messengers • Rail transportation • Transit and ground passenger transportation • Travel arrangement and reservation services • Truck transportation • Warehousing and storage • Water transportation Government • Federal electric utilities • Federal Military • Federal Non-Military • Other Federal • Government enterprises • Other State and local government enterprises • Postal service • State & Local Education • State & Local Non-Education • State and local government electric utilities • State and local government passenger transit • Securities, commodity contracts, investments Page 487 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 281 IMPLAN Industry Groups Professional Services • Accounting and bookkeeping services • Advertising and related services • All other miscellaneous professional and technical services • Architectural and engineering services • Book publishers • Cable networks and program distribution • Child day care services • Civic, social, professional and similar organizations • Colleges, universities, and junior colleges • Computer systems design services • Custom computer programming services • Data processing services • Database, directory, and other publishers • Elementary and secondary schools • Environmental and other technical consulting services • Grantmaking and giving and social advocacy organizations • Home health care services • Hospitals Information services • Legal services • Management consulting services • Management of companies and enterprises • Motion picture and video industries • Newspaper publishers • Nursing and residential care facilities • Offices of physicians, dentists, and other health practitioners • Other ambulatory health care services • Other computer related services, including facilities management • Other educational services • Periodical publishers • Photographic services • Radio and television broadcasting • Religious organizations • Scientific research and development services • Social assistance, except child day care services • Software publishers • Sound recording industries • Specialized design services • Telecommunications • Veterinary services Page 488 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 282 IMPLAN Industry Groups Other Services • Business support services • Car washes • Commercial machinery repair and maintenance • Death care services • Drycleaning and laundry services • Electronic equipment repair and maintenance • Employment services • Facilities support services • General and consumer goods rental except video tapes and discs • Household goods repair and maintenance • Investigation and security services • Lessors of nonfinancial intangible assets • Machinery and equipment rental and leasing • Office administrative services • Other personal services • Other support services • Personal care services • Private households • Services to buildings and dwellings • Video tape and disc rental • Waste management and remediation services Mining & Manufacturing • All mining & manufacturing industries except for food processing Agriculture & Food Processing • Farming & manufacturing industries in food processing Finance, Ins., & Real Estate • Funds, trusts, and other financial vehicles • Insurance agencies, brokerages, and related • Insurance carriers • Monetary authorities and depository credit intermediation • Non-depository credit intermediation and related activities • Real estate • Securities, commodity contracts, investments Construction • Commercial and institutional buildings • Highway, street, bridge, and tunnel construction • Maintenance and repair of farm and nonfarm residential structures • Maintenance and repair of highways, streets, bridges, and tunnels • Maintenance and repair of nonresidential buildings • Manufacturing and industrial buildings • New farm housing units and additions and alterations • New multifamily housing structures, nonfarm • New residential 1-unit structures, nonfarm • New residential additions and alterations, nonfarm • Other maintenance and repair construction • Other new construction • Water, sewer, and pipeline construction Page 489 of 621 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 283 info@deanrunyan.com deanrunyan.com Page 490 of 621 11 California Visits and Spending Forecast October 2025 Prepared for:Prep ared f or: ATTACHMENT 2 Page 491 of 621 Visit California engaged Tourism Economics to prepare five-year forecasts of key visitation and spending indicators for the state of California. The analysis draws on the following data sources: This forecast relies on: Tourism Economics’ prior research on California’s tourism economy; Lodging Data from STR; Data on international travel including NTTO, OAG, FIA, POE; Tourism Economics proprietary forecast databases, Global Travel Service and International State Travel; Economic forecasts by Oxford Economics; and, Assumptions on the future path of tourism sector recovery. Due to standard forecast variability, future hotel performance may vary from the estimates presented in this forecast. TABLE OF CONTENTS Introduction Page 492 of 621 Forecast Summary US Economic Trends US Travel Trends California Forecast Highlights Forecast Tables 11 2 3 4 5 Page 493 of 621 4 California’s visitor volume is projected to rise 0.8% in 2025, adding 2.1 million visits for a total of 271.6 million. Growth is forecast to accelerate to 1.7% in 2026. International visits increased 10.2% in 2024 but are forecast to decline 0.7% in 2025 due to the impact of higher tariffs on the global economy and negative sentiment towards the US over the administration’s trade policies. Overseas visits are forecast to decline 3.7% in 2025, and visits from Canada are projected to fall 18.4%. Visits from Mexico, however, are expected to rise 5.9%. Visitor spending totaled $157.3 billion in 2024 and is projected to reach $158.6 billion in 2025. Modest growth in domestic travel spending is forecast in 2025. Spending is expected to be impacted by a weaker US economy and higher inflation due to tariffs. The drop in international visits is forecast to cause international spending to decline 2.1% in 2025. Growth in Mexican visits has less impact on international spending due to their lower average spend per visitor. Forecast Summary $ " # "#" " ! #$ $ " $ ! "# ! " ! #$ $ " $ ! ! %# # "#" ! #$ $ " $ ! "# ! ! #$ $ " $ ! !%" !%" # ! ! # % &! ##! $ # Page 494 of 621 5 Total California visitor volume Millions (Index relative to 2019) Total visitor volume California welcomed an additional 5.4 million visitors in 2024, a 2.0% increase from 2023, for a total of nearly 269.5 million visitors. Visitor volume is projected to rise 0.8% in 2025 to 271.6 million. Visitor volume recovery Visitor volume is forecast to surpass the pre-pandemic peak in 2028. Source: Tourism Economics Visitor Volume Summary Page 495 of 621 6 Total visitor spending in California Billions (Index relative to 2019) Total visitor spending Direct tourism spending in California grew by $4.6 billion (+3.0%) in 2024 and is forecast to rise 0.8% in 2025. Domestic spending is forecast to rise 1.4% in 2025, but international spending is projected to decline 2.1%. Total visitor spending recovery Visitor spending fully recovered in 2023, exceeding 2019 levels by 5%. By the end of 2029, visitor spending is expected to exceed 2019 levels by 29%. Visitor Spending Summary Source: Dean Runyon & Associates, Tourism Economics Page 496 of 621 7 Total visitor spending in California Index, 2019 = 100 Inflationary pressures have overstated the real increase in spending Annual inflation, measured by the U.S. consumer price index (CPI), exceeded 4% from 2021-2023 and peaked at 8% in 2022. Consumer price inflation slowed to 3% in 2024. For context, the Federal Reserve’s target rate of inflation is approximately 2%. Real visitor spending recovery While nominal visitor spending fully recovered in 2023, visitor spending expressed in real (inflation-adjusted) terms is not expected to fully recover within the forecast timeframe. Nominal spending in 2029 is forecast to exceed 2019 by 29%. Spending: Real vs Nominal Source: Dean Runyon & Associates, Tourism Economics Page 497 of 621 Forecast Summary US Economic Trends US Travel Trends California Forecast Highlights Forecast Tables 11 2 3 4 5 Page 498 of 621 9 US Economy Economic growth has slowed but a recession remains unlikely Oxford Economics forecasts US GDP growth of 1.9% in 2025, down from GDP growth of 2.9% in 2023 and 2.8% in 2024 Hiring has slowed sharply in recent months, and those seeking employment are finding it harder to secure jobs, but the rate of layoffs has not risen. The slowdown in hiring is being partially offset by slower growth in the labor supply, in part from reduced immigration, preventing a more pronounced rise in the unemployment rate. The spate of tariff announcements has led to expectations for higher inflation in 2025. US core inflation rose to 3.1% in August, and some additional acceleration is expected over the next few months. Despite mounting headwinds, consumer spending has been supported by gains in real wages (wage growth continues to outpace inflation), manageable household debt levels, and gains in household net worth. Encouragingly, retail sales have posted three consecutive months of solid gains after consumer spending stagnated in the first half of the year. Despite the economy having several fissures and growing below its trend rate, it isn't on the precipice of a recession. The economy is forecast to improve in the second half of 2026, supported by tax cuts/extensions, reduced uncertainty, and the fading effects of tariffs on inflation. The partial federal government shutdown that began on October 1 doesn't significantly alter the overall economic outlook, unless it becomes prolonged, but impacts to individual sectors, such as travel, can be more pronounced and will grow the longer the shutdown lasts. Prior analysis of the 2019 government shutdown estimated reduced travel spending would result in total economic impact losses of about $140 million per day, or about $1 billion per week, primarily due to the impacts to air and rail travel, attraction closures, and the decline in government travel spending. That was in the range of a negative 2.1% impact to travel spending as an ongoing impact. However, it takes time to get to that level of impact. The 2019 shutdown lasted more than 30 days, the longest on record. The duration of the 2019 shutdown is attributed to causing increased call-outs by TSA workers and other essential employees, which led to growing travel disruptions. Page 499 of 621 10 Consumers Are Still Worried Measures of consumer sentiment and consumer confidence have trended down in 2025 Page 500 of 621 11 Core Inflation Is Rising Slight increases are expected through the end of the year It took a few months for the effects of inflation to flow through supply chains and into consumer prices, but inflation has ticked up over the last couple of months. Core inflation at 3.1% in August is well above the 2% target and trending up rather than down. Import prices increased in August, suggesting inflation is likely to trend modestly higher over the next few months. Page 501 of 621 12 Job Growth Has Slowed Slow to hire, slow to fire labor market The three-month average job gains are at the lowest points since the pandemic. Page 502 of 621 13 Unemployment Rate Remains Low Despite Slow Hiring Lack of layoffs, slow growth in the labor supply The causal relationship between a rising unemployment rate and a recession is layoffs. So far, there has been little acceleration in layoffs. Additionally, the slowdown in hiring is also being offset by slower growth in the labor force, primarily due to the retirement of baby boomers and the administration’s immigration and deportation policies. Page 503 of 621 14 Income Growth Supports Spending Wages are growing faster than prices Despite the slow rate of hiring, wage growth is still outpacing inflation, which means real (inflation adjusted) incomes are growing. Average hourly earnings have increased 3.7% over the past year, versus 2.9% growth in the consumer price index (and 3.1% growth in the core CPI). Page 504 of 621 15 Household Balance Sheets Are Healthy Debt service remains a manageable share of incomes, net worth has risen Page 505 of 621 16 Retail Sales Are Rebounding Spending is rising after stagnating in the first half of the year Retail sales have risen strongly over the past three months, suggesting aggregate spending is back on track following a weak first half of the year. Page 506 of 621 17 K-shaped Trend in Spending Growth in consumer spending is being driven by higher-income households Higher-income households have a larger financial cushion to absorb the effects of inflation, benefit from the wealth effect as asset prices rise, and are less impacted by the slowdown in hiring. Lower-income households are more susceptible to the slowdown in hiring, and more exposed to the impact of tariffs because they spend a disproportionate share of their income on the most affected goods and have smaller savings buffers to withstand the hit to real incomes. Page 507 of 621 18 Businesses Take a Cautious Approach to Capital Investment Wait-and-see approach due to a high level of uncertainty Businesses are being cautious when it comes to capital spending. And when business investment weakens, business travel often weakens. Businesses adopted a cautious approach due to: higher input costs supply disruptions customers wary of committing to new orders Page 508 of 621 19 Fiscal policy will boost growth next year Largest benefits will accrue to higher-income households By the middle of next year economic growth will begin to benefit from the stimulus in the fiscal bill passed over the summer. Households will receive larger-than-average refunds thanks to the new individual income tax cuts under the Republican fiscal package, and other fiscal measures will incentivize employers to hire and invest. However, higher income households will benefit the most, and the K-shaped spending pattern is likely to persist next year. Page 509 of 621 20 Economic Growth Has Slowed in 2025 Fiscal stimulus expected to kick in during 2026 The economy is vulnerable and has little margin for error. The economy will improve in the middle of next year and into 2027, supported by tax cuts/extensions, reduced uncertainty, and the fading effects of tariffs on inflation. ## & $"" # % ! Page 510 of 621 21 World Economic Prospects Oxford Economics Macroeconomic Outlook, Sept 2025 The drag from tariffs is building, but recessions remain unlikely We forecast world GDP will expand by 2.5% in 2026, slightly weaker than this year's 2.7% gain. Global trade is expected to remain soft as higher US tariffs take effect, and the lagged consequences of heightened uncertainty are likely to suppress investment. We believe neither the US nor the global economy are on the brink of recession. The AI boom in the US is expected to further boost domestic investment and drive demand for Asian-produced semiconductors. The delayed effects of previous policy rate cuts, a moderately favorable fiscal backdrop, and healthy household balance sheets should prevent prolonged contractions in activity. Canada: We've raised our GDP growth forecasts by 0.3ppts to 1.1% in 2025 and 0.5ppts to 0.9% in 2026. We've also lowered our CPI inflation forecasts by 0.1ppt to 2.1% in 2025 and by 0.2ppts to 2.4% in 2026. We've raised our aggregate 2026 growth outlook for LatAm’s six largest economies – Argentina, Brazil, Colombia, Chile, Mexico, and Peru – by 0.2ppts to 2.3% y/y. This still implies a moderation from a 2.8% y/y expansion this year. The region remains resilient to US tariffs as recent data suggested that most countries in the region face lower effective tariff rates than what was suggested by the US announcements. China: We've raised our 2025 GDP growth forecast by 0.1ppt to 4.8%, while keeping our 2026 GDP growth projection at 4%. %"** -/1 ((+%/)#" ,)1%$ 1"1%0 ","$" 2/-.% 2/-6-,% %/+",5 /",#% 1"*5 ."), 0)" ".", +%/'),'0)"%4#*".", ()," ,$)" !-/*$ 4 #(",'%% "1 %0 &&%#1)3% 8 7 2 ++"/55-&&,1 %/,"1 )-,"**-/%#"01 0 ,,2"**.%/#%,1 "'%%#(",'%002,*%0000.%#)&)%$ Page 511 of 621 Forecast Summary US Economic Trends US Travel Trends California Forecast Highlights Forecast Tables 11 2 3 4 5 Page 512 of 621 23 Air Travel Flat to Last Year Growth in checkpoint volume has slowed after record-setting 2024 TSA Security Checkpoint Volume Rolling 12 months totals Source: TSA TSA checkpoint volume has plateaued in 2025 after setting a record in 2024 as the busiest year ever. TSA checkpoint volume in US airports has experienced a modest rebound following a lull in the spring and early summer months. Compared to the same month last year, checkpoint volume rose 1.1% in July, 1.0% in August, and 0.5% in September. Page 513 of 621 24 US Hotel Performance Rate growth lifting RevPAR and revenue U.S. Hotel Key Performance Indicators YTD August versus prior year Hotel demand and TSA checkpoint volume are both essentially flat year-to-date, indicative of an overall plateauing of travel demand. The lack of demand growth, combined with supply growth, is pushing down occupancy rates. Falling occupancy rates limit pricing power, leading to modest gains in ADR, RevPAR and room revenue. Source: CoStar Page 514 of 621 25 Bifurcated Demand Growth Demand growth in Luxury hotels U.S. Hotel Key Performance Indicators YTD August versus prior year Growth remains strong at the upper end of the hotel spectrum, consistent with the k-shaped spending pattern favoring higher-income households. Source: CoStar Page 515 of 621 26 Group Demand Weakened After the First Quarter May reflect cautious approach to business spending Group occupancy was up 2.7% in the first quarter of 2025. However, group occupancy weakened in the second and third quarters and was down 2.5% year to date through August. *5,.-2),.4*-("4&0"(&0&+"2*4&2. .2&!//&02*&0).2&+10&'&012.+35306"-%3//&03/1$"+&$)"*-1$"+&1 .30$&. 2"0 .30*1,$.-.,*$1 " - & # " 0 / 0 " 6 3 - 3 + 3 ( & / $ 2 . 4 & $ " - & # " 0 / 0 " 6 3 - 3 + 3 ( & / $ 2 . 4 & $ " - & # " 0 / 0 " 6 3 - 3 + 3 ( .2"+ ! 0.3/ 3//&02*&0).2&+1 Page 516 of 621 27 Overseas Arrivals Steadily Falling Declines expected to persist through the end of the year Overseas arrivals have declined for four straight months and six out of the last seven months. Airline bookings for international travel to the US in October and November are below the comparison to the same time last year, suggesting overseas arrivals will continue to decline through the fall. Source: National Travel and Tourism Office Page 517 of 621 28 Steep Declines in US Visits from Canada Declines from Canada are the largest of any origin market Canadians are still traveling but are seeking alternatives to the US in 2025. Canadian travel to other world regions has increased an estimated 6.6%. Page 518 of 621 29 Not All International Markets Are Declining Inbound arrivals continue to grow from some markets Source: National Travel and Tourism Office, Tourism Economics Of the 15 largest origin markets to the US, nearly half (7) are experiencing increased visits in 2025. While visits from Canada are down sharply, visits from Mexico are up nearly 13%. Page 519 of 621 Forecast Summary US Economic Trends US Travel Trends California Forecast Highlights Forecast Tables 11 2 3 4 5 Page 520 of 621 31 Total California visitor volume Index, 2019=100 Source: Tourism Economics Total California visitor volume Millions Source: Tourism Economics California Visitor Forecast Forecast comparison: current vs. previous Page 521 of 621 32 In addition to the economic impacts of tariffs, policies, and pronouncements from the Trump administration have contributed to a growing wave of negative sentiment toward the US among potential international travelers. Heightened border security measures and visible immigration enforcement actions are amplifying concerns. These factors are creating additional barriers for those considering travel to the US and are contributing to declining international visits to the US in 2025. Trends in arrivals over the summer have allowed us to refine our international projections since the previous forecast. Arrivals in 2025 from markets such as India and Mexico are outperforming previous expectations, leading to upward revisions in the 2025 projections. The upward revision to Mexico is the primary reason the outlook for total international was revised upward. On the other hand, origins including Germany, Japan, and Australia were revised down. Inbound California visits forecast: 2025 Index, 2019 = 100 Source: Tourism Economics California International Visitor Forecast Forecast comparison: current vs. previous Page 522 of 621 33 California international visitors in 2025 Index, 2019 = 100 Source: Tourism Economics Total visitors in California Index, 2019 = 100 Source: Tourism Economics California Visitor Forecast Recovery to 2019 Page 523 of 621 34 California Visitor Forecast Business vs. leisure Business vs. leisure Percent change from prior year Business vs. leisure Millions Source: Tourism EconomicsSource: Tourism Economics Page 524 of 621 35 California Visitor Forecast Day vs. overnight Domestic: day vs. overnight Percent change from prior year Domestic: day vs. overnight Millions Source: Tourism EconomicsSource: Tourism Economics Page 525 of 621 36 California Visitor Forecast Direct visitor spending Domestic vs. international visitor spending Billions Domestic vs. international visitor spending Index, 2019 = 100 Source: Dean Runyan, Tourism EconomicsSource: Dean Runyan, Tourism Economics Page 526 of 621 37 Spending Growth Trends Domestic spending growth expected to lag pre-pandemic trend Total visitor spending Percent change from prior year Source: Dean Runyan, Tourism Economics Visitor spending by origin Compound average annual growth rate (CAGR) Source: Dean Runyan, Tourism Economics Page 527 of 621 Forecast Summary US Economic Trends US Travel Trends California Forecast Highlights Forecast Tables 11 2 3 4 5 Page 528 of 621 39 Forecast Tables Sources: Tourism Economics; STR; Longwoods (domestic); OAG (air traffic); NTTO (international); Dean Runyan (spending); BTS ! $&# ($)& '"')""&+" !! $#'! $&# ($)& '"')""&+ # ') *+') *+') *+ $(!* ' (' $(!* ' (' $(!* ' (' ,*#& ** ,*#& ** ,*#& ** #*,) #*,) #*,) $" '( $" '( $" '( $(! $(! $(! ,*#& ** ,*#& ** ,*#& ** )',( & & & )',( & )',( & & & #*,) #*,) #*,) 0 0 0 - )&#!"+ - )&#!"+ - )&#!"+ # '% # '% # '% &( # '% &( # '% &( # '% + . 0 + . 0 + . 0 ,) $+" ) ,) $+" ) ,) $+" ) $0 $0 $0 )#- )#- )#- #( &#( $#!#( &#( $#! #( &#( $#! $(! $(! $(! - )* * - )* * - )* * /# ' /# ' /# ' & & & ,*#& ** ,*#& ** ,*#& ** #*,) #*,) #*,) $" '( $" '( $" '( ,*#& ** ,*#& ** ,*#& ** )',( & & & )',( & )',( & & & #*,) #*,) #*,) #( &#( $#! #( &#( $#! #( &#( $#! ,*#& ** ,*#& ** ,*#& ** #*,) #*,) #*,) ! $&# $)& '")""&+ $(!(&* !'% # # !! $#'$(!(&* !'% # # !! $#' $(!(&* !'% # # !! $#' Page 529 of 621 40 Forecast Tables Sources: Tourism Economics; STR; Longwoods (domestic); OAG (air traffic); Dean Runyan (spending) $$*"%# () " (*' )' &()%" %'$ # "" %$($$*"%# () " (*' )' &( 13(&%4513(&%4513(&%45 %)" %)" %)" " %'$ " %'$ " %'$ () '$#'! )( () '$#'! )( () '$#'! )( 3,;10% 3,;10% 3,;10% 1.13%'1 1.13%'1 1.13%'1 (7%'% (7%'% (7%'% 3(*10 3(*10 3(*10 "5%+ "5%+ "5%+ #%4+,0*510 #%4+,0*510 #%4+,0*510 ()% () ()% () ()% () '%+1 '%+1 '%+1 105%0% 105%0% 105%0% (8 (9,&1 (8 (9,&1 (8 (9,&1 #:1/,0* #:1/,0* #:1/,0* ()% ()% ()% ..,01,4 ..,01,4 ..,01,4 (8$13- (8$13- (8$13- !(9%4 !(9%4 !(9%4 (451)" (451)" (451)" 163&(!163,4/&101/,&4 ! 10*811'4'1/(45,& %,353%)),&(%0 60:%042(0',0* $$*"%# () )'+ "(& $ $ $" %'$ "" %$( $$*"%# () )'+ "(& $ $ $ $$*"%# () )'+ "(& $ $ 13(&%4513(&%4513(&%45 " %'$ " %'$ " %'$ () '$#'! )( () '$#'! )( () '$#'! )( ()% () ()% () ()% () ()% ()% ()% $$*"%# () " (*' )' &( $ Page 530 of 621 41 Forecast Tables Sources: Tourism Economics, NTTO; STR; OAG (air traffic); BTS --3#+*-2&0-#2*.-#+20*/12.#+*'.0-*#2).31#-%1--3#+*-2&0-#2*.-#+20*/1 .2#+ .2#+ .2#+ )*-# )*-# )*-# -%*# -%*# -%*# #/#- #/#- #/#- .32).0&# .32).0&# .32).0&# 3120#+*# 3120#+*# 3120#+*# !-*2&%*-(%., !-*2&%*-(%., !-*2&%*-(%., &0,#-5 &0,#-5 &0,#-5 0#-$& 0#-$& 0#-$& 2#+5 2#+5 2#+5 .0%*$1 .0%*$1 .0%*$1 0#6*+ 0#6*+ 0#6*+ *%%+ *%%+ *%%+ #-#%# #-#%# #-#%# &4*$. &4*$. &4*$. &12.'".0+% &12.'".0+% &12.'".0+% 31*-&11 31*-&11 31*-&11 &*130& &*130& &*130& --3#+*-2&0-#2*.-#+20*/1$)#-(& Page 531 of 621 42 Forecast Tables Sources: Tourism Economics; NTTO; BEA; Dean Runyon //5$-,/4(2/$4,0/$-42$6(-31(/',/*,/$-,)02/,$%,--,0/3 //5$-,/4(2/$4,0/$-42$6(-31(/',/*&+$/*( //5$-,/4(2/$4,0/$-42$6(-31(/',/* !04$- !04$- !04$- +,/$ +,/$ +,/$ /',$ /',$ /',$ $1$/ $1$/ $1$/ 054+02($ 054+02($ 054+02($ 5342$-,$ 5342$-,$ 5342$-,$ "/,4(',/*'0. "/,4(',/*'0. "/,4(',/*'0. (2.$/8 (2.$/8 (2.$/8 2$/&( 2$/&( 2$/&( 4$-8 4$-8 4$-8 02',&3 02',&3 02',&3 2$9,- 2$9,- 2$9,- ,''-($34 ,''-($34 ,''-($34 $/$'$ $/$'$ $/$'$ (7,&0 (7,&0 (7,&0 (340)#02-' (340)#02-' (340)#02-' 53,/(33 53,/(33 53,/(33 (,352( (,352( (,352( Page 532 of 621 43 For more information: info@tourismeconomics.com Tourism Economics is an Oxford Economics company with a singular objective: combine an understanding of the travel sector with proven economic tools to answer the most important questions facing our clients. More than 500 companies, associations, and destination work with Tourism Economics every year as a research partner. We bring decades of experience to every engagement to help our clients make better marketing, investment, and policy decisions. Our team of highly-specialized economists deliver: Global travel data-sets with the broadest set of country, city, and state coverage available Travel forecasts that are directly linked to the economic and demographic outlook for origins and destinations Economic impact analysis that highlights the value of visitors, events, developments, and industry segments Policy analysis that informs critical funding, taxation, and travel facilitation decisions Market assessments that define market allocation and investment decisions Tourism Economics operates out of regional headquarters in Philadelphia and Oxford, with offices in Belfast, Buenos Aires, Dubai, Frankfurt, and Ontario. Oxford Economics is one of the world’s foremost independent global advisory firms, providing reports, forecasts and analytical tools on 200 countries, 100 industrial sectors and over 3,000 cities. Our best-of-class global economic and industry models and analytical tools give us an unparalleled ability to forecast external market trends and assess their economic, social and business impact. Headquartered in Oxford, England, with regional centers in London, New York, and Singapore, Oxford Economics has offices across the globe in Belfast, Chicago, Dubai, Miami, Milan, Paris, Philadelphia, San Francisco, and Washington DC, we employ over 250 full-time staff, including 150 professional economists, industry experts and business editors—one of the largest teams of macroeconomists and thought leadership specialists. About Tourism Economics Page 533 of 621 BUSINESS & MARKETING PLAN FY 26 ATTACHMENT 3 Page 534 of 621 Letter from the President & CEO ...................................................................................................3 Strategic Direction 2026 .....................................................................................................................4 Aligning the Vision ................................................................................................................................5 Business & Marketing Plan ..............................................................................................................6 Destination Partners ..............................................................................................................................8 Key Moments FY 2025 ..........................................................................................................................9 Business & Marketing Landscape ..........................................................................................10 Travel Landscape ................................................................................................................................14 SLO CAL Landscape ...........................................................................................................................16 Why Tourism Matters .........................................................................................................................20 Travel Trends ............................................................................................................................................22 Media Trends ...........................................................................................................................................25 The Next Chapter of SLO CAL Brand Building ..............................................................30 Brand Performance .............................................................................................................................36 The Next Chapter of the SLO CAL Brand Storytelling ..............................................40 SLO CAL Brand Campaign ...........................................................................................................46 FY 26 Integrated Program of Work ..........................................................................................48 Integrated Marketing Objectives ............................................................................................52 FY 26 Paid Media ..................................................................................................................................54 Primary Target Audience ...............................................................................................................55 Secondary Target Audience ........................................................................................................58 Owned Media .........................................................................................................................................68 Earned Media..........................................................................................................................................72 Partnerships & Events ........................................................................................................................74 Sales .................................................................................................................................................................78 Film SLO CAL ............................................................................................................................................83 Experience SLO CAL 2050 ..............................................................................................................84 Advocacy ....................................................................................................................................................85 Engage with Visit SLO CAL ............................................................................................................86 Page 535 of 621 Dear Visit SLO CAL Investors, Partners & Stakeholders, Cathy Cartier President & CEO, Visit SLO CAL As we look forward to Fiscal Year 2026 (FY 26), I am energized by the opportunities that lie ahead for Visit SLO CAL. Our region has firmly established itself as a premium destination, consistently attracting visitors and driving tourism growth. This vibrant sector contributes more than $2.3B to our local economy. As we continue to share our unique story and diverse offerings, we remain committed to balancing the needs of our residents and enhancing their quality of life. This past year, we reaffirmed our commitment to a shared purpose and direction. The results have been transformative. I’m proud of the progress we’ve made together shaping SLO CAL into a dynamic and resilient destination. The annual SLO CAL Summit was a key moment in this transformation. With the theme of radical collaboration, the sold-out summit set a new attendance record and brought together investors, partners and stakeholders from across the region to share challenges, discover solutions and reinforce the strength gained by working together toward a common goal. Bringing together thought leaders from diverse sectors, we moved the discussions on workforce development and last-mile transportation challenges forward. The “My SLO CAL” nomenclature campaign has sparked a sense of pride and ownership among locals. Through a partnership with Visit California, VSC brought the Tourism Exchange to life, making our unique SLO CAL experiences bookable online and increasing domestic and international business opportunities. Our hero brand campaign, “The Land Of…,” continues to generate top-of-mind brand awareness and drive engagement with destination partners. FY 26 will debut an evolution of brand campaign creative that will complement the tremendous brand equity already built, while continuing to promote our brand ethos Life’s Too Beautiful to Rush®. We are thrilled to welcome Molly Cano as our new Vice President of Marketing. With her extensive experience and deep relationships in the region, Molly has already made a significant impact and is an invaluable asset to our team as we look to the future. As we begin our work in the new fiscal year, the spirit of radical collaboration will remain at the heart of what we do. In light of current geopolitical challenges and a complex travel landscape marked by economic uncertainty, we are confident that our collaborative efforts can help us meet the challenges and opportunities ahead. By continuing to work together, we are certain that we will build on the momentum of this year and continue to strengthen SLO CAL as the destination of choice for travelers worldwide. Thank you for your unwavering commitment to Visit SLO CAL. With your support, the year ahead holds unlimited potential. LETTER FROM THE PRESIDENT & CEO Page 536 of 621 Strategic Objectives Enhance our organizational effectiveness Amplify and steward the SLO CAL brand through unified efforts Lead the county tourism industry in fostering a vibrant destination Demonstrate value to investors, partners, stakeholders and communities Visit SLO CAL (VSC) is a team of destination marketing professionals who work with, and on behalf of, its investors, partners, stakeholders and communities to promote SLO CAL (San Luis Obispo County, California) to both domestic and international visitors. As the countywide nonprofit destination marketing and management organization (DMMO) for SLO CAL, VSC’s goal is to collaborate with partners to build resident quality of life. Built on research with a strategy of continuous improvement, VSC aims to establish SLO CAL as a favorite West Coast destination known for its signature slower pace of life and unique mix of incredible, immersive guest experiences. STRATEGIC DIRECTION 2026 Values STEWARDSHIP We value our people and care for our community and resources AUTHENTICITY We strive to embody the SLO CAL lifestyle of “people, place and pace” INCLUSION We engage and collaborate with an array of voices and perspectives EXCELLENCE We are ambitious in our work and prioritize initiatives to achieve results FUTURE FOCUS We deliver today with an innovative eye on tomorrow Mission Inspire travel, foster our unique experiences, and champion quality of life to create life-long ambassadors and economic growth for SLO CAL Vision A vibrant and sustainable SLO CAL, fueled by a collaborative and flourishing tourism industry VISIT SLO CAL4Page 537 of 621 Strategic Direction 2026 serves as Visit SLO CAL (VSC)’s north star. The Operational Plan and Experience SLO CAL 2050, the organization’s destination management strategy, works to inform the annual Business & Marketing Plan, which outlines the annual program of work. VSC sets Objectives and Key Results (OKRs) across disciplines, all of which align with the overarching organizational OKRs and tracks the progress of each department and team member. The impact of this work is seen through increased destination awareness, which drives the organization’s economic impact. Strategic Direction 2026 (North Star) Operational plan EXPERIENCE SLO CAL 2050 Business & MARKETING PLAn DAILY SCOPE OF WORK HOW WILL WE KNOW WE ACHIEVED OUR DESIRED RESULTS? Enhance Organizational Effectiveness SD 2026 Action Items & Milestones Operations, Finance & Human Resources Project Management Tracking Amplify & Steward Brand Through Unified Efforts Annual Programming Marketing & Communications OKR & Goal Performance Lead the county tourism industry in fostering a vibrant destination 30-Year Destination Management Strategy Sales Demonstrate Value Partner Engagement Community Engagement & Advocacy Financial Results ALIGNING THE VISION BUSINESS & MARKETING PLAN FY 26 5Page 538 of 621 BUSINESS & MARKETING PLAN Future Focused: The Roadmap to 2026 Objective 1: Enhance our organizational effectiveness STRATEGIES: • Advance processes, procedures and workflows • Implement upskilling opportunities and findings identified in the 2025 skills assessment and talent mapping exercise • Celebrate, recognize and develop the VSC team • Cultivate a values-centered culture reflective of the SLO CAL lifestyle KEY RESULTS: • Finalize company standard operating procedures by November 30, 2025 • Develop and publish an updated 4-year VSC strategic plan, Strategic Direction 2030, by June 30, 2026 • Maintain or grow annual employee engagement and satisfaction scores over 2025 baseline by June 30, 2026 • Continuously evaluate and improve VSC’s benefits, wellness offerings and career development opportunities to remain competitive with local market and industry standards Objective 2: Amplify and steward the SLO CAL brand through unified efforts STRATEGIES: • Continue to build on House of Brands marketing strategy • Increase share of voice through integrated storytelling efforts • Increase local adoption of SLO CAL nomenclature KEY RESULTS: • Create and share eight paid partner participation opportunities to collaborate on VSC marketing efforts by September 30, 2025 • Update and execute second phase nomenclature strategy by January 31, 2026 • Produce and launch new paid SLO CAL brand campaign by February 28, 2026 • Develop and deploy a social-first content campaign designed to support, enhance and extend the reach of the brand platform through social and earned channels by April 30, 2026 Visit SLO CAL (VSC) has defined four overarching organizational objectives in Strategic Direction 2026, including strategies and measurable key results. The FY 2026 strategies and key results for each department ladder up to these objectives. VISIT SLO CAL6Page 539 of 621 Objective 3: Lead the county tourism industry in fostering a vibrant destination STRATEGIES: • Champion improvements in intra-county transportation • Finalize a Sustainable Tourism Strategy for SLO CAL • Implement a Regional Tourism Industry Workforce Plan KEY RESULTS: • Launch SLO CAL Welcome 2.0 by July 1, 2025 • Implement Regional Tourism Industry Workforce Plan by September 30, 2025 • Conduct visitor profile study to inform new brand strategy and address increased lodging inventory by October 31, 2025 • Continue collaborating with community partners to finalize and implement a roadmap for a regional sustainable tourism strategy by December 31, 2025 Objective 4: Demonstrate value to investors, partners, stakeholders and communities STRATEGIES: • Build awareness and deepen engagement of investors, partners and stakeholders • Build local understanding of positive impact tourism has on community • Advance efforts to educate, inform and collaborate with our investors, partners and stakeholders KEY RESULTS: • Conduct annual lodging forecast to inform budget and direction by December 31, 2025 • Secure 50 local media stories to promote positive impacts of tourism by June 30, 2026 • Achieve a 3% year-over-year increase in investor, partner and stakeholder engagement by June 30, 2026 BUSINESS & MARKETING PLAN FY 26 7Page 540 of 621 DESTINATION PARTNERS Representing the voice of the larger community, Visit SLO CAL (VSC) partners with organizations on a state and national level to foster the greatest impact for local destination partners and tourism businesses. VSC reviews the broad array of opportunities offered, strategically identifying the initiatives that will create the strongest return on investment and cascade those down to local communities. Having a seat at the table allows VSC to leverage opportunities in larger advocacy, marketing and sales initiatives while maximizing human and financial capital. VISIT SLO CAL VISIT CALIFORNIA BRAND USA TOURISM BUSINESSES DESTINATION PARTNERS VISIT SLO CAL8Page 541 of 621 In September 2024, Visit SLO CAL (VSC) hosted the annual SLO CAL Summit, drawing a record- breaking sold-out crowd of over 250 tourism leaders, partners, investors and stakeholders from across the region. The event theme, “Radical Collaboration,” was brought to life by keynote speakers Geoff Freeman, President and CEO of the U.S. Travel Association, and Dr. Eric Solomon, CEO of The Human OS. Their remarks emphasized the vital role of innovative partnerships and community engagement in driving travel and tourism in the region. In July and October, VSC conducted in-depth ethnographic research through intercepts at 10 key locations across the region. This initiative aimed to gain deeper insights into visitors’ perceptions of SLO CAL, exploring how they experience and engage with the destination. By capturing feedback during both peak and shoulder seasons, while visitors were in-market, this research provided valuable data used to inform and evolve the SLO CAL marketing and advertising campaign platforms. In collaboration with six distinctive destinations across the region, VSC created and launched three episodes of “Unpacking SLO CAL” —an engaging social-first content series highlighting unexpected adventures in SLO CAL. This partnership highlights authentic adventures through the perspectives of travel-focused social media creators, emphasizing unique aspects of each destination while amplifying their reach through both owned channels and VSC’s paid media distribution. The San Luis Obispo County Regional Airport (SBP) set a new record in 2024 with 746,764 passengers, marking a 13% increase from the previous record. Over the past decade, passenger traffic has grown by 144%, reflecting the successful partnership between the airport and VSC in promoting regional tourism and investing in airline route development. VSC’s international strategy significantly boosted brand awareness for the destination. The Sales and PR teams embarked on a U.K. Sales and Media Mission during Brand USA’s Travel Week in October, meeting with over 140 representatives. Combined with IPW, other travel shows, and a dedicated UK agent, familiarity (FAM) trip in the fall, these efforts resulted in an 11% increase in brochure inclusion and over 40 articles with a reach of 25M. 1. 2. 3. 4. 5. KEY MOMENTS FY 2025 BUSINESS & MARKETING PLAN FY 26 9Page 542 of 621 BUSINESS & MARKETING LANDSCAPE Page 543 of 621 As the U.S. travel and tourism industry faces geopolitical headwinds and a shifting travel landscape, California’s leisure brand remains strong. Through strategic foresight and collaboration, the tourism industry has demonstrated its ability to navigate this evolving environment. By leveraging California’s status as a premier travel destination and the fourth largest economy in the world, the industry is well positioned to address challenges, seize opportunities and amplify the values that define the state. U.S. ECONOMIC OUTLOOK The policies and pronouncements of the U.S. federal administration have led to a shift in sentiment among international travelers, creating a negative outlook for travel to the U.S. The full impact on international visitation is expected to peak in 2025, with potential continued effects until 2028. Key Drivers of Negative Sentiment • Geopolitical tensions surrounding trade and national security policies • Charged rhetoric and unilateral posturing • High visibility border security and immigration enforcement actions, which are expected to create uncertainty and discourage visitation As part of the Tourism Economics Global Travel Service update released in March 2025, the forecast for inbound international travel to the U.S. was revised downward from an increase of 9% to a 9.4% decline in international visitor arrivals for the year, led by a 20.2% decrease in visitation from Canada, with risks still skewed to the downside. IMPACT OF RECENT FEDERAL POLICY CHANGES The executive branch’s April 2025 announcement of tariff hikes, surpassing previous assumptions, signals an even more aggressive trade policy and heightened international tensions. This shift reinforces concerns that the negative impact on U.S. inbound travel may be more severe than initially anticipated. This elevated uncertainty is expected to result in reduced discretionary spending, including domestic travel, as households and businesses reassess their financial priorities. MACRO ENVIRONMENT BUSINESS & MARKETING PLAN FY 26 11Page 544 of 621 VISITOR SPENDING DECLINE • International visitor spending in the U.S. is expected to fall by 5.0% this year, translating to a $9B loss • A significant portion of this decline is attributed to fewer Canadian visitors, accounting for $3.4B in lost spending • Domestic travel spending growth in 2025 has been lowered to 3.9% U.S. DOLLAR APPRECIATION The U.S. dollar has continued to appreciate since the presidential election, reaching its highest level in nearly 40 years. This has made the U.S. more than 25% more expensive as a destination compared to the average over the past 15 years, based on a tourism-weighted exchange rate. This lack of cost competitiveness has been a key factor in the subdued performance of U.S. inbound travel relative to other destinations. CALIFORNIA TRAVEL FORECAST There is strength in California’s brand, and research confirms that travelers remain drawn to the state’s spirit of adventure, freedom and diversity of experiences. California is well- positioned to meet shifting demand and economic uncertainties. While international tourism has long been a cornerstone of California’s economy, new political and economic headwinds are testing that momentum. Based on the updated national outlook from Tourism Economics, Visit California now projects $160B in total visitor spending—a modest 2.3% year-over-year increase, down from the $166B and 6.2% growth Visit California anticipated in early 2025. California remains the No. 1 travel destination in the United States, and last year international travelers spent $26.5B at California businesses—a 17.5% increase over 2023. International travelers continue to show a deep affinity for California. While global sentiment toward U.S. travel is softening, California remains more favorable than the nation as a whole. VISIT SLO CAL12Page 545 of 621 REGIONAL IMPACT ON SLO CAL Despite broader travel challenges, SLO CAL remains resilient due to its strong reliance on regional domestic visitation. The region’s appeal as a road trip destination positions it for continued success. SLO CAL’s scenic drives, authentic small-town charm and slower pace position the region as an ideal choice for travelers in Visit SLO CAL’s key fly/drive markets. With the current global economic uncertainty, affordability and budget-friendly activities are among SLO CAL’s key strengths, with outdoor experiences like hiking, cycling and 80+ miles of pristine coastline in abundance at little to no cost. The region’s natural beauty and local attractions are accessible for all, making the region an ideal destination for those seeking budget friendly vacation destinations. SLO CAL’s unique local experiences further enhance the region’s appeal, with vibrant food scenes, locally made craft products and family-friendly events that provide authentic, memorable visits. Although international travel may be cooling, strong interest in U.S. travel from the UK and Ireland, a key market for SLO CAL, continues. Visitors from these regions remain positive about California travel, with interests that align well with SLO CAL’s offerings, including abundant sunshine, diverse outdoor experiences and wide-open scenic roads. Source: U.S. Travel Association, Tourism Economics and Visit California BUSINESS & MARKETING PLAN FY 26 13Page 546 of 621 $142.5 2022 $152.7 2023 $157.3 2024 $158.1 2025 $165 2026 $170.8 2027 $177.4 BI L L I O N S 98%105%109%109%114%118%122% 2028 $183.7 127% 2029 FORECAST 2022 93 63 112 2023 98 86 116 2024 10093 116 2025 9889 119 2026 10397 123 2027 108104 125 2028 112112 129 DOMESTIC LEISURE DOMESTIC BUSINESS INTERNATIONAL (2019 = 100) 2029 115121 133 CALIFORNIA’S TOURISM INDUSTRY CONTINUES TO GROW VISITOR SPENDING2024$157B DOMESTIC LEISURE TRAVEL DEMAND CONTINUED TO state recoveryIN 2024LEAD Total California Travel Spending Recovery Percent relative to 2019 Source: Tourism Economics, May 2025 Forecast Comparison: Visitor Spend to California by key Sectors Source: Tourism Economics, May 2025 TRAVEL LANDSCAPE The travel landscape has moved into a slower‑growth phase. Domestic demand is steady, but higher prices, inflation and tighter household budgets are limiting year‑over‑year gains, while a strong dollar, visa delays and trade frictions weigh on international arrivals. California’s large drive‑market and diverse offering provide resilience, yet analysts expect only modest growth as businesses reduce conference travel and consumers shorten trips and spending. Maintaining market share will require clear messaging, agile promotion and continual attention to visitor value. VISIT SLO CAL14Page 547 of 621 2021 2022 2023 2024 2025 2026 2027 73 91 92 94 94 96 99 101 75 98 105 109 109 114 118 122 2028 103 127 2029 VISITATION RECOVERY INDEX SPEND RECOVERY INDEX Recovery Index (2019 = 100) 2020 2021 2022 2023 2024 2025 2026 2027 47 68 86 88 89 86 88 89 90 91 47 73 98 105 109 109 114 122118 127 2028 2029 TOTAL SPENDING, NOMINAL TOTAL SPENDING, REAL Percent Relative to 2019 OCCUPANCY ADR REVPAR 63%67%$159 $188 $100 $126 0%0%2%-1%2%-1% U.S.CALIFORNIA December 2024 YTD % CHG YOY BUT VISITOR VOLUME IS NOT FORECAST UNTIL 2028 FULLY RECOVERED TO 2019 LEVELS IN 2023 OUTPERFORM THE U.S. CALIFORNIA’S LODGING SECTOR CONTINUED TO VISITOR SPENDING (BEFORE ADJUSTING FOR INFLATION) ON KEY PERFORMANCE METRICS BUT YOY GROWTH RATES SLOWED AS PENT-UP TRAVEL DEMAND EASED Visitation and Spend Forecast Comparison Visitor Spending Recovery: The Impact of Inflation U.S. & California Hotel Performance Metrics Source: Tourism Economics, May 2025 Source: Tourism Economics, May 2025 Source: CoStar Group, STR, LLC., Tourism Economics. Data as of April 2025. REAL VISITOR SPENDING IS PROJECTED TO REMAIN BELOW 2019 LEVELS WHEN ADJUSTED FOR INFLATION, THROUGH 2029 BUSINESS & MARKETING PLAN FY 26 15Page 548 of 621 Data Insights 2020 0.06M 5.60M2.00M 3.66M 5.66MVISITORS 2021 0.30M 7.07M 2.27M 4.83M 7.1 MVISITORS 2022 0.08M 7.39 M2.4M 5.07M 7.47 MVISITORS 2023 0.09M 7.34 M2.45M 4.98M 7.43 MVISITORS 2024 0.1M 7.34 M2.5M 5.0M 7.44 MVISITORS DAY OVERNIGHT INTERNATIONAL DOMESTIC 2019 0.30M 7.29 M 2.74 M 4.85M 7.59 MVISITORS Visitor Trend data is based on calendar year. Source: Tourism Economics. Data as of April 2025. Between 2025 and 2031, the total number of hotel and motel rooms under construction or in the planning pipeline across SLO CAL could increase lodging supply by 38.1%. Based on projections and publicly available development filings, delivery timelines and final counts may shift. With supply on the rise and travel demand normalizing post‑pandemic, generating destination demand becomes even more critical, especially as the region is already showing softer trends in visitor volume, occupancy, Average Daily Rate (ADR), Revenue Per Available Room (RevPAR) and Transient Occupancy Tax (TOT) as illustrated in the accompanying charts. SLO CAL LANDSCAPE Market & Performance Trends VISIT SLO CAL16Page 549 of 621 BY POINT OF INTEREST VISITOR Arrivals % Share of Visitor Arrivals | April 2024 – March 2025 San Luis Obispo Pismo beach Paso robles morro bay atascadero 46 east paso wine country arroyo grande grover beach cambria nipomo templeton cayucos Avila Beach 46 west paso wine country oceano los osos & baywood park shandon san simeon edna valley santa margarita san miguel cholame creston harmony ragged point 22.1% 24.7% 18.6% 11.7% 9.6% 9.2% 6.2% 8.7% 5.8% 5.1% 4.7% 4.2% 4.2% 4.0% 3.4% 3.3% 2.2% 2.0% 2.0% 2.0% 1.9% 1.0% 0.7% 0.1% 0.2% LOS ANGELES ARRIVALS Fresno / Visalia San Francisco / Oakland / San Jose BAKERSFIELD Sacramento / Stockton / Modesto MONTEREY / SALINAS San Diego Palm Springs 19.8% 18.4% 12.2% 9.2% 7.5% 3.7% 3.6% 2.5% Santa barbara phoenix, az 2.0% 1.8% TOP TEN ORIGIN Markets April 2024 – March 2025 Source: Azira, Tourism Economics. Data as of April 2025. POI boundaries were updated in FY 25 for greater geographic accuracy; data is not directly comparable to previous years. Source: Azira, Tourism Economics. Data as of April 2025. Percentage share of visitors and origin markets represents data from tracked devices and do not estimate total devices or total visitors. CROSS-VISITATION LENGTH OF STAY COMMUNITIES PER UNIQUE ARRIVAL April 2024 – March 2025 DAYS April 2024 – March 2025 1.5 1.9 Source: Azira, Tourism Economics. Data as of April 2025. 0.20.0 inCREASE YOY April-March inCREASE YOY April-March BUSINESS & MARKETING PLAN FY 26 17Page 550 of 621 HOTEL OCCUPANCY (OCC) APR2024 MAY2024 JUN2024 JUL2024 AUG2024 SEP2024 OCT2024 NOV2024 DEC2024 JAN2025 FEB2025 66.7%65.3% MAR2025 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% SLO CAL SANTA BARBARA MONTEREY/ SALINAS NAPA VALLEY CALIFORNIA 72.8% 81.3% 74.5% 68%66.6% 61.5% 54.2%54.1%58.4%60.7% AVERAGE DAILY RATE (ADR) $0 $50 $100 $150 $200 $250 $300 $350 $400 $450 $500 $550 APR2024 MAY2024 JUN2024 JUL2024 AUG2024 SEP2024 OCT2024 NOV2024 DEC2024 JAN2025 FEB2025 MAR2025 SLO CAL SANTA BARBARA MONTEREY/ SALINAS NAPA VALLEY CALIFORNIA $187 $192 $217 $230 $222 $196 $189 $180 $160 $149 $162 $165 Source: CoStar Group, STR, LLC., Tourism Economics. Data as of April 2025. 0.4 inCREASE YOY April-March 0.6 inCREASE YOY April-March Source: CoStar Group, STR, LLC., Tourism Economics. Data as of April 2025. SLO CAL LANDSCAPE Market & Performance Trends (continued) VISIT SLO CAL18Page 551 of 621 SLO CAL 0 $500,000 $1,000,000 $1,500,000 $2,000,000 $2,500,000 $3,000,000 $3,500,000 $4,000,000 $4,500,000 $5,000,000 $5,500,000 $6,000,000 $6,500,000 $7,000,000 $7,500,000 $8,000,000 $4.6m $5.0m $7.6m $7.4m $6.3m $5.5m $4.8m $4.1m $4.0m $3.4m $3.3m $4.2m APR2024 MAY2024 JUN2024 JUL2024 AUG2024 SEP2024 OCT2024 NOV2024 DEC2024 JAN2025 FEB2025 MAR2025 TRANSIENT OCCUPANCY TAX (TOT) Source: Visit SLO CAL, Tourism Economics. Data as of May 2025. REVENUE PER AVAILABLE ROOM (REVPAR) 0 $20 $40 $60 $80 $100 $120 $140 $160 $180 $200 $250 $300 $350 $400 $125 $126 $158 $187 $166 $134 $126 $111 $87 $81 $95 $100 SLO CAL SANTA BARBARA MONTEREY/ SALINAS NAPA VALLEY CALIFORNIA APR2024 MAY2024 JUN2024 JUL2024 AUG2024 SEP2024 OCT2024 NOV2024 DEC2024 JAN2025 FEB2025 MAR2025 0.9 inCREASE YOY April-March 1.18 deCREASE YOY April–March Source: CoStar Group, STR, LLC., Tourism Economics. Data as of April 2025. BUSINESS & MARKETING PLAN FY 26 19Page 552 of 621 Data based on 2024 calendar year. Source: Visit SLO CAL, “The Economic Impact of Travel in California” from Dean Runyan Associates, Bureau of Economic Analysis, United States Census Bureau, U.S. Bureau of Labor Statistics, Tourism Economics, County of San Luis Obispo Department of Public Works TRAVEL SPENDING INDUSTRY EARNINGS $2.4 B 4.3 $ 953.1M TOURISM PUTS RESIDENTS TO WORK EACH DAY TOURISMCOMPRISES 23,820 TOURISM CONTRIBUTES IN TRANSIENT OCCUPANCY TAX REVENUE $60.1 M DIRECT SPENDING BY SECTOR $245.1 M $269.9M $596M RECREATION RETAIL FOOD SERVICE $768MLODGING TRAVEL OF COUNTYWIDE GDP SPENDING TAX REVENUE IN LOCAL CREATED $105.6 M which could cover the expenses for SALARIES 940 POLICE OFFICERS’ SALARIES FIREFIGHTERS’1,419 RESURFACED ROADS MILES OF176 SALARIES 1,189 TEACHERS’ OR OR OR WOULD NEED TO SPENDAN ADDITIONAL WITHOUT VISITORS TO CREATE THE SAME ECONOMIC BENEFITfor the community EACH SLO CAL HOUSEHOLD $21,707 10.39 % WITHOUT STATE & LOCAL TAX REVENUE GENERATED BY TRAVEL & TOURISM in taxes PAY AN ADDITIONAL EACH SLO CAL HOUSEHOLD WOULD $1,855 $6.5M a day $273K an hour $4.5K a minute $75 a second %INCREASE YOY 2.6 % 3.7 % INCREASE YOY .04 % inCREASE YOY INCREASE YOY WHY TOURISM MATTERS VISIT SLO CAL20Page 553 of 621 BUSINESS & MARKETING PLAN FY 26 21Page 554 of 621 AWAYBORHOODS Travelers are embracing the concept of “awayborhoods” by seeking accommodations in residential neighborhoods rather than traditional tourist hotspots. This shift reflects a growing interest in experiencing destinations through a local lens, with activities such as grocery shopping and visiting neighborhood cafes providing cultural immersion. CULINARY Today’s travelers continue to seek a more immersive experience through culinary offerings. From a rise in the importance of hotel restaurants to “agrihoods,” neighborhoods that integrate agriculture, there is a growing interest in locally sourced, farm-to-table dining and hands- on participatory experiences found across a destination and these are as significant as visiting landmarks. DETOUR DESTINATIONS Travelers are increasingly interested in exploring lesser known, off the beaten path destinations. In the hunt for the less crowded and less well- known, 63% of consumers express a desire to visit detour destinations on their next trip. Detours can be a great way to experience different aspects of a place, to get a more authentic experience or try a new kind of adventure they might not have otherwise. FLOCKING Gen Z, the most digitally connected generation, is actively seeking offline experiences to build meaningful, in-person connections. Unfulfilled by the superficiality of online interactions, 74% of Gen Z travelers are more likely to research destinations that provide opportunities to meet new people. Gen Z will be “flocking” to destinations with communal spaces that offer in-person activities to forge connection. TRAVEL TRENDS “There has been a notable shift from focusing on a trip to-do list to an emphasis on how one feels during travel.” — VIRTUOSO Today’s Travelers Prioritize: 77% Curiosity and Exploration 65% Joy and Happiness 57% Awe and Wonder Source: Virtuoso VISIT SLO CAL22Page 555 of 621 MULTIGENERATIONAL TRAVEL EXPANDS By 2025, seven generations will be traveling together, marking a historical first. The youngest of these, known as ‘Beta Babies,’ will be born to Gen Z parents, while other traveling generations will include Generation Alpha, Millennials, Generation X, Boomers and ‘the Matures.’ OENOTOURISM & LESSER-KNOWN WINE REGIONS Curiosity about emerging wine regions is growing as travelers move beyond traditional destinations like Bordeaux, Tuscany, Napa and Sonoma. Boutique wineries and immersive, intimate wine experiences are on the rise. SOUVEN-ERA & ART-VENTURES A rise in “souven-era” tourism highlights travelers’ desires to purchase locally crafted goods, valuing unique, handmade items that embody a destination’s culture. 49% of American travelers choose destinations based on cultural experiences, incorporating art-focused activities into their itineraries. Promoting local markets, galleries and cultural events can further enhance a destination’s appeal, with an emphasis on celebrating creativity and craftsmanship. TOWNSIZING There is a notable shift towards “townsizing,” with travelers opting for small-town experiences that offer charm, nostalgia and a relaxed pace. Cozy destinations provide a sense of comfort and simplicity, appealing to those seeking respite from the busyness of urban life. SLO CAL Opportunity Today’s trends continue to reinforce Visit SLO CAL’s approach to marketing the region as a place where Life’s Too Beautiful to Rush® —a place with people and a pace that differentiates. SLO CAL offers travelers a unique opportunity for local immersion and discovery. Experiences that map to these trends are found across its individual communities, and storytelling has been developed to lean into local makers, from goods to culinary to wine and spotlight SLO CAL’s big-time natural beauty and adventure. Carrying forward this work and building upon it with fresh insight and marketing communications across channels is the opportunity ahead. Sources: American Express, Condé Nast Traveler, Expedia, Forbes, Globetrender, Hilton, Pinterest, Priceline, Skyscanner, Virtuoso, World Travel & Tourism Council BUSINESS & MARKETING PLAN FY 26 23Page 556 of 621 Page 557 of 621 MEDIA TRENDS: PAID TREND IMPLICATIONS Digital Media Commands Majority of Time Spent • Time spent engaging with media has peaked at 13+ hours per day • Digital media: 8+ hours • Traditional media: 4.5 hours Maintain a digital first approach to most efficiently reach consumers where they spend the most time, while exploring traditional media to augment reach where budget allows A MEDIA LANDSCAPE MORE FRAGMENTED THAN EVER • Media consumption is driven by mobile, traditional TV and subscription OTT (i.e., Hulu, Amazon) • Audio streaming platforms and podcasts are growing as time with social media plateaus • Free ad supported streaming TV (FAST) has seen considerable growth (i.e., Roku, Tubi, Pluto) Continue to focus on a wide range of digital media channels to account for variances in consumer preferences while experimenting with new opportunities (i.e., podcasts, FAST channels) to extend reach and help elevate brand affinity “TV” VIEWING VARIES BY GENERATION • Older generations drive time spent with linear TV while younger audiences are driving connected TV growth • Advances in technology are making both linear and connected TV more targetable with opportunities for better personalization Connected TV remains the most cost-effective approach for reaching the majority of SLO CAL’s ‘Purposeful Travelers’ LIKE TV, SOCIAL MEDIA USE ALSO VARIES BY AGE • YouTube is the most widely used by all generations • Younger generations favor Instagram and TikTok, while older audiences favor Facebook Continue to lean into proven channels where SLO CAL engagement is strong while keeping an eye on secondary platforms with potential to reach a younger traveler PROLIFERATION OF DIGITAL OUT-OF-HOME (DOOH) • More DOOH units come online every day allowing marketers to extend deeper into daily life • New programmatic technology has led to more engaging and impactful environments for creative messaging, while also driving more precise targeting and better measurement Explore new DOOH technologies in key markets to showcase the SLO CAL experience and test messaging prompts to stimulate interest and inspire exploration (pending budget prioritization) THE INTERNET WILL BE COOKIE FREE (AT SOME POINT) • Google announced it would no longer deprecate cookies in July 2024, shifting to a model that gave consumers a choice (less than 20% of users accept cookies) • Other major browsers removed cookie targeting years ago Continue to explore opportunities to target without cookies, leaning into partner provided first-party options and building on pilot efforts where audience scale was achieved without a decline in performance ARTIFICIAL INTELLIGENCE WILL CONTINUE TO BE A DRIVING FORCE • Generative AI enhances the search experience, providing users with more options • Many media publishers are testing new AI tools to personalize consumer experience Continue to utilize AI to reach prospective travelers and augment investment as additional technology becomes available through media partners to enhance paid activity Source: eMarketer BUSINESS & MARKETING PLAN FY 26 25Page 558 of 621 MEDIA TRENDS: OWNED TREND IMPLICATIONS ORIGINALITY TAKES CENTER STAGE • Instagram’s algorithm now prioritizes original content, aiming to reduce the visibility of reposted material and aggregator accounts • Content is being served to broader audiences beyond traditional follower bases, adopting a discovery model like TikTok The evolution of Meta’s algorithm increases the need for original content to gain traction. VSC will continue to prioritize bespoke, high-quality assets that speak directly to the SLO CAL experience, rather than repurposing existing material AI’S DUAL ROLE IN CONTENT CREATION AND DISCOVERY • Artificial Intelligence is reshaping both the creation and curation of content • Audiences, particularly Gen Z, show a strong preference for authentic, human-led storytelling AI has its place behind the scenes, but audiences still crave authenticity VSC will continue to develop human-led, emotionally resonant content, using AI tools only to support, not replace, creative storytelling RESURGENCE OF LONG-FORM VIDEO CONTENT • Platforms like Instagram are expanding support for longer-form video content • Long-form video generates more saves, comments and discoverability As audiences embrace longer video formats, VSC will continue to develop content that leans into longer-form storytelling Content will adapt in line with platform updates, offering viewers a richer perspective of the SLO CAL region THE RETURN OF SOUND IN SOCIAL MEDIA CONTENT • A growing majority of Instagram Reels are now watched with sound on, around 80% • Captions remain critical for accessibility and retention With more users watching with the sound on, VSC will continue to consider audio- music, voiceover and ambient sound-as a tool to create more immersive content Captioning remains essential for accessibility and retention COLLABORATIVE CONTENT AMPLIFIES REACH • Posts with collaborators can generate up to 5x the impressions • Partnered content builds credibility and reach Collaboration remains an efficient way to increase reach and build engagement VSC will continue to explore co-posting and collaborative storytelling with partners and relevant local organizations who share similar values SOCIAL MEDIA AS A PRIMARY TOOL FOR TRAVEL DISCOVERY • Gen Z prefers TikTok and Instagram over Google for search • Hashtag and location content increasingly drive travel decisions Social is now a key source of travel inspiration. VSC will continue to craft content with discovery in mind, using SEO-friendly captions, geotags and the like to show up in traveler search journeys Source: eMarketer VISIT SLO CAL26Page 559 of 621 BUSINESS & MARKETING PLAN FY 26 27Page 560 of 621 TREND IMPLICATIONS Off the Beaten Path Destinations • 63% of travelers say they are likely to visit a lesser known, less crowded destination on their next trip • Traveling in 2025 is about lingering a little longer and adding a smart side-trip within easy reach of gateway cities SLO CAL is the ideal detour destination from big cities like San Francisco and Los Angeles, where travelers can escape the “rat race” for a slower pace and array of offerings not found in getaway cities Already a topic Earned promotes to get drive market media in destination, this new trend provides a national media opportunity Wine Tourism • Travelers have long ventured to wine regions for trips that are as indulgent as they are educational— packed with tastings, winery tours, bucolic vineyard scenery and shopping for cellar-worthy souvenirs • However, while renowned regions such as Bordeaux and Tuscany have been the traditional targets, curiosity around lesser-known and re- emerging wine destinations is growing Led by two world class AVAs, Paso Robles and San Luis Obispo Coast, SLO CAL’s oenotourism is a perfect alternative to “old world” CA wine regions like Napa Leaning into SLO CAL’s laid back wine country provides travelers and media an authentic alternative to the exclusivity and high prices of more traditional wine regions Small Town Charm • In the coming year, expect travelers to opt for quaint, comfy respites in America’s small towns • While Boomers are most likely to feel that small towns are more relaxing, Gen Z is looking to indulge in the charming, quaint moments-being 89% more likely than average travelers to seek out a vacation that offers a “Nancy Meyers-lifestyle” and 67% more likely to see a vacation as an opportunity to live out their small-town fantasies • 37% of young travelers believe that the neighborhood they stay in impacts their vacation experience Whether it be a cozy roadside motel or a local’s favorite diner for breakfast, the distinct communities of SLO CAL offer the best of small-town charm for consumers and media The “Townsizing” / “Awayborhoods” trend has travelers and publications focused on smaller, more remote destinations with opportunities for major national coverage for smaller communities Culinary Trends • 60% of luxury travelers prioritize staying at hotels with great restaurants • Amongst Gen Z, “fisherman” core is sweeping the fashion and design work, but this maritime-themed trend can span into the travel and culinary space as well • “Farm-to-fork” is becoming more participatory, as consumers seek bucolic country, farm retreats and ways to immerse in the rural upskilling in a trend coined, “Agrihoods” SLO CAL’s culinary scene is one of the region’s best assets, with “sea-to-spoon” and “farm-to-fork” fare in abundance Tapping into “fisherman core,” Earned can promote immersive experiences like kelp foraging tours and “U-Shuck” oysters and SLO CAL’s “agrihoods” offer barn and farm experiences, plus the vibrant Downtown SLO Farmers’ Market MEDIA TRENDS: EARNED Sources: Expedia, Hotels.com, Cision, Skyscanner, Axios, TIME VISIT SLO CAL28Page 561 of 621 TREND IMPLICATIONS Goods Getaways • Open TikTok and you’ll see travelers packing vacuum-sealed French butter into travel-size coolers or stocking up on Korean “sheet masks” • It’s all part of the new “souven-era,” where travelers are building getaways around getting the goods • This trend is about maximizing the travel experience, with travelers researching brands as they set out to bring home the best their vacation destination has to offer SLO CAL is home to countless local craftspeople, this trend allows the Earned teams to showcase the depth of local artisans, including “SLO CAL Crafted” makers Products found only in SLO CAL, Brown Butter Cookie Co., Taddo’s Tallow, Pasolivo, etc. draw in tourists and media alike Art-Ventures • Larger-than-life experiences that allow the audience to step inside the canvas are becoming the norm • 49% of American travelers say culture is the most important reason for choosing a vacation destination • How art is being consumed is changing to become more immersive This trend provides an opportunity to promote experiences like Sensorio, Hearst Castle, San Luis Obispo Museum of Art and more, allowing visitors to explore the rich arts and cultural scene in SLO CAL Sources: Expedia, Hotels.com, Cision, Skyscanner, Axios, TIME MEDIA TRENDS: EARNED BUSINESS & MARKETING PLAN FY 26 29Page 562 of 621 THE NEXT CHAPTER OF SLO CAL BRAND-BUILDING Page 563 of 621 NOR CAL NOBODY CARES SO CAL NOR CAL SO CAL SLO CAL LOVE In 2021, Visit SLO CAL (VSC) established the SLO CAL BRAND BHAG (Big Hairy Audacious Goal)—for SLO CAL to become as well-defined, well-known, and well-loved as So Cal (Southern California) and Nor Cal (Northern California). Over the past four years, a robust marketing program has been developed to tell the SLO CAL story and create meaningful content that connects with travelers and inspires them to visit, driving performance for the region’s assessed lodging businesses and local destination partners. SLO CAL BRAND BHAG (Big Hairy Audacious Goal) BUSINESS & MARKETING PLAN FY 26 31Page 564 of 621 BRAND CAMPAIGN LAUNCH SLO CAL CRAFTEDHOUSE OF BRANDS FY 22 Hero Brand campaign launch FY 23 Expanded owned channels for launch in paid program FY 22 Developed suite of House of Brands co-op assets Each year, more depth and dimension have been added to VSC’s brand arsenal YEAR 1 “The Land of…” Brand Campaign “The Land of…” campaign serves as the Hero brand storytelling layer, showcasing the region of SLO CAL and its overarching consumer promise: When you visit SLO CAL, it feels like a land unto itself, nestled somewhere between excited anticipation and relaxed contemplation. Closely connected to nature yet far beyond the reaches of our frenzied everyday lives, it’s home to a unique blend of beautiful landscapes, warm- hearted folks and surprising adventures just waiting to be discovered. And when you find yourself in this land—with friends, family, loved ones or your own thoughts—you’re inspired to live life to its ‘vivid-est.’ YEAR 1 “The Land of…” House of Brands Working with each of the region’s individual destination partners, VSC developed a House of Brands approach to unify and connect each to the SLO CAL brand in meaningful ways that aid understanding by potential travelers. Co-branded logo lockups express that each unique town contributes to the friendly feeling of community among the individual communities. Through “The Land of…” co- op, destination partners have dedicated storytelling assets specific to their town, and these are used as a secondary layer of VSC’s brand campaign. YEAR 2 “SLO CAL Crafted” “SLO CAL Crafted” celebrates local artisans and the unique character of their locally made products through custom content that encapsulates the people, place, and pace of the region. Certification in the “SLO CAL Crafted” program requires businesses to locally make and sell tourism-leaning products or experiences available for purchase in the county and employ at least one resident full time. Currently there are more than 100 businesses who celebrate being “SLO CAL Crafted,” from Morro Bay Oyster Company and Root Elixirs to Pasolivo Olive Oil, Surf Gems, and many others. VISIT SLO CAL32Page 565 of 621 SUSTAINABILITYCROSS VISITATION & FAMILY LOCAL: MY SLO CAL FY 24 WTTC content partnership FY 23 Expanded storytelling to build greater understanding of proximity and ease of experience FY 24 Local nomenclature campaign launched in service of the BHAG YEAR 2 “The Land of…” Cross-Visitation Cross-visitation storytelling was added to “The Land of…” campaign to connect experiences across SLO CAL communities and reinforce the proximity and ease of getting around. Featuring distinct experiences in two different towns around the region with a simple call to action to “start planning your journey across the land of SLO CAL now,” these assets provide greater context for the SLO CAL experience, while the cross-visitation messaging construct provides an opportunity for destination partners to engage with one another across social channels to demonstrate the proximity and complementary nature of their tourism offerings. YEAR 3 “Sustainably SLO CAL” Beyond its breathtaking landscapes, SLO CAL has embraced a holistic vision of sustainability that goes beyond mere environmental preservation to responsible travel and community well- being. In a visionary alliance with the World Travel and Tourism Council (WTTC), VSC illuminated the region’s stewardship path through a Destination Spotlight program featuring content that showcases sustainable narratives, elevates sustainable practices, and advocates for responsible tourism through empowerment of visitors and residents alike. “Sustainably SLO CAL” has expanded beyond the initial WTTC content to continue to shine a spotlight on compelling stewardship stories across communities. YEAR 3 “My SLO CAL” VSC serves as a community connector, working in service of all stakeholders across the region. Introduced in FY 2024, “My SLO CAL” is a locally focused effort that turns the lens inward and exposes residents to the SLO CAL brand story. The strategy is to tap into the deep sense of pride and affinity that comes with being a member of the SLO CAL community with the intended outcome to enhance adoption of the “SLO CAL” moniker. BUSINESS & MARKETING PLAN FY 26 33Page 566 of 621 EPISODIC CONTENT SUSTAINABILITYWINE FY 25 Influencer-led content series FY 25 Social First Content Series FY 25 Breaking down the basics of wine YEAR 4 “Unpacking SLO CAL” The Land of SLO CAL offers endless possibilities. In this content series, travel-focused social media creators choose one of three mysterious suitcases from the baggage carousel at the San Luis Obispo Regional Airport (SBP), each packed for a different type of adventure. Each episode follows them as they pick a bag, then embark on a scavenger hunt-style trip full of experiences across the region. Watching these influencers embrace the unknown makes for an intriguing journey and a mix of filmed scenes and user- generated content (UGC) adds an authentic, fun vibe to the series. YEAR 4 “Wine-O-One” An eight-episode video series, “Wine-O-One” invites viewers to meet friendly, approachable winemakers who demystify wine in a fun and interactive way. With all the swirling, sniffing and talk of tannins, wine can feel intimidating, like there is a secret rulebook you never got. But here’s the truth—wine is simply about enjoyment, about finding something that tastes good and letting it enhance the moment. Developed in partnership with Travel Paso and Paso Robles Wine Country Alliance these short, approachable guides strip away intimidation, helping viewers learn the basics and talk about what makes wine great—all set against the stunning vineyards and relaxed charm of SLO CAL. YEAR 4 “Sustainably SLO CAL” An episodic social-first video series as part of VSC’s ongoing Sustainably SLO CAL initiative. “Sustainably SLO CAL” celebrates the region’s commitment to environmental stewardship. Through storytelling and local voices, the series showcases how sustainability is embedded in the culture, businesses and landscapes of the region. The sustainability series invites viewers to discover not only the breathtaking beauty of the region, but the people and practices preserving it. Even travelers who may not seek out eco-tourism can feel confident knowing their visit supports a region that values sustainability as a way of life. VISIT SLO CAL34Page 567 of 621 BUSINESS & MARKETING PLAN FY 26 35Page 568 of 621 BRAND PERFORMANCE Page 569 of 621 Visit SLO CAL (VSC) engaged Heart+Mind Strategies in July 2022 and July 2023 to determine the impact of the brand advertising campaign on key performance indicators and assess the return on advertising investment. The infographic on the following page highlights the year-over-year success across all measures. Mode Online Survey Length 15 Minutes Dates July 27 – August 9, 2023 Audience (n=3,537) 18 years of age or older Traveled 50+ miles for leisure travel in past 12 months and stayed overnight in paid accommodation Geography Los Angeles (n=502) San Francisco (n=403) Phoenix (n=410) Dallas (n=403) Sacramento (n=304) San Diego (n=306) Seattle (n=303) Portland (n=305) Las Vegas (n=301) Denver (n=300) BUSINESS & MARKETING PLAN FY 26 37Page 570 of 621 AWARENESS UNAIDED RECALL Ad Favorability Reminds You that 12 %96 %89%*3% YOY YOY NET PROMOTER SCORE IMPROVEMENTS TOTAL+9 TOTAL AD AWARE +50 SLO CAL BRAND CAMPAIGN TRACKING PERFORMANCE JULY 2023 Brand Imagery Total Aware of Ads Is a friendly, accepting place 58%81% Is a place with many unique small towns 54%75% Is easy to get around 51%74% Is a place that has its own unique vibe, different from both Southern California and Northern California 66 %80% Brand Imagery Total Aware of Ads A place that still embraces simple pleasures 63%83% Has small-town charm and big-time natural beauty 65%82% A place for people who like to wander 62%82% You can enjoy many unique experiences in one trip 60%79% A place filled with undiscovered gems 54%77% Perceptions of SLO CAL are far more positive among those who have seen the ads. *Indicates statistically significantly higher/lower vs. 2022 at 95% confidence level 35%Somewhat Agree 54%Strongly Agree VISIT SLO CAL38Page 571 of 621 RETURN ON AD SPEND 5+ NIGHTS 3 – 4 NIGHTS 1 – 2 NIGHTS 12% 12% 32% 50%of total respondents stayed 5 or more nights 2.7 MEAN # OF NIGHTS 3.2 MEAN # OF NIGHTS 20% 36% 42%20% of those who recall the ads stayed 5 or more nights Number of Nights Stayed $1,000+ MEAN SPEND $500 – $999 $200 – $499 < $200 $1,042 TOTAL 22% 19% 26% $1,147 TOTAL AWARE OF ADS 26% 10% 24% 33%38% 3.8 AWARE OF ADS 3.3 NOT AWARE 3.8 PAST 12MO VISITORS 3.3 PRIOR VISITORS Total Trip Spend Average # of Locations Visited 2022 2023 Economic Contribution to SLO CAL $451 per ad dollar spent $364 per ad dollar spent Incremental Contribution for Visit SLO CAL $2.19 per ad dollar spent $1.91 per ad dollar spent Those aware stay more nights, spend more money , and visit more locations. BUSINESS & MARKETING PLAN FY 26 39Page 572 of 621 THE NEXT CHAPTER OF THE SLO CAL BRAND STORYTELLING Page 573 of 621 To refine and enhance its brand storytelling, Visit SLO CAL (VSC) conducted in-depth ethnographic research to better understand how the destination delivers on its promise of helping visitors “live vividly.” Through on-the-ground interviews with visitors across the region, emotional responses, motivations and perceptions of the SLO CAL experience were explored. This research included a mix of age, gender and ethnicity, as well as trip make-up (i.e., couples, families, friends, solo travelers). ETHNOGRAPHIC RESEARCH LIFE’S TOO BEAUTIFUL TO RUSH® POSITIONING CONFIRMED (AGAIN) The research reaffirmed that SLO CAL offers a distinct sense of pace—a slower, more intentional way of living that stands apart from the hustle and bustle found in other California destinations. Visitors repeatedly expressed how this unhurried atmosphere fosters relaxation, mindfulness and genuine connection with the surroundings and locals. The phrase Life’s Too Beautiful to Rush® remains a resonant reflection of this sentiment. TIMELINE OF RESEARCH JUL 2024 Conduct Phase 1 In-Market Research OCT 2024 Conduct Phase 2 In-Market Research Phase 2 Research Debrief Creative Strategy and Concepting Brief Refinement AUG 2024 Phase 1 Research Debrief NOV 2024 Final Research Report SEPT 2024 Creative Strategy and Concepting Brief Development BUSINESS & MARKETING PLAN FY 26 41Page 574 of 621 THE SLO CAL PACE In a travel experience, “pace” can unlock a range of benefits: freedom to explore, serendipity, relaxation, adventure & thrills, connection and mindfulness. The unique pace of life in SLO CAL fuels a unique style of exploration. It defines how one physically moves through the destination (stroll, wander, flow, cruise, ease, pop, bounce) and their mindset (on the fly, off script, improvising, going with the flow). Visitors reported feeling comfortable exploring without strict itineraries, often discovering hidden gems and enjoying serendipitous moments. This spontaneous mindset not only adds joy and excitement to their journeys but also reinforces the region’s identity as a destination for adventure and authentic discovery. “It allows us to do a ton of things in one day, because there’s no rush, there’s no traffic. You can really bounce between areas really quickly.” “We kind of go with the flow. We’re open to just kind of walking around and seeing what we find.” “We go off script a lot. Like ‘hey, that’s kind of cool. Let’s go over there.’” “We like to pop around.” “We are just kind of strolling.” “I think we improvise as we go.” “I don’t know everyone’s pace, but we just like to wander.” FREEDOMTOEXPLORE SERENDIPITY RELAXATION ADVENTURE & THRILLS CONNECTION MINDFULNESS “We’re just kind of winging it.” “I’d say we are off the cuff more.” “It’s easy to take everything in. You don’t feel rushed. There’s always something new around every corner.” THE SLO CAL DIFFERENCE Unlike the swifter pace of urban California destinations, SLO CAL offers a refreshing alternative. Visitors interviewed described the region as a place to pause, breathe and fully engage with the moment. This unique change of pace unlocks opportunities for spontaneity and unstructured exploration, with travelers often choosing to “go with the flow,” embracing unplanned and impromptu experiences. This unique freedom to explore contributes to a more memorable travel experience. VISIT SLO CAL42Page 575 of 621 AUTHENTIC CONNECTIONS WITH LOCALS Another standout theme from the research was the welcoming local community. Visitors appreciated the genuine conversations and recommendations offered by locals, enhancing their sense of connection and belonging. This sense of hospitality and pride further differentiates SLO CAL, creating lasting impressions for travelers. “IT’S LIKE YOU’RE IMMEDIATELY WELCOMED INTO THE COMMUNITY AND THERE’S NO GATEKEEPING. IT FEELS LIKE ‘WE SUPPORT EACH OTHER…WE’RE ALL LOCAL.’” AND THE PEOPLE HERE LOOK AT YOU AND ACTUALLY HAVE A CONVERSATION. “THEY’RE ARTISANS TAKING PRIDE IN WHAT THEY DO. THEY’LL SAY, ‘WHEN YOU GO TO THE NEXT TOWN OVER, I KNOW THESE GUYS THERE. GO CHECK OUT THEIR SHOP.’ THEY’RE NOT HOARDING IT TO THEMSELVES.” BUSINESS & MARKETING PLAN FY 26 43Page 576 of 621 STRATEGIC INSIGHT: SLO CAL SPONTANEITY The research revealed an important nuance to the destination experience, that SLO CAL’s unique pace enables you to be spontaneous, giving you the freedom to go off script and embrace the unexpected. With this learning, the SLO CAL brand architecture has been refined. While SLO CAL continues to be a place where Life’s Too Beautiful to Rush®, visitors feel a sense of freedom and spontaneity that is seen as unique to the region. VSC will harness this insight moving forward showcasing authentic moments of discovery and connection and inviting would-be visitors to experience the joy to be found going “off script.” “Spontaneity can be its own reward, like an amateur artist throwing paint at a canvas for fun, regardless of what’s produced.” — TIME 2024 VISIT SLO CAL44Page 577 of 621 SLO CAL BRAND ARCHITECTURE Brand Purpose The action we carry out in everything we do To live in the moment Brand Promise What SLO CAL delivers to visitors Life’s Too Beautiful to Rush® Emotional Benefit How visitors feel as an outcome of their SLO CAL experience A sense of freedom and spontaneity Functional Benefit SLO CAL’s natural advantages People + Place + Pace Small town charm meets big-time natural beauty with a unique pace Brand Personality Qualities SLO CAL embodies & expresses in all communications Friendly, open-minded, down-to-earth, genuine BUSINESS & MARKETING PLAN FY 26 45Page 578 of 621 “The Land of...” Hero and House of Brands campaign assets connected with consumers, achieving a near-perfect ad favorability rating (96%) and effectively communicating the SLO CAL experience. In the next iteration of creative, VSC will continue to reflect the region’s promise that Life’s Too Beautiful to Rush® and stay grounded in authentic connections with nature (place) and locals (people) while infusing fresh energy into the storytelling through a sense of adventure, discovery, playfulness and fun that unfolds organically. This evolution strategically ladders to California as “The Ultimate Playground,” creating greater synergy with VSC and Visit California marketing messages. Visit SLO CAL’s new brand campaign concept is planned for production in fall 2025 with debut in early 2026. Qualitative focus groups were conducted in April to explore conceptual directions. This research validated the appeal of messaging around spontaneity and detours, while also validating that travelers plan and book key parts of their vacation prior to travel including hotels and some restaurants, excursions and events. Participants were drawn to the unique pace of SLO CAL, ease of interaction with locals and ability to go off script and discover something new. Like the initial brand campaign, the new iteration will feature both Hero and House of Brands assets, with VSC working closely with its destination partners to showcase a range of experiences across the region. SLO CAL BRAND CAMPAIGN New for FY 26 Similar to the “Unpacking SLO CAL” content series, the new campaign will lean into the joy that comes with embracing the unknown and being spontaneous. VISIT SLO CAL46Page 579 of 621 CAMPAIGN CONCEPT SLO CAL is a haven for travelers who deliberately seek out the unexpected. With its unspoiled natural beauty, winding roads, countless trails, tucked-away towns and hidden gems, there are endless opportunities to turn a detour into your next great travel story. Showcasing the relaxed pace and unique flow of SLO CAL, the campaign will capture the unplanned, unscripted and completely unforgettable experiences awaiting visitors, from coastal drives to sandy beaches, hidden coves to rolling vineyards and charming towns to iconic landmarks and everything in between. Ever had a trip where the best part is the part you didn’t plan? Here in The Land of SLO CAL, it’s an everyday occurrence. The breathtaking views alone call you to wander. An unexpected turn leads to unspoiled beaches, tucked- away towns, and hidden hot spots. Sure, sticking to the plan is still going to uncover plenty of surprises. But why not wing it? Let spontaneity take the steering wheel. And let your whims do the wayfinding. Odds are you’re going to like what they find. Maps might have the most direct way to go, but if you’re up for getting happily sidetracked, any local’s going to offer reliable directions. Sure, this kind of up-for-anything, free-flowing mindset might feel like a bit of a detour from what you’re used to...But if you’re open to adventure, and ready to go wherever the journey leads, we’d like to welcome you, to SLO CAL. BUSINESS & MARKETING PLAN FY 26 47Page 580 of 621 FY 26 INTEGRATED PROGRAM OF WORK In FY 26, Visit SLO CAL (VSC) will approach its annual integrated program of work in two halves. The first half (1H) of the new fiscal year will continue to leverage “The Land of...” Hero brand and House of Brands assets as the foundation for paid media, with continued distribution of more immersive storytelling assets including “Unpacking SLO CAL” and “Wine-O-One” which were introduced last fiscal year. These existing campaigns will continue to be executed using an omnichannel strategy across paid, owned and earned channels in 1H. Looking ahead, “The Land of...” campaign will be replaced with a new brand campaign that embraces spontaneity as a point of differentiation and appeal. Launching in the second half (2H) of FY 26, Hero and House of Brands assets will invite travelers to experience SLO CAL, where Life’s Too Beautiful to Rush® and going with the flow leads to a new discovery around every corner. In addition, VSC will be developing two new content series called “Where the Music Takes You ” and “Tapped into SLO CAL”. The FY 26 program of work has been planned with an eye toward the challenges and opportunities in front of us. With more than 30% lodging inventory increases planned over the next four years, the continued closure of Highway 1 north of Ragged Point and the geopolitical reality of uncertainty, there will be significant headwinds to navigate. With those factors in mind, the budget and program plan allow for flexibility and maximizing opportunity to continue to establish SLO CAL as a place where Life’s Too Beautiful to Rush®, inviting visitors to take time out, relax and enjoy all the region has to offer. VISIT SLO CAL48Page 581 of 621 Co m m u n i t y Fe e l i n g Dr i v e T i m e Cr o s s - V i s i t a t i o n Ga s t r o n o m y Ou t d o o r s Cl i m a t e s Ac t i v i t i e s PEOPLE ++PLACE PACE SLO CAL BRAND STORYTELLING FOUNDATIONAL CAMPAIGNS SLO CAL BRAND STORYTELLING FOUNDATIONAL MESSAGING PILLARS Hero Brand SLO CAL REGION INDIVIDUAL COMMUNITIES House of BRands Cross-Visitation 1. 2.3.4. My SLO CAL 5.6. BUSINESS & MARKETING PLAN FY 26 49Page 582 of 621 “WHERE THE MUSIC TAKES YOU ” As SLO CAL continues to promote its reputation as a destination rich in natural beauty and unforgettable experiences, there is an opportunity to further elevate a key dimension: the vibrant and varied cultural scene that runs through its communities. “Where the Music Takes You ” will shine a brighter spotlight on the creative spirit of the region through a dedicated content focus that celebrates local artists, performers, venues and events. Given the galleries to mural-lined streets and intimate music venues and festivals in the region, this new approach will help uncover the unique ways SLO CAL’s communities come together through culture. It will bring depth and diversity to VSC’s owned storytelling and expand the breadth of content across all channels, supporting a vertical that is both culturally rich and of keen interest to prospective travelers. Importantly, this series will also highlight the destination’s growing nightlife and live music scene, a natural driver for overnight stays. By framing SLO CAL as a place where creativity flows after dark and cultural expression thrives year-round, first-time visitors and locals will see the region in a new light. It’s about highlighting another layer of what makes SLO CAL spontaneous, soulful and such an aspirational destination. VISIT SLO CAL50Page 583 of 621 “TAPPED INTO SLO CAL” As part of the updated SLO CAL Nomenclature strategy, a new content series that will speak straight to our senses and our community is being developed. “Tapped Into SLO CAL” will invite either a local maker, brewer, chef or creative to challenge themselves to distill the essence of SLO CAL into something tangible: a set of flavors. Whether it’s a drink, a dish, a scent or something entirely unexpected, each episode will explore how the spirit of the region can be captured and shared and, indeed, whether it’s even possible to define SLO CAL in just one way. This series is designed to spark conversation across the county. What does SLO CAL taste like? Smell like? Feel like? Through this exploration, we’ll bring together the people who know it best, residents, to help shape a collective understanding of what makes this place so special. “Tapped into SLO CAL” is about celebrating the diversity of SLO CAL’s distinct communities, the richness of the landscape and the spontaneity of experience that SLO CAL invites, and, in doing so, deepens the meaning behind the name ‘SLO CAL’ not just as a destination, but as a shared identity. BUSINESS & MARKETING PLAN FY 26 51Page 584 of 621 INTEGRATED MARKETING OBJECTIVES OBJECTIVE Amplify and steward the SLO CAL brand through unified efforts STRATEGY KEY RESULTS Continue to build on House of Brands marketing strategy • Create and share eight paid partner participation opportunities to collaborate on VSC marketing efforts by September 30, 2025 • Develop and deploy a Digital Asset Management system (DAM) by January 31, 2026 • Produce and launch new paid SLO CAL brand campaign by February 28, 2026 • Establish partner toolkits for brand campaign and other marketing programs by program launch dates Increase share of voice through integrated storytelling efforts • Align storytelling across social, earned and owned channels through quarterly coordination by August 31, 2025 • Develop and deploy a new resource on the website for trip planning by December 31, 2025 • Enhance the comprehensive email marketing strategy to further optimize user engagement by using quality content by March 31, 2026 • Develop and deploy a social-first content campaign designed to support, enhance and extend the reach of the brand platform through social and earned channels by June 30, 2026 • Secure 175 domestic and international articles in alignment with brand objectives and SLO CAL nomenclature by June 30, 2026 • Develop and implement a strategy for extending and repurposing existing assets through refreshed content series by June 30, 2026 Increase local adoption of SLO CAL nomenclature • Update and execute second phase nomenclature strategy by March 31, 2026 • Leverage three local partnerships to expand nomenclature awareness by June 30, 2026 • Amplify SLO CAL Nomenclature through presence at two signature events by June 30, 2026 • Cultivate partnerships for three SLO CAL labeled products by June 30, 2026 VISIT SLO CAL52Page 585 of 621 OBJECTIVE Demonstrate value to investors, partners, stakeholders and communities STRATEGY KEY RESULTS Build awareness and deepen engagement of investors, partners and stakeholders • Achieve a 3% year-over-year increase in investor, partner and stakeholder engagement by June 30, 2026 • Execute three research program opportunities for partner inclusion by June 30, 2026 • Execute the comprehensive sales strategy through travel trade and meetings business segments to drive midweek business by June 30, 2026 Build local understanding of positive impact tourism has on community • Launch SLO CAL Welcome 2.0 by July 1, 2025 • Support six local events through the quarterly In-Kind Event Sponsorship program • Coordinate and participate in three relevant working groups and taskforce meetings by June 30, 2026, to advance the advocacy of issues important to the tourism industry • Secure 50 local media stories to promote positive impacts of tourism by June 30, 2026 Advance efforts to educate, inform and collaborate with our investors, partners and stakeholders • Produce the annual SLO CAL Summit event by November 30, 2025 • Facilitate four “SLO CAL Crafted” workshops to connect and inform local makers • Execute bi-annual social summit to educate and collaborate with countywide creators • Host a quarterly meeting with hotel sales professionals to identify new pathways to increase midweek business • Conduct annual lodging forecast to inform budget and direction by January 31, 2026 BUSINESS & MARKETING PLAN FY 26 53Page 586 of 621 FY 26 PAID MEDIA Page 587 of 621 PRIMARY TARGET AUDIENCE The ‘Purposeful Traveler’ is curious, creative and open‑minded, wanting to explore and learn about new things and seek stimulating experiences. They are in tune with nature and themselves, doing things because they like them and get enjoyment from them while also helping to preserve the environment and positively influence the betterment of society. Authenticity and being true to oneself while maintaining strong personal relationships with family and friends is particularly important. THE PURPOSEFUL TRAVELER Creativity & Simplicity: Mindset CALIFORNIA 56%13.1M In FY 26 Visit SLO CAL (VSC)’s paid media plan will apply historical learning while continuing to focus on applied data sets to reach the core target audience, in key markets, with the greatest opportunity to drive awareness and visitation. The paid media approach will consider the complexity of the landscape, trends in time spent across generations and technology as an efficacy enhancement where available and lean into channels with the ability to deliver impact and new program elements to foster deeper connection with prospective travelers. The ‘Purposeful Traveler’ was defined in FY 22. This audience has proven not only to epitomize the SLO CAL brand but has also been incredibly receptive to messaging reflected in strong paid media engagement and ad tracking studies. Leaning into key psychographic and demographic traits of this bespoke target will allow VSC to customize messages to drive greater engagement. BUSINESS & MARKETING PLAN FY 26 55Page 588 of 621 The Purposeful Traveler: TRAVEL PROFILE # ROUND TRIPS 29% <500 27% 500-999 41%62% 28% RENTAL SERVICE 55% HOTEL/ MOTEL 56% 29% ALONE 54% SPOUSE/MATE 22% CHILDREN 11% OTHER 11% FRIENDS 17%1,000+ 18% UPSCALE 27% UPPER UPSCALE 3% LUXURY 9% ECONOMY 17% MIDSCALE 21% UPPER MIDSCALE ANNUAL TRIP SPENDING TRIP ACTIVITIES ANY TRIP $1,497 AVG. ANNUAL TRIP SPENDING 34% <$2K 23% $2-$5K 15% $5K+ # NIGHTS AWAY VACATION # TRAVEL PARTY ANY TRIP TRAVEL WITH LAST TRIP ACCOMMODATIONS ANY TRIP 25% 1-2 1 40%48% 3-6 go to beach 36% fine dining 27% attend event 24% visit nat’l park 20% cultural/historical site 18% museum 18% backpacking/hiking 17% sightseeing tour 17% outdoor sports/recreation 12% 2 43% 3 12% 4 9% 5+3% 20% 7-14 5% 15+ # MILES TRAVELED LAST TRIP MEANS OF TRAVEL ANY TRIP 23% 1 24% 2 24% 3 29% 4+ FLY DRIVE RENTAL CAR GENERATION 14% GEN Z 1997-2010 38% MILLENNIAL 1977-1996 18% GEN X 1965-1976 25% BOOMERS 1946-1964 5% PRE BOOMERS <1946 ETHNICITY 55% White/Cauc. 18% Hispanic 6% Black/AA 8% Asian 3.3% Other 47% MALE 53% FEMALE 56% MARRIED 29% SINGLE 34% CHILDREN IN HOUSEHOLD 34% GRADUATED COLLEGE 47.4 AVERAGE AGE $142.5K HOUSEHOLD INCOME Source: MRI-SIMMONS FALL 2024 Doublebase: California Traveler Base The PURPOSEFUL TRAVELER: DEMOGRAPHICS VISIT SLO CAL56Page 589 of 621 The PURPOSEFUL TRAVELER: Populations OR 1.3M WA 2.0M TX 7.0M CA 8.5M NV 691K CO 1.5M AZ 1.7M *Estimate KEY MARKETS CALIFORNIA LOS ANGELES 4.3M SAN FRANCISCO 1.8M SAN DIEGO* 1.4M NORTHWEST* SEATTLE 1.4M PORTLAND 982K MOUNTAIN* LAS VEGAS 691K DENVER 1.2M PHOENIX 1.4M TEXAS DALLAS 1.9M With nearly 54% of ‘Purposeful Travelers’ between the ages of 25 and 54, emphasis will be placed on reaching this demographic in the coming year. This target age group has an average household income of $155K compared to the 55+ demographic at $136K, indicating slightly greater spending power and the potential to be more resilient should economic headwinds be realized. It should be noted that while the focus will be slightly younger, select opportunities to keep SLO CAL in the minds of older Generation X and Boomers will be incorporated. The ‘Purposeful Traveler’ takes multiple trips per year, with one third embarking on four or more adventures in a 12‑month period. Their means of travel vary by trip and data indicates there is a strong balance of jet setting (62% air travel) and road tripping (73% vehicle travel) making both fly and drive markets important to the plan. ‘Purposeful Travelers’ are concentrated in the West with 14.2M across California, Oregon, Washington, Nevada and Arizona. Most of the target lives in the major markets in each state. When expanding to Colorado and Texas, the pool increases by nearly 20%. BUSINESS & MARKETING PLAN FY 26 57Page 590 of 621 SECONDARY TARGET AUDIENCE ‘Purposeful Traveler’ Families are largely Millennial families and 59% have children in the household. Due to party size, their trip spending is nearly 25% higher. Whereas the majority of ‘Purposeful Travelers’ come from further away (1,000+ miles), families are more apt to travel shorter distances (500‑999 miles). 15% CALIFORNIA 3.4MFAMILIES The Purposeful Traveler & Travel With Children GENERATION 13% GEN Z 1997-2010 53% MILLENNIAL 1977-1996 21% GEN X 1965-1976 12% BOOMERS 1946-1964 2% PRE BOOMERS <1946 ETHNICITY 49% White/Cauc. 24% Hispanic 4% Black/AA 9% Asian 14% Other 47% MALE 53% FEMALE 62% MARRIED 27% SINGLE 59% CHILDREN IN HOUSEHOLD 47% GRADUATED COLLEGE 42.3 AVERAGE AGE $155.3K HOUSEHOLD INCOME Source: MRI-SIMMONS FALL 2024 Doublebase: California Traveler Base The PURPOSEFUL TRAVELER families: DEMOGRAPHICS VISIT SLO CAL58Page 591 of 621 GEOGRAPHY Source: Arrivals data sourced from Symphony. Spending for these markets will be adjusted based on opportunity and capacity. FY 25 SLO CAL ARRIVALS BY ORIGIN MARKET PRIORITY DESIGNATED MARKET AREA % OF TOTAL ARRIVALS % OF AIR ARRIVALS % OF BUDGET YOY BUDGET ADJUSTMENT Tier 1 Los Angeles, CA 83% 4.20%25%+9% San Francisco/Oakland/San Jose, CA 4.80%11.5%+15% Sacramento/Stockton/Modesto, CA N/A 7.0%+14% San Diego, CA 9.10%10.5%+17% Tier 2 Phoenix, AZ 2.20%10.70%9.0%-10% Seattle/Tacoma, WA 1.00%9.20%7.2%-5% Portland, OR 0.90%5.80%5.4%-5% Tier 3 Denver, CO 0.90%5.20%6.8%-15% Dallas/Fort Worth, TX 1.50%2.90%12.5%-22% Las Vegas, NV 1.80%2.60%5.1%-15% Visit SLO CAL (VSC) will continue to prioritize geographic markets using a tiered system. To strengthen its presence in select markets, the focus for FY 26 will be on markets with the greatest openness to visiting California. Tiers will be prioritized based on past visitation, familiarity with the destination and consideration to visit, balanced with load factor and changes to air service. Market tiers will remain consistent to FY 25 with the ability to optimize based on changes in visitation and/or air service. Tier 3 markets Less mature markets that have seen growth and have potential as awareness and familiarity increases Tier 2 markets Markets with good visitation, prioritized for share of air arrivals Tier 1 markets Core drive or fly markets responsible for driving the “lion’s share” of visitation BUSINESS & MARKETING PLAN FY 26 59Page 592 of 621 Market priorities will be fluid to account for potential economic headwinds facing the U.S. with 55% of the budget focused on core drive/fly markets within California which accounted for 83% of 2024 visitation to SLO CAL. The greatest opportunity volume of ‘Purposeful Travelers’ resides in California’s four largest markets (Los Angeles, San Francisco, San Diego and Sacramento). Fly markets remain important, and air arrivals have been incredibly strong throughout 2024. Dedicated efforts in these markets were prioritized over the past year and proved beneficial as all markets increased their overall share of visitation. With pending economic uncertainty, the initial FY 26 media plan will dial the focus on fly markets back slightly to maintenance levels, affording more support in regions that have greater potential. Geography (continued) VISIT SLO CAL60Page 593 of 621 FY 26 PAID MEDIA OBJECTIVES • Continue to drive awareness of the SLO CAL brand • Foster consideration and drive engagement with SLO CAL brand content • Provide air service support by generating awareness of routes in key fly markets while driving demand for visitation FY 26 PAID MEDIA STRATEGIES • Explore new opportunities to connect with the ‘Purposeful Traveler,’ leaning into Millennials • Maximize efficiencies by partnering with publishers with the ability to effectively reach Millennials while still maintaining exposure among older generations • Lean into awareness channels in fly markets, keeping a layer of activity to maintain SLO CAL presence while focusing on moving more drive market prospects to consideration and intent • Maintain a layered media approach to reach ‘Purposeful Travelers’ across a diverse mix of media channels • Weight media spending towards the second half of FY 26 to support launch of the new brand campaign, inclusive of an always-on layer and heavy-up flights to drive off peak visitation FY 26 PAID MEDIA OBJECTIVES & STRATEGIES BUSINESS & MARKETING PLAN FY 26 61Page 594 of 621 FY 26 PAID MEDIA MIX & BUDGET ALLOCATION The FY 26 media mix will meet ‘Purposeful Travelers’ where they are based on evolving media usage trends. Current campaign performance intelligence will drive partnerships across a range of awareness‑ driving channels with opportunities for robust and highly engaging tactics. Video will receive the greatest budget allocation to continue to build familiarity while driving brand preference. This multifaceted paid media program will optimally deliver on the campaign objectives and strategies, and as new data is collected, the media mix will be optimized according to real‑time Key Performance Indicators (KPIs). FY 25 PAID MEDIA ENGAGEMENT Campaign performance July 1, 2024 through March 30, 2025 31.6 Million 677,212 COMPLETED VIDEO VIEWS SLOCAL.COM WEBSITE SESSIONS SPENT WITH SLO CAL VIDEO CONTENT ENGAGING WITH SLO CAL WEBSITE CONTENT 996,512 Clicks 139,655 Hours 3,693 HoursUSERS SPENT $3.3 M VISIT SLO CAL62Page 595 of 621 FY 26 Paid Media Budget: $2,900,000 SOCIAL MEDIA $435,000 / 15% PAID SEARCH $290,000 / 10% DISPLAY $290,000 / 10% OUT-OF-HOME / OOH $290,000 / 10% CONTENT $290,000 / 10% MUSIC STREAMING / AUDIO $435,000 / 15% VIDEO $870,000 / 30% BUSINESS & MARKETING PLAN FY 26 63Page 596 of 621 FY 26 Paid Media Flighting Note: Brighter color bars indicate additional media spend 2025 2026 July August September October November December January February March April May June Land of SLO CAL & House of Brands New Hero & House of Brands Campaign OOH Video Audio Streaming Custom Content Display Social Media Always On Content: SLO CAL Crafted, Sustainably SLO CAL, Unpacking, Wine-O-One, Where the Music Takes You, SLO CAL Co-op Always On Content:SLO CAL Crafted, SLO CAL Sustainability, Unpacking, Wine-O-One, Where the Music Takes You, SLO CAL Co-op Video Display Social Media Paid Search SLO CAL Local Nomenclature SLO CAL Local Nomenclature Video Display Social Media OOH VISIT SLO CAL64Page 597 of 621 2025 2026 JulyAugustSeptemberOctoberNovemberDecember January February March April May June Land of SLO CAL & House of Brands New Hero & House of Brands Campaign OOH Video Audio Streaming Custom Content Display Social Media Always On Content:SLO CAL Crafted, SLO CAL Sustainability, Unpacking, Wine-O-One, Where the Music Takes You, SLO CAL Co-op Always On Content: SLO CAL Crafted, Sustainably SLO CAL, Unpacking, Wine-O-One, Where the Music Takes You, SLO CAL Co-op Video Display Social Media Paid Search SLO CAL Local Nomenclature SLO CAL Local Nomenclature Video Display Social Media OOH BUSINESS & MARKETING PLAN FY 26 65Page 598 of 621 FY 26 PAID MEDIA MEASUREMENT Each component of the paid media plan has a specific purpose and will be measured and optimized according to clearly defined KPIs. Goals for each KPI will be established prior to the launch of each phase using a combination of historical SLO CAL campaign data and industry benchmarks. These goals will be leveraged throughout the campaign to provide insights and guide optimizations. The various methods of measurement noted will provide insight into audience interest and engagement with a direct correlation to media placements. INTENT 20% CONSIDERATION 40% AWARENESS 40% Impressions Video Completion Rate Content Views PRIMARY KPIs Video Views Time with Content SECONDARY KPIs OOH Video Content Audio Streaming TACTICS Click-Through Rate Sessions Time on Site Engagement Rate Rich Media Native Social Partner Handoffs/ Referral Rate Booking Searches/ Search Rates Arrival Lift/ Arrivals per 1k impressions Display Social Search VISIT SLO CAL66Page 599 of 621 BUSINESS & MARKETING PLAN FY 26 67Page 600 of 621 OWNED MEDIA Page 601 of 621 Visit SLO CAL (VSC) is set to optimize its owned media channels, such as its website, social media, email marketing and Customer Relationship Management (CRM) systems, aiming to maximize reach among potential travelers. This strategic enhancement seeks to deepen engagement, strengthen partner support and elevate SLO CAL’s status as a top travel destination. By focusing on measurable improvements, the strategy intends to promote cross-visitation and showcase the region’s diversity, catering to the varied interests of travelers. OBJECTIVES Identify opportunities for website development Deploy optimization tactics to enhance user experience and content on slocal.com Increase share of voice through integrated storytelling efforts on slocal.com STRATEGIES KEY RESULTS • Begin strategic planning for the next iteration of slocal.com • Integrate advanced interactive mapping tools to improve utility and trip planning functionality • Provide additional functionality for the distribution of media assets • Enhance content and improve the user journey on slocal.com to better support visitor trip planning and engagement • Continuously monitor and optimize high- potential content to improve search rankings and surface new opportunities for growth • Integrate new brand campaign throughout slocal.com • Elevate unique SLO CAL narratives—such as sustainability and wine—through expanded content and enhanced storytelling approaches • Launch enhanced interactive mapping functionality on slocal.com by December 31, 2025 • Develop and deploy a digital asset management (DAM) system by January 31, 2026 • Complete website evaluation and action plan by March 31, 2026 • Boost website-originated partnership referrals by 5%, directing more visitors to local partners’ sites, by June 30, 2026 • Increase overall organic sessions to slocal.com by 3% year-over-year by June 30, 2026 • Launch three new or updated landing pages promoting key SLO CAL stories by June 30, 2026 Website BUSINESS & MARKETING PLAN FY 26 69Page 602 of 621 OWNED MEDIA Continued OBJECTIVES Develop processes and procedures to improve integration of social media into broader marketing efforts for both internal and partner teams Align the social strategy with new brand approach to amplify the new brand campaign narrative through social tactics and messaging Increase the visibility of the SLO CAL region through a mix of “always-on” and campaign-driven content, prioritizing quality over quantity and ensure strategic messaging fosters deeper engagement with the SLO CAL brand and highlights the region as welcoming to all audiences Create and implement new partnerships strategy to ensure equitable representation of partners through collaborative posting and content development STRATEGIES KEY RESULTS • Develop brand aligned content hooks and social-first styles that maintain strong messaging while engaging viewers for longer viewership and wider reach • Integrate the new Digital Asset Management (DAM) system into social content development processes • Launch a “social summit” program to bring partners together, aligns strategies and inspire collaborative content opportunities • Upskill interns and cross-train internal team members to build confidence in social content editing, brand messaging and tactical execution on social platforms • Maintain consistent posting cadence of 16- 18 posts monthly across all core platforms, increasing ratio of campaign content to “always- on” and support the new brand launch • Transition social messaging to include new brand messaging with eight dedicated posts and assets going live before June 30, 2026 • Engage and host two influencers, aligning the narratives with Visit SLO CAL’s (VSC) and ensuring content created reflects the brand evolution by June 30, 2026 • Increase partner collaborations by launching the dedicated partnership strategy and presenting two social collaborations invitations each month social Media VISIT SLO CAL70Page 603 of 621 OBJECTIVES Enhance the comprehensive email marketing strategy to further optimize user engagement by using quality content Continue to grow the email subscriber base with high- quality engaged users interested in SLO CAL STRATEGIES KEY RESULTS • Utilize strategic insights from previous performance data, focusing on deeper personalization and content refinement • Expand segmentation based on new behavioral data, campaign interactions and subscriber interests to deliver more relevant content • Refine and expand automated journeys across key user touchpoints, including post-subscription, trip planning and re-engagement phases • Optimize newsletter sign-up touchpoints across owned media channels to strengthen conversion and engagement • Drive subscriber growth through compelling lead-generation campaigns and strategic list-building opportunities • Implement the strategy enhancements that drive measurable conversions from email marketing efforts by March 31, 2026 • Achieve a 6% year-over-year increase in click-through rate on content featured in email by June 30, 2026 • Increase newsletter sign-ups by 4% year-over-year by June 30, 2026 Email Marketing BUSINESS & MARKETING PLAN FY 26 71Page 604 of 621 EARNED MEDIA Page 605 of 621 Visit SLO CAL (VSC) manages external communications and media relations in collaboration with its PR and Social Media agencies, as well as Visit California. Earned Media efforts focus on securing third-party endorsements through partnerships with destination partners to attract top-tier journalists, influencers and content creators. By emphasizing diversity and inclusivity, VSC highlights SLO CAL’s unique charm and expands global awareness through curated media and influencer FAM trips and engagement, in alignment with paid and owned media strategies. OBJECTIVES Increase regional, domestic and international earned media coverage to elevate the SLO CAL brand Establish SLO CAL as a top-tier tourism destination through strategic earned media storytelling Demonstrate the impact of earned media efforts with investors, partners and stakeholders STRATEGIES KEY RESULTS • Align owned, paid and earned media efforts to integrate storytelling strategy domestically and internationally • Share compelling narratives that demonstrate how tourism drives community growth, supports local businesses and enhances resident quality of life • Increase visitation and length of stay in SLO CAL by enhancing efforts in domestic and international direct drive/ fly markets, including the UK and Ireland, to boost global awareness of SLO CAL • Offer destination partners collaborative opportunities, networking events and educational sessions to foster engagement and knowledge sharing • Develop an integrated media plan to drive earned media placements and brand recognition by June 30, 2026. • Secure 50 local media stories highlighting tourism’s positive impacts and reinforcing the SLO CAL brand by June 30, 2026 • Secure 10 individual domestic traditional media and two international social media influencer FAM trips, plus one international group FAM trip, each covering two or more destinations with a minimum three day stay in market by June 30, 2026 • Host four PR and social media mixers and two media co-op initiatives to strengthen partner relationships and collaboration by June 30, 2026 73BUSINESS & MARKETING PLAN FY 26Page 606 of 621 PARTNERSHIPS & EVENTS Page 607 of 621 Visit SLO CAL (VSC) continues to achieve success through strong partner networking and programming. By fostering relationships and enhancing collaboration, VSC is positioned to expand and evolve key initiatives, like “SLO CAL Crafted” and In-Kind Sponsorship. Looking ahead the organization remains committed to building partnerships that strengthen the SLO CAL region. Through new and existing initiatives focused on community engagement, partnerships will continue to play a pivotal role in the SLO CAL ethos. OBJECTIVES Create value for investors, partners and stakeholders through new collaboration opportunities and engagement initiatives Strengthen partnerships to increase awareness of VSC resources and storytelling initiatives, building a united community committed to advancing the SLO CAL mission STRATEGIES KEY RESULTS • Leverage marketing initiatives to foster relationships and encourage participation in VSC’s partnership opportunities to demonstrate value to partners and raise awareness of the SLO CAL brand • Expand and refine VSC’s partnership programs for supporting local events • Develop an incubator for the “SLO CAL Crafted” program to provide resources and foster community-building opportunities for certified local businesses • Engage with 60 partners each quarter using the CRM partner benefit summary to demonstrate the value of VSC partnership opportunities by June 30, 2026 • Formalize In-Kind Event Sponsorship as an official program by July 1, 2025 and execute the sponsorships selected for FY 26 by June 30, 2026 • Plan and host quarterly “SLO CAL Crafted” mixer and workshop event series by June 30, 2026 Partner Engagement 75PHOTOS COURTESY OF RUNAMUCK PHOTOGRAPHY AND SHABANG MUSIC FESTIVAL Page 608 of 621 PHOTO COURTESY OF SPARTAN RACE VISIT SLO CAL76Page 609 of 621 OBJECTIVES Build awareness and support of SLO CAL as a sought-after event destination Demonstrate value to investors, partners, stakeholders and communities through maximizing event opportunities Steward the SLO CAL brand through event activation opportunities and local adoption of the SLO CAL nomenclature STRATEGIES KEY RESULTS • Provide value to industry investors, partners, stakeholders and communities through professional industry education and information opportunities • Continue to implement the Events & Festival Strategy through cultivating partnerships that increase awareness of SLO CAL locally and beyond • Amplify SLO CAL nomenclature through brand presence at community events • Produce the annual SLO CAL Summit event by November 30, 2025 • Successfully execute marketing and brand presence at SLO CAL Open and Spartan Race by March 1, 2026 • Exhibit at four SLO CAL supported community events by June 30, 2026 • Pair at least two existing events to promote collaboration and cross- community visitation by June 30, 2026 Signature Events BUSINESS & MARKETING PLAN FY 26 77Page 610 of 621 SALES Page 611 of 621 Visit SLO CAL (VSC) will continue to implement the adopted countywide sales strategy and to accelerate growth in the market. The strategy will continue to focus on building awareness of SLO CAL’s product and will support operations to increase bookable products. Building and strengthening connections between tour operators and meeting planners will be a key priority to drive midweek business to help offset the growth in inventory. OBJECTIVES Strengthen engagement between VSC and its lodging investors, partners and stakeholders to amplify countywide sales efforts Provide educational opportunities for lodging investors Assist lodging investors with identifying and developing key partnerships to increase midweek business Increase bookable product available through receptive tour operators and bed banks STRATEGIES KEY RESULTS • Engage with lodging investors, partners and stakeholders to identify regional, industry and property specific challenges, strengths and opportunities • Host a quarterly meeting with hotel sales professionals to collaborate on pathways to increase mid-week business by June 30, 2026 • Facilitate a minimum of two educational workshops for lodging investors and partners by December 31, 2025 and June 30, 2026 sales partner engagement VSC’s proactive approach to build connections will include agent trainings, FAM tours, email drip campaigns, sales missions, attendance at key industry trade shows and more. By continuing to build awareness of SLO CAL’s bookable products, VSC aims to streamline the decision-making process, making SLO CAL the destination of choice for tour operators and meeting planners. Amid an ever-changing global political climate, maintaining a strong international presence remains essential to increase international visitation. VSC will continue its strategic efforts in the international market but utilizing its efforts in the UK and Ireland by leveraging its network of strategic partners such as Hills Balfour and Visit California. 79BUSINESS & MARKETING PLAN FY 26Page 612 of 621 OBJECTIVES Generate qualified group sales leads Increase awareness of the destination amongst meeting planners Position SLO CAL as an ideal destination for meetings and conferences STRATEGIES KEY RESULTS • Build and advance partnerships with meeting planners • Pinpoint education and collaboration pathways for partners and meeting planners • Identify key trade shows and conferences where VSC can engage as an exhibitor to increase lead generation • Develop and deploy new compelling content for a quarterly meeting planner email campaign by May 31, 2026 • Collaborate with lodging investors, partners and stakeholders to deliver a countywide meeting planner FAM by June 30, 2026 • Participation in a minimum of three meetings segment focused trade shows and events by June 30, 2026 • Generate 30 sales leads by June 30, 2026 Meeting & Conference 80 VISIT SLO CALPage 613 of 621 OBJECTIVES Build and nurture relationships with international and domestic tour operators Increase international visitation Provide lodging investors and partners opportunities to engage with the travel trade STRATEGIES KEY RESULTS • Identify trade shows and events where VSC can showcase and increase exposure to key international markets • Participate in a minimum of one Visit California co-op to engage with additional international target markets • Leverage VSC’s international representation agency Hills Balfour to grow the UK and Irish markets • Launch a VSC travel trade incentive strategy to encourage international bookings in the U.K. & Ireland and generate travel bookings from 10% of the unique qualified operators as identified in the FY 25 audit by June 30, 2026 • Host up to five product managers on a Reverse Sales Mission by November 30, 2025 • Work with marketing to develop new content for quarterly travel trade email campaign by June 30, 2026 • Attend a minimum of three travel trade industry shows or events and meet with over 100 operators by June 30, 2026, generating 15 qualified business leads travel trade 81PHOTO COURTESY OF VISIT CALIFORNIA / MAX WHITTAKERPage 614 of 621 Page 615 of 621 FILM SLO CAL Film SLO CAL, acting as the San Luis Obispo County Film Commission, is dedicated to enhancing the SLO CAL region’s appeal as a premier filming destination. Through marketing and promotion outside and inside the region, the commission seeks to build relationships that increase overall production. OBJECTIVES Enhance Film SLO CAL’s digital infrastructure to improve accessibility and efficiency for filming professionals Connect with filming professionals and increase awareness of SLO CAL as a premier California filming destination Demonstrate the value of Film SLO CAL’s work to local stakeholders, partners and the broader community STRATEGIES KEY RESULTS • Expand and improve digital tools such as the Film SLO CAL microsite, location galleries and inquiry workflows • Participate in film and media industry events to foster relationships and build awareness among location scouts, producers and agencies • Deliver in-market experiences that showcase SLO CAL’s filming potential to key decision-makers • Share success stories to promote SLO CAL’s production-friendly reputation and filming opportunities • Enhance the Film SLO CAL microsite experience with updated location assets and resource content by April 30, 2026 • Deliver a location FAM tour for at least five film scouts, as well as an educational mixer for permitting partners alongside the SLO International Film Festival by April 30, 2026 • Share three produced videos with footage filmed in SLO CAL to the Film SLO CAL LinkedIn Page by June 30, 2026 BUSINESS & MARKETING PLAN FY 26 83Page 616 of 621 Items Visit SLO CAL will advance in FY 26 TALENT ATTRACTION, DEVELOPMENT & CAREERS With input from the workforce development working group, VSC will facilitate the implementation of a “Regional Tourism Workforce Plan” to support countywide career opportunities and advancement. The plan will also include a marketing strategy for the updated version of the SLO CAL Welcome training. COUNTYWIDE TRAIL SYSTEM VSC will advocate for raising awareness of lesser- known trails by utilizing existing data on the countywide trail network. To promote these trails, VSC will develop a targeted storytelling strategy that encourages year-round exploration of these unique outdoor experiences. SUSTAINABLE TOURISM VSC will reinforce its commitment to sustainable tourism in FY 26 by developing a sustainable events toolkit, providing partners with resources to promote eco-conscious practices across the region. EXPERIENCE SLO CAL 2050 Experience SLO CAL (ESC) 2050 is the destination management strategy focused on improving resident quality of life while fostering robust economic activity and sustainable regional stewardship. As part of the Strategic Direction 2026, Visit SLO CAL (VSC) will continue advancing ESC 2050 initiatives, with a focus on Industry Advancement & Advocacy, Infrastructure & Investment and Experience Development. VISIT SLO CAL84aPage 617 of 621 ADVOCACY Visit SLO CAL (VSC) advocates for a thriving, inclusive tourism industry by building strategic partnerships at the local and national levels. VSC champions policies supporting responsible development, workforce solutions and visitor infrastructure while ensuring SLO CAL remains a welcoming and accessible destination for all. Advocacy is crucial, now more than ever, to foster a sustainable future where tourism is a force for good, benefiting both visitors and residents. OBJECTIVES Advocate to legislators and transportation agency administrators about the importance of Highway 1 to the region and the need for a long-term proactive management strategy of the roadways Advocate for countywide collaboration on innovative solutions to connecting travelers’ last mile, from airport terminal to lodging Position travel as an essential asset by leveraging major global events to highlight the benefits of international tourism and advocate for policies that reduce barriers to entry, enhance the visitor experience and strengthen SLO CAL’s competitiveness as a destination Work proactively with partners to identify legislative approaches that advance tourism STRATEGIES KEY RESULTS • Collaborate with partners and stakeholders to advocate for a long- term, proactive management strategy of Highway 1 and highlight its importance to the SLO CAL regional economy • Educate investors, partners and stakeholders about the importance of last mile transportation and create opportunities for discussion and collaboration • Develop an advocacy campaign highlighting the value of SLO CAL’s tourism and its economic impact • Lead an advocacy campaign regarding Highway 1, resulting in at least three engagements with key decision-makers by April 30, 2026 • Work with stakeholders to create an implementation strategy for a last-mile pilot program that helps visitors travel between SBP and SLO CAL by January 30, 2026 • Secure at least three legislative endorsements, supporting tourism in SLO CAL, through legislative action or public comment, by June 30, 2026 BUSINESS & MARKETING PLAN FY 26 85Page 618 of 621 ENGAGE WITH VISIT SLO CAL SALES Visit SLO CAL (VSC) provides opportunities for lodging investors and partners to build relationships and increase their exposure through participation in industry trade shows, sales missions, FAM tours and more. Contact the team at sales@slocal. com to learn more about ways to co-op. Tour & Travel FAM Tours VSC organizes FAM tours, which are designed to educate travel trade professionals about the destination’s unique selling points. FAM tours provide travel agencies with firsthand knowledge and experience of the destination, which enables them to create customized travel packages for their clients. VSC offers lodging investors and partners the chance to showcase their business to this exclusive audience by offering complimentary or discounted products. US Travel’s IPW Trade Show: Chicago, IL, June 14–18, 2025 Join VSC as a booth partner at U.S. Travel Association’s IPW, the largest tour and travel trade show in North America. This five-day international inbound travel trade show takes place in Greater Fort Lauderdale, where SLO CAL booth participants meet and network with international and domestic tour operators from over 60 countries. Co-op participants have exclusive access to leads and appointment notes for two weeks following the show before being distributed to countywide partners. Participation is limited to six partners. MARKETING VSC provides a variety of marketing opportunities that are tailored to partners’ specific goals. For more information on the opportunities below, email marketing@slocal.com. Official Visitors Magazine Lodging investors and non-lodging partners can advertise in VSC’s annual Official Visitors Magazine. Copies are available inside and outside the county at various distribution points. Production is expected to begin in July 2025. content calls Throughout the year, VSC executes an array of promotions based on seasonality, events and holidays and is constantly looking for content, imagery and videos to share. Keep up to date with VSC content needs via SLO CAL’s weekly industry email, This Week in SLO CAL (TWISC). To subscribe, go to slocal.com/partners. social media cross-promotion VSC has a robust presence across a variety of social media networks. Instagram in particular is a top focus and in stories, partner content is often shared. To get your content noticed for potential cross sharing, make sure to tag it @slocal and include the hashtag #slocal. VISIT SLO CAL86Page 619 of 621 PUBLIC RELATIONS VSC works with domestic and international journalists on stories covering SLO CAL as a primary travel destination. VSC provides investors and partners the opportunity to offer discounted or complimentary products for FAM tours to have a better chance at being featured in media coverage and media leads for submission collaboration. For more information, please visit slocal.com/ media, or reach out to media@slocal.com. FAM Tours & Press Trips FAM tours are offered to media to familiarize journalists with SLO CAL’s experiences and offerings with the ultimate objective to earn media coverage. Host a journalist at your business in hopes of gaining valuable media exposure. Media Pitches & Leads Respond to media pitches and leads anytime through postings in the weekly partnership newsletter This Week In SLO CAL (TWISC). Leads are offered by PR agency MMGY and with Visit California. To subscribe to TWISC, visit slocal.com/partners. FILM SLO CAL Film SLO CAL is the film commission for the County of San Luis Obispo and the point of contact for film projects in SLO CAL. The commission’s role is to promote the county as a premier filming destination and to be the liaison between productions and local businesses and governments. LOCATIONS AND CREW DATABASE Film SLO CAL keeps comprehensive databases of potential locations, available crew and vendors within the region and actively promotes them to producers and location scouts. To be considered for directory listings please apply via the forms found at filmslocal.com or email film@slocal.com. Film Scout FAM Tours Film SLO CAL hosts film industry professionals and scouts on an annual group FAM tour. If you are interested in showcasing your venue on this tour and providing an experience, send your information to film@slocal.com. DATA INSIGHTS VSC has long been committed to collecting, analyzing and sharing information to ensure a high-functioning and collaborative travel and tourism industry in SLO CAL. Hotel performance data through STR, visitor volume and insightful Business Intelligence Reports are made available to lodging investors, partners and stakeholders through SLO CAL Connection. Business Intelligence Reports / Monthly VSC has partnered with Tourism Economics to offer a first-of-its kind data and insights dashboard available to all lodging investors, partners and stakeholders. This monthly dashboard aggregates community-specific and countywide data from sources such as STR, VisaVue, and others, providing necessary information to plan for the future of communities and a benchmark of how the travel and tourism industry is performing in communities. Community Benchmark - Wine Industry Report / Monthly VSC has partnered with the Paso Robles Wine Country Alliance and Community Benchmark to be the first DMO to offer through Tourism Economics a detailed report of wine sales, tasting room visitation and how it compares to the other wine regions in California. PARTNERSHIP SLO CAL Connection VSC works to represent lodging investors and all tourism- related businesses, providing guests with relevant information about our destination. SLO CAL Connection is your way to take control of your free online listing, add deals and events, access the most recent tourism research, respond to media and sales leads, view coverage featuring your business and network with the community. To sign up for a SLO CAL Connection account, visit slocal. com/partners or reach out to partnership@slocal.com. “SLO CAL Crafted” “SLO CAL Crafted” celebrates the high quality of local products made, farmed and crafted in SLO CAL. To be certified as a “SLO CAL Crafted” partner, businesses must be headquartered in SLO CAL, have primary design and manufacturing done in SLO CAL, sell products through a brick and mortar or retail location in SLO CAL, have at least one full-time employee based in SLO CAL and create a uniquely local product, experience or service that enhances the tourism experience in SLO CAL. Partners will be given opportunities for additional exposure by certifying as “SLO CAL Crafted” (at no charge) through a form that can be found on VSC’s website or email marketing@slocal.com. BUSINESS & MARKETING PLAN FY 26 87Page 620 of 621 slocal.com 805-541-8000 slocal slocal@slocal slo_cal© 2025 VISIT SLO CAL ALL RIGHTS RESERVED Page 621 of 621