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Visit Temecula Valley reports record 2024 tourism spending and outlines new 'extend your stay' marketing push
Summary
Visit Temecula Valley told the council the region recorded $1.137 billion in visitor spending in 2024, supports about 9,570 tourism jobs and generated roughly $52.3 million in tax revenue; staff outlined a pivot to drive‑market marketing and a new website to encourage longer stays.
Scott Wilson, president and CEO of Visit Temecula Valley, updated the Temecula City Council on Nov. 18 with detailed tourism metrics and a marketing plan aimed at increasing visitor length of stay.
Wilson said Visit Temecula Valley is a nine‑person destination marketing organization funded primarily by four sources: a 4% Tourism Improvement District (TID) share of hotel occupancy tax, a 2% Tourism Marketing District (TMD) assessment on short‑term rentals and hotels in wine country, an annual donation from Pechanga Resort and Casino, and a city‑funded brochure program.…
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