Visit Temecula Valley reports record 2024 tourism spending and outlines new 'extend your stay' marketing push

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. Wilson reported that 2024 was a record year for the region’s tourism spending, citing $1,137,000,000 in visitor spending, roughly 9,570 tourism‑sector jobs supported and approximately $52.3 million in tax revenue for the region.

Wilson described a strategy shift away from international markets to focus on the nearby "drive market" — the 22 million people within reach in Los Angeles and surrounding counties — citing events and leisure programming (for example, Europa Village weekend events and Old Town offerings) as the principal drivers to "extend your stay." He highlighted social‑media reach and a new website, visittemeculavalley.com, and noted targeted campaigns to increase accommodations and ancillary spending (restaurants, arts/entertainment).

Council members asked for clarification about the term "residents" in some of the metrics; Wilson said Visit Temecula’s reporting uses Temecula Valley boundaries and distance bands (residents, within 50 miles, over 50 miles) and includes adjacent communities when tallying "residents" for POI breakdowns.

Wilson also described an ad campaign called "extend your stay" and the new website launch (site not rebuilt since 2016) to encourage longer visits and more overnight stays. The council thanked Visit Temecula for the presentation and the city acknowledged the organization as a valued partner.

Context: Wilson attributed recent year‑over‑year increases in the local hotel occupancy rate to a 4.7% rise and said Temecula outperformed state and national averages for occupancy growth; he cited challenges including international travel headwinds, tariffs and broader economic sentiment affecting long‑haul visitors but said the local drive‑market focus helps compensate.