Tourism bureau touts $483 million in county taxable sales as chamber promotes small‑business events

Jonathan Farrington (speaker 12), executive director of the Yosemite Mariposa County Tourism Bureau, told the board the bureau’s 2025 data show tourism remains a backbone of Mariposa County’s economy. He said total taxable sales in 2025 exceeded $483,000,000, with more than $220,000,000 in travel‑related earnings and $50,000,000 in travel‑related tax revenue that directly supports county services.

Farrington said tourism‑related taxable activity grew at 7.5% year‑over‑year in Mariposa County — double the state’s 3.6% average — and that tourism generated a high share of the county’s taxable sales (nearly 73%). He reported tourism employment increased roughly 10.3% year‑over‑year to an estimated 6,500 direct employees and described marketing efforts including international trade missions (Australia, Mexico) and digital outreach (Facebook, Instagram, TikTok and X).

In Q&A, Supervisor Poe (speaker 9) asked which social platforms the bureau prioritizes. Farrington said the bureau manages multiple pages (including a Yosemite National page and a local Yosemite Mariposa County Tourism Bureau page), is active on Instagram and TikTok, maintains a team staff member dedicated to social channels and invests ‘‘over a $100,000 annually in paid posts to drive that messaging.’’

Earlier in the meeting Carrie Cassella (speaker 10) of the Mariposa County Chamber of Commerce highlighted the recent butterfly parade, spring fair and other community events, promoted Small Business Month activities and announced a QuickBooks seminar May 21 and upcoming mixers and business association meetings. The chamber introduced Trevor Dixon (speaker 11) as its new chairperson, who pledged to strengthen the connection between local businesses, the chamber and county officials.

Board members thanked the presenters and asked staff to continue coordination between tourism marketing and local business outreach.