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Paso Robles, the largest wine country in California’s central coast, has rebounded from the pandemic to post record-breaking numbers for tourism.
Especially with its premier annual event, the annual Paso Wine Fest, which is each May.
Travel Paso, the nonprofit marketing organization whose mission is to promote tourism, made the announcement for tourist-generated lodging tax revenues in 2022.
“Thanks to our award-winning wines and our collective efforts to generate awareness about the Paso Robles destination, visitors continue to choose Paso,” said Alex Villicana, Travel Paso’s Board Chair. “Our diverse ecosystem of businesses including wineries, distilleries, breweries, restaurants, art galleries and retail keep guests coming back. Once a visitor discovers Paso they return, which supports our local economy and creates a quality of life for all residents to enjoy.”
In celebration of National Travel and Tourism Week and California Tourism Month in May, the Paso Robles City Council honored Travel Paso with a proclamation at Tuesday’s Council meeting in recognition of the contributions that tourism makes to the local economy.
NTTW and California Tourism Month are annual traditions that celebrate the essential role of travel in stimulating economic growth. In 2022, Paso Robles saw a 40% increase in Transient Occupancy Tax (TOT) over the previous fiscal year, totaling $9.8 million in revenue from visiting travelers.
Paso Robles Tourism Statistics
Tourist lodging revenues are gathered through TOT, which is billed to guests at every hotel, RV resort and short-term rental. The TOT revenues supplement the City’s General Fund and are used to support a host of Paso Robles City services, including parks and recreation, the library, road improvements, and the police and fire departments.
During 19 months beginning March 2021 through September 2022, Paso Robles experienced month over month TOT growth. Three times during that stretch the region reached more than $1 million in a single month. While this pace has leveled, tourists continue to make Paso Robles their choice destination as fiscal year 2023 is on pace to meet and exceed the previous year.
Tourism at the county and state levels also continues to thrive. In 2022, SLO CAL’s tourism industry earned $865 million. Travel spending in SLO CAL reached $2.15 billion and created $116 million in local tax revenue.
According to a recent annual economic impact report by Dean Runyan Associates, visitors to California spent $134.4 billion in 2022, bringing the state 93% of the way back to pre-pandemic levels.
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