Arroyo Grande City Council
January 13, 2026

65501.00115\44467391.3
Exhibit H-7
Agreement notwithstanding the invalidity of such term or provision. The invalid term or provision may be severed from the Agreement and the remainder of the Agreement may be enforced in its entirety.

3.17 Headings. The headings of each Section of this Agreement are for the purposes of convenience only and shall not be construed to either expand or limit the express terms and language of each Section.

Representations of Authority. Each Party signing this Agreement on behalf of a Party which is not a natural person hereby represents and warrants to the other Party that all necessary legal prerequisites to that Party's execution of this Agreement have been satisfied and that he or she has been authorized to sign this Agreement and bind the Party on whose behalf he or she signs.

3.18 Notices. Notices required under this Agreement shall be sent to the following:

City: City of Arroyo Grande
300 E. Branch Street
Arroyo Grande, CA 93420
Attn: Matthew Downing, City Manager
[email protected]
Applicant: Dignity Health
Notices given pursuant to this Agreement shall be deemed received as follows: (1) if sent by United States Mail, five (5) calendar days after deposit into the United States Mail, first class postage prepaid; (2) if sent by facsimile, upon transmission and actual receipt by the receiving Party; (3) if by express courier service or hand delivery, on the date of receipt by the receiving Party; or (4) if by e-mail, upon transmission and actual receipt by the receiving Party. The addresses for notices set forth in this Section may be changed upon written notice of such change to either the City or the Applicant, as appropriate.
[SIGNATURES ON NEXT TWO PAGES]

65501.00115\44467391.3
Exhibit H-8
CITY’S SIGNATURE PAGE FOR

CITY OF ARROYO GRANDE

REIMBURSEMENT AGREEMENT FOR DEVELOPMENT PROJECT
(HALCYON COMPLETE STREETS CAPITAL IMPROVEMENT PROJECT)
CITY OF ARROYO GRANDE, a California municipal corporation By: _________________________
Matthew Downing
City Manager
Attest:
_________________________
Jessica Matson, CMC
Director/City Clerk
Approved as to Form:
_________________________
Isaac Rosen
City Attorney

65501.00115\44467391.3
Exhibit H-9
APPLICANT’S SIGNATURE PAGE FOR

CITY OF ARROYO GRANDE

REIMBURSEMENT AGREEMENT FOR DEVELOPMENT PROJECT
(HALCYON COMPLETE STREETS CAPITAL IMPROVEMENT PROJECT)

DIGNITY HEALTH,
a California nonprofit public benefit corporation
By: _________________________
Signature
_________________________
Name (Print)
_________________________
Title (Print)

Item 10.a.

MEMORANDUM
TO: City Council
FROM: Bill Robeson, Assistant City Manager/Director of Public Works Dave Culver, Chief of Police
BY: Shannon Sweeney, City Engineer
SUBJECT: Introduction of Radar Speed Survey Extension Ordinance DATE: January 13, 2026
RECOMMENDATION:
1) Introduce an Ordinance extending the certification of the 2018 five-year radar speed survey; and
2) Make findings that this extension is not a project subject to the California Environmental Quality Act (“CEQA”) because it has no potential to result in either a direct, or reasonably foreseeable indirect, physical change in the environment. (State CEQA Guidelines, §§ 15060, subd. (b)(2)-(3), 15378.).

IMPACT ON FINANCIAL AND PERSONNEL RESOURCES:

The City meets conditions to allow for an additional four-year extension beyond the initial two-year extension of its 2016-2018 radar speed surveys. Therefore, there are no negative impacts on financial and personnel resources.

BACKGROUND:

On November 27, 2018,
1 City Council approved a Resolution certifying the five-year radar speed surveys for selected City streets. On November 28, 2023, 2 City Council approved
a Resolution certifying a two-year extension of those five-year radar speed surveys.

ANALYSIS OF ISSUES:

Original Certification
California law establishes default (“prima facie”) speed limits for various roadway types.

Under California Vehicle Code (CVC) § 22352, certain streets and highways are subject to a prima facie speed limit of 25 miles per hour unless a different speed limit is lawfully

1https://www.arroyogrande.org/AgendaCenter/ViewFile/Agenda/_11272018-1086?html=true 2https://pub-arroyogrande.escribemeetings.com/Meeting.aspx?Id=fc67e9b4-5697-4e26-842f196a2fbe3f5b&Agenda=Agenda&lang=English&Item=30&Tab=attachments

Item 10.a.

City Council
Introduction of Radar Speed Survey Extension Ordinance
January 13, 2026

established. The Vehicle Code authorizes the City, acting as the local authority, to adjust these limits by ordinance based on an engineering and traffic survey. Specifically, CVC § 22357 allows the City to increase a 25-mile-per-hour prima facie speed limit on applicable streets when the engineering and traffic survey (E&TS) supports a finding that a higher speed would facilitate the orderly movement of traffic and would be reasonable and safe.

CVC § 22358 similarly authorizes the City to decrease speed limits (where the applicable limit is otherwise up to 65 miles per hour) by ordinance when the engineering and traffic survey supports a finding that a lower speed would facilitate the orderly movement of traffic and would be reasonable and safe.

Radar speed surveys were performed on 70 street segments from 2016 to 2018 to allow for speed limits on these street segments to be set by the City and subsequently for those speed limits to be enforced. The results of these speed surveys were documented in an E&TS (Attachment 1 to November 27, 2018 staff report3). That original certification was approved by City Council on November 28, 2018.

Initial Extension
California Vehicle Code §40802 states that enforcement of speed limits by radar requires that the posted speed limit be justified by an Engineering and Traffic Survey conducted within the prior five years. That date range can be extended to a total of seven years (two additional years) if:
 The arresting officer has successfully completed a Commission of Peace Officer Standards and Training-approved and certified minimum 24-hour course on the use of police traffic radar for radar used and a 2-hour course on other electronic devices if used; and
 The device used to measure the speed meets or exceeds minimal operational standards of the National Highway Traffic Safety Administration prior three years an independent certified repair and testing or calibration facility.

Both items above are true. Consequently, the City Council approved a two-year extension on November 28, 2023.

Recent Legislation
California Assembly Bill 43 (AB 43), which took effect in 2022, introduced new extensions and rules for how local agencies conduct and justify radar speed surveys. However, cities were unable to enforce adjusted speed limits under the new legislation until June 30, 2024, to provide state officials time to create an online portal to adjudicate the new infractions.

AB 43 made a key change to the extension process, allowing for even longer validity under certain conditions.

3 https://www.arroyogrande.org/AgendaCenter/ViewFile/Agenda/_11272018-1086?html=true

Item 10.a.

City Council
Introduction of Radar Speed Survey Extension Ordinance
January 13, 2026

• 14 years: An E&TS can be extended to 14 years if a registered engineer evaluates the roads and certifies that no significant changes have taken place; • Focus on safety: This legislation now also requires E&TS reports to explicitly consider the safety of vulnerable road users, like pedestrians and cyclists, potentially allowing for lower speed limits on certain streets; and • Exemptions: AB 43 expanded exemptions from the "speed trap" law to include senior zones and business districts, allowing radar enforcement in those areas without a recent E&TS.

The City’s existing surveys can be extended an additional seven years to 14 years total if a registered engineer evaluates the sections of road in the E&TS and determines that no significant changes in roadway or traffic conditions have occurred as specified in CVC § 40802(c).

The City Engineer met with Police Department staff and identified that most of the 70 City street segments have had no significant changes in roadway or traffic conditions.

However, the following four (4) sections of streets warranted further review due to new development taking place in close proximity or adjacent to these sections:

Street Street segment Posted speed 2025
85th percentile
N. Courtland E. Grand Ave. to Brighton Ave. 30 29
S. Courtland E. Grand Ave. to Blueberry Ave. 30 30
E. Cherry Traffic Way to Pac. Coast Railway 35 36
Valley Fair Oaks Ave. to Sunrise Terrace 40 41
Results of the evaluation demonstrated the posted speed limits remain appropriate despite the new development to the four (4) sections of streets above. Consequently, no changes are recommended to any of the existing approved speeds within the City. The proposed Ordinance ratifies the current posted speed limits in effect for all streets in the original speed survey based on the conclusion by both the City Engineer and Police Department.

ALTERNATIVES:

The following alternatives are provided for the Council’s consideration:

1. Introduce the Ordinance as recommended;

2. Do not extend certification of existing speed surveys and perform new surveys to date.

Existing speed limits on these selected streets will not be enforceable by radar; or

3. Provide other direction to staff.

ADVANTAGES:

Extending the existing radar speed surveys will continue to provide a legal basis for the Police Department to enforce speed limits on identified City roadway segments.

Establishing appropriate speed limits improves safety. Re-doing radar speed surveys will

Item 10.a.

City Council
Introduction of Radar Speed Survey Extension Ordinance
January 13, 2026

consume numerous hours of staff time and cost tens of thousands of dollars for a new E&TS.

DISADVANTAGES:

No disadvantages have been identified for this action.

ENVIRONMENTAL REVIEW:

This extension is not subject to the California Environmental Quality Act (“CEQA”)(Pub.

Resources Code, § 21000 et seq.) pursuant to sections 15060, subdivision (c)(2) (the activity will not result in a direct or reasonably foreseeable indirect physical change in the environment) and 15060, subdivision (c)(3) (the activity is not a project as defined in section 15378) of the State CEQA Guidelines (Cal. Code Regs., tit. 14, ch. 3), because it has no potential to result in a direct, or reasonably foreseeable indirect, physical change in the environment
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. Ordinance

2. 2025 Speed Surveys for Selected Streets

ATTACHMENT 1
ORDINANCE NO.

AN ORDINANCE OF THE CITY COUNCIL OF THE CITY OF

ARROYO GRANDE EXTENDING THE CERTIFICATION OF THE
2018 FIVE-YEAR RADAR SPEED SURVEY
WHEREAS, the City of Arroyo Grande (“City”) has the authority to regulate to ensure the public’s health, safety, and general welfare; and
WHEREAS, California Vehicle Code (“CVC”) § 22352 establishes prima facie speed limits for certain types of streets and highways which have a prima facie speed limit of 25 miles per hour; and
WHEREAS, CVC § 22357 authorizes a local authority to adopt by ordinance an increase in local speed limits when the local authority determines, on the basis of an engineering and traffic survey (E&TS), that a speed greater than 25 miles per hour would facilitate the orderly movement of vehicular traffic and would be reasonable and safe; and WHEREAS, CVC § 22358 authorizes a local authority to adopt by ordinance a decrease in local speed limits when the local authority determines, on the basis of an E&TS that a speed less than 65 miles per hour would facilitate the orderly movement of vehicular traffic and would be reasonable and safe; and
WHEREAS, the City Engineer regularly requests completion of E&TS(s) in accordance with Section 627 of the CVC and the California Manual on Uniform Traffic Control Devices (“MUTCD”), analyzing traffic control and travel data along specific roadway segments; and
WHEREAS, in 2018, the City’s consultant prepared an E&TS documenting the results of radar speed surveys conducted on 70 street segments throughout the City in 2016 and 2018, and provided recommendations on the establishment of speed limits on certain streets in the City in accordance with CVC §§22357-22362; and WHEREAS, on November 27, 2018, City Council certified the E&TS to establish speed limits on the 70 selected street segments for an initial period of five (5) years; and WHEREAS, on November 28, 2023, City Council extended the validity of the E&TS an additional two (2) years for a total validity period of seven (7) years pursuant to CVC § 40802, which allows for such an extension if specific staff training and equipment calibration requirements are met; and
WHEREAS, recent amendments to CVC § 40802 allow for up to an additional five-year extension if registered engineer evaluates the roads and certifies that no significant changes have taken place; and
WHEREAS, of the 70 street segments throughout the City, the City Engineer met with Police Department staff and identified four (4) street segments with potential for

ORDINANCE NO.

PAGE 2
significant changes in roadway or traffic conditions due to new development taking place in close proximity or adjacent to those sections; and WHEREAS, further evaluation of those four (4) streets indicated that the posted speed limit remained appropriate, so no changes are recommended to any of the 70 previously approved speed limits from the original E&TS; and WHEREAS, based on the City Engineer’s evaluation and certification, and consistent with California Vehicle Code section 40802, as amended, the City Council desires to extend the certification and validity of the E&TS for the applicable street segments for an additional period as authorized by law; and
WHEREAS, in connection with extending the certification and validity of the E&TS, the City Council desires to ratify and reaffirm the existing posted speed limits previously established for the street segments identified in the E&TS, and to continue such speed limits in effect without modification.

NOW THEREFORE, THE CITY COUNCIL OF THE CITY OF ARROYO GRANDE DOES ORDAIN AS FOLLOWS:

SECTION 1. Incorporation. The above recitals and findings are true and correct and are incorporated herein by this reference.

SECTION 2. Environmental. The City Council finds that this Ordinance is not subject to the California Environmental Quality Act, California Public Resources Code section 2100 et seq. (CEQA) pursuant to Sections 15060(c)(2) (the activity will not result in a direct or reasonably foreseeable indirect physical change in the environment) and 15060(c)(3) (the activity is not a project as defined in Section 15378) of the State CEQA Guidelines, California Code of Regulations, Title 14, Chapter 3, because it has no potential for resulting in physical change to the environment, directly or indirectly..

SECTION 3. Extension of Certification. Certification of the 2018 E&TS is hereby extended to October 28, 2029 as authorized by CVC Section 40802(c)(2)(B)(i)(I).

SECTION 4. Ratification of Speed Limits. In connection with the extension of the certification of the City’s E&TS pursuant to applicable law, the City Council hereby ratifies and reaffirms the existing posted speed limits within the City limits. This Ordinance is intended to be controlling as to the speed limits ratified herein and, in the event of any inconsistency with any prior City ordinance or resolution addressing the same subject matter, this Ordinance shall govern.

SECTION 5. Sign Authorization. The Public Works Department is hereby authorized and directed to install any and all appropriate signage providing notice of speed limits as required under the California Vehicle Code.

ORDINANCE NO.

PAGE 3
SECTION 6. Publication. A summary of this Ordinance shall be published in a newspaper published and circulated in the City of Arroyo Grande at least five days prior to the City Council meeting at which the proposed Ordinance is to be adopted. A certified copy of the full text of the proposed Ordinance shall be posted in the office of the City Clerk. Within 15 days after adoption of the Ordinance, the summary with the names of those City Council members voting for and against the ordinance shall be published again, and the City Clerk shall post a certified copy of the full text of such adopted ordinance.

SECTION 7. Effective Date. This Ordinance shall become effective 30 days after adoption.

SECTION 8. Severability. Should any provision of this Ordinance, or its application to any person or circumstance, be determined by a court of competent jurisdiction to be unlawful, unenforceable or otherwise void, that determination shall have no effect on any other provision of this Ordinance or the application of this ordinance to any other person or circumstance, and, to that end, the provisions hereof are severable. The City Council declares that it would have adopted all the provisions of this Ordinance that remain valid if any provisions of this Ordinance are declared invalid.

SECTION 9. Records. The documents and materials associated with this Ordinance that constitute the record of proceedings on which the City Council’s findings and determinations are based are located at 300 E. Branch Street, Arroyo Grande, CA 93420. The City Clerk is the custodian of the record of proceedings.

On motion by Council Member ______, seconded by Council Member _______, and by the following roll call vote to wit:

AYES:

NOES:

ABSENT:
the foregoing Ordinance was adopted this __ day of January, 2026.

ORDINANCE NO.

PAGE 4
___________________________________

CAREN RAY RUSSOM, MAYOR
ATTEST:
___________________________________

JESSICA MATSON, CITY CLERK
APPROVED AS TO CONTENT:
___________________________________

MATTHEW DOWNING, CITY MANAGER
APPROVED AS TO FORM:
___________________________________

ISAAC ROSEN, CITY ATTORNEY

ATTACHMENT 2

Item 11.a.

MEMORANDUM
TO: City Council
FROM: Matthew Downing, City Manager
Bill Robeson, Assistant City Manager/Director of Public Works BY: Shannon Sweeney, City Engineer
SUBJECT: San Luis Obispo Council of Governments (SLOCOG) Draft Transportation Expenditure Plan
DATE: January 13, 2026
RECOMMENDATION:

Receive a presentation from San Luis Obispo Council of Governments (SLOCOG) on its Draft Transportation Expenditure Plan (Plan) and provide input and comment regarding the draft Plan.

IMPACT ON FINANCIAL AND PERSONNEL RESOURCES:

There is no immediate fiscal impact associated with this action.

If the regional measure proceeds and is approved by voters in November 2026, Arroyo Grande would receive a significant (approximately $1,256,955 annually), stable, multidecade revenue stream to supplement road repair and transportation-related infrastructure improvements within the City.

BACKGROUND:

SLOCOG has developed a draft Plan associated with a potential half-cent countywide transportation sales tax measure targeted for the November 2026 ballot.

The draft Plan is intended to address a region-wide transportation funding shortfall, respond to public feedback collected through polling, workshops, and focus groups, and establish an equitable distribution of new transportation revenues.

As part of SLOCOG’s public outreach and review process, the agency is presenting the Plan to all seven cities and the County Board of Supervisors to gather input prior to final Board consideration in early 2026.

Item 11.a.

City Council
San Luis Obispo Council of Governments (SLOCOG) Draft Transportation Expenditure Plan
January 13, 2026

SLOCOG staff will provide an overview of the draft Plan at tonight’s meeting and are seeking comments from the City Council.

ANALYSIS OF ISSUES:

The draft Plan is projected to generate approximately $35 million annually (2024 estimate), escalating each year. These revenues would be distributed across four primary categories:
 55% - Local Road Repairs, Safety, and Improvements (allocated to each jurisdiction based on population)
 40% - Regional Corridor Improvements (allocated to four subregions by population share)
 4% - Senior/Disabled/Veterans’ Mobility Improvements
 1% - Administrative Costs (maximum)
The draft Plan emphasizes transparency, local control, subregional equity, and accountability through safeguards such as a Citizens’ Oversight Committee, maintenance-of-effort requirements, regular audits, and multi-year implementation plans.

SLOCOG is seeking feedback from all jurisdictions regarding the distribution methodology, project categories, funding priorities, and implementation policies.

Under the draft Plan, Arroyo Grande would receive an estimated $1,256,955 annually from the Local Road Repair category (55% share), as shown in Table 1. Additional funds are guaranteed to fund regional improvements in the South County communities through the Regional Corridor improvements category.

Table 1: 1-Year Distribution of $35M
55% for Local Road Repairs, Safety and Improvements $19,250,000 Arroyo Grande $ 1,256,955
Atascadero $ 2,029,354
Grover Beach $ 865,712
Morro Bay $ 733,207
Paso Robles $ 2,146,387
Pismo Beach $ 550,195
San Luis Obispo $ 3,207,856
Unincorporated $ 8,460,335
40% for Regional Corridor Improvements $14,000,000
North County $ 4,923,893
South County $ 4,001,218
Central County $ 3,085,830
North Coast $ 1,989,059
4% for Senior/Disabled/Veterans’ mobility improvements $1,400,000 1% Administration Costs (Maximum) $350,000

Item 11.a.

City Council
San Luis Obispo Council of Governments (SLOCOG) Draft Transportation Expenditure Plan
January 13, 2026

ALTERNATIVES:

The following alternatives are provided for the Council’s consideration:

1. Receive and file, and provide feedback and comments to SLOCOG staff;

2. Take no action; or

3. Provide other direction to staff.

ADVANTAGES:

A dedicated, local transportation sales tax is an invaluable tool that 25 California county transportation authorities use to deliver timely, cost-efficient transportation improvements to their communities. Adding San Luis Obispo County to the list of California’s self-help counties would help unlock hundreds of millions of dollars in additional transportation funding, helping deliver much-needed transportation improvements and repairs for our residents and to our communities.

A San Luis Obispo regional, ½ cent sales tax for transportation would:
 Generate $35M annually, escalating each year (topping $1B over 30 years without escalations);
 Reclaim $0.8M to $1M annually from State funds;
 Collect a $3M to $5M one-time windfall from State funds;  Qualify the region to receive our fair share of State and Federal funds (our neighboring Central Coast Counties have seen average annual grants that equal or nearly double collected tax amounts);
 Include Investment Guidelines providing safeguards, assurances, and oversight of all funds; and
 Guarantee 99% of all funds are for transportation-related improvements within the Expenditure Plan.

DISADVANTAGES:

The community may oppose an additional ½ cent sales tax.

ENVIRONMENTAL REVIEW:

Providing input and commenting on the SLOCOG draft Transportation Expenditure Plan goal is exempt from CEQA on the basis that it can be seen with certainty that there is no possibility that the activity in question may have a significant effect on the environment. (State CEQA Guidelines, § 15061, subd. (b)(3).)
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. Draft Transportation Expenditure Plan

Draft 11/20/25 pg. 1
San Luis Obispo County Transportation
Expenditure Plan
Introduction
San Luis Obispo County’s transportation system is essential to the safety, mobility, and economic vitality of its residents, businesses, and visitors. Yet existing state and federal revenues are inadequate to maintain local streets and roads, operate reliable transit, and deliver major regional improvements.

This Transportation Expenditure Plan establishes a dedicated local funding source — a voter-approved ½-cent transactions and use tax — projected to generate approximately $35 million per year. All revenues will remain in San Luis Obispo County and may only be used for transportation purposes.

The Plan emphasizes geographic equity, fairness, transparency, and strong taxpayer safeguards while ensuring flexibility to leverage state and federal funds.

Revenue Distribution
Annual revenues shall be allocated as follows:
• 55% Local Road Repairs, Safety, and
Improvements distributed by population
to cities and the County. (Reviewed every
ten years based on census data1).
• 40% Regional Corridor
Improvements distributed by subregion
population within the areas defined as
shown.
• 4% Seniors, Veterans, and Mobility
Challenged Transportation Services,
regionwide.
• 1% Administration
1 Should a new city become incorporated, the percentages would be adjusted to reflect the updated population distribution.

ATTACHMENT 1

Draft 11/20/25 pg. 2
Eligible Uses of Funds
Local Road Repairs, Safety, and Improvements (55%)
Funds are distributed by population and may be used for:
• Local road maintenance, rehabilitation, and repair.
• Safe Routes to School and Safe Routes to College programs. • Bicycle and pedestrian improvements (sidewalks, crosswalks, multi-use paths). • Bridge safety and seismic retrofits.
• Local intersection, operational, and traffic safety improvements. • Community enhancements tied to transportation
(streetscape, lighting, landscaping, wayfinding).
• Signal synchronization.
• Piers, walkways and other pedestrian or bike paths in and around waterfront and river areas.
• Transit services including local trolley services may be funded if desired by a Jurisdiction.

Regional Corridor Improvements (40%)
Regional project funds shall be distributed among subregions and may be used for:
• Highway and major corridor congestion relief improvements and including van or carpool lanes or other congestion relief measures.
• Safety and interchange improvements.
• Regional bicycle and pedestrian connectors between communities like the Bob Jones Trail.
• Interagency Transit access and improvements and efficiency programs • Mitigation impacts for proposed improvements.
• Other projects consistent with the adopted Regional Transportation Plan (RTP).

Seniors, Veterans and Mobility Challenged Transportation Services (4%) Project funds shall support expansion and improvements to mobility programs that prioritize services for seniors, veterans, and mobility challenged regionwide.

Administration (1%)

Draft 11/20/25 pg. 3
SLOCOG shall allocate no more than 1% of annual revenues for administration, planning, reporting, auditing, and program oversight.

Maintenance of Effort (MOE)
The enabling legislation in Public Utilities Code PUC 180001(e) states:

It is the intent of the Legislature that funds generated pursuant to this division be used to supplement and not replace existing local revenues used for transportation purposes.

Each Agency receiving revenues for “Local Projects” shall annually maintain, at a minimum, the same level of local fully discretionary general fund revenues that were expended on average for fiscal years 2023/24, 2024/25 and 2025/26, for transportation purposes. Dedicated funds for transportation such as gas tax revenues are not counted as general fund revenues. Transfers into the general fund will not be counted as general fund revenues. Grant awards and general fund revenues used as matching funds for grant awards will not be counted as general fund revenues.

Unusual one-time general fund allocations that have been expended for transportation purposes may be exempted prior to determining the Agency’s average expenditure for the three fiscal years noted above at the discretion of the SLOCOG Governing Board.

An agency petitioning for an exemption under this provision must supply evidence of the need for special consideration and the petition must be approved by a majority vote of the SLOCOG Governing Board.

The Authority shall not allocate any Net Revenues to any jurisdiction for any fiscal year until that jurisdiction has certified to the Authority that it has included in its budget for that fiscal year an amount of local discretionary funds for streets and roads purposes at least equal to the level of its maintenance of effort requirement. An annual independent audit will be conducted by the Authority to verify that the maintenance of effort requirements are being met by the jurisdiction. Any Net Revenues not allocated pursuant to the maintenance of effort requirement shall be allocated to the remaining eligible jurisdictions according to the formula described in the Ordinance.

Exceptions
Subject to Authority approval, if any local jurisdiction had extraordinary local discretionary fund expenditures during any fiscal year it may determine that year’s minimum expenditure base level of local discretionary funds by:

Draft 11/20/25 pg. 4
(a) subtracting those extraordinary expenses funding, assessment district contributions, development impact funds, redevelopment agency contributions, or other non-recurring contributions) from its total expenditures; or (b) petitioning the Authority for special consideration. It is possible that a local jurisdiction may need to revise its minimum expenditure base beyond the subtraction of extraordinary expenses. In this instance, the Authority may allow the establishment of a new base for that jurisdiction's Maintenance of Effort requirement.

A local jurisdiction petitioning the Authority under this provision must supply evidence of the need for special consideration and the petition must be approved by a majority vote of the Authority.

Requirements For Eligible Jurisdictions
In order to be eligible to receive Net Revenues, a jurisdiction shall satisfy and continue to satisfy the following requirements.

1. Mitigation Fee Program. Assess traffic impacts of new development and require new development to pay a fair share of necessary transportation improvements attributable to the new development.

2. Circulation Element. Adopt and maintain a Circulation Element as part of the jurisdiction’s General Plan,

3. Capital Improvement Program. Adopt and update a minimum Five-Year Capital Improvement Program (CIP). The CIP shall include all capital transportation projects, including projects funded by Net Revenues, and shall include transportation projects required to demonstrate compliance with pavement management requirements.

4. Pavement Management Plan. Adopt and update a Pavement Management Plan, and issue, using a common format approved by the Authority, regular reporting on the status of road pavement conditions and implementation of the Pavement Management Plan.

5. Expenditure Report. Adopt an Expenditure Report to account for Net Revenues, developer/traffic impact fees, and funds expended by the Eligible Jurisdiction which satisfy the Maintenance of Effort requirements. The Expenditure Report shall be submitted by the end of six (6) months following the end of the jurisdiction’s fiscal year and include the following:
a. All Net Revenue fund balances and interest earned.

Draft 11/20/25 pg. 5
b. Expenditures identified by type (i.e., capital, operations, administration, etc.), and program or project.

6. Project Final Report. Provide Authority with a Project Final Report within six months following completion of a project funded with Net Revenues.

7. Time Limits for Use of Net Revenues.
a. Agree that Net Revenues for Regional Projects shall be expended or encumbered no later than the end of the fiscal year for which the Net Revenues are programmed. A request for extension of the encumbrance deadline for no more than twenty-four months may be submitted to the Authority no less than ninety days prior to the deadline. The Authority may approve one or more requests for extension of the encumbrance deadline. b. In the event the time limits for use of Net Revenues are not satisfied then any retained Net Revenues that were allocated to an Eligible Jurisdiction and interest earned thereon shall be returned to the Authority and these Net Revenues and interest earned thereon shall be available for allocation to any project within the same source program.

8. No Supplanting of Funds. Agree that Net Revenues shall not be used to supplant developer funding which has been or will be committed for any transportation project.

9. Public Notice of Use of Measure Funds. Member agencies will provide the public with planned use of measure funding as part of its annual or biennial budget process. This includes each City and each Community Advisory Council will receive at a minimum, twice yearly presentations from the jurisdiction to review proposed investments prior to annual allocations.

Determination of Non-Eligibility
A determination of non-eligibility of a jurisdiction shall be made only after a hearing has been conducted and a determination has been made by the Authority’s Board of Directors that the jurisdiction is not an Eligible Jurisdiction as provided hereinabove.

Taxpayer Safeguards

1. A transportation special revenue fund (the “Local Transportation Authority Special Revenue Fund”) shall be established to maintain all Revenues.

Draft 11/20/25 pg. 6

2. Accounting Receipt, maintenance and expenditure of Net Revenues shall be distinguishable in each jurisdiction’s accounting records from other funding sources, and expenditures of Net Revenues shall be distinguishable by program or project. Interest earned on Net Revenues allocated pursuant to the Ordinance shall be expended only for those purposes for which the Net Revenues were allocated.

3. No Net Revenues shall be used by a jurisdiction for other than transportation purposes authorized by the Ordinance. Any jurisdiction which violates this provision must fully reimburse the Authority for the Net Revenues misspent and shall be deemed ineligible to receive Net Revenues for a period of five (5) years.

4. A Taxpayer Oversight Committee (“Committee”) shall be established to provide an enhanced level of accountability for expenditure of Revenues under the Ordinance. The Committee will help to ensure that all voter mandates are carried out as required. The roles and responsibilities of the Committee, the selection process for Committee members and related administrative procedures shall be carried out as described below.

5. A performance assessment shall be conducted at least once every three years to evaluate the efficiency, effectiveness, economy and program results of the Authority in satisfying the provisions and requirements of the Investment Summary of the Plan, the Plan and the Ordinance. A copy of the performance assessment shall be provided to the Committee.

6. Regular status reports regarding the major projects detailed in the Plan shall be brought before the Authority in public meetings.

7. Annual Report Annually the Authority shall publish a report on how all Revenues have been spent and on progress in implementing projects in the Plan and shall publicly report on the findings and posted on the agency website.

Ten-Year Comprehensive Program Review
At least every ten years the Authority shall conduct a comprehensive review of all projects and programs implemented under the Plan to evaluate the performance of the overall program and may revise the Plan to improve its performance. The review shall include consideration of changes to local, state and federal transportation plans and policies; changes in land use, travel and growth projections; changes in project cost estimates and revenue projections; right-of-way constraints and other project constraints; level of public support for the Plan; and the progress of the Authority and jurisdictions in implementing the Plan. The Authority may amend the Plan based on its comprehensive review, subject to the requirements of Plan Update, Approval Process, and Expenditure Plan Amendments section of this plan.

Draft 11/20/25 pg. 7
Governing Board and Organizational Structure
The San Luis Obispo Council of Governments (SLOCOG) serves as the designated Local Transportation Authority for San Luis Obispo County and is responsible for administering the Transportation Measure in compliance with Public Utilities Code (PUC) 180000 et seq. Upon voter approval of the Transportation Measure, the Board of Directors of SLOCOG will serve as the Authority Board and will oversee its implementation in accordance with the plans and programs detailed in this and future updates of the Expenditure Plan.

This Expenditure Plan provides for the creation of a Citizens’ Oversight Committee to ensure transparency and accountability. Details regarding the Committee are contained in this plan. The Biannual Implementation Plan will be prepared and updated by SLOCOG staff and approved by both the SLOCOG Policy Board and the Local Transportation Authority.

Per PUC 180000, the Authority’s governing board will include representation as follows:
• Five (5) members of the San Luis Obispo County Board of Supervisors • One (1) member representing each incorporated city within San Luis Obispo County—Arroyo Grande, Atascadero, Grover Beach, Morro Bay, Paso Robles, Pismo Beach, and San Luis Obispo—appointed by their respective city councils.

Alternates to the regular members may participate in accordance with SLOCOG bylaws.

Should another city become incorporated, it will have one seat on the steering committee.

Plan Update, Approval Process, and Expenditure Plan
Amendments
Three primary documents guide plan administration:

1. Expenditure Plan – Approved by voters and amendable once per year, following the process described below.

2. Annual Report – Prepared each year by the Citizens’ Oversight Committee to review expenditures and communicate results to the public.

3. Biennial Implementation Plan – Prepared every two years to outline project expenditures and coordinated with the development schedule of the State Transportation Improvement Program (STIP).

In compliance with state and federal requirements, SLOCOG regularly prepares a Regional Transportation Plan (RTP)that identifies priority projects across all transportation modes, including highways, local roads, public transit, bikeways, and aviation. Should funds

Draft 11/20/25 pg. 8
become available for projects not listed in this Expenditure Plan, they may be drawn from the RTP project list.

SLOCOG will have the option to issue bonds to accelerate project delivery, thereby reducing overall costs by advancing construction timelines.

All updates to the Expenditure Plan will undergo public review and hearings. Candidate projects and priorities may evolve, but the county’s extensive transportation needs will ensure robust use of all available funding, including sales tax revenues. During each update, a balanced approach across transportation modes will be emphasized to ensure efficiency and equity in addressing mobility needs throughout San Luis Obispo County.

Amendment Process
As specified in PUC Section 180207:
• (a) Once per calendar year, the Authority may review and propose amendments to the county’s transportation expenditure plan to incorporate additional revenues, account for unanticipated funds, or respond to unforeseen circumstances.

Amendments adopted late in the year will not preclude additional amendments in the following year.
• (b) The Authority must notify the County Board of Supervisors and each city council, providing copies of proposed amendments for their review. • (c) Amendments become effective 45 days after notification.

Changes to funding categories or overall allocation formulas require voter approval.

Biennial Implementation Plan
At least once every two years, SLOCOG will prepare and adopt a Transportation Measure Implementation Plan. This plan will include a financial component consistent with both the Regional Transportation Improvement Program (RTIP) and the STIP.

Process steps include:
• SLOCOG staff, working with member agencies and stakeholders, will draft and update the Implementation Plan biennially.
• The SLOCOG Policy Board will review the Draft Implementation Plan, hold public hearings, and incorporate feedback.
• Following review, the Policy Board formally adopts the Implementation Plan.

Bonding Authority
The Authority shall have the power to sell or issue, at any time, and from time to time,

Draft 11/20/25 pg. 9
including on or before the collection of the taxes authorized by this Ordinance, bonds, notes or other evidences of indebtedness, including capital appreciation bonds, payable from and secured by the proceeds from the sales taxes authorized by this Ordinance and from the proceeds of the existing Measure (TBD) sales taxes, in order to finance and refinance the transportation projects identified in the Transportation Expenditure Plan.

Bonding indebtedness shall be limited to 35% of net sales measured at the end of the 30- year program. An additional bonds test (ABT) no lower than 1.5x Maximum Annual Debt Service will be measured against revenues for any consecutive 12-month period in the prior 18 months.

Allocation of Excess Revenues
If revenues exceed projections or contingency needs, excess funds will first be used to complete projects listed in this Plan. Secondary priority may be given to additional RTPconsistent projects, following an amendment process.

Independent Financial Audits
If the Transportation Measure is approved by the voters, the San Luis Obispo Council of Governments (SLOCOG) will conduct independent financial audits of all revenues and expenditures associated with the measure in accordance with Public Utilities Code 180000 et seq. These audits will ensure full transparency and accountability in the use of voter-approved sales tax revenues.

The results of the audits will be presented annually to the SLOCOG Policy Board and made available to the public, reinforcing confidence in the administration of the Transportation Measure. Findings will also be shared with the Citizens’ Oversight Committee to support their independent review of expenditures and compliance with the Expenditure Plan.

Administration Program – 1% of Measure Revenues
To effectively manage and implement the Transportation Measure, SLOCOG will cap administration costs at no more than 1% of annual sales tax revenues to administrative activities. This allocation supports the necessary planning, oversight, and program development functions required for successful execution of the measure.

Key administrative responsibilities of SLOCOG include:
• Annual Work Program and Budget
Prepare and adopt an annual work program and budget outlining planned expenditures, oversight activities, and administrative costs. • Allocation Program Requirements and Focused Studies
Develop requirements for each funding program established by the Expenditure

Draft 11/20/25 pg. 10
Plan and undertake specialized studies needed to implement those programs effectively.
• Biennial Implementation Plan
Prepare and update the Transportation Measure Implementation Plan every two years, aligning it with the Regional Transportation Improvement Program (RTIP) and State Transportation Improvement Program (STIP)schedules. • Project Prioritization
Establish and update priority lists for regional capacity-enhancing and rehabilitation projects, in coordination with member jurisdictions and consistent with Expenditure Plan goals.
• Independent Annual Audit
Conduct an independent audit of all Transportation Measure funds to ensure compliance, fiscal integrity, and accountability to the public. • Public Outreach and Communication
Carry out ongoing outreach and public education efforts to keep residents informed about project progress, financial performance, and planned updates. • Bond Issuance for Accelerated Delivery
Issue bonds when appropriate to expedite project delivery, reducing overall project costs by leveraging future revenues for near-term improvements. • Revenue Allocation to Local Jurisdictions
Distribute Transportation Measure proceeds to incorporated cities and the county in accordance with the formulas and criteria established in the Expenditure Plan. • Support for Oversight Committees and Related Technical Assistance Provide staff support to advisory committees and furnish technical assistance to member jurisdictions to ensure consistent, equitable, and effective program implementation.

Citizens’ Oversight Committee
Committee Purpose
• To provide oversight on the implementation of the Transportation Expenditure Plan and advise the SLOCOG Policy Board when the Plan needs to be updated or augmented, ensuring that funds are spent in accordance with the approved Plan. • To inform the public and confirm that revenues and expenditures from the Transportation Measure are spent as promised to San Luis Obispo County voters.

Committee Formation
• The Committee will be formed within six (6) months following voter approval of the Transportation Measure in San Luis Obispo County.
• The Committee shall be a permanent component of the Expenditure Plan and cannot be eliminated by amendment.

Draft 11/20/25 pg. 11
• Meetings will begin when Transportation Measure revenues are recommended for expenditure, including Implementation Plan updates.

Selection and Duties of Committee Chair and Vice Chair
• The Committee will select a Chair and Vice Chair from among its members, each serving a one-year term.
• Chair Duties: Call meetings, set agendas, and preside over meetings. • Vice Chair Duties: Perform the Chair’s duties in the Chair’s absence.

Committee Meetings
• The Committee will hold at least two formal meetings annually, with additional meetings scheduled as needed.
• All meetings will comply with the Brown Act (open meeting requirements). • Meetings will be conducted in accordance with Robert’s Rules of Order.

Subcommittee Requirements
• The Committee may form subcommittees to address specific tasks or focus areas. • All subcommittees will consist of an odd number of members to ensure clear decision-making.

Committee Membership, Selection, and Quorum
The Committee will reflect the geographic and demographic diversity of San Luis Obispo County and consist of 12 members. Each represented organization will nominate its representative, with final appointments approved by the SLOCOG Policy Board.

Membership Composition:
• One resident representative appointed by each incorporated city (Arroyo Grande, Atascadero, Grover Beach, Morro Bay, Paso Robles, Pismo Beach, San Luis Obispo) and one member from each of San Luis Obispo County’s Supervisorial District’s within the unincorporated areas. (Total of 12)
The SLOCOG Policy Board will review and appoint these members. If any jurisdiction is unable to appoint a representative, SLOCOG may fill the position through an open application process. Should a new City become incorporated, a representative from that jurisdiction shall be appointed by the City.

Quorum
• A quorum will consist of no fewer than seven (7) members.

Draft 11/20/25 pg. 12
• Actions may be approved by a simple majority of members present, provided the quorum is met.

Term of Membership
• Members serve two-year terms, with a maximum of eight consecutive years of service.
• To establish staggered terms, the initial appointments will be divided so that half serve one-year terms and half serve two-year terms, determined by random selection.
• Proxy voting is not permitted.

Eligibility
• Must be a U.S. citizen, 18 years or older, and a resident of San Luis Obispo County. • Cannot be an elected official of San Luis Obispo County or its cities. • Cannot be an employee of state, county, or city government agencies within San Luis Obispo County (except employees of educational institutions).

Staffing
• SLOCOG staff will provide technical and administrative support, including preparation of agendas, meeting materials, and public communications. • Administrative costs for staffing will be funded through the Transportation Measure’s administrative allocation.
• Expert staff and consultants may be invited to present information or analyses as needed.

Responsibilities
The Committee will review and provide recommendations on financial and programmatic aspects of the Transportation Measure, including:
• Reviewing and commenting on independent financial and performance audits of Measure funds.
• Reviewing periodic reports, studies, and plans related to Measure revenues and expenditures.
• Ensuring that expenditures are consistent with the Expenditure Plan. • Conducting an annual review of sales tax revenue use and publicly reporting findings.
• Presenting recommendations and findings in a formal annual report to the public and SLOCOG Policy Board.

Draft 11/20/25 pg. 13
• Accessing information from SLOCOG’s independent auditor and requesting additional information as necessary to fulfill oversight responsibilities. • Remaining informed of advancements in transportation planning and finance to ensure oversight remains relevant and effective through the duration of the Measure.

Measure Duration
This Transportation Expenditure Plan shall remain in effect for 30 years as approved by San Luis Obispo County voters.

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 current 10 percent TOT rate was established following voter approval in the November 7, 2000, General Election,

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

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 structure 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%

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

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 accommodations, 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 global 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 Water 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

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

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

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

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 guestpaid 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 uses6limited 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

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

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 shortterm 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.

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

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

California
2024p Calendar Year
State, Regional, & County Impacts
May, 2025

PREPARED FOR
Visit California
The Economic Impact of Travel
ATTACHMENT 1

Page Intentionally Blank

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 Intentionally Blank

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

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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.

8 The Economic Impact of Travel in Massachusetts / 2023 / Prepared by Dean Runyan Associates U.S. Travel Impacts
2024p

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.

10 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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

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.

12 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates California Travel Impacts
2024p

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.

14 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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.

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.

16 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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 shortterm vacation rental (STVR) spent a combined $81.1 billion in 2024, an increase of 3.4%
compared to 2023.

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.

18 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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.

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 visitorgenerated 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

20 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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 visitorrelated 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 travelrelated 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.

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, travelgenerated 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

22 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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.

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.

24 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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.

25 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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
$16,000M
Alameda
Alpine
Amador
Butte
Calaveras
Colusa
Contra Costa
Del Norte
El Dorado
Fresno
Glenn
Humboldt
Imperial
Inyo
Kern
Kings
Lake
Lassen
Los Angeles
Madera
Marin
Mariposa
Mendocino
Merced
Travel % of Total Taxable Sales
Travel Taxable Sales
Travel Taxable Sales
Travel ($Millions) Travel % of Total

California Travel Impacts
Total and Travel-Generated Taxable Sales, 2024p
26 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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
$8,000M
Modoc
Mono
Monterey
Napa
Nevada
Orange
Placer
Plumas
Riverside
Sacramento
San Benito
San Bernardino
San Diego
San Francisco
San Joaquin
San Luis Obispo
San Mateo
Santa Barbara
Santa Clara
Santa Cruz
Shasta
Sierra
Siskiyou
Solano
Travel % of Total Taxable Sales
Travel Taxable Sales
Travel Taxable Sales
Travel ($Millions) Travel % of Total

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
$1,200M
Travel % of Total Taxable Sales
Travel Taxable Sales
Travel Taxable Sales
Travel ($Millions) Travel % of Total

28 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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

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

California Travel Impacts
State and Local Tax Revenue per Resident Household, 2024p 30 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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

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.

32 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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

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.

34 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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.

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.

13.4% 59.7%

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

36 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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

The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 37 Regional Travel Impacts
2024p

38 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Regional Travel Impacts
Regional Definitions

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.

40 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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%

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%

42 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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%

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%

44 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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.

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.

46 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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.

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.

48 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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.

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.

50 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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.

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.

52 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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.

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.

54 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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.

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.

56 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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.

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.

58 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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.

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.

60 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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.

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.

62 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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.

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.

64 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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.

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.

66 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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.

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.

68 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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.

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.

70 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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.

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.

72 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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.

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.

74 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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.

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.

76 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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.

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.

78 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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.

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.

Regional Travel Impacts
Overnight Trip Details
80 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates County Travel Impacts
2024p

81 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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

County Travel Impacts
Direct Travel Impact Summary, 2024p
82 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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

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.

84 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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%

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%

County Travel Impacts
Direct Travel Spending, 2014-2024p
86 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates % 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%

87 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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%

County Travel Impacts
Direct Travel Earnings, 2014-2024p
88 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates % 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%

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%

90 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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%

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%

County Travel Impacts
Direct Travel Employment, 2014-2024p
92 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates % 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%

93 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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%

County Travel Impacts
Direct Tax Revenue, 2014-2024p
94 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates % 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%

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%

96 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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.

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.

98 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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.

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.

100 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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.

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.

102 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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.

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.

104 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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.

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.

106 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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.

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.

108 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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.

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.

110 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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.

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.

112 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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.

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.

114 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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.

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.

116 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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.

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.

118 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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.

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.

120 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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.

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.

122 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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.

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.

124 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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.

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.

126 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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.

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.

128 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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.

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.

130 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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.

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.

132 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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.

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.

134 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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.