Agenda packet — Arroyo Grande City Council, January 13, 2026 (part 3 of 4)

The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 135 Inyo County
Direct Spending Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions)
Visitor 227.9 226.2 236.3 236.9 244.9 263.5 153.5 209.3 262.7 271.2 277.3 2.3% Other travel* 3.7 3.3 3.0 3.3 3.8 3.9 1.4 2.8 4.1 4.4 4.3 -1.3% Total 231.6 229.5 239.2 240.2 248.7 267.4 154.9 212.1 266.8 275.6 281.6 2.2% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 139.0 139.0 147.6 143.8 149.0 160.6 100.7 130.5 152.3 160.3 167.1 4.2% Hotel, Motel NA NA NA NA NA NA NA 118.8 139.1 145.5 152.3 4.7% STVR** NA NA NA NA NA NA NA 11.7 13.1 14.9 14.9 -0.1%
Campground 29.9 29.5 29.9 31.3 32.9 35.5 29.7 38.7 50.5 50.1 49.6 -1.0% Private Home (VFR) 9.3 8.5 8.6 9.2 9.9 10.6 3.5 11.5 12.4 12.6 12.6 -0.4% Seasonal Home 3.5 3.6 3.6 3.8 4.1 4.2 5.2 4.7 5.2 5.3 5.3 0.0% Day Travel 46.3 45.5 46.6 48.8 49.0 52.5 14.3 24.0 42.4 42.8 42.7 -0.3% Total 89.0 87.2 88.7 93.1 95.9 102.8 52.8 209.3 262.7 271.2 277.3 2.3% Visitor Spending by Commodity Purchased ($Millions)
Accommodations 57.9 59.2 64.3 64.2 66.2 71.7 54.8 71.9 83.8 88.1 93.3 5.9% Food Service 65.5 66.5 70.7 70.6 72.9 78.9 41.5 55.6 70.5 74.4 73.2 -1.6% Food Stores 12.5 12.6 12.8 12.8 12.9 13.8 9.8 14.0 17.9 18.7 18.9 1.3% Arts, Ent. & Rec. 34.6 34.3 35.8 35.1 35.3 37.3 18.4 25.0 30.7 31.8 33.3 4.7% Retail Sales 28.8 27.9 28.6 28.4 28.9 30.8 14.4 20.3 25.9 26.2 26.5 1.4% 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 Local Tran. & Gas 28.6 25.6 24.0 25.7 28.8 31.0 14.6 22.5 33.9 32.1 32.0 -0.1% Total 227.9 226.2 236.3 236.9 244.9 263.5 153.5 209.3 262.7 271.2 277.3 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.
*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.

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136 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Inyo County
Direct Impact Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions)
Accom. & Food Serv. 32.5 35.2 37.4 41.6 46.1 51.0 38.9 43.2 51.2 54.5 64.8 18.8% Arts, Ent. & Rec. 9.4 9.4 10.5 10.5 12.0 13.5 10.4 13.9 16.3 13.9 12.9 -7.1% Retail* 5.9 6.0 6.3 6.8 6.9 7.1 7.3 9.1 9.0 9.7 9.6 -0.9% Ground Trans. 2.7 2.7 3.1 3.4 4.8 5.4 2.0 1.9 2.0 2.0 2.2 10.2% 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 Other travel** 0.3 0.3 0.3 0.4 0.4 0.4 0.3 0.5 0.5 0.6 0.6 0.8% Total 50.7 53.5 57.6 62.8 70.3 77.3 59.0 68.6 79.0 80.8 90.1 11.6% Direct Employment (Jobs)
Accom. & Food Serv. 1,370 1,420 1,440 1,500 1,540 1,750 1,370 1,390 1,520 1,520 1,660 9.2% Arts, Ent. & Rec. 600 550 560 590 650 710 530 630 750 610 520 -14.8% Retail* 210 200 200 210 220 210 210 240 220 230 220 -4.3% Ground Trans. 70 70 70 70 90 110 100 90 110 110 110 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 10 10 10 10 0.0%
Total 2,260 2,250 2,280 2,380 2,510 2,790 2,220 2,360 2,610 2,480 2,520 1.6% 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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 137 Inyo County
Direct Tax Revenue
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions)
Local* 8.7 8.9 9.6 9.7 10.3 11.2 8.8 11.8 13.4 13.2 13.9 5.5% State** 8.3 8.0 8.0 7.9 8.7 9.4 6.1 9.5 11.0 10.9 11.2 3.3% Total 17.0 16.9 17.6 17.6 19.0 20.6 14.9 21.2 24.4 24.1 25.2 4.5% Local Tax Revenue Detail ($Millions)
Business/Employees 1.7 1.8 1.8 1.9 2.2 2.4 2.4 2.8 2.7 2.1 2.2 7.7% Visitor 7.0 7.2 7.8 7.7 8.1 8.8 6.4 9.0 10.6 11.2 11.7 5.1% Total 8.7 8.9 9.6 9.7 10.3 11.2 8.8 11.8 13.4 13.2 13.9 5.5% State Tax Revenue Detail ($Millions)
Business/Employees 1.9 2.0 2.0 2.0 2.1 2.3 2.3 2.6 2.7 2.3 2.5 9.9% Visitor 6.3 6.0 6.0 5.9 6.5 7.1 3.9 6.9 8.3 8.6 8.8 1.5% Total 8.3 8.0 8.0 7.9 8.7 9.4 6.1 9.5 11.0 10.9 11.2 3.3% 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.

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138 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Kern County
Direct Spending Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions)
Visitor 1,316.7 1,330.5 1,252.0 1,357.9 1,500.9 1,579.9 1,034.2 1,580.7 1,771.7 1,797.3 1,838.8 2.3% Other travel* 180.3 161.8 144.1 160.2 185.1 194.8 67.1 125.5 192.7 192.6 189.1 -1.8% Total 1,497.1 1,492.3 1,396.1 1,518.1 1,686.0 1,774.7 1,101.3 1,706.2 1,964.3 1,989.9 2,027.9 1.9% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 436.6 465.8 418.9 457.4 512.7 549.6 496.2 601.5 639.1 655.6 690.5 5.3% Hotel, Motel NA NA NA NA NA NA NA 553.0 585.0 587.6 612.3 4.2% STVR** NA NA NA NA NA NA NA 48.5 54.2 68.0 78.2 15.1%
Campground 78.9 78.4 79.3 83.2 87.3 94.2 79.1 102.2 133.3 132.4 131.7 -0.5% Private Home (VFR) 319.6 306.1 291.8 330.1 371.8 393.4 82.2 404.1 455.1 459.8 462.8 0.7% Seasonal Home 138.6 135.5 137.8 144.4 153.5 157.3 273.8 247.7 196.5 200.3 202.4 1.0% Day Travel 343.1 344.8 324.1 342.7 375.4 385.4 102.8 225.2 347.7 349.2 351.5 0.6% Total 880.2 864.8 833.1 900.5 988.1 1,030.3 537.9 1,580.7 1,771.7 1,797.3 1,838.8 2.3% Visitor Spending by Commodity Purchased ($Millions)
Accommodations 232.3 248.1 235.2 249.5 269.7 287.1 298.0 357.7 356.9 361.0 374.6 3.8% Food Service 345.2 365.1 352.7 380.0 414.0 435.1 284.9 440.1 491.5 513.4 537.5 4.7% Food Stores 75.2 77.7 74.8 76.9 79.6 82.1 60.3 96.6 109.5 115.1 118.1 2.6% Arts, Ent. & Rec. 172.2 177.8 168.8 177.4 188.6 193.1 127.8 186.6 198.8 205.1 215.7 5.2% Retail Sales 186.3 178.8 166.8 190.2 219.8 239.7 127.5 221.5 251.9 252.6 243.3 -3.7% Visitor Air 0.0 0.0 9.1 9.3 9.8 11.7 5.1 7.1 11.7 13.6 15.2 12.1% Local Tran. & Gas 305.5 283.0 244.6 274.6 319.3 331.0 130.6 271.1 351.4 336.6 334.4 -0.7% Total 1,316.7 1,330.5 1,252.0 1,357.9 1,500.9 1,579.9 1,034.2 1,580.7 1,771.7 1,797.3 1,838.8 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.
*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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 139 Kern County
Direct Impact Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions)
Accom. & Food Serv. 228.5 262.3 265.4 305.5 338.4 360.5 321.5 395.0 449.5 481.2 517.7 7.6% Arts, Ent. & Rec. 86.1 81.2 80.9 91.8 91.4 95.8 64.6 82.8 109.7 111.7 119.4 6.9% Retail* 40.8 41.5 40.4 45.3 48.1 50.4 53.3 61.0 65.7 68.4 70.5 3.1% Ground Trans. 24.8 26.7 27.1 31.6 44.3 48.4 24.0 23.7 27.2 31.8 31.3 -1.7% Visitor Air 0.0 0.0 0.3 9.2 9.3 12.8 12.5 38.2 39.7 43.2 49.6 14.7% Other travel** 8.6 9.1 10.8 24.7 26.4 32.9 33.4 69.0 76.7 89.5 96.8 8.2% Total 388.8 420.9 425.0 508.1 558.0 600.8 509.2 669.8 768.6 825.9 885.3 7.2% Direct Employment (Jobs)
Accom. & Food Serv. 9,030 9,890 9,240 10,400 11,040 11,100 9,730 10,900 11,910 12,100 12,020 -0.7% Arts, Ent. & Rec. 4,400 4,230 4,040 4,240 4,210 4,280 2,610 3,040 4,010 4,310 4,880 13.2% Retail* 1,410 1,420 1,340 1,460 1,520 1,520 1,480 1,570 1,610 1,600 1,580 -1.3% Ground Trans. 640 650 620 660 860 950 840 810 970 1,070 1,080 0.9% Visitor Air 0 0 10 90 90 130 110 280 270 280 300 7.1%
Other travel** 310 320 310 440 460 530 510 690 740 770 790 2.6% Total 15,790 16,510 15,560 17,290 18,180 18,510 15,280 17,290 19,510 20,130 20,650 2.6% 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.

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140 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Kern County
Direct Tax Revenue
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions)
Local* 32.6 34.9 33.0 36.1 41.6 44.8 40.6 57.2 59.4 64.5 66.9 3.7% State** 85.7 83.2 75.8 81.3 96.1 102.3 62.0 101.2 107.2 104.4 107.9 3.4% Total 118.4 118.1 108.7 117.4 137.7 147.1 102.6 158.4 166.6 168.9 174.8 3.5% Local Tax Revenue Detail ($Millions)
Business/Employees 12.2 13.1 12.7 14.6 16.3 17.6 19.9 26.1 25.3 21.8 22.6 3.5% Visitor 20.5 21.8 20.2 21.4 25.3 27.2 20.7 31.1 34.1 42.6 44.3 3.8% Total 32.6 34.9 33.0 36.1 41.6 44.8 40.6 57.2 59.4 64.5 66.9 3.7% State Tax Revenue Detail ($Millions)
Business/Employees 14.8 15.6 14.8 16.2 16.7 17.9 19.1 25.5 26.1 20.8 22.0 5.4% Visitor 70.9 67.6 60.9 65.1 79.3 84.4 42.8 75.7 81.1 83.6 86.0 2.9% Total 85.7 83.2 75.8 81.3 96.1 102.3 62.0 101.2 107.2 104.4 107.9 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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 141 Kings County
Direct Spending Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions)
Visitor 140.2 140.3 138.2 144.3 158.1 165.3 83.4 175.2 199.1 202.5 207.6 2.5% Other travel* 26.5 23.5 20.5 23.0 27.0 28.1 8.8 18.0 27.6 26.0 25.1 -3.4% Total 166.7 163.8 158.7 167.3 185.0 193.4 92.2 193.2 226.7 228.6 232.7 1.8% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 28.7 32.4 33.1 30.8 34.9 36.8 38.7 46.6 50.0 50.7 52.5 3.6% Hotel, Motel NA NA NA NA NA NA NA 45.1 48.3 48.1 49.1 2.0% STVR** NA NA NA NA NA NA NA 1.5 1.7 2.5 3.4 33.5%
Campground 4.1 4.1 4.2 4.4 4.6 4.9 4.1 5.3 7.0 6.9 6.9 0.0% Private Home (VFR) 77.9 73.8 71.6 78.4 86.5 91.1 32.6 102.3 112.0 114.6 117.2 2.3% Seasonal Home 1.4 1.5 1.5 1.6 1.7 1.8 0.7 0.6 0.8 0.8 0.8 1.3% Day Travel 28.0 28.6 27.9 29.2 30.4 30.8 7.2 20.3 29.3 29.6 30.2 2.0% Total 111.5 108.0 105.1 113.5 123.2 128.6 44.6 175.2 199.1 202.5 207.6 2.5% Visitor Spending by Commodity Purchased ($Millions)
Accommodations 11.9 13.5 14.2 13.5 15.2 16.1 14.6 19.8 21.6 21.9 22.3 1.6% Food Service 48.8 51.8 52.4 53.8 57.3 58.9 30.6 66.1 73.7 76.7 80.8 5.2% Food Stores 12.3 12.8 12.3 12.4 12.8 12.8 5.9 15.0 17.2 18.0 18.4 2.3% Arts, Ent. & Rec. 24.0 24.9 24.7 24.8 25.8 25.8 12.5 26.4 28.8 29.5 30.8 4.2% Retail Sales 19.7 15.7 15.6 19.1 23.0 27.1 12.1 28.9 32.3 32.3 31.6 -2.1% 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 Local Tran. & Gas 23.5 21.5 19.0 20.8 24.0 24.6 7.7 19.1 25.5 24.1 23.8 -1.2% Total 140.2 140.3 138.2 144.3 158.1 165.3 83.4 175.2 199.1 202.5 207.6 2.5% 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.

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142 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Kings County
Direct Impact Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions)
Accom. & Food Serv. 30.4 35.0 36.9 37.9 44.6 47.0 45.0 56.2 61.0 63.2 69.4 9.8% Arts, Ent. & Rec. 7.0 8.2 9.0 8.4 10.1 10.5 9.7 13.8 20.1 20.3 20.8 2.5% Retail* 4.7 4.4 4.4 4.9 5.5 6.0 6.3 6.9 7.6 8.0 8.0 0.5% Ground Trans. 1.7 1.8 1.9 2.2 3.1 3.4 1.2 1.1 1.1 1.2 1.3 10.6% 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** 0.9 1.0 1.1 1.0 1.0 1.0 1.2 1.2 1.5 1.5 1.6 6.7% Total 44.7 50.4 53.3 54.3 64.5 67.8 63.4 79.2 91.3 94.1 101.1 7.4% Direct Employment (Jobs)
Accom. & Food Serv. 1,230 1,340 1,310 1,300 1,490 1,490 1,420 1,630 1,730 1,720 1,730 0.6% Arts, Ent. & Rec. 430 450 460 420 510 500 430 550 720 750 730 -2.7% Retail* 180 160 150 170 190 200 190 190 200 200 200 0.0% Ground Trans. 40 50 50 50 60 70 50 50 60 60 70 16.7%
Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA
Other travel** 50 50 50 50 50 50 60 50 60 60 60 0.0%
Total 1,930 2,050 2,020 1,990 2,300 2,310 2,150 2,470 2,770 2,790 2,790 0.0% 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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 143 Kings County
Direct Tax Revenue
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions)
Local* 2.9 3.2 3.3 3.2 3.9 4.1 4.1 5.8 6.0 5.3 5.5 2.8% State** 10.3 9.9 9.3 9.6 11.4 12.1 6.8 12.2 13.0 12.8 13.3 3.9% Total 13.2 13.1 12.6 12.8 15.3 16.3 10.9 18.0 19.0 18.1 18.8 3.5% Local Tax Revenue Detail ($Millions)
Business/Employees 1.4 1.6 1.6 1.6 1.9 2.0 2.5 3.1 3.0 2.3 2.4 3.6% Visitor 1.5 1.6 1.7 1.7 2.0 2.1 1.6 2.7 3.0 3.0 3.1 2.2% Total 2.9 3.2 3.3 3.2 3.9 4.1 4.1 5.8 6.0 5.3 5.5 2.8%
State Tax Revenue Detail ($Millions)
Business/Employees 1.7 1.8 1.8 1.7 1.9 2.0 2.3 2.9 3.0 2.5 2.6 5.4% Visitor 8.6 8.1 7.5 7.9 9.5 10.1 4.5 9.3 10.0 10.3 10.7 3.5% Total 10.3 9.9 9.3 9.6 11.4 12.1 6.8 12.2 13.0 12.8 13.3 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.

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144 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Lake County
Direct Spending Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions)
Visitor 141.0 143.8 145.5 147.9 159.9 165.6 127.3 171.8 179.1 181.2 185.7 2.5% Other travel* 13.5 12.5 11.5 12.7 14.5 15.1 5.9 10.1 14.9 15.6 15.4 -1.5% Total 154.5 156.3 156.9 160.6 174.4 180.7 133.3 181.9 194.0 196.8 201.1 2.2% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 30.0 33.0 34.5 30.6 33.7 34.5 31.7 43.8 37.3 37.3 37.9 1.8% Hotel, Motel NA NA NA NA NA NA NA 29.9 24.3 23.1 22.9 -0.9% STVR** NA NA NA NA NA NA NA 13.9 13.0 14.2 15.0 6.2%
Campground 15.1 15.2 15.4 16.1 16.9 18.3 15.3 19.8 25.8 25.6 25.7 0.5% Private Home (VFR) 34.0 32.0 31.3 33.8 37.3 39.2 13.1 43.9 47.6 48.6 50.4 3.7% Seasonal Home 37.3 38.8 39.5 41.7 45.5 46.6 56.4 50.7 46.7 47.7 49.1 2.9% Day Travel 24.6 24.8 24.8 25.6 26.4 27.1 10.8 13.6 21.7 21.9 22.5 2.7% Total 111.0 110.8 111.0 117.2 126.1 131.1 95.7 171.8 179.1 181.2 185.7 2.5% Visitor Spending by Commodity Purchased ($Millions)
Accommodations 27.9 30.1 31.7 30.5 31.7 32.7 35.6 41.9 40.8 40.5 40.5 -0.2% Food Service 43.2 45.4 47.0 47.2 49.8 51.5 38.5 52.7 53.7 55.9 60.4 8.0% Food Stores 10.2 10.5 10.5 10.4 10.6 11.0 7.4 13.1 15.1 15.7 16.0 1.6% Arts, Ent. & Rec. 23.5 24.2 24.5 24.2 24.8 25.0 18.7 24.5 24.1 24.8 25.7 3.7% Retail Sales 15.0 14.3 14.5 16.9 21.4 23.2 16.2 22.6 23.5 23.5 23.0 -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 21.1 19.2 17.4 18.7 21.5 22.3 11.0 16.9 22.0 20.7 20.2 -2.3% Total 141.0 143.8 145.5 147.9 159.9 165.6 127.3 171.8 179.1 181.2 185.7 2.5% 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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 145 Lake County
Direct Impact Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions)
Accom. & Food Serv. 27.4 29.3 32.2 33.3 35.7 37.9 34.5 42.1 46.0 48.0 53.3 11.0% Arts, Ent. & Rec. 4.0 3.9 3.8 4.1 4.6 4.8 5.4 6.3 6.0 4.8 4.4 -8.4% Retail* 3.8 3.9 4.0 4.5 5.1 5.3 6.1 6.8 7.3 7.6 7.8 1.9% Ground Trans. 1.6 1.7 1.8 2.0 2.9 3.2 1.5 1.4 1.5 1.5 1.7 13.2% 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 Other travel** 1.3 1.4 1.6 1.7 1.8 2.0 1.7 1.8 2.4 3.4 3.7 8.5% Total 38.1 40.2 43.3 45.7 50.1 53.1 49.2 58.5 63.3 65.3 70.8 8.5% Direct Employment (Jobs)
Accom. & Food Serv. 1,090 1,100 1,110 1,090 1,140 1,160 1,010 1,140 1,220 1,150 1,180 2.6% Arts, Ent. & Rec. 330 290 310 310 360 340 350 360 330 290 240 -17.2% Retail* 150 140 140 150 160 170 180 190 190 190 190 0.0% Ground Trans. 40 40 40 40 60 60 70 70 80 80 90 12.5%
Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA
Other travel** 30 30 30 30 30 40 30 40 50 50 60 20.0%
Total 1,640 1,600 1,630 1,620 1,750 1,770 1,640 1,800 1,870 1,760 1,760 0.0% 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.

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146 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Lake County
Direct Tax Revenue
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions)
Local* 2.9 3.1 3.3 3.2 3.7 3.9 4.1 5.4 5.3 4.8 4.9 2.1% State** 7.7 7.5 7.3 7.4 8.5 9.0 6.6 9.1 9.1 9.0 9.4 4.5% Total 10.6 10.6 10.6 10.6 12.2 12.8 10.7 14.5 14.4 13.7 14.2 3.7% Local Tax Revenue Detail ($Millions)
Business/Employees 1.2 1.3 1.3 1.3 1.5 1.6 1.9 2.3 2.1 1.6 1.7 4.7% Visitor 1.7 1.9 2.0 1.9 2.2 2.3 2.2 3.2 3.2 3.2 3.2 0.8% Total 2.9 3.1 3.3 3.2 3.7 3.9 4.1 5.4 5.3 4.8 4.9 2.1%
State Tax Revenue Detail ($Millions)
Business/Employees 1.4 1.5 1.5 1.5 1.5 1.6 1.9 2.2 2.1 1.7 1.8 6.4% Visitor 6.2 6.0 5.8 5.9 7.0 7.4 4.7 6.9 7.0 7.3 7.5 4.0% Total 7.7 7.5 7.3 7.4 8.5 9.0 6.6 9.1 9.1 9.0 9.4 4.5%
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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 147 Lassen County
Direct Spending Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions)
Visitor 54.8 53.7 55.0 58.8 59.6 64.8 37.8 60.4 62.2 66.0 67.3 2.0% Other travel* 5.6 4.8 4.2 4.7 5.4 5.6 1.7 3.7 5.3 4.8 4.6 -3.6% Total 60.4 58.5 59.1 63.5 65.0 70.5 39.5 64.1 67.5 70.8 71.9 1.6% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 13.4 13.9 14.9 16.2 15.3 17.0 9.6 14.4 8.3 11.9 12.2 2.9% Hotel, Motel NA NA NA NA NA NA NA 13.2 7.6 10.4 10.5 0.6% STVR** NA NA NA NA NA NA NA 1.2 0.7 1.4 1.7 20.1%
Campground 5.8 5.8 5.9 6.1 6.4 6.9 5.8 7.5 9.7 9.7 9.7 0.2% Private Home (VFR) 17.1 15.7 15.6 17.0 17.6 19.6 6.4 20.9 21.4 21.2 21.7 2.5% Seasonal Home 6.5 6.7 6.8 7.2 7.9 8.1 11.8 10.6 12.4 12.7 12.9 2.0% Day Travel 11.9 11.7 11.8 12.3 12.4 13.3 4.2 6.9 10.3 10.6 10.8 1.5% Total 41.4 39.8 40.1 42.6 44.3 47.8 28.2 60.4 62.2 66.0 67.3 2.0% Visitor Spending by Commodity Purchased ($Millions)
Accommodations 8.9 9.3 9.9 10.6 10.4 11.4 9.8 12.5 10.7 12.3 12.4 0.7% Food Service 17.2 17.5 18.4 19.4 19.2 20.7 11.5 19.4 19.8 21.4 22.5 5.4% Food Stores 4.3 4.3 4.3 4.3 4.2 4.5 2.6 4.9 5.5 5.8 5.9 1.8% Arts, Ent. & Rec. 9.1 9.0 9.3 9.6 9.3 9.7 5.4 8.5 8.6 9.1 9.5 3.8% Retail Sales 6.8 5.9 6.1 7.2 8.1 9.3 4.9 8.5 8.9 9.1 8.8 -3.1% 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 Local Tran. & Gas 8.6 7.7 7.0 7.8 8.5 9.1 3.6 6.6 8.6 8.3 8.2 -1.3% Total 54.8 53.7 55.0 58.8 59.6 64.8 37.8 60.4 62.2 66.0 67.3 2.0% 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.

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148 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Lassen County
Direct Impact Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions)
Accom. & Food Serv. 11.2 12.7 13.2 13.3 12.3 13.6 11.4 12.7 13.6 13.9 15.2 9.9% Arts, Ent. & Rec. 6.1 5.1 5.3 5.6 8.5 9.2 7.4 9.3 8.2 7.6 8.4 10.2% Retail* 1.8 1.7 1.8 1.9 1.9 2.0 2.2 2.9 2.6 2.4 2.4 -1.4% Ground Trans. 0.6 0.7 0.7 0.9 1.2 1.3 0.5 0.5 0.5 0.5 0.5 11.8% 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 Other travel** 0.2 0.2 0.2 0.2 0.2 0.2 0.2 0.3 0.2 0.2 0.2 0.2% Total 19.9 20.3 21.3 21.8 24.1 26.3 21.6 25.7 25.1 24.6 26.8 8.8% Direct Employment (Jobs)
Accom. & Food Serv. 480 510 490 470 410 450 370 360 370 390 380 -2.6% Arts, Ent. & Rec. 370 340 330 330 480 570 420 560 470 450 450 0.0% Retail* 60 60 60 60 60 60 60 60 50 50 40 -20.0%
Ground Trans. 20 20 20 20 20 30 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 10 10 10 10 0.0%
Total 940 940 910 890 980 1,120 880 1,010 920 920 900 -2.2% 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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 149 Lassen County
Direct Tax Revenue
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions)
Local* 1.4 1.5 1.5 1.6 1.7 1.9 1.6 2.2 1.8 1.7 1.8 2.6% State** 3.4 3.2 3.1 3.2 3.5 3.8 2.3 3.6 3.5 3.5 3.6 3.9% Total 4.8 4.7 4.6 4.8 5.2 5.8 3.9 5.8 5.3 5.2 5.4 3.4%
Local Tax Revenue Detail ($Millions)
Business/Employees 0.6 0.6 0.6 0.6 0.7 0.8 0.8 1.0 0.8 0.6 0.6 5.0% Visitor 0.8 0.8 0.9 1.0 1.0 1.1 0.8 1.2 1.0 1.2 1.2 1.4% Total 1.4 1.5 1.5 1.6 1.7 1.9 1.6 2.2 1.8 1.7 1.8 2.6%
State Tax Revenue Detail ($Millions)
Business/Employees 0.7 0.7 0.7 0.7 0.7 0.7 0.8 0.9 0.8 0.6 0.7 6.6% Visitor 2.7 2.5 2.4 2.5 2.8 3.1 1.6 2.7 2.7 2.9 2.9 3.3% Total 3.4 3.2 3.1 3.2 3.5 3.8 2.3 3.6 3.5 3.5 3.6 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.

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150 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Los Angeles County
Direct Spending Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions)
Visitor 20,512.9 21,582.0 22,859.9 24,232.0 25,772.8 26,257.0 10,364.8 17,015.8 23,537.0 25,636.3 26,023.8 1.5% Other travel* 5,256.5 5,246.4 5,179.5 5,621.8 6,179.4 6,417.7 2,838.2 4,667.0 7,458.7 8,273.4 8,886.5 7.4% Total 25,769.4 26,828.4 28,039.4 29,853.8 31,952.2 32,674.7 13,203.0 21,682.8 30,995.6 33,909.7 34,910.3 3.0% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 11,938.0 12,827.9 13,939.9 14,803.5 15,728.8 15,777.4 7,000.1 10,525.3 14,824.9 16,519.0 16,738.5 1.3% Hotel, Motel NA NA NA NA NA NA NA 9,187.9 12,796.8 13,985.8 13,856.0 -0.9% STVR** NA NA NA NA NA NA NA 1,337.4 2,028.1 2,533.2 2,882.5 13.8% Campground 91.6 92.5 93.6 98.2 103.1 111.1 93.0 121.4 158.3 157.2 157.1 0.0% Private Home (VFR) 3,151.7 3,214.4 3,242.9 3,519.7 3,822.0 4,076.3 1,540.9 3,132.3 3,792.0 3,915.9 3,994.2 2.0% Seasonal Home 165.5 162.2 164.4 172.6 186.2 190.6 340.0 306.3 340.3 347.6 353.9 1.8% Day Travel 5,166.1 5,284.9 5,419.0 5,638.0 5,932.7 6,101.6 1,390.7 2,930.5 4,421.5 4,696.6 4,780.1 1.8% Total 8,574.9 8,754.0 8,920.0 9,428.5 10,044.0 10,479.6 3,364.7 17,015.8 23,537.0 25,636.3 26,023.8 1.5% Visitor Spending by Commodity Purchased ($Millions)
Accommodations 4,099.4 4,576.2 5,126.4 5,498.4 5,693.9 5,776.2 2,697.5 4,217.8 6,217.4 6,760.4 6,783.8 0.3% Food Service 5,043.1 5,379.6 5,787.2 6,133.4 6,568.9 6,725.1 2,752.0 4,402.4 5,745.5 6,375.1 6,637.9 4.1% Food Stores 586.7 615.4 628.8 640.0 659.7 666.8 288.8 564.4 744.7 850.4 880.0 3.5% Arts, Ent. & Rec. 3,093.3 3,222.1 3,395.1 3,513.1 3,672.9 3,665.1 1,426.6 2,304.7 2,868.0 3,144.6 3,259.0 3.6% Retail Sales 2,658.9 2,772.6 2,881.9 3,093.8 3,334.4 3,483.0 1,299.0 2,187.2 2,762.9 2,911.3 2,878.1 -1.1% Visitor Air 1,906.3 1,971.5 2,017.0 2,115.6 2,267.5 2,332.7 683.4 1,006.6 2,002.8 2,187.7 2,217.2 1.3% Local Tran. & Gas 3,125.1 3,044.5 3,023.6 3,237.8 3,575.4 3,608.1 1,217.6 2,332.6 3,195.8 3,406.7 3,367.8 -1.1% Total 20,512.9 21,582.0 22,859.9 24,232.0 25,772.8 26,257.0 10,364.8 17,015.8 23,537.0 25,636.3 26,023.8 1.5% 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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 151 Los Angeles County
Direct Impact Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions)
Accom. & Food Serv. 3,948.6 4,372.4 4,931.7 5,247.5 5,691.5 5,913.2 4,143.6 4,894.5 6,322.8 7,096.0 7,636.3 7.6% Arts, Ent. & Rec. 2,208.8 2,401.5 2,530.4 2,574.5 2,785.9 2,926.3 2,085.2 2,392.8 2,670.9 2,627.5 2,408.9 -8.3% Retail* 451.3 483.8 512.3 529.3 559.9 575.4 571.6 636.6 680.4 716.7 724.4 1.1% Ground Trans. 378.6 420.2 471.7 514.6 650.6 694.6 282.3 281.7 334.3 415.3 382.0 -8.0% Visitor Air 802.9 889.9 1,272.6 1,458.7 1,537.9 2,198.6 2,201.1 1,738.8 1,893.7 2,191.9 2,412.8 10.1% Other travel** 1,516.6 1,668.7 2,111.5 2,364.4 2,504.2 3,188.6 2,949.6 2,548.5 2,953.7 3,346.3 3,764.4 12.5% Total 9,306.8 10,236.5 11,830.3 12,689.0 13,729.9 15,496.7 12,233.4 12,493.0 14,855.8 16,393.7 17,328.7 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.

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152 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Los Angeles County
Direct Tax Revenue
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions)
Local* 1,061.8 1,162.4 1,291.1 1,452.5 1,558.9 1,638.8 1,031.5 1,328.9 1,652.9 1,644.7 1,665.1 1.2% State** 1,126.5 1,142.0 1,168.1 1,171.2 1,292.6 1,371.2 752.6 1,061.3 1,220.4 1,256.2 1,294.7 3.1% Total 2,188.3 2,304.3 2,459.2 2,623.7 2,851.5 3,010.1 1,784.1 2,390.2 2,873.3 2,900.9 2,959.8 2.0% Local Tax Revenue Detail ($Millions)
Business/Employees 335.3 365.4 406.5 435.8 471.9 532.5 556.5 572.1 576.7 466.9 476.8 2.1% Visitor 726.4 797.0 884.6 1,016.7 1,086.9 1,106.3 475.0 756.8 1,076.2 1,177.7 1,188.3 0.9% Total 1,061.8 1,162.4 1,291.1 1,452.5 1,558.9 1,638.8 1,031.5 1,328.9 1,652.9 1,644.7 1,665.1 1.2% State Tax Revenue Detail ($Millions)
Business/Employees 303.7 325.5 353.8 331.8 337.2 377.6 358.0 394.2 423.0 385.7 401.2 4.0% Visitor 822.8 816.4 814.4 839.3 955.4 993.7 394.6 667.1 797.4 870.5 893.6 2.7% Total 1,126.5 1,142.0 1,168.1 1,171.2 1,292.6 1,371.2 752.6 1,061.3 1,220.4 1,256.2 1,294.7 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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 153 Madera County
Direct Spending Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions)
Visitor 248.1 244.5 264.4 286.0 304.6 318.9 191.4 296.0 374.4 387.9 400.5 3.3% Other travel* 27.0 24.3 26.6 30.3 34.7 36.1 13.9 21.2 32.0 32.7 32.0 -2.3% Total 275.1 268.8 291.0 316.2 339.3 355.0 205.3 317.2 406.4 420.6 432.5 2.8% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 116.3 117.2 133.9 148.0 156.3 163.1 119.5 171.2 210.0 220.7 230.2 4.3% Hotel, Motel NA NA NA NA NA NA NA 87.4 106.4 106.3 106.7 0.4% STVR** NA NA NA NA NA NA NA 83.8 103.6 114.4 123.5 7.9% Campground 22.2 22.0 22.2 23.3 24.5 26.4 22.0 28.6 37.4 37.1 37.2 0.3% Private Home (VFR) 37.9 35.5 35.6 38.7 42.8 45.7 13.7 44.3 49.8 51.2 52.6 2.7% Seasonal Home 18.0 17.5 17.8 18.7 19.9 20.4 19.0 17.2 23.2 23.7 24.2 2.2% Day Travel 53.6 52.3 54.8 57.1 61.1 63.4 17.2 34.7 54.0 55.2 56.3 2.1% Total 131.7 127.3 130.5 137.9 148.3 155.8 71.9 296.0 374.4 387.9 400.5 3.3% Visitor Spending by Commodity Purchased ($Millions)
Accommodations 56.4 58.5 66.8 73.2 76.4 79.7 68.6 98.4 124.7 127.9 132.5 3.6% Food Service 65.0 66.2 73.7 79.1 83.5 87.9 49.4 72.4 90.1 96.6 103.6 7.3% Food Stores 14.0 14.1 14.6 14.9 15.2 15.8 10.7 21.8 27.5 29.9 30.6 2.2% Arts, Ent. & Rec. 32.4 32.2 35.1 36.8 38.0 38.9 21.3 35.6 41.4 44.3 46.0 3.9% Retail Sales 34.5 32.6 35.1 38.4 41.7 44.5 21.4 33.2 40.4 41.4 41.4 0.1% 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 Local Tran. & Gas 45.8 40.8 39.1 43.6 49.9 52.1 20.1 34.6 50.2 47.9 46.4 -3.1% Total 248.1 244.5 264.4 286.0 304.6 318.9 191.4 296.0 374.4 387.9 400.5 3.3% 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.

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154 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Madera County
Direct Impact Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions)
Accom. & Food Serv. 55.4 60.0 69.4 77.4 81.8 87.7 79.9 100.8 116.1 98.3 143.3 45.7% Arts, Ent. & Rec. 19.2 15.7 16.5 21.4 22.9 24.3 20.7 25.0 31.5 27.0 41.4 53.3% Retail* 8.4 8.3 9.1 9.7 10.3 10.9 12.8 15.5 15.8 14.1 17.4 23.3% Ground Trans. 3.7 3.8 4.5 5.3 7.6 8.3 3.0 3.0 3.1 2.8 3.6 28.6% 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** 1.0 1.1 2.3 2.7 2.8 3.1 3.2 4.0 4.3 5.3 6.5 22.7% Total 87.7 88.9 101.8 116.6 125.5 134.3 119.4 148.3 170.8 147.5 212.1 43.8% Direct Employment (Jobs)
Accom. & Food Serv. 1,910 1,910 2,070 2,150 2,210 2,250 2,010 2,300 2,490 2,040 2,730 33.8% Arts, Ent. & Rec. 1,200 890 990 1,380 1,550 1,510 1,220 1,340 1,700 1,350 1,930 43.0% Retail* 270 260 280 300 300 310 340 380 370 320 380 18.8% Ground Trans. 100 100 110 110 150 170 140 140 170 160 190 18.8% Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA
Other travel** 40 50 90 110 110 110 110 130 130 130 150 15.4% Total 3,520 3,210 3,540 4,050 4,320 4,350 3,820 4,290 4,860 4,000 5,380 34.5% 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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 155 Madera County
Direct Tax Revenue
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions)
Local* 8.3 8.8 9.9 10.9 11.9 12.6 11.7 15.6 17.9 15.8 17.8 12.4% State** 15.2 14.3 14.5 15.3 17.5 18.6 11.5 17.0 18.9 18.0 20.1 11.3% Total 23.5 23.1 24.5 26.3 29.4 31.2 23.2 32.6 36.8 33.9 37.9 11.8% Local Tax Revenue Detail ($Millions)
Business/Employees 2.9 2.9 3.2 3.5 3.8 4.1 4.9 6.1 5.9 3.7 5.2 38.8% Visitor 5.4 5.9 6.7 7.4 8.1 8.5 6.8 9.6 12.0 12.1 12.6 4.3% Total 8.3 8.8 9.9 10.9 11.9 12.6 11.7 15.6 17.9 15.8 17.8 12.4% State Tax Revenue Detail ($Millions)
Business/Employees 3.1 3.0 3.3 3.4 3.5 3.7 4.1 5.1 5.2 3.6 5.1 41.0% Visitor 12.1 11.3 11.3 11.9 14.0 14.9 7.4 11.8 13.6 14.4 14.9 3.8% Total 15.2 14.3 14.5 15.3 17.5 18.6 11.5 17.0 18.9 18.0 20.1 11.3% 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.

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156 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Marin County
Direct Spending Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions)
Visitor 520.6 543.7 561.2 566.0 622.0 643.1 252.6 488.2 626.3 636.0 657.9 3.4% Other travel* 169.6 171.5 170.0 164.9 174.4 195.2 111.7 196.0 278.3 293.4 295.4 0.7% Total 690.2 715.2 731.1 730.9 796.4 838.3 364.3 684.1 904.6 929.3 953.2 2.6% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 274.0 295.0 309.9 300.0 335.8 345.1 118.9 256.5 350.0 355.7 372.7 4.8% Hotel, Motel NA NA NA NA NA NA NA 158.8 225.3 234.5 253.8 8.2% STVR** NA NA NA NA NA NA NA 97.7 124.7 121.2 118.9 -1.9% Campground 34.8 35.4 35.9 37.6 39.5 42.6 35.8 46.2 60.3 59.9 59.8 -0.1% Private Home (VFR) 83.3 84.1 84.8 92.4 101.9 108.0 28.6 85.6 91.6 93.4 95.3 2.0% Seasonal Home 31.3 31.1 31.6 33.6 37.2 38.1 41.1 37.0 41.2 42.1 42.6 1.3% Day Travel 97.2 98.0 99.0 102.4 107.5 109.3 28.1 62.7 83.2 84.8 87.4 3.0% Total 246.6 248.7 251.3 266.1 286.2 297.9 133.7 488.2 626.3 636.0 657.9 3.4% Visitor Spending by Commodity Purchased ($Millions)
Accommodations 139.0 154.9 164.3 158.6 177.4 184.2 85.4 165.1 208.1 203.9 209.3 2.7% Food Service 147.0 154.2 161.9 164.3 177.4 182.9 65.8 125.8 164.8 174.7 183.8 5.2% Food Stores 26.3 27.2 27.3 27.3 28.1 28.9 16.7 31.1 39.7 41.6 42.1 1.2% Arts, Ent. & Rec. 82.2 84.2 86.7 86.0 90.7 91.0 31.1 63.9 78.3 81.7 86.3 5.7% Retail Sales 72.8 74.1 75.4 80.6 91.7 97.6 34.4 64.5 79.9 81.2 83.0 2.3% 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 53.3 49.1 45.5 49.2 56.7 58.5 19.2 37.7 55.6 53.0 53.4 0.7% Total 520.6 543.7 561.2 566.0 622.0 643.1 252.6 488.2 626.3 636.0 657.9 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.
*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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 157 Marin County
Direct Impact Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions)
Accom. & Food Serv. 162.1 170.5 188.5 197.1 209.6 221.4 150.5 174.8 220.6 225.7 231.8 2.7% Arts, Ent. & Rec. 49.9 51.3 55.4 56.1 58.6 59.8 45.4 51.4 58.2 68.6 70.1 2.3% Retail* 13.3 14.0 14.5 15.0 17.4 17.0 16.9 18.0 18.7 19.5 18.7 -4.3% Ground Trans. 5.2 5.5 6.1 7.0 10.2 10.9 2.8 2.9 2.9 3.1 3.5 14.3% 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** 38.9 41.2 42.6 39.9 40.9 46.6 23.2 34.2 47.0 50.9 51.6 1.4% Total 269.4 282.5 307.1 315.1 336.7 355.7 238.7 281.3 347.4 367.7 375.7 2.2% Direct Employment (Jobs)
Accom. & Food Serv. 3,390 3,390 3,450 3,510 3,620 3,650 2,490 2,640 3,100 3,100 3,120 0.6% Arts, Ent. & Rec. 1,540 1,570 1,670 1,690 1,670 1,720 1,250 1,280 1,490 1,720 1,850 7.6% Retail* 350 340 350 350 380 400 390 380 370 370 360 -2.7% Ground Trans. 140 140 150 150 200 220 130 130 160 170 180 5.9% Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA
Other travel** 550 560 600 550 590 660 300 400 530 550 530 -3.6% Total 5,970 6,000 6,220 6,250 6,460 6,650 4,560 4,830 5,650 5,910 6,040 2.2% 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.

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158 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Marin County
Direct Tax Revenue
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions)
Local* 27.6 29.8 31.1 30.8 34.8 36.8 20.4 30.2 35.8 32.8 33.4 1.8% State** 29.7 29.5 29.2 29.0 32.3 34.0 17.4 27.2 31.5 31.0 32.0 3.3% Total 57.3 59.3 60.3 59.9 67.1 70.8 37.7 57.4 67.3 63.8 65.4 2.6% Local Tax Revenue Detail ($Millions)
Business/Employees 9.5 9.9 10.3 10.1 10.9 11.5 10.2 11.9 12.5 9.7 9.6 -1.3% Visitor 18.1 19.9 20.8 20.7 23.8 25.2 10.1 18.3 23.3 23.1 23.8 3.2% Total 27.6 29.8 31.1 30.8 34.8 36.8 20.4 30.2 35.8 32.8 33.4 1.8% State Tax Revenue Detail ($Millions)
Business/Employees 8.7 8.9 9.2 8.6 8.6 9.1 7.5 9.3 10.3 8.8 8.8 0.4% Visitor 21.0 20.5 20.1 20.4 23.7 24.9 9.8 17.9 21.3 22.2 23.2 4.5% Total 29.7 29.5 29.2 29.0 32.3 34.0 17.4 27.2 31.5 31.0 32.0 3.3% 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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 159 Mariposa County
Direct Spending Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions)
Visitor 417.7 450.8 455.6 468.0 433.7 464.0 254.2 304.8 421.7 392.7 472.2 20.2% Other travel* 3.1 2.7 2.4 2.7 3.1 3.2 1.0 2.0 3.0 2.8 2.7 -3.6% Total 420.8 453.5 457.9 470.7 436.8 467.2 255.2 306.7 424.7 395.5 474.9 20.1% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 361.0 392.7 397.6 407.3 373.9 400.6 226.5 262.1 365.1 336.4 410.9 22.1% Hotel, Motel NA NA NA NA NA NA NA 159.9 221.8 200.0 243.5 21.8% STVR** NA NA NA NA NA NA NA 102.2 143.3 136.4 167.4 22.7% Campground 2.7 2.6 2.7 2.8 2.9 3.1 2.6 3.4 4.5 4.4 4.4 -0.4% Private Home (VFR) 9.5 8.8 8.5 9.3 9.8 10.8 3.5 11.0 11.9 12.2 12.4 1.9% Seasonal Home 9.9 10.2 10.4 11.1 12.1 12.4 10.8 9.7 10.6 10.9 11.0 1.6% Day Travel 34.7 36.5 36.5 37.5 35.1 37.1 10.8 18.6 29.5 28.8 33.5 16.1% Total 56.7 58.1 58.0 60.7 59.8 63.4 27.8 304.8 421.7 392.7 472.2 20.2% Visitor Spending by Commodity Purchased ($Millions)
Accommodations 142.5 157.5 162.5 168.3 152.6 165.4 109.3 143.2 205.4 186.0 227.8 22.5% Food Service 121.1 132.7 136.0 139.5 130.5 140.1 70.8 71.8 97.4 94.3 108.4 14.9% Food Stores 9.2 9.9 9.7 9.6 8.9 9.4 4.8 12.5 17.0 17.1 20.1 17.5% Arts, Ent. & Rec. 59.9 64.0 64.3 64.5 59.0 61.7 29.8 35.7 45.0 43.4 52.5 21.0% Retail Sales 47.6 50.3 49.7 50.1 46.4 48.9 23.2 25.0 31.9 29.8 37.9 27.2% 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 37.4 36.4 33.3 35.8 36.2 38.6 16.3 16.6 25.0 22.0 25.4 15.4% Total 417.7 450.8 455.6 468.0 433.7 464.0 254.2 304.8 421.7 392.7 472.2 20.2% 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.

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160 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Mariposa County
Direct Impact Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions)
Accom. & Food Serv. 68.7 77.8 78.2 84.5 72.8 83.1 78.3 95.1 141.6 144.7 166.2 14.9% Arts, Ent. & Rec. 14.2 16.7 14.3 13.9 9.6 10.3 5.9 10.6 10.7 10.0 12.2 22.0% Retail* 11.5 12.5 12.7 13.8 13.0 13.4 13.2 15.2 13.7 15.4 15.7 2.0% Ground Trans. 4.5 5.0 5.4 6.1 7.8 8.7 2.9 0.0 0.0 0.0 0.0 NA 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 0.2 0.2 0.2 0.2 0.2 0.5 0.3 0.4 0.3 -7.7% Total 99.1 112.1 110.7 118.5 103.3 115.6 100.4 121.4 166.3 170.5 194.5 14.1% Direct Employment (Jobs)
Accom. & Food Serv. 2,990 3,120 2,880 3,080 2,680 2,850 2,760 3,050 4,150 4,280 4,540 6.1% Arts, Ent. & Rec. 840 900 860 760 580 690 440 880 990 1,020 1,130 10.8% Retail* 400 410 400 410 400 380 340 380 320 340 340 0.0% Ground Trans. 120 130 130 130 150 170 140 0 0 0 0 NA
Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA
Other travel** 10 10 10 10 10 10 10 20 10 20 10 -50.0%
Total 4,360 4,570 4,280 4,390 3,820 4,100 3,690 4,330 5,470 5,660 6,020 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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 161 Mariposa County
Direct Tax Revenue
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions)
Local* 18.7 20.6 21.0 21.7 20.0 21.8 15.7 21.3 29.0 25.5 30.6 20.0% State** 13.2 14.0 13.5 13.4 12.6 13.7 9.0 11.3 14.3 13.2 15.3 16.4% Total 31.9 34.5 34.5 35.2 32.6 35.4 24.6 32.6 43.3 38.7 45.9 18.8% Local Tax Revenue Detail ($Millions)
Business/Employees 3.3 3.7 3.5 3.6 3.2 3.6 4.1 5.3 6.2 4.7 5.1 10.2% Visitor 15.4 16.9 17.5 18.1 16.8 18.2 11.5 16.0 22.8 20.8 25.4 22.2% Total 18.7 20.6 21.0 21.7 20.0 21.8 15.7 21.3 29.0 25.5 30.6 20.0% State Tax Revenue Detail ($Millions)
Business/Employees 3.7 4.1 3.9 3.8 3.2 3.5 3.8 4.3 5.3 4.5 5.1 12.6% Visitor 9.5 9.9 9.6 9.6 9.4 10.1 5.1 7.0 9.0 8.7 10.2 18.3% Total 13.2 14.0 13.5 13.4 12.6 13.7 9.0 11.3 14.3 13.2 15.3 16.4% 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.

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162 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Mendocino County
Direct Spending Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions)
Visitor 365.9 384.3 421.8 451.6 435.2 466.8 294.1 464.5 513.0 509.0 517.7 1.7% Other travel* 16.2 14.4 12.8 14.4 16.5 17.2 5.8 11.5 17.2 16.8 16.3 -2.7% Total 382.1 398.7 434.6 465.9 451.7 484.0 299.8 476.0 530.2 525.8 534.1 1.6% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 214.6 233.7 267.2 289.3 267.4 286.3 188.6 295.1 297.4 292.2 300.1 2.7% Hotel, Motel NA NA NA NA NA NA NA 177.4 186.9 176.9 182.1 3.0% STVR** NA NA NA NA NA NA NA 117.7 110.5 115.3 118.0 2.3% Campground 40.8 41.5 41.9 44.0 46.2 49.8 41.8 54.1 70.6 70.1 69.5 -0.9% Private Home (VFR) 46.6 43.6 44.1 46.8 49.0 54.2 17.8 58.8 63.3 64.4 65.1 1.0% Seasonal Home 13.7 14.1 14.4 15.2 16.6 17.0 28.1 25.2 31.7 32.5 32.8 1.0% Day Travel 50.2 51.4 54.1 56.2 56.1 59.5 17.7 31.2 49.9 49.8 50.3 1.0% Total 151.3 150.6 154.6 162.2 167.8 180.5 105.4 464.5 513.0 509.0 517.7 1.7% Visitor Spending by Commodity Purchased ($Millions)
Accommodations 93.9 104.2 121.4 130.6 123.0 134.3 109.2 166.2 171.9 164.8 164.2 -0.3% Food Service 106.9 114.8 127.7 136.4 130.1 139.0 80.2 120.9 135.8 139.9 146.9 5.0% Food Stores 21.4 22.4 23.0 23.3 22.8 24.1 16.2 34.1 38.7 40.6 41.2 1.4% Arts, Ent. & Rec. 54.3 56.9 61.9 64.5 60.4 62.8 35.1 58.8 61.3 62.7 66.2 5.5% Retail Sales 42.7 42.1 45.5 49.6 48.9 53.2 28.4 44.7 49.5 49.1 48.4 -1.5% 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 46.8 43.8 42.2 47.1 50.0 53.4 25.0 39.8 55.8 51.8 50.8 -1.9% Total 365.9 384.3 421.8 451.6 435.2 466.8 294.1 464.5 513.0 509.0 517.7 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 limitations.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 163 Mendocino County
Direct Impact Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions)
Accom. & Food Serv. 120.7 129.0 149.2 162.1 161.8 177.8 136.6 170.6 186.3 203.3 212.8 4.7% Arts, Ent. & Rec. 36.9 34.4 35.6 37.8 26.5 28.4 15.9 18.5 24.7 26.1 27.3 4.8% Retail* 9.9 10.2 11.1 11.6 11.3 12.0 12.5 13.8 14.5 15.1 14.8 -2.6% Ground Trans. 4.2 4.6 5.4 6.4 8.4 9.3 3.6 3.5 3.6 3.7 4.1 11.9% 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 Other travel** 0.8 0.9 1.0 1.1 1.2 1.2 1.0 1.1 1.5 2.0 2.0 1.4% Total 172.5 179.1 202.3 219.0 209.1 228.6 169.5 207.6 230.6 250.2 260.9 4.3% Direct Employment (Jobs)
Accom. & Food Serv. 3,570 3,560 3,880 4,120 3,920 4,160 3,210 3,620 3,900 3,960 3,970 0.3% Arts, Ent. & Rec. 2,670 2,480 2,680 2,590 1,740 1,700 860 960 1,290 1,420 1,350 -4.9% Retail* 310 310 320 330 310 320 310 320 320 320 310 -3.1% Ground Trans. 110 120 130 140 160 190 170 160 190 200 220 10.0% Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA
Other travel** 30 30 30 30 30 30 20 30 30 30 30 0.0%
Total 6,690 6,500 7,040 7,210 6,160 6,400 4,570 5,090 5,730 5,930 5,880 -0.8% 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.

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164 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Mendocino County
Direct Tax Revenue
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions)
Local* 16.2 17.5 18.5 20.1 22.3 24.3 19.6 27.7 28.0 25.7 25.8 0.5% State** 19.5 19.5 20.3 20.9 20.5 22.2 14.7 21.4 22.6 22.1 22.7 2.9% Total 35.7 37.0 38.8 41.0 42.7 46.4 34.3 49.1 50.6 47.8 48.5 1.6% Local Tax Revenue Detail ($Millions)
Business/Employees 5.7 5.8 6.3 6.6 6.7 7.3 7.2 8.8 8.3 6.6 6.7 0.7% Visitor 10.6 11.6 12.2 13.5 15.6 17.0 12.4 18.9 19.7 19.1 19.2 0.4% Total 16.2 17.5 18.5 20.1 22.3 24.3 19.6 27.7 28.0 25.7 25.8 0.5% State Tax Revenue Detail ($Millions)
Business/Employees 5.8 5.9 6.3 6.3 5.3 5.8 5.5 6.7 6.6 5.8 5.9 2.4% Visitor 13.7 13.6 14.0 14.6 15.2 16.4 9.1 14.6 16.0 16.3 16.8 3.0% Total 19.5 19.5 20.3 20.9 20.5 22.2 14.7 21.4 22.6 22.1 22.7 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.
*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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 165 Merced County
Direct Spending Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions)
Visitor 217.8 219.4 209.5 228.7 246.1 259.9 134.9 246.1 272.5 299.2 299.4 0.0% Other travel* 46.5 41.3 36.3 41.5 50.1 51.4 15.7 32.9 51.4 48.4 46.7 -3.6% Total 264.3 260.7 245.8 270.2 296.2 311.3 150.6 278.9 324.0 347.7 346.0 -0.5% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 69.8 76.3 72.7 77.5 82.3 87.2 79.0 94.2 82.0 104.4 102.5 -1.9% Hotel, Motel NA NA NA NA NA NA NA 88.3 77.3 95.8 92.2 -3.8% STVR** NA NA NA NA NA NA NA 5.9 4.8 8.6 10.3 19.4%
Campground 7.2 7.3 7.4 7.8 8.2 8.8 7.4 9.6 12.5 12.4 12.3 -0.3% Private Home (VFR) 78.0 73.8 69.8 79.7 88.1 94.3 25.5 99.7 113.4 115.5 117.4 1.7% Seasonal Home 15.7 15.3 15.6 16.4 17.5 17.9 12.0 10.9 16.8 17.1 17.4 1.6% Day Travel 47.1 46.7 44.1 47.3 50.1 51.8 10.9 31.8 47.8 49.8 49.7 -0.1% Total 148.0 143.1 136.9 151.2 163.9 172.7 55.8 246.1 272.5 299.2 299.4 0.0% Visitor Spending by Commodity Purchased ($Millions)
Accommodations 36.2 40.1 39.9 42.3 44.6 47.3 36.8 43.9 44.5 53.4 51.6 -3.4% Food Service 58.0 61.2 60.6 64.6 67.8 71.2 40.1 75.2 79.9 90.3 93.7 3.8% Food Stores 12.2 12.5 12.1 12.5 12.7 13.0 6.8 14.7 17.1 18.7 19.1 2.0% Arts, Ent. & Rec. 27.8 28.7 27.8 29.0 29.7 30.4 16.7 30.0 30.8 34.4 35.4 2.7% Retail Sales 27.9 26.4 25.3 29.9 34.1 38.7 17.9 38.2 41.7 44.4 43.9 -1.1% Visitor Air 0.0 0.0 0.0 0.7 0.6 0.3 0.3 0.0 0.0 0.0 0.0 NA Local Tran. & Gas 55.6 50.4 43.9 49.7 56.7 58.9 16.3 44.0 58.6 58.0 55.7 -4.0% Total 217.8 219.4 209.5 228.7 246.1 259.9 134.9 246.1 272.5 299.2 299.4 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.

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166 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Merced County
Direct Impact Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions)
Accom. & Food Serv. 38.6 43.2 44.4 46.6 49.7 53.0 48.9 58.5 66.4 75.1 81.5 8.6% Arts, Ent. & Rec. 19.2 18.7 18.5 19.7 20.9 20.8 10.8 16.1 29.8 28.7 33.7 17.1% Retail* 6.7 6.8 6.8 7.4 7.8 8.4 8.6 9.9 10.9 11.5 11.6 1.1% Ground Trans. 4.0 4.2 4.4 5.3 7.5 8.1 2.5 2.4 2.5 2.5 2.8 10.3% Visitor Air 0.0 0.0 0.0 1.4 0.5 0.5 1.0 0.0 0.0 0.0 0.0 NA Other travel** 1.5 1.6 1.8 2.3 3.5 3.7 3.7 2.1 2.7 2.9 3.0 0.7% Total 70.0 74.5 75.9 82.7 89.8 94.5 75.6 89.0 112.2 120.7 132.5 9.7% Direct Employment (Jobs)
Accom. & Food Serv. 1,530 1,610 1,550 1,570 1,580 1,630 1,480 1,620 1,780 1,890 1,870 -1.1% Arts, Ent. & Rec. 1,240 1,130 1,080 1,140 1,090 1,060 560 770 1,300 1,340 1,430 6.7% Retail* 250 240 230 240 250 260 240 260 260 260 260 0.0% Ground Trans. 110 110 110 110 150 160 120 110 130 140 140 0.0% Visitor Air 0 0 0 10 0 10 10 0 0 0 0 NA
Other travel** 60 60 70 70 80 80 90 60 70 70 70 0.0%
Total 3,190 3,150 3,040 3,140 3,150 3,200 2,500 2,820 3,540 3,700 3,770 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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 167 Merced County
Direct Tax Revenue
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions)
Local* 5.8 6.3 6.2 7.2 8.1 8.6 7.1 10.1 10.4 10.6 10.7 0.9% State** 16.9 16.1 14.7 15.5 18.6 19.8 10.0 17.8 18.8 19.7 20.3 3.2% Total 22.8 22.4 20.9 22.7 26.7 28.5 17.1 27.8 29.1 30.3 31.1 2.4% Local Tax Revenue Detail ($Millions)
Business/Employees 2.2 2.4 2.3 2.6 2.8 3.0 3.2 3.8 4.1 3.2 3.4 5.9% Visitor 3.6 3.9 3.9 4.7 5.3 5.7 4.0 6.3 6.3 7.4 7.3 -1.4% Total 5.8 6.3 6.2 7.2 8.1 8.6 7.1 10.1 10.4 10.6 10.7 0.9% State Tax Revenue Detail ($Millions)
Business/Employees 2.6 2.7 2.6 2.5 2.5 2.6 2.6 3.0 3.4 2.9 3.2 7.9% Visitor 14.4 13.4 12.2 13.0 16.1 17.2 7.4 14.8 15.4 16.8 17.2 2.3% Total 16.9 16.1 14.7 15.5 18.6 19.8 10.0 17.8 18.8 19.7 20.3 3.2% 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.
*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.

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168 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Modoc County
Direct Spending Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions)
Visitor 22.6 22.7 23.1 24.6 25.7 27.9 20.4 23.8 27.9 27.4 27.2 -0.6% Other travel* 1.6 1.4 1.2 1.3 1.5 1.6 0.5 1.0 1.5 1.4 1.4 -3.6% Total 24.2 24.0 24.3 25.9 27.3 29.5 20.9 24.7 29.4 28.8 28.5 -0.8% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 6.8 7.3 7.7 8.2 8.5 9.5 9.4 7.4 7.7 7.1 7.1 0.2% Hotel, Motel NA NA NA NA NA NA NA 6.2 6.4 5.7 5.6 -1.6% STVR** NA NA NA NA NA NA NA 1.2 1.3 1.4 1.5 7.7%
Campground 4.1 4.1 4.1 4.3 4.5 4.9 4.1 5.3 6.9 6.8 6.8 -1.2% Private Home (VFR) 4.7 4.3 4.2 4.6 4.9 5.3 1.8 5.4 5.8 6.0 5.9 -0.9% Seasonal Home 1.3 1.4 1.4 1.5 1.6 1.7 2.6 2.4 2.7 2.7 2.7 -0.3% Day Travel 5.7 5.7 5.7 6.0 6.2 6.6 2.5 3.3 4.8 4.7 4.7 -0.9% Total 15.8 15.4 15.4 16.4 17.2 18.4 11.0 23.8 27.9 27.4 27.2 -0.6% Visitor Spending by Commodity Purchased ($Millions)
Accommodations 3.8 4.1 4.4 4.7 4.9 5.4 6.2 5.3 5.9 5.5 5.5 0.0% Food Service 6.7 6.9 7.2 7.6 7.9 8.5 5.8 7.0 8.0 8.1 7.8 -3.6% Food Stores 1.9 2.0 2.0 2.0 2.0 2.1 1.5 2.3 2.8 2.9 2.9 1.7% Arts, Ent. & Rec. 3.6 3.6 3.7 3.8 3.9 4.1 2.6 3.2 3.6 3.6 3.7 3.9% Retail Sales 2.9 2.7 2.7 3.0 3.3 3.7 2.2 2.9 3.3 3.3 3.3 -0.6% 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 3.7 3.4 3.1 3.4 3.9 4.1 2.1 3.0 4.3 4.0 3.9 -1.1% Total 22.6 22.7 23.1 24.6 25.7 27.9 20.4 23.8 27.9 27.4 27.2 -0.6% 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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 169 Modoc County
Direct Impact Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions)
Accom. & Food Serv. 6.8 6.7 7.4 7.9 7.7 8.7 9.0 10.7 12.5 14.1 15.9 12.8% Arts, Ent. & Rec. 0.9 0.9 0.9 1.0 1.0 1.1 0.9 1.1 1.4 1.8 2.0 9.3% Retail* 1.0 1.0 1.0 1.0 1.0 1.1 1.3 2.2 1.9 1.8 1.7 -6.3% Ground Trans. 0.3 0.3 0.3 0.4 0.6 0.6 0.3 0.4 0.3 0.4 0.4 18.7% 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** 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.3 0.2 0.1 0.1 9.7% Total 9.1 8.9 9.8 10.4 10.4 11.6 11.5 14.6 16.3 18.2 20.1 10.7% Direct Employment (Jobs)
Accom. & Food Serv. 240 220 220 220 210 230 220 250 270 270 270 0.0% Arts, Ent. & Rec. 40 40 40 30 30 40 30 30 40 40 40 0.0% Retail* 40 30 30 30 30 30 30 40 30 30 30 0.0%
Ground Trans. 10 10 10 10 10 10 10 10 20 20 20 0.0%
Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA
Other travel** 0 0 0 0 0 0 0 10 0 0 0 NA
Total 330 300 300 290 280 310 290 340 360 360 360 0.0%
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.

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170 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Modoc County
Direct Tax Revenue
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions)
Local* 0.6 0.6 0.7 0.7 0.7 0.8 0.9 1.0 1.1 0.9 1.0 2.9% State** 1.3 1.3 1.3 1.3 1.4 1.5 1.2 1.5 1.6 1.6 1.6 3.0% Total 2.0 1.9 1.9 2.0 2.2 2.4 2.1 2.6 2.7 2.5 2.6 2.9%
Local Tax Revenue Detail ($Millions)
Business/Employees 0.3 0.3 0.3 0.3 0.3 0.3 0.5 0.6 0.5 0.4 0.5 6.8% Visitor 0.3 0.3 0.4 0.4 0.4 0.5 0.5 0.5 0.5 0.5 0.5 -0.5% Total 0.6 0.6 0.7 0.7 0.7 0.8 0.9 1.0 1.1 0.9 1.0 2.9%
State Tax Revenue Detail ($Millions)
Business/Employees 0.3 0.3 0.3 0.3 0.3 0.3 0.4 0.5 0.5 0.5 0.5 8.5% Visitor 1.0 1.0 0.9 1.0 1.1 1.2 0.7 1.0 1.1 1.1 1.1 0.7% Total 1.3 1.3 1.3 1.3 1.4 1.5 1.2 1.5 1.6 1.6 1.6 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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 171 Mono County
Direct Spending Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions)
Visitor 471.5 492.4 545.9 612.9 622.3 667.4 435.4 578.3 694.6 714.2 711.5 -0.4% Other travel* 2.9 2.6 2.4 2.9 3.4 3.6 1.4 1.5 2.3 2.2 2.1 -3.6% Total 474.4 495.0 548.3 615.8 625.7 671.0 436.8 579.8 696.9 716.3 713.5 -0.4% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 359.2 379.7 429.9 487.5 490.0 529.3 317.5 446.5 537.0 554.0 549.7 -0.8% Hotel, Motel NA NA NA NA NA NA NA 185.1 229.7 220.9 227.4 2.9% STVR** NA NA NA NA NA NA NA 261.4 307.3 333.0 322.3 -3.2% Campground 32.4 32.1 32.5 34.1 35.8 38.6 32.4 42.2 55.1 54.7 54.9 0.4% Private Home (VFR) 8.4 7.7 7.8 9.7 10.3 10.0 3.1 8.1 8.6 8.9 9.1 2.5% Seasonal Home 39.3 40.2 40.9 43.7 47.7 48.9 66.8 60.0 59.3 60.7 61.9 2.0% Day Travel 32.2 32.6 34.8 37.8 38.5 40.5 15.6 21.5 34.6 36.0 35.8 -0.3% Total 112.3 112.7 116.0 125.4 132.3 138.0 117.9 578.3 694.6 714.2 711.5 -0.4% Visitor Spending by Commodity Purchased ($Millions)
Accommodations 154.1 165.6 188.9 214.2 212.6 234.4 175.7 250.6 310.2 314.4 311.1 -1.0% Food Service 133.9 141.8 159.9 178.1 181.5 194.5 118.9 132.8 157.7 166.6 168.5 1.1% Food Stores 17.1 17.6 18.4 19.3 19.3 20.4 14.8 38.6 45.7 50.0 48.5 -3.0% Arts, Ent. & Rec. 67.4 69.6 76.7 83.2 82.9 86.5 52.3 74.5 80.0 84.6 84.9 0.4% Retail Sales 49.4 51.3 56.0 62.2 64.5 67.4 40.7 45.6 50.5 51.1 51.1 0.0% Visitor Air 0.0 0.0 0.0 2.6 2.6 1.6 0.8 0.0 0.0 0.0 0.0 NA Local Tran. & Gas 49.7 46.4 46.0 53.3 58.9 62.6 32.2 36.1 50.5 47.5 47.3 -0.4% Total 471.5 492.4 545.9 612.9 622.3 667.4 435.4 578.3 694.6 714.2 711.5 -0.4% 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.

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172 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Mono County
Direct Impact Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions)
Accom. & Food Serv. 71.1 75.2 87.9 106.6 108.3 121.4 84.2 124.4 150.9 158.4 153.9 -2.8% Arts, Ent. & Rec. 37.2 42.0 44.0 43.5 48.8 51.7 39.5 40.9 52.3 55.3 62.4 13.0% Retail* 10.3 10.9 12.1 13.4 13.6 13.7 13.7 15.3 16.2 15.9 17.0 7.2% Ground Trans. 5.4 5.7 6.8 8.5 11.8 13.1 5.2 5.2 5.3 5.4 6.1 12.9% Visitor Air 0.0 0.0 0.0 5.1 5.2 6.6 6.7 0.0 0.0 0.0 0.0 NA Other travel** 0.3 0.3 0.3 0.8 1.0 1.4 0.9 0.1 0.1 0.1 0.1 14.2% Total 124.3 134.1 151.0 177.8 188.6 207.8 150.2 185.8 224.7 235.0 239.6 1.9% Direct Employment (Jobs)
Accom. & Food Serv. 2,230 2,270 2,420 2,730 2,840 3,090 2,160 3,090 3,480 3,760 3,420 -9.0% Arts, Ent. & Rec. 1,720 2,160 2,250 2,250 2,340 2,280 1,560 1,620 1,890 1,810 2,010 11.0% Retail* 350 350 350 350 370 360 330 340 340 310 320 3.2% Ground Trans. 150 150 160 180 230 260 250 240 290 300 320 6.7% Visitor Air 0 0 0 50 50 70 60 0 0 0 0 NA
Other travel** 10 10 10 20 20 20 10 0 0 0 0 NA
Total 4,460 4,940 5,190 5,580 5,850 6,080 4,370 5,290 6,000 6,180 6,070 -1.8% 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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 173 Mono County
Direct Tax Revenue
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions)
Local* 26.3 28.7 32.8 37.0 37.6 41.4 30.0 37.5 45.1 43.9 43.4 -1.0% State** 15.7 15.9 16.9 18.3 19.3 20.8 15.0 20.7 23.1 22.7 22.9 1.2% Total 42.0 44.6 49.7 55.3 56.8 62.3 45.0 58.2 68.2 66.6 66.4 -0.3% Local Tax Revenue Detail ($Millions)
Business/Employees 4.1 4.4 4.8 5.4 5.8 6.4 6.1 7.6 7.8 6.0 5.9 -1.6% Visitor 22.2 24.3 28.0 31.6 31.7 35.0 23.8 29.9 37.3 37.9 37.6 -1.0% Total 26.3 28.7 32.8 37.0 37.6 41.4 30.0 37.5 45.1 43.9 43.4 -1.0% State Tax Revenue Detail ($Millions)
Business/Employees 4.5 4.8 5.1 5.6 5.5 6.0 5.8 6.8 7.4 6.3 6.3 0.0% Visitor 11.2 11.1 11.8 12.8 13.8 14.8 9.2 13.9 15.7 16.4 16.7 1.6% Total 15.7 15.9 16.9 18.3 19.3 20.8 15.0 20.7 23.1 22.7 22.9 1.2% 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.
*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.

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174 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Monterey County
Direct Spending Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions)
Visitor 2,501.1 2,609.6 2,673.8 2,725.7 3,030.3 3,127.6 1,511.9 2,345.6 2,844.3 2,846.8 3,013.9 5.9% Other travel* 100.8 92.1 85.5 94.6 105.3 113.0 40.6 73.2 110.5 107.5 109.4 1.8% Total 2,601.9 2,701.7 2,759.3 2,820.2 3,135.6 3,240.5 1,552.5 2,418.8 2,954.8 2,954.3 3,123.3 5.7% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 1,797.2 1,893.2 1,951.7 1,964.1 2,214.3 2,280.8 1,145.1 1,736.7 2,055.8 2,050.1 2,195.8 7.1% Hotel, Motel NA NA NA NA NA NA NA 1,556.0 1,839.3 1,830.0 1,954.4 6.8% STVR** NA NA NA NA NA NA NA 180.7 216.6 220.0 241.4 9.7% Campground 40.6 41.3 41.8 43.9 46.0 49.6 41.5 53.9 70.3 69.9 70.2 0.5% Private Home (VFR) 154.3 157.9 156.8 172.6 190.6 205.0 71.2 199.7 223.3 226.3 232.9 2.9% Seasonal Home 56.5 57.6 58.5 63.3 71.6 73.3 100.7 90.5 93.0 95.3 96.8 1.6% Day Travel 452.4 459.7 465.0 481.7 507.8 518.8 153.5 264.7 401.7 405.3 418.1 3.2% Total 703.9 716.5 722.1 761.5 816.0 846.7 366.8 2,345.6 2,844.3 2,846.8 3,013.9 5.9% Visitor Spending by Commodity Purchased ($Millions)
Accommodations 633.7 684.1 712.1 716.0 835.4 879.1 449.2 823.9 985.7 962.1 1,022.7 6.3% Food Service 756.8 799.5 836.8 858.6 938.7 966.6 485.0 663.1 800.5 828.2 889.8 7.4% Food Stores 70.0 72.8 73.0 72.9 76.2 77.7 43.4 69.0 86.2 90.2 93.6 3.9% Arts, Ent. & Rec. 346.4 357.5 366.8 367.8 392.8 394.0 184.2 260.4 298.9 304.8 326.6 7.2% Retail Sales 436.8 454.2 459.1 468.8 509.0 519.7 240.7 340.3 403.5 401.3 406.8 1.4% Visitor Air 17.1 17.6 18.0 17.5 17.5 23.8 6.9 14.2 29.2 30.0 35.4 17.9% Local Tran. & Gas 240.2 223.8 207.9 224.0 260.7 266.7 102.6 174.8 240.3 230.2 238.9 3.8% Total 2,501.1 2,609.6 2,673.8 2,725.7 3,030.3 3,127.6 1,511.9 2,345.6 2,844.3 2,846.8 3,013.9 5.9% 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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 175 Monterey County
Direct Impact Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions)
Accom. & Food Serv. 559.3 590.4 636.8 656.4 743.9 786.1 561.2 672.8 854.2 915.1 984.7 7.6% Arts, Ent. & Rec. 365.4 385.8 387.9 396.7 438.6 454.5 348.6 374.4 461.3 537.4 587.1 9.2% Retail* 70.2 75.0 77.3 76.0 85.3 86.4 87.0 97.7 101.8 107.9 111.0 2.8% Ground Trans. 24.0 25.6 28.3 31.9 46.3 49.4 17.6 17.3 18.5 20.0 21.2 5.6% Visitor Air 13.4 15.6 16.2 16.5 17.6 20.1 19.5 22.9 27.4 30.8 34.1 10.9% Other travel** 17.5 18.5 19.6 21.3 22.1 23.5 22.3 24.3 27.0 30.4 34.2 12.4% Total 1,049.8 1,110.9 1,166.1 1,198.8 1,353.8 1,420.1 1,056.3 1,209.5 1,490.2 1,641.6 1,772.1 8.0% Direct Employment (Jobs)
Accom. & Food Serv. 16,160 16,270 16,780 16,620 17,940 18,160 13,350 14,580 17,020 17,780 17,990 1.2% Arts, Ent. & Rec. 4,660 4,710 4,770 4,670 5,070 5,360 3,750 4,020 4,910 5,460 5,850 7.1% Retail* 2,130 2,170 2,200 2,090 2,270 2,220 2,090 2,180 2,180 2,190 2,220 1.4% Ground Trans. 630 640 660 680 900 980 760 740 890 960 1,000 4.2% Visitor Air 110 130 130 130 140 140 120 160 180 190 200 5.3% Other travel** 280 290 310 320 320 310 270 300 310 320 340 6.3% Total 23,970 24,210 24,850 24,510 26,640 27,170 20,340 21,980 25,490 26,900 27,600 2.6% 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.

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176 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Monterey County
Direct Tax Revenue
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions)
Local* 106.2 113.3 117.0 124.7 146.4 153.5 97.0 155.6 178.7 166.6 176.1 5.7% State** 128.7 130.7 130.0 126.1 139.0 144.3 86.3 113.7 129.0 126.5 134.0 6.0% Total 234.9 244.1 247.0 250.8 285.4 297.8 183.2 269.3 307.7 293.1 310.1 5.8% Local Tax Revenue Detail ($Millions)
Business/Employees 33.4 35.0 35.4 36.7 42.0 44.1 43.4 53.1 55.5 44.8 46.7 4.3% Visitor 72.8 78.3 81.6 88.0 104.4 109.4 53.6 102.5 123.3 121.8 129.4 6.2% Total 106.2 113.3 117.0 124.7 146.4 153.5 97.0 155.6 178.7 166.6 176.1 5.7% State Tax Revenue Detail ($Millions)
Business/Employees 37.1 38.5 38.2 34.4 36.2 37.8 35.4 38.0 41.8 37.1 39.3 6.0% Visitor 91.6 92.3 91.8 91.6 102.8 106.5 50.9 75.7 87.2 89.4 94.7 5.9% Total 128.7 130.7 130.0 126.1 139.0 144.3 86.3 113.7 129.0 126.5 134.0 6.0% 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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 177 Napa County
Direct Spending Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions)
Visitor 1,366.9 1,431.5 1,567.9 1,597.0 1,722.3 1,784.1 958.8 1,318.9 1,661.5 1,912.5 1,978.0 3.4% Other travel* 44.6 43.2 61.6 61.8 70.9 71.2 29.1 36.0 49.3 62.3 65.5 5.0% Total 1,411.5 1,474.7 1,629.4 1,658.8 1,793.2 1,855.3 987.9 1,354.9 1,710.8 1,974.8 2,043.5 3.5% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 975.0 1,032.7 1,148.7 1,163.6 1,287.0 1,335.0 745.9 990.2 1,240.9 1,453.9 1,509.6 3.8% Hotel, Motel NA NA NA NA NA NA NA 903.1 1,131.6 1,339.4 1,393.5 4.0% STVR** NA NA NA NA NA NA NA 87.0 109.3 114.5 116.1 1.4% Campground 15.6 15.7 15.9 16.6 17.5 18.8 15.8 20.5 26.7 26.6 26.5 -0.1% Private Home (VFR) 31.9 30.4 30.7 32.4 34.6 36.8 11.2 36.1 39.0 39.6 40.1 1.4% Seasonal Home 19.1 20.8 21.2 22.5 25.1 25.7 45.8 40.9 45.3 46.5 47.0 1.1% Day Travel 325.3 331.9 351.3 361.8 358.1 367.8 140.1 231.2 309.6 345.9 354.7 2.5% Total 391.9 398.8 419.1 433.3 435.3 449.1 212.9 1,318.9 1,661.5 1,912.5 1,978.0 3.4% Visitor Spending by Commodity Purchased ($Millions)
Accommodations 392.6 426.7 484.7 488.6 546.4 572.3 280.8 470.4 611.4 678.6 692.8 2.1% Food Service 365.1 385.5 426.1 440.0 473.3 494.4 293.5 353.7 440.2 531.3 562.7 5.9% Food Stores 36.9 38.4 40.3 40.3 41.4 42.6 23.8 36.3 46.1 53.7 55.8 3.9% Arts, Ent. & Rec. 247.8 255.3 276.0 278.9 290.2 295.2 161.5 199.6 237.3 279.7 298.2 6.6% Retail Sales 244.5 250.5 266.7 269.2 279.8 285.2 154.3 194.3 235.6 270.4 266.2 -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 79.9 75.2 74.0 79.9 91.3 94.5 44.9 64.6 90.9 98.9 102.3 3.5% Total 1,366.9 1,431.5 1,567.9 1,597.0 1,722.3 1,784.1 958.8 1,318.9 1,661.5 1,912.5 1,978.0 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.
*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.

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178 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Napa County
Direct Impact Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions)
Accom. & Food Serv. 388.6 416.1 465.0 483.0 543.8 580.0 378.9 469.7 618.3 696.0 676.2 -2.8% Arts, Ent. & Rec. 115.5 111.4 126.5 148.8 170.0 186.1 122.5 134.9 170.2 204.0 191.3 -6.2% Retail* 37.2 39.2 42.4 41.8 42.1 42.7 44.1 46.5 50.1 54.8 53.2 -2.8% Ground Trans. 10.3 11.0 12.8 14.7 21.7 23.4 9.1 8.9 9.2 9.9 10.5 6.9% 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 Other travel** 7.1 7.6 14.3 13.9 15.8 15.6 11.0 8.6 11.0 16.6 18.0 8.7% Total 558.7 585.2 661.1 702.3 793.4 847.9 565.5 668.7 858.9 981.2 949.4 -3.2% Direct Employment (Jobs)
Accom. & Food Serv. 9,370 9,500 9,880 9,910 10,490 10,650 7,050 7,970 9,770 10,720 10,190 -4.9% Arts, Ent. & Rec. 5,210 4,840 5,210 5,960 6,370 6,440 4,030 4,570 6,320 6,890 7,180 4.2% Retail* 1,090 1,080 1,170 1,120 1,130 1,100 1,090 1,040 1,080 1,120 1,080 -3.6% Ground Trans. 280 280 310 310 420 470 430 420 500 560 560 0.0% Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA
Other travel** 160 160 210 210 200 200 140 120 150 150 150 0.0% Total 16,110 15,860 16,780 17,510 18,610 18,860 12,740 14,120 17,820 19,440 19,160 -1.4% 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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 179 Napa County
Direct Tax Revenue
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions)
Local* 74.7 80.3 88.9 87.3 97.8 103.0 63.0 86.5 106.2 110.8 111.1 0.3% State** 60.9 62.0 65.8 65.1 69.2 72.6 47.7 61.4 72.3 78.0 78.8 1.0% Total 135.5 142.2 154.7 152.4 167.0 175.6 110.7 147.8 178.5 188.8 190.0 0.6% Local Tax Revenue Detail ($Millions)
Business/Employees 18.8 19.5 21.2 21.6 24.7 26.4 23.3 27.3 29.7 24.9 23.3 -6.6% Visitor 55.9 60.8 67.7 65.7 73.1 76.6 39.7 59.2 76.5 85.9 87.9 2.3% Total 74.7 80.3 88.9 87.3 97.8 103.0 63.0 86.5 106.2 110.8 111.1 0.3% State Tax Revenue Detail ($Millions)
Business/Employees 19.4 19.9 21.4 20.9 22.0 23.3 19.9 24.5 28.2 26.2 24.9 -4.9% Visitor 41.4 42.0 44.4 44.2 47.3 49.2 27.8 36.9 44.1 51.8 53.9 4.0% Total 60.9 62.0 65.8 65.1 69.2 72.6 47.7 61.4 72.3 78.0 78.8 1.0% 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.

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180 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Nevada County
Direct Spending Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions)
Visitor 288.4 303.1 325.2 347.6 370.0 395.8 259.0 421.7 469.8 486.0 502.7 3.4% Other travel* 17.3 15.3 13.4 15.1 17.5 18.3 5.7 11.9 18.1 16.9 16.3 -3.6% Total 305.7 318.4 338.6 362.6 387.6 414.1 264.6 433.7 488.0 503.0 519.0 3.2% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 99.7 115.3 134.1 146.7 155.4 169.5 93.8 197.6 210.4 221.6 232.6 5.0% Hotel, Motel NA NA NA NA NA NA NA 72.3 78.3 85.2 95.1 11.6% STVR** NA NA NA NA NA NA NA 125.3 132.1 136.4 137.5 0.9% Campground 26.5 26.3 26.6 27.9 29.3 31.6 26.5 34.3 44.8 44.5 44.6 0.1% Private Home (VFR) 54.8 51.3 51.3 54.7 59.2 63.8 21.0 67.6 73.0 74.7 76.7 2.7% Seasonal Home 43.8 45.4 46.2 49.0 53.5 54.8 86.2 77.4 72.5 74.2 75.8 2.1% Day Travel 63.5 64.8 67.0 69.1 72.6 76.1 31.4 44.8 69.1 71.1 73.1 2.8% Total 188.7 187.7 191.1 200.8 214.6 226.3 165.1 421.7 469.8 486.0 502.7 3.4% Visitor Spending by Commodity Purchased ($Millions)
Accommodations 58.2 65.6 74.2 80.5 83.9 91.1 73.8 121.7 132.7 132.8 134.8 1.5% Food Service 88.5 95.8 105.0 110.8 116.5 124.5 79.1 121.1 133.8 144.0 154.1 7.0% Food Stores 18.4 19.0 19.3 19.5 19.8 20.7 13.5 31.8 36.2 38.6 39.2 1.6% Arts, Ent. & Rec. 48.0 50.5 54.1 55.6 57.1 59.4 38.0 62.3 64.7 68.7 72.2 5.1% Retail Sales 35.4 35.1 37.4 42.3 48.5 53.1 32.6 49.4 54.0 55.5 56.0 1.0% 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 39.9 37.1 35.1 38.9 44.4 47.1 22.0 35.4 48.4 46.4 46.4 -0.1% Total 288.4 303.1 325.2 347.6 370.0 395.8 259.0 421.7 469.8 486.0 502.7 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.
*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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 181 Nevada County
Direct Impact Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions)
Accom. & Food Serv. 79.1 84.0 95.2 103.1 113.6 124.4 99.9 123.3 148.8 156.6 171.3 9.4% Arts, Ent. & Rec. 17.5 16.6 18.6 21.2 21.1 22.6 21.9 23.3 28.1 34.0 37.2 9.3% Retail* 8.5 8.8 9.5 10.0 10.9 11.5 12.5 14.1 14.7 15.5 15.8 1.7% Ground Trans. 3.2 3.5 4.0 4.7 6.8 7.5 3.1 3.1 3.2 5.6 3.7 -34.2% 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 Other travel** 0.6 0.6 0.7 0.7 0.8 0.8 0.7 0.7 1.0 1.0 1.0 -0.7% Total 108.9 113.4 128.0 139.8 153.1 166.8 138.2 164.6 195.8 212.7 229.0 7.6% Direct Employment (Jobs)
Accom. & Food Serv. 2,200 2,170 2,280 2,430 2,590 2,690 2,150 2,400 2,720 2,770 2,890 4.3% Arts, Ent. & Rec. 820 740 770 840 820 850 750 720 840 950 940 -1.1% Retail* 270 270 290 290 310 310 310 320 320 330 320 -3.0% Ground Trans. 90 90 100 100 130 150 150 150 170 180 190 5.6% Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA
Other travel** 20 20 20 20 20 20 20 20 20 20 20 0.0%
Total 3,400 3,290 3,460 3,680 3,870 4,020 3,380 3,610 4,070 4,250 4,360 2.6% 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.

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182 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Nevada County
Direct Tax Revenue
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions)
Local* 9.2 10.1 11.3 12.7 14.2 15.5 12.4 19.7 21.3 20.1 20.7 3.0% State** 15.7 15.7 16.1 16.5 18.4 19.8 13.7 20.0 21.4 21.6 22.7 5.0% Total 25.0 25.7 27.3 29.2 32.5 35.3 26.1 39.7 42.7 41.7 43.4 4.1% Local Tax Revenue Detail ($Millions)
Business/Employees 3.6 3.8 4.1 4.4 4.9 5.3 5.9 7.0 7.0 5.6 5.8 3.9% Visitor 5.6 6.3 7.2 8.3 9.3 10.1 6.5 12.7 14.2 14.5 14.9 2.7% Total 9.2 10.1 11.3 12.7 14.2 15.5 12.4 19.7 21.3 20.1 20.7 3.0% State Tax Revenue Detail ($Millions)
Business/Employees 3.7 3.8 4.0 4.0 4.0 4.3 4.6 5.4 5.7 5.0 5.3 5.5% Visitor 12.0 11.9 12.0 12.5 14.4 15.5 9.1 14.5 15.6 16.5 17.3 4.9% Total 15.7 15.7 16.1 16.5 18.4 19.8 13.7 20.0 21.4 21.6 22.7 5.0% 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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 183 Orange County
Direct Spending Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions)
Visitor 10,397.5 11,229.0 11,964.4 12,251.7 12,186.3 12,673.3 5,919.6 9,572.1 13,425.7 14,174.1 14,412.0 1.7% Other travel* 1,485.2 1,467.3 1,512.1 1,563.7 1,735.8 1,789.5 866.7 1,019.3 1,578.1 1,788.5 1,862.8 4.2% Total 11,882.7 12,696.3 13,476.5 13,815.5 13,922.1 14,462.8 6,786.2 10,591.4 15,003.8 15,962.6 16,274.7 2.0% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 6,995.9 7,709.5 8,342.8 8,414.6 7,943.1 8,207.0 3,597.0 5,773.6 8,792.9 9,456.4 9,581.3 1.3% Hotel, Motel NA NA NA NA NA NA NA 5,188.4 7,869.1 8,296.5 8,306.5 0.1% STVR** NA NA NA NA NA NA NA 585.2 923.8 1,159.9 1,274.8 9.9% Campground 42.8 45.2 46.8 48.1 145.3 156.5 135.6 169.9 215.5 214.3 217.1 1.3% Private Home (VFR) 1,374.9 1,451.8 1,477.1 1,640.7 1,847.8 2,013.1 950.3 1,993.0 2,232.2 2,254.5 2,298.2 1.9% Seasonal Home 272.1 265.4 272.3 288.7 315.8 321.8 636.9 560.0 539.4 534.5 550.1 2.9% Day Travel 1,711.8 1,757.2 1,825.3 1,859.5 1,934.3 1,974.9 599.8 1,075.6 1,645.7 1,714.4 1,765.3 3.0% Total 3,401.6 3,519.6 3,621.6 3,837.1 4,243.2 4,466.3 2,322.5 9,572.1 13,425.7 14,174.1 14,412.0 1.7% Visitor Spending by Commodity Purchased ($Millions)
Accommodations 2,258.5 2,488.9 2,710.3 2,716.6 2,984.1 3,100.5 1,335.3 2,201.6 3,510.2 3,811.6 3,801.0 -0.3% Food Service 2,871.7 3,085.2 3,342.3 3,444.9 3,247.6 3,385.3 1,677.3 2,609.9 3,614.4 3,766.7 3,937.6 4.5% Food Stores 386.0 405.2 413.7 412.0 441.4 451.1 276.4 466.8 599.6 636.5 651.8 2.4% Arts, Ent. & Rec. 2,626.6 2,798.2 2,957.3 2,978.6 2,794.2 2,830.6 1,348.1 2,098.9 2,707.2 2,859.3 2,952.0 3.2% Retail Sales 1,588.9 1,755.8 1,843.9 1,992.0 1,975.4 2,158.6 1,042.0 1,750.5 2,196.0 2,286.8 2,256.0 -1.3% Visitor Air 366.0 390.5 392.8 388.9 421.1 417.6 119.2 190.9 427.8 465.7 471.4 1.2% Local Tran. & Gas 299.6 305.3 304.1 318.7 322.4 329.7 121.2 253.5 370.6 347.4 342.3 -1.5% Total 10,397.5 11,229.0 11,964.4 12,251.7 12,186.3 12,673.3 5,919.6 9,572.1 13,425.7 14,174.1 14,412.0 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 limitations.

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184 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 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. 1,983.8 2,175.7 2,422.3 2,510.0 2,594.1 2,748.5 2,015.9 2,419.6 3,101.5 3,444.6 3,977.0 15.5% Arts, Ent. & Rec. 1,562.2 1,712.5 1,900.4 2,065.0 1,926.3 1,973.5 1,097.6 1,391.5 1,840.4 2,045.4 2,252.1 10.1% Retail* 244.9 275.3 291.7 301.9 300.7 315.3 314.5 350.5 371.8 393.9 397.8 1.0% Ground Trans. 51.3 52.7 60.0 66.3 78.9 85.5 31.7 31.3 34.6 34.3 39.8 16.1% Visitor Air 27.1 29.9 39.5 42.9 45.8 49.9 45.5 55.7 61.7 71.2 80.0 12.4% Other travel** 274.4 287.6 338.1 347.8 379.3 391.7 321.9 268.9 349.4 456.6 502.1 10.0% Total 4,143.8 4,533.8 5,052.1 5,333.9 5,325.1 5,564.4 3,827.1 4,517.5 5,759.4 6,446.0 7,248.9 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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 185 Orange County
Direct Tax Revenue
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions)
Local* 476.1 521.2 566.3 577.8 618.8 644.0 355.1 497.7 684.4 687.0 701.2 2.1% State** 467.0 493.6 513.5 515.4 504.2 532.1 314.6 457.5 560.9 561.2 588.5 4.9% Total 943.1 1,014.8 1,079.9 1,093.2 1,123.0 1,176.1 669.7 955.2 1,245.3 1,248.2 1,289.7 3.3% Local Tax Revenue Detail ($Millions)
Business/Employees 139.2 150.6 161.6 163.7 165.6 173.1 157.4 188.1 203.3 167.1 181.4 8.6% Visitor 336.9 370.6 404.8 414.1 453.2 471.0 197.7 309.6 481.2 520.0 519.8 0.0% Total 476.1 521.2 566.3 577.8 618.8 644.0 355.1 497.7 684.4 687.0 701.2 2.1% State Tax Revenue Detail ($Millions)
Business/Employees 146.5 157.0 165.7 161.2 150.5 156.7 134.8 161.0 184.2 168.2 185.9 10.5% Visitor 320.5 336.6 347.8 354.1 353.7 375.4 179.8 296.5 376.7 393.0 402.6 2.4% Total 467.0 493.6 513.5 515.4 504.2 532.1 314.6 457.5 560.9 561.2 588.5 4.9% 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.

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186 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Placer County
Direct Spending Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions)
Visitor 964.5 1,034.8 1,161.6 1,273.6 1,315.2 1,397.3 1,057.1 1,158.6 1,320.5 1,366.6 1,457.8 6.7% Other travel* 69.6 63.7 62.3 75.4 87.3 93.0 33.7 61.1 90.9 96.8 95.0 -1.9% Total 1,034.1 1,098.5 1,223.9 1,349.0 1,402.5 1,490.3 1,090.8 1,219.7 1,411.5 1,463.5 1,552.8 6.1% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 542.8 604.6 718.0 804.1 813.0 865.7 727.0 659.2 744.5 773.5 853.4 10.3% Hotel, Motel NA NA NA NA NA NA NA 368.6 419.6 435.7 479.6 10.1% STVR** NA NA NA NA NA NA NA 290.5 324.9 337.8 373.8 10.7% Campground 29.8 29.9 30.3 31.8 33.3 36.0 30.2 39.0 50.9 50.5 50.3 -0.4% Private Home (VFR) 152.1 156.8 158.6 172.1 188.8 205.7 67.3 220.2 243.7 252.2 256.1 1.6% Seasonal Home 110.6 108.6 110.4 115.7 121.9 124.6 170.0 151.7 154.6 158.7 161.9 2.0% Day Travel 129.2 134.9 144.3 149.9 158.2 165.3 62.7 88.6 126.8 131.7 136.1 3.3% Total 421.7 430.2 443.5 469.5 502.3 531.6 330.2 1,158.6 1,320.5 1,366.6 1,457.8 6.7% Visitor Spending by Commodity Purchased ($Millions)
Accommodations 222.7 250.7 296.7 333.7 337.4 362.0 359.6 398.2 463.6 463.8 506.1 9.1% Food Service 284.2 312.2 357.1 387.6 398.2 423.4 303.2 302.1 339.2 366.1 394.5 7.8% Food Stores 40.2 42.7 45.0 46.3 46.5 48.4 36.5 61.1 69.3 75.6 79.1 4.6% Arts, Ent. & Rec. 180.7 192.8 214.1 226.1 227.2 234.6 174.5 182.0 189.8 201.7 216.4 7.3% Retail Sales 118.9 124.0 138.6 156.1 166.9 182.4 113.1 127.3 140.8 145.4 146.9 1.1% 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 Local Tran. & Gas 118.0 112.3 110.0 123.8 139.0 146.5 70.3 87.9 117.8 114.1 114.8 0.7% Total 964.5 1,034.8 1,161.6 1,273.6 1,315.2 1,397.3 1,057.1 1,158.6 1,320.5 1,366.6 1,457.8 6.7% 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 limitations.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 187 Placer County
Direct Impact Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions)
Accom. & Food Serv. 182.6 197.4 244.2 272.5 285.3 310.0 260.8 314.8 383.1 420.8 444.7 5.7% Arts, Ent. & Rec. 93.5 93.9 95.9 112.2 116.7 124.1 102.2 128.7 181.5 206.3 216.1 4.8% Retail* 22.4 24.2 27.2 29.4 30.7 32.3 36.0 40.3 40.7 42.2 42.1 -0.3% Ground Trans. 10.3 11.3 13.6 16.4 22.9 25.2 11.3 11.0 11.4 11.6 13.1 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** 3.6 4.2 6.3 8.6 9.2 10.5 8.2 10.3 10.4 14.5 14.8 1.8% Total 312.3 330.9 387.1 439.1 464.8 502.1 418.6 505.2 627.1 695.4 730.7 5.1% Direct Employment (Jobs)
Accom. & Food Serv. 6,280 6,440 7,340 7,880 7,970 8,230 6,660 7,400 8,350 8,560 8,640 0.9% Arts, Ent. & Rec. 3,880 3,820 4,340 4,910 4,960 4,800 3,590 4,520 5,880 6,150 6,450 4.9% Retail* 680 710 790 830 840 850 920 940 870 870 850 -2.3% Ground Trans. 280 290 330 350 450 500 530 520 620 660 690 4.5% Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA
Other travel** 100 120 160 210 220 240 200 260 240 240 240 0.0% Total 11,220 11,380 12,960 14,180 14,440 14,620 11,900 13,640 15,960 16,480 16,870 2.4% 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.

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188 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Placer County
Direct Tax Revenue
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions)
Local* 29.6 32.6 38.1 42.7 45.3 48.8 47.2 56.3 63.4 59.9 64.1 7.0% State** 50.2 51.1 54.3 57.6 62.5 67.2 48.7 57.1 62.3 62.9 65.9 4.8% Total 79.8 83.7 92.4 100.2 107.8 116.0 95.9 113.4 125.7 122.8 130.0 5.9% Local Tax Revenue Detail ($Millions)
Business/Employees 9.9 10.4 11.7 12.8 13.7 14.8 16.4 20.1 21.2 17.3 17.5 1.4% Visitor 19.7 22.3 26.4 29.9 31.5 33.9 30.8 36.1 42.2 42.7 46.6 9.3% Total 29.6 32.6 38.1 42.7 45.3 48.8 47.2 56.3 63.4 59.9 64.1 7.0% State Tax Revenue Detail ($Millions)
Business/Employees 11.7 12.2 13.5 14.1 14.0 15.0 16.4 18.9 21.1 19.0 19.6 3.3% Visitor 38.5 38.9 40.8 43.4 48.6 52.2 32.2 38.2 41.2 43.9 46.3 5.5% Total 50.2 51.1 54.3 57.6 62.5 67.2 48.7 57.1 62.3 62.9 65.9 4.8% 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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 189 Plumas County
Direct Spending Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions)
Visitor 112.1 109.7 111.9 116.0 127.9 146.2 110.2 117.1 142.2 158.1 160.2 1.4% Other travel* 3.3 2.8 2.5 2.8 3.3 3.4 1.1 2.3 3.4 3.2 3.1 -3.6% Total 115.3 112.5 114.4 118.8 131.2 149.7 111.2 119.4 145.7 161.2 163.3 1.3% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 42.3 43.5 47.4 47.3 49.0 61.6 39.7 34.2 40.5 54.7 56.5 3.3% Hotel, Motel NA NA NA NA NA NA NA 16.8 20.1 25.9 25.8 -0.5% STVR** NA NA NA NA NA NA NA 17.4 20.4 28.8 30.8 6.7%
Campground 20.8 20.6 20.8 21.8 22.9 24.7 20.7 26.8 35.0 34.7 34.4 -1.0% Private Home (VFR) 10.2 9.2 9.4 10.5 11.3 12.4 4.1 13.5 14.3 14.5 14.7 1.3% Seasonal Home 21.2 21.7 22.1 23.5 25.6 26.2 37.8 34.0 37.0 37.8 38.3 1.2% Day Travel 17.6 14.6 12.2 12.8 19.1 21.2 7.8 8.5 15.4 16.2 16.3 0.4% Total 69.8 66.2 64.5 68.7 78.9 84.6 70.5 117.1 142.2 158.1 160.2 1.4% Visitor Spending by Commodity Purchased ($Millions)
Accommodations 27.4 28.5 30.8 31.3 32.3 38.4 34.8 33.4 39.5 46.6 47.0 1.0% Food Service 31.5 31.4 32.7 33.6 36.8 42.2 30.8 31.4 37.2 42.1 43.7 3.9% Food Stores 8.2 8.2 8.3 8.4 8.7 9.4 7.3 10.8 13.5 14.7 15.1 2.5% Arts, Ent. & Rec. 17.2 16.6 16.8 16.9 18.3 20.3 14.8 15.7 17.9 20.1 21.0 4.7% Retail Sales 11.6 10.9 10.7 11.8 15.0 17.2 12.1 12.8 15.1 16.1 15.7 -2.3% 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 16.2 14.1 12.7 13.9 16.8 18.7 10.4 13.0 19.1 18.6 17.7 -4.8% Total 112.1 109.7 111.9 116.0 127.9 146.2 110.2 117.1 142.2 158.1 160.2 1.4% 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.

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190 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Plumas County
Direct Impact Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions)
Accom. & Food Serv. 26.2 26.9 29.6 31.8 35.7 42.4 32.8 37.5 44.0 46.3 58.1 25.7% Arts, Ent. & Rec. 5.4 5.3 5.4 3.9 3.9 4.4 4.0 4.1 4.6 5.1 5.7 11.1% Retail* 3.2 3.2 3.2 3.6 4.1 4.4 4.9 5.2 5.7 6.1 6.3 2.8% Ground Trans. 1.3 1.3 1.5 1.7 2.5 3.0 1.4 0.0 0.0 0.0 0.0 NA 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 0.1 0.2 0.2 0.1 0.2 0.3 0.3 0.3 -2.8% Total 36.2 36.9 39.8 41.2 46.4 54.3 43.2 47.2 54.6 57.9 70.5 21.8% Direct Employment (Jobs)
Accom. & Food Serv. 900 920 920 980 1,070 1,200 850 910 990 940 1,100 17.0% Arts, Ent. & Rec. 190 170 180 120 130 140 120 120 130 130 160 23.1% Retail* 120 120 130 130 150 160 160 160 170 170 160 -5.9% Ground Trans. 40 40 40 40 50 60 70 0 0 0 0 NA
Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA
Other travel** 10 10 10 10 10 10 10 10 10 10 10 0.0%
Total 1,260 1,260 1,280 1,280 1,410 1,570 1,210 1,200 1,300 1,250 1,430 14.4% 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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 191 Plumas County
Direct Tax Revenue
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions)
Local* 3.2 3.3 3.5 3.5 4.0 4.8 4.1 4.3 4.8 5.1 5.4 5.8% State** 5.4 5.1 5.0 5.1 5.9 6.8 5.2 5.9 6.6 6.7 7.1 5.3% Total 8.6 8.4 8.5 8.6 9.9 11.5 9.3 10.2 11.4 11.8 12.5 5.5% Local Tax Revenue Detail ($Millions)
Business/Employees 1.1 1.2 1.2 1.2 1.4 1.6 1.7 1.8 1.8 1.4 1.6 17.5% Visitor 2.0 2.1 2.3 2.3 2.6 3.2 2.4 2.5 3.0 3.7 3.7 1.4% Total 3.2 3.3 3.5 3.5 4.0 4.8 4.1 4.3 4.8 5.1 5.4 5.8%
State Tax Revenue Detail ($Millions)
Business/Employees 1.3 1.3 1.3 1.3 1.3 1.6 1.6 1.7 1.7 1.5 1.8 19.1% Visitor 4.1 3.8 3.7 3.8 4.6 5.2 3.6 4.2 4.8 5.2 5.3 1.5% Total 5.4 5.1 5.0 5.1 5.9 6.8 5.2 5.9 6.6 6.7 7.1 5.3%
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.

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192 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Riverside County
Direct Spending Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions)
Visitor 6,392.3 6,688.9 7,028.4 7,423.5 8,020.2 8,391.3 6,216.2 6,927.0 8,476.3 9,080.6 9,361.3 3.1% Other travel* 559.5 520.4 504.9 505.4 583.6 599.3 228.0 410.1 656.9 627.9 633.6 0.9% Total 6,951.8 7,209.3 7,533.3 7,928.8 8,603.8 8,990.6 6,444.2 7,337.2 9,133.2 9,708.5 9,994.9 3.0% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 2,553.6 2,744.5 2,993.4 3,122.9 3,404.3 3,567.2 2,444.4 2,980.0 3,607.3 4,100.8 4,271.1 4.2% Hotel, Motel NA NA NA NA NA NA NA 2,151.2 2,579.9 2,942.3 3,053.4 3.8% STVR** NA NA NA NA NA NA NA 828.9 1,027.4 1,158.5 1,217.8 5.1% Campground 185.0 184.8 186.9 196.1 205.9 222.0 185.9 241.4 315.0 306.1 305.1 -0.3% Private Home (VFR) 834.8 863.3 884.7 976.4 1,078.7 1,170.1 823.7 1,163.9 1,302.2 1,330.1 1,361.9 2.4% Seasonal Home 1,004.2 1,038.2 1,058.2 1,132.0 1,233.8 1,263.5 1,870.9 1,675.6 1,590.0 1,607.6 1,641.6 2.1% Day Travel 1,814.7 1,858.1 1,905.3 1,996.1 2,097.6 2,168.5 891.3 866.1 1,661.8 1,736.0 1,781.5 2.6% Total 3,838.7 3,944.4 4,035.0 4,300.6 4,615.9 4,824.0 3,771.8 6,927.0 8,476.3 9,080.6 9,361.3 3.1% Visitor Spending by Commodity Purchased ($Millions)
Accommodations 1,148.4 1,244.2 1,371.4 1,427.1 1,530.9 1,583.9 1,328.8 1,756.3 2,095.1 2,264.0 2,303.6 1.7% Food Service 2,019.1 2,148.7 2,293.4 2,413.6 2,573.7 2,704.0 2,120.5 2,151.8 2,570.4 2,764.7 2,923.3 5.7% Food Stores 252.6 263.4 267.4 271.7 279.0 288.3 236.8 306.5 373.8 403.0 415.1 3.0% Arts, Ent. & Rec. 1,089.2 1,132.4 1,184.9 1,218.2 1,269.4 1,298.6 970.5 1,007.4 1,148.7 1,250.1 1,313.7 5.1% Retail Sales 1,018.5 1,075.8 1,113.6 1,224.2 1,383.8 1,473.0 1,003.6 1,032.2 1,289.1 1,368.2 1,377.8 0.7% Visitor Air 97.8 99.1 104.5 112.4 123.5 146.0 57.3 75.0 158.9 181.2 182.1 0.5% Local Tran. & Gas 766.6 725.3 693.1 756.3 859.9 897.4 498.7 597.8 840.2 849.5 845.7 -0.4% Total 6,392.3 6,688.9 7,028.4 7,423.5 8,020.2 8,391.3 6,216.2 6,927.0 8,476.3 9,080.6 9,361.3 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.
*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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 193 Riverside County
Direct Impact Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions)
Accom. & Food Serv. 1,103.9 1,200.9 1,342.5 1,432.6 1,557.1 1,664.4 1,341.2 1,659.9 2,011.2 2,192.6 2,276.0 3.8% Arts, Ent. & Rec. 496.5 511.6 556.8 583.9 629.8 665.5 495.7 647.9 741.4 831.2 864.8 4.0% Retail* 169.6 183.3 193.1 201.7 220.8 230.0 238.9 266.0 286.7 312.8 318.7 1.9% Ground Trans. 71.9 78.8 88.9 100.0 136.0 149.7 90.0 88.8 99.6 112.3 114.2 1.8% Visitor Air 20.3 22.7 18.6 19.9 20.9 17.2 17.0 14.2 14.7 17.6 19.6 11.0% Other travel** 79.3 83.7 97.9 73.5 79.3 77.2 62.1 75.4 103.5 108.8 120.2 10.5% Total 1,941.5 2,081.1 2,297.8 2,411.7 2,643.8 2,804.1 2,244.9 2,752.3 3,257.1 3,575.4 3,713.6 3.9% Direct Employment (Jobs)
Accom. & Food Serv. 43,670 45,450 47,770 49,180 51,170 52,510 43,060 48,620 55,340 57,020 56,180 -1.5% Arts, Ent. & Rec. 18,720 19,070 19,790 20,130 21,530 22,370 15,710 19,730 22,260 24,230 24,840 2.5% Retail* 5,770 5,930 6,060 6,230 6,630 6,700 6,480 6,720 6,850 7,120 7,070 -0.7% Ground Trans. 1,820 1,900 2,010 2,080 2,620 2,910 3,380 3,270 3,920 4,240 4,360 2.8% Visitor Air 320 350 280 290 290 260 220 190 180 200 210 5.0% Other travel** 1,550 1,570 1,990 1,830 1,950 1,860 1,400 1,690 2,080 1,970 2,030 3.0% Total 71,850 74,270 77,900 79,740 84,190 86,610 70,250 80,220 90,630 94,780 94,690 -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.

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194 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Riverside County
Direct Tax Revenue
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions)
Local* 195.2 213.0 236.0 247.9 279.6 293.4 228.8 293.8 341.1 337.5 344.1 2.0% State** 340.2 345.0 349.2 358.0 399.2 422.9 316.2 361.3 412.0 423.1 437.8 3.5% Total 535.5 558.1 585.1 605.9 678.8 716.3 545.0 655.1 753.1 760.5 781.9 2.8% Local Tax Revenue Detail ($Millions)
Business/Employees 64.8 68.8 73.1 73.7 81.8 86.8 92.1 112.2 112.6 90.8 91.0 0.2% Visitor 130.5 144.3 162.8 174.3 197.8 206.6 136.6 181.6 228.5 246.7 253.1 2.6% Total 195.2 213.0 236.0 247.9 279.6 293.4 228.8 293.8 341.1 337.5 344.1 2.0% State Tax Revenue Detail ($Millions)
Business/Employees 70.9 74.3 77.6 75.5 77.5 81.8 85.9 102.4 108.9 97.8 100.0 2.2% Visitor 269.3 270.7 271.5 282.5 321.7 341.1 230.3 258.9 303.0 325.3 337.8 3.9% Total 340.2 345.0 349.2 358.0 399.2 422.9 316.2 361.3 412.0 423.1 437.8 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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 195 Sacramento County
Direct Spending Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions)
Visitor 2,727.7 2,813.8 2,869.0 3,044.9 3,296.6 3,480.7 1,472.1 2,523.0 3,150.7 3,264.8 3,407.9 4.4% Other travel* 767.3 778.2 768.7 791.0 865.1 932.2 355.8 651.5 1,032.2 1,155.4 1,338.7 15.9% Total 3,495.0 3,592.0 3,637.7 3,835.9 4,161.7 4,412.9 1,827.9 3,174.5 4,182.9 4,420.1 4,746.6 7.4% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 1,264.2 1,336.1 1,385.4 1,429.9 1,567.8 1,653.8 972.1 1,212.6 1,524.0 1,598.3 1,699.2 6.3% Hotel, Motel NA NA NA NA NA NA NA 1,109.6 1,385.2 1,437.6 1,521.8 5.9% STVR** NA NA NA NA NA NA NA 103.0 138.8 160.7 177.4 10.4% Campground 13.1 13.2 13.3 14.0 14.7 15.8 13.3 17.2 22.5 22.3 22.3 -0.2% Private Home (VFR) 712.0 718.5 721.7 799.4 875.7 945.9 277.1 795.4 915.5 945.2 968.0 2.4% Seasonal Home 23.4 23.0 23.4 24.4 25.7 26.3 23.7 21.2 32.8 33.7 34.3 2.0% Day Travel 715.0 723.0 725.2 777.2 812.8 838.9 185.9 476.6 655.9 665.2 684.1 2.8% Total 1,463.5 1,477.7 1,483.6 1,615.0 1,728.8 1,826.9 500.0 2,523.0 3,150.7 3,264.8 3,407.9 4.4% Visitor Spending by Commodity Purchased ($Millions)
Accommodations 326.0 358.6 384.2 412.1 458.9 482.5 279.0 348.7 457.7 486.5 513.2 5.5% Food Service 736.0 775.3 808.4 852.9 914.1 960.0 425.1 746.8 890.9 938.1 996.1 6.2% Food Stores 90.6 94.0 93.8 96.0 98.9 101.5 41.5 92.9 111.7 118.8 123.8 4.3% Arts, Ent. & Rec. 437.4 449.9 459.9 474.4 495.9 506.9 214.7 378.9 431.8 448.0 477.9 6.7% Retail Sales 343.6 354.3 357.7 400.1 444.4 491.2 185.6 369.1 431.5 435.8 440.6 1.1% Visitor Air 262.8 277.1 286.6 294.5 307.0 339.9 113.9 158.1 277.9 310.6 333.4 7.3% Local Tran. & Gas 531.3 504.6 478.5 514.9 577.3 598.6 212.4 428.5 549.3 526.9 522.9 -0.8% Total 2,727.7 2,813.8 2,869.0 3,044.9 3,296.6 3,480.7 1,472.1 2,523.0 3,150.7 3,264.8 3,407.9 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.

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196 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Sacramento County
Direct Impact Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions)
Accom. & Food Serv. 430.7 462.5 508.3 537.1 608.2 651.3 502.4 597.7 724.2 787.8 818.1 3.8% Arts, Ent. & Rec. 224.1 247.2 270.3 305.4 304.7 320.1 208.3 235.3 327.9 411.6 441.5 7.3% Retail* 61.5 65.2 67.5 72.4 78.2 82.5 81.6 92.1 97.1 101.7 103.2 1.4% Ground Trans. 53.9 59.1 63.9 69.1 88.0 97.0 47.4 47.4 57.0 66.1 65.4 -1.1% Visitor Air 20.7 22.8 19.0 18.2 18.9 19.3 19.1 23.5 25.7 28.6 32.0 11.8% Other travel** 78.1 87.1 83.7 77.4 82.0 85.9 80.3 89.8 110.2 133.5 169.1 26.7% Total 869.0 943.9 1,012.8 1,079.5 1,180.0 1,256.1 939.1 1,085.9 1,342.2 1,529.3 1,629.2 6.5% Direct Employment (Jobs)
Accom. & Food Serv. 16,480 16,590 16,980 17,430 18,810 19,150 14,790 16,070 18,440 18,680 18,280 -2.1% Arts, Ent. & Rec. 7,070 7,090 7,310 7,510 7,830 8,340 4,930 5,560 7,690 9,460 9,890 4.5% Retail* 2,020 2,060 2,050 2,160 2,260 2,280 2,100 2,220 2,210 2,220 2,170 -2.3% Ground Trans. 1,280 1,350 1,380 1,400 1,670 1,840 1,310 1,250 1,470 1,620 1,640 1.2% Visitor Air 350 370 330 310 310 340 300 350 360 370 390 5.4% Other travel** 1,410 1,500 1,480 1,530 1,390 1,470 1,380 1,400 1,590 1,560 1,630 4.5% Total 28,610 28,960 29,530 30,340 32,270 33,420 24,810 26,850 31,760 33,910 34,000 0.3% 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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 197 Sacramento County
Direct Tax Revenue
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions)
Local* 97.2 105.2 110.5 117.0 133.1 141.2 91.4 115.3 136.6 133.5 139.3 4.3% State** 157.8 156.8 153.3 158.3 179.9 191.5 95.4 155.9 173.5 175.8 183.5 4.4% Total 255.0 262.0 263.8 275.4 313.0 332.7 186.8 271.2 310.1 309.3 322.8 4.4% Local Tax Revenue Detail ($Millions)
Business/Employees 29.7 32.0 33.1 33.8 37.4 39.9 39.6 46.1 48.3 40.4 41.5 2.9% Visitor 67.5 73.2 77.4 83.2 95.7 101.3 51.8 69.2 88.3 93.2 97.8 5.0% Total 97.2 105.2 110.5 117.0 133.1 141.2 91.4 115.3 136.6 133.5 139.3 4.3% State Tax Revenue Detail ($Millions)
Business/Employees 31.3 33.1 33.6 33.2 33.9 35.9 32.2 38.1 42.4 39.6 41.5 4.9% Visitor 126.5 123.7 119.7 125.2 146.0 155.6 63.2 117.8 131.1 136.2 142.0 4.2% Total 157.8 156.8 153.3 158.3 179.9 191.5 95.4 155.9 173.5 175.8 183.5 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.
*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.

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198 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates San Benito County
Direct Spending Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions)
Visitor 83.4 83.6 87.2 98.3 108.6 114.1 60.6 111.7 132.6 143.2 138.9 -3.0% Other travel* 10.2 9.0 8.0 9.1 10.8 11.3 3.5 7.7 12.0 11.3 10.9 -3.6% Total 93.6 92.7 95.2 107.4 119.5 125.4 64.1 119.4 144.5 154.5 149.8 -3.0% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 11.5 12.4 14.4 21.0 24.1 25.3 14.8 24.6 23.4 31.6 25.4 -19.5% Hotel, Motel NA NA NA NA NA NA NA 22.1 21.1 26.9 21.5 -20.3% STVR** NA NA NA NA NA NA NA 2.5 2.2 4.7 4.0 -14.5%
Campground 21.5 21.9 22.1 23.2 24.3 26.2 22.0 28.4 37.1 36.8 36.9 0.2% Private Home (VFR) 29.6 28.1 28.8 31.2 34.8 36.4 13.3 41.1 45.5 47.1 48.8 3.6% Seasonal Home 2.3 2.4 2.4 2.6 2.8 2.9 4.2 3.8 5.3 5.4 5.6 3.0% Day Travel 18.6 18.9 19.5 20.3 22.6 23.3 6.3 13.8 21.3 22.3 22.2 -0.3% Total 72.0 71.2 72.8 77.3 84.5 88.8 45.8 111.7 132.6 143.2 138.9 -3.0% Visitor Spending by Commodity Purchased ($Millions)
Accommodations 9.3 10.0 11.1 13.6 15.0 15.9 11.5 18.1 20.1 23.8 20.8 -12.8% Food Service 25.3 26.7 28.8 32.0 34.9 36.3 18.3 35.8 40.9 45.3 46.3 2.3% Food Stores 9.9 10.3 10.4 10.7 11.0 11.4 7.6 12.7 15.6 16.5 16.5 0.0% Arts, Ent. & Rec. 13.3 13.7 14.5 15.6 16.7 16.9 8.2 15.3 17.2 18.8 18.5 -1.5% Retail Sales 10.8 9.3 9.8 12.0 14.3 16.1 7.2 15.2 17.6 18.5 17.7 -4.3% 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 14.9 13.7 12.7 14.3 16.8 17.6 7.7 14.7 21.1 20.3 19.1 -5.9% Total 83.4 83.6 87.2 98.3 108.6 114.1 60.6 111.7 132.6 143.2 138.9 -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.
*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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 199 San Benito County
Direct Impact Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions)
Accom. & Food Serv. 16.3 19.2 22.7 26.4 30.1 32.4 31.5 38.6 44.1 46.2 48.4 4.8% Arts, Ent. & Rec. 3.6 3.6 3.6 3.4 2.4 2.7 1.8 1.9 1.8 2.0 3.0 50.4% Retail* 2.9 2.8 3.0 1.4 1.4 1.6 1.7 1.8 2.8 3.2 3.6 11.6% Ground Trans. 1.0 1.1 1.3 1.5 2.2 2.4 0.9 0.9 0.9 1.0 1.1 11.4% 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** 0.3 0.3 0.4 0.4 0.4 0.5 0.4 0.7 1.3 1.7 2.2 30.7% Total 24.1 27.0 30.9 33.1 36.6 39.6 36.3 43.9 50.9 54.0 58.3 7.8% Direct Employment (Jobs)
Accom. & Food Serv. 520 550 600 640 690 740 670 750 820 820 790 -3.7% Arts, Ent. & Rec. 200 190 200 210 150 170 110 110 110 110 150 36.4% Retail* 70 70 70 40 40 40 40 40 60 70 90 28.6%
Ground Trans. 30 30 30 30 40 50 40 40 50 50 50 0.0%
Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA
Other travel** 10 20 20 20 20 20 20 20 40 50 70 40.0%
Total 830 860 920 940 940 1,020 880 960 1,080 1,100 1,150 4.5% 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.

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200 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates San Benito County
Direct Tax Revenue
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions)
Local* 2.0 2.1 2.4 2.6 3.9 4.1 3.3 5.1 5.4 5.5 5.3 -3.3% State** 5.3 5.2 5.1 5.5 6.3 6.7 4.0 6.7 7.3 7.6 7.7 1.5% Total 7.3 7.3 7.5 8.1 10.2 10.9 7.3 11.7 12.7 13.0 12.9 -0.5% Local Tax Revenue Detail ($Millions)
Business/Employees 0.8 0.9 1.0 1.0 1.2 1.3 1.6 2.0 2.0 1.5 1.6 4.2% Visitor 1.2 1.2 1.4 1.6 2.6 2.8 1.6 3.1 3.5 3.9 3.7 -6.2% Total 2.0 2.1 2.4 2.6 3.9 4.1 3.3 5.1 5.4 5.5 5.3 -3.3% State Tax Revenue Detail ($Millions)
Business/Employees 0.9 0.9 1.0 1.0 0.9 1.0 1.1 1.3 1.3 1.2 1.2 6.6% Visitor 4.5 4.2 4.1 4.5 5.4 5.8 2.9 5.4 6.0 6.4 6.4 0.6% Total 5.3 5.2 5.1 5.5 6.3 6.7 4.0 6.7 7.3 7.6 7.7 1.5%
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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 201 San Bernardino County
Direct Spending Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions)
Visitor 3,881.3 4,006.4 4,118.7 4,397.0 4,692.7 5,029.2 3,804.5 4,706.3 5,516.4 5,660.2 5,851.2 3.4% Other travel* 584.8 551.6 524.4 578.3 650.2 687.5 270.2 475.9 739.8 813.8 838.7 3.1% Total 4,466.2 4,558.0 4,643.1 4,975.3 5,342.9 5,716.7 4,074.8 5,182.2 6,256.2 6,474.0 6,690.0 3.3% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 1,250.4 1,335.7 1,418.4 1,532.2 1,606.9 1,771.9 1,299.6 2,058.8 2,238.8 2,309.4 2,418.1 4.7% Hotel, Motel NA NA NA NA NA NA NA 1,308.0 1,386.3 1,449.9 1,529.7 5.5% STVR** NA NA NA NA NA NA NA 750.8 852.5 859.5 888.4 3.4% Campground 143.3 143.0 144.6 151.7 159.2 171.7 144.0 186.4 243.1 241.3 240.8 -0.2% Private Home (VFR) 565.3 574.8 576.8 631.3 693.4 756.8 497.1 714.4 805.2 830.3 858.7 3.4% Seasonal Home 827.5 850.7 867.1 921.4 1,004.3 1,028.4 1,395.3 1,249.6 1,260.9 1,293.7 1,323.0 2.3% Day Travel 1,094.8 1,102.2 1,111.7 1,160.4 1,228.9 1,300.4 468.5 497.2 968.4 985.5 1,010.6 2.5% Total 2,630.9 2,670.7 2,700.3 2,864.8 3,085.8 3,257.3 2,504.9 4,706.3 5,516.4 5,660.2 5,851.2 3.4% Visitor Spending by Commodity Purchased ($Millions)
Accommodations 654.4 708.2 761.2 812.0 842.4 914.6 846.8 1,220.7 1,342.9 1,310.5 1,331.7 1.6% Food Service 1,157.1 1,216.0 1,278.7 1,351.6 1,417.6 1,521.7 1,236.3 1,376.2 1,583.3 1,678.5 1,774.3 5.7% Food Stores 158.7 163.8 164.7 167.3 170.1 178.7 150.1 228.5 273.0 290.9 297.3 2.2% Arts, Ent. & Rec. 621.2 637.7 657.4 678.9 695.8 727.5 561.7 660.1 721.2 754.3 791.0 4.9% Retail Sales 545.8 573.7 585.9 659.6 758.6 827.4 571.1 634.8 760.8 772.8 784.4 1.5% Visitor Air 128.4 130.6 127.1 132.0 143.5 149.0 60.6 83.3 157.0 171.7 192.2 11.9% Local Tran. & Gas 615.7 576.4 543.7 595.6 664.7 710.2 377.9 502.8 678.2 681.5 680.4 -0.2% Total 3,881.3 4,006.4 4,118.7 4,397.0 4,692.7 5,029.2 3,804.5 4,706.3 5,516.4 5,660.2 5,851.2 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.
*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.

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202 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates San Bernardino County
Direct Impact Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions)
Accom. & Food Serv. 644.6 700.7 774.4 842.0 896.5 985.3 851.5 1,009.2 1,184.0 1,316.1 1,367.1 3.9% Arts, Ent. & Rec. 312.2 332.3 356.3 405.3 407.6 433.2 298.8 375.3 509.0 543.7 577.8 6.3% Retail* 97.1 104.2 108.6 116.6 124.5 131.5 134.0 150.2 164.2 172.9 180.8 4.6% Ground Trans. 55.1 60.0 66.3 74.6 96.8 109.7 70.4 69.7 80.2 100.2 92.0 -8.2% Visitor Air 8.6 11.0 13.2 11.4 12.2 9.5 9.4 24.1 26.3 28.5 31.6 10.7% Other travel** 46.8 52.4 62.8 66.7 70.7 72.1 60.8 90.8 107.1 137.9 146.2 6.0% Total 1,164.5 1,260.6 1,381.6 1,516.7 1,608.2 1,741.2 1,424.8 1,719.2 2,070.9 2,299.4 2,395.5 4.2% Direct Employment (Jobs)
Accom. & Food Serv. 26,980 27,880 28,890 30,240 30,790 32,170 26,820 29,340 32,650 33,840 33,500 -1.0% Arts, Ent. & Rec. 16,050 17,200 17,720 18,350 17,100 17,710 11,160 13,330 16,440 18,280 18,490 1.1% Retail* 3,340 3,450 3,450 3,640 3,770 3,830 3,720 3,860 4,010 4,080 4,080 0.0% Ground Trans. 1,370 1,420 1,470 1,540 1,860 2,110 2,400 2,310 2,760 3,110 3,070 -1.3% Visitor Air 150 190 210 200 200 170 150 230 240 240 250 4.2% Other travel** 1,230 1,290 1,440 1,470 1,500 1,500 1,190 1,480 1,680 1,740 1,770 1.7% Total 49,120 51,430 53,180 55,440 55,220 57,490 45,440 50,550 57,780 61,290 61,160 -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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 203 San Bernardino County
Direct Tax Revenue
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions)
Local* 102.6 110.8 117.9 127.0 140.3 152.5 132.3 187.1 205.5 191.9 196.3 2.3% State** 224.0 223.0 220.4 229.7 258.2 278.6 202.9 247.0 275.9 280.8 291.2 3.7% Total 326.6 333.8 338.3 356.7 398.5 431.2 335.3 434.0 481.5 472.7 487.6 3.2% Local Tax Revenue Detail ($Millions)
Business/Employees 38.6 41.5 43.8 46.1 49.5 53.6 58.4 70.1 71.6 58.4 58.7 0.6% Visitor 64.0 69.3 74.1 80.9 90.8 98.9 74.0 116.9 133.9 133.5 137.6 3.1% Total 102.6 110.8 117.9 127.0 140.3 152.5 132.3 187.1 205.5 191.9 196.3 2.3% State Tax Revenue Detail ($Millions)
Business/Employees 42.8 45.1 46.6 47.3 47.2 50.8 54.1 63.4 68.6 62.2 63.7 2.5% Visitor 181.2 177.9 173.8 182.3 211.0 227.8 148.8 183.5 207.3 218.6 227.5 4.1% Total 224.0 223.0 220.4 229.7 258.2 278.6 202.9 247.0 275.9 280.8 291.2 3.7% 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.

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204 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates San Diego County
Direct Spending Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions)
Visitor 10,541.8 10,838.7 11,465.9 12,062.3 11,854.4 11,858.7 4,988.7 9,851.9 13,310.9 13,969.3 14,328.1 2.6% Other travel* 1,478.2 1,482.3 1,530.3 1,631.8 1,797.5 1,933.1 821.8 1,333.3 2,089.6 2,442.2 2,284.7 -6.5% Total 12,020.0 12,321.1 12,996.1 13,694.1 13,651.9 13,791.8 5,810.5 11,185.2 15,400.5 16,411.6 16,612.8 1.2% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 6,389.5 6,757.4 7,242.6 7,640.0 7,215.1 7,089.3 3,205.8 6,142.4 8,654.6 9,216.6 9,458.3 2.6% Hotel, Motel NA NA NA NA NA NA NA 4,684.8 6,573.9 6,939.9 7,063.7 1.8% STVR** NA NA NA NA NA NA NA 1,457.5 2,080.6 2,276.7 2,394.6 5.2% Campground 286.2 282.5 291.5 301.8 237.0 254.3 217.9 277.9 345.6 343.5 345.6 0.6% Private Home (VFR) 1,223.3 1,218.1 1,249.3 1,355.9 1,484.8 1,593.8 492.2 1,391.0 1,695.2 1,718.0 1,769.5 3.0% Seasonal Home 163.1 151.1 155.4 162.5 172.9 177.5 285.4 256.4 222.5 225.5 230.8 2.4% Day Travel 2,479.7 2,429.7 2,527.1 2,602.1 2,744.6 2,743.8 787.4 1,784.3 2,393.1 2,465.8 2,523.9 2.4% Total 4,152.3 4,081.4 4,223.3 4,422.3 4,639.3 4,769.5 1,782.9 9,851.9 13,310.9 13,969.3 14,328.1 2.6% Visitor Spending by Commodity Purchased ($Millions)
Accommodations 2,674.5 2,908.4 3,145.6 3,287.9 3,588.3 3,471.6 1,728.7 3,077.2 4,426.9 4,691.0 4,805.6 2.4% Food Service 2,843.0 2,907.4 3,136.4 3,329.7 3,045.1 3,079.9 1,337.0 2,676.1 3,367.0 3,541.2 3,691.9 4.3% Food Stores 467.4 505.5 518.2 528.0 472.3 472.0 205.2 522.3 665.4 712.9 724.4 1.6% Arts, Ent. & Rec. 1,613.1 1,583.7 1,671.8 1,728.7 1,610.3 1,587.9 588.8 1,294.1 1,584.5 1,696.5 1,753.2 3.3% Retail Sales 1,686.6 1,686.2 1,757.0 1,872.8 1,788.4 1,837.3 684.4 1,452.1 1,776.8 1,858.8 1,863.0 0.2% Visitor Air 747.4 789.0 801.0 831.2 873.0 930.3 282.2 427.5 903.3 932.6 963.7 3.3% Local Tran. & Gas 509.8 458.4 435.8 484.1 476.9 479.8 162.4 402.6 587.1 536.3 526.4 -1.8% Total 10,541.8 10,838.7 11,465.9 12,062.3 11,854.4 11,858.7 4,988.7 9,851.9 13,310.9 13,969.3 14,328.1 2.6% 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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 205 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. 2,198.3 2,325.5 2,635.1 2,823.3 2,703.9 2,768.6 1,957.8 2,340.4 3,078.6 3,452.2 3,675.3 6.5% Arts, Ent. & Rec. 818.1 877.9 908.2 891.0 859.1 872.4 518.9 600.6 811.2 902.0 874.0 -3.1% Retail* 274.7 287.6 303.6 312.8 291.1 292.8 298.9 322.2 347.7 361.5 364.5 0.9% Ground Trans. 47.2 42.8 48.7 56.3 66.7 70.1 21.3 20.8 22.6 35.2 25.9 -26.4% Visitor Air 50.4 56.1 71.1 79.5 84.0 94.3 91.0 88.4 98.0 109.8 121.9 11.1% Other travel** 173.9 195.1 249.1 269.4 294.6 331.0 277.9 266.1 331.0 446.3 408.4 -8.5% Total 3,562.5 3,785.1 4,215.8 4,432.2 4,299.4 4,429.2 3,165.8 3,638.4 4,689.2 5,306.9 5,470.1 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.

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206 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates San Diego County
Direct Tax Revenue
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions)
Local* 473.8 508.7 547.5 569.8 606.5 601.7 341.9 515.5 687.7 689.0 702.4 2.0% State** 478.6 478.6 492.4 500.6 482.3 495.7 266.7 438.7 518.1 524.1 537.5 2.5% Total 952.4 987.2 1,039.9 1,070.4 1,088.7 1,097.4 608.5 954.2 1,205.8 1,213.1 1,239.9 2.2% Local Tax Revenue Detail ($Millions)
Business/Employees 119.3 125.5 134.5 135.7 133.3 137.4 129.8 148.4 162.1 134.7 134.0 -0.5% Visitor 354.5 383.2 412.9 434.1 473.2 464.4 212.1 367.1 525.6 554.3 568.4 2.6% Total 473.8 508.7 547.5 569.8 606.5 601.7 341.9 515.5 687.7 689.0 702.4 2.0% State Tax Revenue Detail ($Millions)
Business/Employees 126.8 131.7 138.7 134.9 122.8 126.1 111.4 131.6 151.6 139.4 141.0 1.1% Visitor 351.8 346.9 353.7 365.7 359.4 369.6 155.3 307.1 366.5 384.7 396.5 3.1% Total 478.6 478.6 492.4 500.6 482.3 495.7 266.7 438.7 518.1 524.1 537.5 2.5% 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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 207 San Francisco County
Direct Spending Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions)
Visitor 10,267.3 10,894.5 10,874.8 10,758.5 11,114.0 11,293.6 3,449.1 5,143.0 9,274.3 10,168.4 10,261.7 0.9% Other travel* 2,001.3 2,098.0 2,317.6 2,645.3 2,792.4 2,862.6 1,590.0 1,962.9 3,073.4 4,058.5 4,062.2 0.1% Total 12,268.6 12,992.5 13,192.4 13,403.8 13,906.5 14,156.2 5,039.1 7,105.8 12,347.6 14,226.9 14,323.8 0.7% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 7,895.4 8,462.7 8,460.8 8,291.5 8,590.4 8,702.9 2,681.6 3,456.7 6,921.0 7,666.3 7,753.7 1.1% Hotel, Motel NA NA NA NA NA NA NA 3,203.9 6,337.9 7,055.7 7,133.9 1.1% STVR** NA NA NA NA NA NA NA 252.8 583.2 610.5 619.9 1.5% Campground 4.1 4.1 4.2 4.4 4.6 4.9 4.1 5.4 7.0 6.8 6.8 -0.1% Private Home (VFR) 864.4 878.9 871.1 898.6 936.4 964.6 230.7 551.3 874.3 955.8 915.4 -4.2% Seasonal Home 38.2 38.4 39.1 42.2 46.7 47.8 75.3 67.8 89.5 83.9 85.1 1.5% Day Travel 1,465.2 1,510.4 1,499.6 1,521.9 1,535.9 1,573.3 457.4 1,061.8 1,382.4 1,455.7 1,500.5 3.1% Total 2,372.0 2,431.8 2,414.0 2,467.0 2,523.7 2,590.6 767.5 5,143.0 9,274.3 10,168.4 10,261.7 0.9% Visitor Spending by Commodity Purchased ($Millions)
Accommodations 2,883.6 3,200.3 3,209.5 3,079.7 3,178.7 3,361.2 1,004.7 974.3 2,275.7 2,578.7 2,520.8 -2.2% Food Service 2,544.6 2,719.3 2,773.4 2,806.7 2,934.1 2,961.1 981.6 1,611.9 2,636.4 2,818.4 2,964.7 5.2% Food Stores 209.9 220.8 216.1 212.2 214.4 213.7 73.0 142.7 228.7 245.3 253.0 3.2% Arts, Ent. & Rec. 1,387.0 1,447.6 1,447.5 1,431.5 1,461.6 1,437.0 458.7 754.5 1,162.0 1,268.6 1,340.7 5.7% Retail Sales 1,425.8 1,478.0 1,454.3 1,442.8 1,474.5 1,469.3 470.9 811.3 1,220.3 1,331.5 1,360.2 2.2% Visitor Air 1,230.9 1,267.5 1,254.1 1,237.3 1,244.2 1,241.1 299.6 505.3 1,176.9 1,364.6 1,255.3 -8.0% Local Tran. & Gas 585.6 561.1 519.9 548.2 606.6 610.2 160.6 342.9 574.4 561.3 566.9 1.0% Total 10,267.3 10,894.5 10,874.8 10,758.5 11,114.0 11,293.6 3,449.1 5,143.0 9,274.3 10,168.4 10,261.7 0.9% 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.

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208 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates San Francisco County
Direct Impact Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions)
Accom. & Food Serv. 1,800.3 2,045.8 2,167.4 2,242.5 2,364.9 2,504.1 1,468.3 1,559.6 1,962.2 2,252.2 2,270.4 0.8% Arts, Ent. & Rec. 921.3 1,031.4 1,051.9 937.0 990.2 980.3 742.4 829.5 1,000.3 1,055.5 1,141.5 8.1% Retail* 215.0 229.4 229.9 245.6 247.8 246.4 232.4 250.7 233.9 219.6 223.0 1.5% Ground Trans. 77.0 83.4 89.8 99.5 137.2 143.8 33.4 33.5 36.2 36.8 41.4 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** 237.9 244.3 312.4 404.6 431.0 454.5 371.3 422.4 538.8 818.8 849.5 3.8% Total 3,251.5 3,634.3 3,851.3 3,929.3 4,171.1 4,329.1 2,847.7 3,095.7 3,771.3 4,382.9 4,525.8 3.3% Direct Employment (Jobs)
Accom. & Food Serv. 38,530 41,400 41,250 41,760 42,000 40,980 23,130 23,130 29,540 31,720 31,600 -0.4% Arts, Ent. & Rec. 14,230 15,570 15,540 15,380 15,170 15,430 10,380 10,540 13,120 14,290 14,990 4.9% Retail* 4,510 4,530 4,610 4,520 4,320 4,020 3,460 3,410 3,460 3,290 3,150 -4.3% Ground Trans. 2,020 2,080 2,090 2,100 2,660 2,830 1,410 1,410 1,690 1,780 1,890 6.2% Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA
Other travel** 2,470 2,630 3,110 3,220 3,270 3,320 2,600 1,910 2,460 2,440 2,420 -0.8% Total 61,760 66,210 66,600 66,980 67,420 66,580 40,980 40,400 50,270 53,520 54,050 1.0% 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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 209 San Francisco County
Direct Tax Revenue
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions)
Local* 571.8 628.8 633.9 614.3 649.2 678.9 281.2 307.7 506.4 531.1 527.4 -0.7% State** 380.3 397.5 393.5 381.6 394.3 401.8 188.5 274.4 367.6 380.7 394.2 3.5% Total 952.1 1,026.3 1,027.4 996.0 1,043.5 1,080.7 469.8 582.1 874.0 911.8 921.5 1.1% Local Tax Revenue Detail ($Millions)
Business/Employees 116.6 128.8 131.2 128.1 137.1 142.2 123.5 133.7 138.1 117.8 117.5 -0.3% Visitor 455.2 500.0 502.7 486.2 512.2 536.7 157.7 174.0 368.3 413.3 409.9 -0.8% Total 571.8 628.8 633.9 614.3 649.2 678.9 281.2 307.7 506.4 531.1 527.4 -0.7% State Tax Revenue Detail ($Millions)
Business/Employees 110.9 120.7 121.4 115.0 114.2 117.8 93.9 105.5 115.6 110.4 112.2 1.7% Visitor 269.4 276.8 272.1 266.7 280.1 284.0 94.7 168.9 252.0 270.3 281.9 4.3% Total 380.3 397.5 393.5 381.6 394.3 401.8 188.5 274.4 367.6 380.7 394.2 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.

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210 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates San Joaquin County
Direct Spending Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions)
Visitor 676.4 690.4 721.1 758.3 800.4 847.5 488.3 897.5 1,068.8 1,024.9 1,070.1 4.4% Other travel* 133.0 119.4 106.6 120.0 140.4 145.9 48.6 98.0 149.4 144.7 140.0 -3.2% Total 809.4 809.8 827.7 878.3 940.8 993.4 536.9 995.5 1,218.2 1,169.5 1,210.1 3.5% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 228.0 247.8 275.3 285.2 294.3 311.6 301.3 430.8 498.5 463.6 486.6 5.0% Hotel, Motel NA NA NA NA NA NA NA 404.9 468.7 430.0 446.0 3.7% STVR** NA NA NA NA NA NA NA 25.9 29.8 33.6 40.6 20.9%
Campground 8.2 8.3 8.4 8.8 9.2 9.9 8.3 10.7 14.0 13.6 13.7 0.5% Private Home (VFR) 204.3 197.0 195.7 214.0 236.2 255.4 71.6 250.6 281.3 281.1 291.5 3.7% Seasonal Home 11.8 11.6 11.8 12.5 13.3 13.6 46.8 42.4 28.8 26.3 27.0 2.7% Day Travel 224.0 225.7 229.8 237.8 247.4 257.1 60.2 163.0 246.3 240.2 251.4 4.6% Total 448.4 442.6 445.8 473.0 506.1 536.0 187.0 897.5 1,068.8 1,024.9 1,070.1 4.4% Visitor Spending by Commodity Purchased ($Millions)
Accommodations 80.6 91.7 105.4 112.1 117.8 124.3 126.6 183.3 216.0 200.9 202.2 0.6% Food Service 190.4 202.2 217.6 225.0 232.5 246.1 144.7 263.6 307.4 302.9 321.3 6.1% Food Stores 31.8 33.1 33.8 33.7 34.0 35.1 19.5 41.7 47.9 48.6 50.3 3.5% Arts, Ent. & Rec. 92.5 95.9 101.2 102.3 103.3 106.4 60.9 108.3 120.9 120.8 127.5 5.6% Retail Sales 106.2 104.6 109.1 118.7 127.7 141.9 66.7 135.9 159.7 158.4 175.3 10.6% Visitor Air 1.0 0.8 0.9 1.0 1.2 1.1 0.5 0.5 0.6 0.6 0.6 2.2% Local Tran. & Gas 174.0 162.0 153.2 165.4 184.0 192.6 69.4 164.3 216.3 192.7 193.0 0.1% Total 676.4 690.4 721.1 758.3 800.4 847.5 488.3 897.5 1,068.8 1,024.9 1,070.1 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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 211 San Joaquin County
Direct Impact Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions)
Accom. & Food Serv. 117.4 128.8 146.4 158.6 172.9 186.4 165.7 205.3 262.7 279.0 292.0 4.7% Arts, Ent. & Rec. 49.7 51.3 59.6 61.4 64.1 67.3 42.7 52.8 68.1 67.5 83.3 23.3% Retail* 20.7 21.4 22.8 23.9 25.1 26.5 27.0 30.3 32.7 34.7 35.9 3.3% Ground Trans. 14.0 15.1 17.1 19.0 25.2 27.8 13.4 13.6 15.7 16.1 18.1 12.0% Visitor Air 0.6 0.5 0.7 4.6 5.1 6.6 6.5 0.4 0.4 0.6 0.7 24.0% Other travel** 7.6 8.2 9.2 23.5 24.6 31.0 31.8 9.4 10.7 13.4 14.3 6.4% Total 209.9 225.3 255.9 291.2 317.0 345.6 287.1 311.7 390.4 411.3 444.2 8.0% Direct Employment (Jobs)
Accom. & Food Serv. 4,440 4,540 4,760 4,990 5,100 5,250 4,450 5,020 6,030 6,090 6,020 -1.1% Arts, Ent. & Rec. 2,360 2,220 2,350 2,350 2,380 2,430 1,390 1,680 2,180 2,310 2,590 12.1% Retail* 720 720 740 760 760 780 720 750 770 800 800 0.0% Ground Trans. 360 370 390 400 490 540 450 430 520 540 570 5.6% Visitor Air 10 10 10 50 50 70 60 10 10 10 10 0.0%
Other travel** 230 240 250 400 400 480 470 230 250 280 280 0.0% Total 8,120 8,100 8,500 8,950 9,180 9,550 7,540 8,120 9,760 10,030 10,270 2.4% 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.

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212 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates San Joaquin County
Direct Tax Revenue
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions)
Local* 19.3 21.0 23.3 26.4 29.5 31.6 27.5 37.5 43.1 38.5 40.0 3.9% State** 51.1 49.5 48.6 50.2 58.3 62.6 33.8 58.2 64.0 62.6 66.4 6.1% Total 70.4 70.5 71.9 76.6 87.8 94.2 61.3 95.7 107.1 101.1 106.4 5.3% Local Tax Revenue Detail ($Millions)
Business/Employees 7.1 7.5 8.3 9.3 10.2 11.1 12.4 13.6 14.4 11.2 11.6 4.3% Visitor 12.2 13.5 15.0 17.1 19.3 20.5 15.1 23.9 28.7 27.4 28.4 3.7% Total 19.3 21.0 23.3 26.4 29.5 31.6 27.5 37.5 43.1 38.5 40.0 3.9% State Tax Revenue Detail ($Millions)
Business/Employees 7.4 7.8 8.3 8.3 8.5 9.1 9.3 10.3 11.5 9.9 10.6 6.5% Visitor 43.7 41.7 40.3 41.9 49.9 53.5 24.5 47.9 52.5 52.7 55.8 6.1% Total 51.1 49.5 48.6 50.2 58.3 62.6 33.8 58.2 64.0 62.6 66.4 6.1% 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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 213 San Luis Obispo County
Direct Spending Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions)
Visitor 1,562.3 1,606.9 1,622.7 1,716.0 1,837.0 1,935.2 1,320.7 1,862.7 2,234.9 2,222.2 2,275.9 2.4% Other travel* 67.2 61.8 57.2 65.8 77.9 83.3 26.5 46.3 80.2 82.5 87.9 6.5% Total 1,629.5 1,668.7 1,680.0 1,781.8 1,915.0 2,018.5 1,347.3 1,909.0 2,315.0 2,304.6 2,363.8 2.6% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 966.5 1,002.0 1,015.4 1,077.1 1,147.2 1,202.1 954.1 1,320.4 1,466.2 1,448.6 1,494.7 3.2% Hotel, Motel NA NA NA NA NA NA NA 894.9 1,020.2 992.0 1,040.8 4.9% STVR** NA NA NA NA NA NA NA 425.5 446.1 456.6 453.9 -0.6% Campground 134.9 137.1 138.7 145.6 152.8 164.7 137.3 178.9 233.3 231.7 231.4 -0.1% Private Home (VFR) 92.4 96.4 96.9 107.6 120.6 131.3 56.0 124.7 142.4 147.0 150.5 2.4% Seasonal Home 40.0 40.8 41.4 44.7 50.5 51.7 61.0 54.8 66.6 68.3 69.1 1.2% Day Travel 328.5 330.5 330.2 341.1 366.0 385.4 112.3 183.9 326.2 326.7 330.2 1.1% Total 595.7 604.9 607.3 638.9 689.8 733.1 366.6 1,862.7 2,234.9 2,222.2 2,275.9 2.4% Visitor Spending by Commodity Purchased ($Millions)
Accommodations 406.7 435.4 453.1 477.1 505.7 528.3 474.5 697.6 775.8 751.3 768.3 2.3% Food Service 429.6 447.2 459.8 487.2 519.3 551.8 356.3 453.6 557.3 575.8 596.0 3.5% Food Stores 68.1 70.5 70.5 71.8 73.6 77.8 56.9 105.5 128.1 134.2 135.4 0.9% Arts, Ent. & Rec. 199.0 202.4 204.1 211.2 220.1 227.9 138.2 204.4 229.8 235.0 245.1 4.3% Retail Sales 250.9 257.8 256.1 270.0 289.1 305.2 172.9 219.0 271.5 269.1 269.9 0.3% Visitor Air 11.0 12.5 13.9 15.9 19.3 21.7 8.3 12.5 25.1 29.5 33.1 12.3% Local Tran. & Gas 197.0 181.0 165.1 182.8 210.0 222.4 113.7 170.1 247.2 227.3 228.0 0.3% Total 1,562.3 1,606.9 1,622.7 1,716.0 1,837.0 1,935.2 1,320.7 1,862.7 2,234.9 2,222.2 2,275.9 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 limitations.

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214 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates San Luis Obispo County
Direct Impact Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions)
Accom. & Food Serv. 334.9 356.6 386.2 439.3 472.4 508.8 410.1 500.2 591.2 624.1 645.4 3.4% Arts, Ent. & Rec. 98.0 105.0 111.2 123.6 128.5 138.6 98.5 132.2 149.3 162.4 172.5 6.2% Retail* 46.8 49.4 50.3 52.1 54.7 57.4 58.2 65.6 70.1 71.5 73.4 2.7% Ground Trans. 17.4 18.3 20.0 23.2 32.8 36.3 17.0 16.6 17.9 18.2 20.6 13.2% Visitor Air 4.3 5.2 4.4 5.8 6.1 29.4 31.1 13.5 13.9 15.5 16.7 7.5% Other travel** 8.8 9.3 7.9 10.4 10.9 44.5 40.5 17.3 19.1 21.7 24.5 13.0% Total 510.1 543.9 580.0 654.3 705.5 815.0 655.4 745.4 861.5 913.3 953.1 4.3% Direct Employment (Jobs)
Accom. & Food Serv. 11,010 11,080 11,460 12,580 12,910 13,410 10,640 11,840 13,160 13,390 13,420 0.2% Arts, Ent. & Rec. 5,410 5,280 5,300 5,650 5,910 6,340 4,140 5,090 6,380 6,670 7,450 11.7% Retail* 1,470 1,470 1,490 1,520 1,560 1,590 1,500 1,540 1,570 1,550 1,540 -0.6% Ground Trans. 460 460 470 490 640 720 730 710 850 900 950 5.6% Visitor Air 60 70 70 100 100 300 290 170 160 170 170 0.0% Other travel** 170 170 150 210 220 510 410 250 260 280 290 3.6% Total 18,580 18,530 18,940 20,550 21,340 22,870 17,710 19,600 22,380 22,960 23,820 3.7% 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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 215 San Luis Obispo County
Direct Tax Revenue
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions)
Local* 65.6 69.9 72.4 76.6 84.2 90.5 81.2 103.1 111.9 103.5 105.6 2.0% State** 76.8 76.8 75.2 77.7 84.9 92.2 65.5 84.9 96.4 93.6 96.5 3.1% Total 142.4 146.7 147.7 154.3 169.1 182.7 146.7 188.0 208.4 197.1 202.1 2.5% Local Tax Revenue Detail ($Millions)
Business/Employees 16.7 17.6 18.1 19.6 21.6 25.0 26.6 30.1 29.5 22.9 23.1 0.7% Visitor 48.9 52.3 54.3 57.0 62.6 65.6 54.6 73.0 82.5 80.5 82.5 2.4% Total 65.6 69.9 72.4 76.6 84.2 90.5 81.2 103.1 111.9 103.5 105.6 2.0% State Tax Revenue Detail ($Millions)
Business/Employees 18.2 19.0 19.1 19.8 19.8 22.6 23.5 26.8 27.6 23.6 24.2 2.6% Visitor 58.6 57.8 56.1 57.9 65.1 69.6 42.0 58.1 68.8 70.0 72.3 3.3% Total 76.8 76.8 75.2 77.7 84.9 92.2 65.5 84.9 96.4 93.6 96.5 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.

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216 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates San Mateo County
Direct Spending Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions)
Visitor 3,258.4 3,427.2 3,518.1 3,661.8 3,983.5 4,059.1 1,483.2 2,285.1 3,824.7 4,139.8 4,370.8 5.6% Other travel* 260.9 302.6 294.5 335.7 373.6 433.1 194.1 210.8 321.2 347.1 366.5 5.6% Total 3,519.3 3,729.8 3,812.5 3,997.5 4,357.1 4,492.2 1,677.3 2,495.9 4,145.9 4,487.0 4,737.3 5.6% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 2,308.8 2,463.2 2,549.1 2,638.4 2,868.9 2,911.4 1,161.2 1,502.8 2,794.8 3,055.0 3,256.6 6.6% Hotel, Motel NA NA NA NA NA NA NA 1,387.2 2,605.7 2,826.9 3,012.0 6.5% STVR** NA NA NA NA NA NA NA 115.6 189.1 228.1 244.6 7.3% Campground 30.4 31.0 31.4 32.9 34.5 37.2 31.2 40.5 52.9 52.5 51.9 -1.1% Private Home (VFR) 309.3 313.8 315.8 347.3 382.4 406.2 88.3 331.4 356.8 365.7 369.1 0.9% Seasonal Home 19.2 19.1 19.5 20.9 23.1 23.7 40.0 36.0 43.4 44.4 44.6 0.6% Day Travel 590.8 600.0 602.4 622.3 674.6 680.6 162.4 374.3 576.7 622.2 648.6 4.2% Total 949.6 964.0 969.0 1,023.4 1,114.6 1,147.7 322.0 2,285.1 3,824.7 4,139.8 4,370.8 5.6% Visitor Spending by Commodity Purchased ($Millions)
Accommodations 776.7 873.8 919.7 948.4 1,050.9 1,079.7 386.6 474.2 772.0 888.9 958.9 7.9% Food Service 835.7 881.3 917.3 965.8 1,049.1 1,074.8 406.9 635.6 1,084.8 1,244.3 1,343.1 7.9% Food Stores 90.3 93.9 93.5 94.8 98.9 99.8 39.6 77.7 117.7 133.4 140.7 5.5% Arts, Ent. & Rec. 463.5 477.3 486.9 500.6 531.0 529.6 191.2 305.0 485.6 547.9 599.1 9.4% Retail Sales 446.9 458.8 461.5 489.8 535.2 554.4 194.4 323.6 512.0 559.6 573.7 2.5% Visitor Air 0.0 0.0 0.0 0.0 0.0 0.0 0.0 6.6 12.9 15.3 15.2 -0.7% Local Tran. & Gas 645.3 642.3 639.1 662.5 718.4 720.8 264.6 462.4 839.7 750.5 740.1 -1.4% Total 3,258.4 3,427.2 3,518.1 3,661.8 3,983.5 4,059.1 1,483.2 2,285.1 3,824.7 4,139.8 4,370.8 5.6% 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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 217 San Mateo County
Direct Impact Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions)
Accom. & Food Serv. 587.6 654.0 700.3 767.8 867.5 907.5 578.3 658.2 854.6 980.8 1,041.4 6.2% Arts, Ent. & Rec. 207.4 221.3 237.1 248.7 273.0 281.6 206.2 245.8 300.8 333.4 340.9 2.2% Retail* 74.5 78.8 80.7 82.8 91.7 92.0 89.1 99.0 97.5 97.7 98.8 1.1% Ground Trans. 93.3 103.9 111.2 116.0 135.2 144.6 70.3 71.1 88.5 84.0 101.1 20.3% Visitor Air 692.5 747.5 1,008.0 1,150.9 1,191.9 548.8 510.8 330.8 370.6 423.6 466.0 10.0% Other travel** 674.4 782.7 1,053.3 1,229.5 1,310.6 677.9 650.9 437.4 465.4 515.5 580.1 12.5% Total 2,329.8 2,588.2 3,190.6 3,595.6 3,869.9 2,652.5 2,105.6 1,842.2 2,177.5 2,435.1 2,628.3 7.9% Direct Employment (Jobs)
Accom. & Food Serv. 16,030 16,540 16,570 17,390 18,600 18,500 12,330 12,890 15,470 16,720 16,950 1.4% Arts, Ent. & Rec. 7,560 7,970 8,250 8,590 9,020 8,670 5,890 6,390 7,650 8,340 9,000 7.9% Retail* 1,830 1,760 1,710 1,710 1,800 1,770 1,580 1,600 1,570 1,570 1,580 0.6% Ground Trans. 2,070 2,240 2,260 2,270 2,510 2,650 1,580 1,500 1,760 1,690 1,950 15.4% Visitor Air 8,360 8,710 9,590 9,860 9,880 6,200 5,160 3,700 3,860 4,120 4,240 2.9% Other travel** 8,310 9,340 10,410 10,850 11,130 7,570 6,530 4,970 4,920 5,050 5,320 5.3% Total 44,160 46,560 48,790 50,670 52,940 45,360 33,070 31,050 35,230 37,490 39,040 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.

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218 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates San Mateo County
Direct Tax Revenue
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions)
Local* 234.4 255.3 280.4 294.2 335.3 296.8 166.2 183.8 254.0 258.9 272.1 5.1% State** 197.8 204.7 216.4 221.5 230.7 208.1 115.5 152.0 208.3 211.4 221.7 4.9% Total 432.3 460.1 496.8 515.6 566.1 504.9 281.7 335.8 462.3 470.3 493.8 5.0% Local Tax Revenue Detail ($Millions)
Business/Employees 84.9 93.2 110.5 119.1 132.5 90.8 95.2 83.3 83.4 68.5 71.4 4.3% Visitor 149.6 162.1 169.9 175.1 202.8 206.0 71.0 100.6 170.6 190.4 200.8 5.4% Total 234.4 255.3 280.4 294.2 335.3 296.8 166.2 183.8 254.0 258.9 272.1 5.1% State Tax Revenue Detail ($Millions)
Business/Employees 72.9 79.0 91.3 94.2 91.0 64.3 60.9 60.1 64.2 59.4 63.2 6.3% Visitor 125.0 125.7 125.1 127.3 139.7 143.8 54.7 91.9 144.0 152.0 158.5 4.3% Total 197.8 204.7 216.4 221.5 230.7 208.1 115.5 152.0 208.3 211.4 221.7 4.9% 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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 219 Santa Barbara County
Direct Spending Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions)
Visitor 1,714.3 1,774.4 1,774.5 1,818.1 1,831.7 1,976.9 955.4 1,535.6 1,898.6 1,922.5 2,005.6 4.3% Other travel* 138.8 131.5 129.2 135.1 151.3 164.2 62.8 110.9 171.6 170.8 174.9 2.4% Total 1,853.2 1,905.9 1,903.7 1,953.1 1,983.0 2,141.1 1,018.3 1,646.5 2,070.2 2,093.4 2,180.5 4.2% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 1,085.6 1,135.2 1,139.3 1,142.6 1,126.2 1,228.8 641.7 1,019.2 1,205.2 1,220.0 1,290.6 5.8% Hotel, Motel NA NA NA NA NA NA NA 817.6 969.9 975.5 1,048.9 7.5% STVR** NA NA NA NA NA NA NA 201.6 235.3 244.5 241.6 -1.2% Campground 57.5 59.0 59.7 62.6 65.7 70.9 59.1 77.3 100.7 100.0 99.9 -0.1% Private Home (VFR) 151.0 154.6 152.4 169.9 187.8 205.7 82.6 183.6 213.5 217.4 223.2 2.7% Seasonal Home 33.7 34.4 34.9 37.8 42.7 43.7 56.6 50.9 49.4 50.6 51.2 1.2% Day Travel 386.5 391.2 388.2 405.2 409.3 427.9 115.4 204.7 329.7 334.5 340.6 1.8% Total 628.7 639.2 635.2 675.5 705.5 748.2 313.7 1,535.6 1,898.6 1,922.5 2,005.6 4.3% Visitor Spending by Commodity Purchased ($Millions)
Accommodations 435.2 467.5 481.0 484.6 464.0 522.7 335.0 586.3 693.0 671.8 700.4 4.3% Food Service 473.0 496.7 506.8 520.0 528.6 560.9 255.6 370.6 456.2 481.1 509.4 5.9% Food Stores 55.0 57.2 56.5 56.8 56.5 59.1 33.8 57.9 72.8 77.1 78.6 2.0% Arts, Ent. & Rec. 219.3 225.0 225.0 225.8 224.2 231.7 98.3 152.7 178.5 185.8 197.3 6.1% Retail Sales 278.1 290.0 286.0 295.8 302.5 321.9 133.4 199.0 245.7 248.1 249.6 0.6% Visitor Air 33.8 32.9 32.1 35.0 37.5 50.8 14.8 25.6 50.9 53.4 60.3 13.0% Local Tran. & Gas 220.1 205.1 187.0 200.2 218.4 229.6 84.7 143.6 201.6 205.2 209.9 2.3% Total 1,714.3 1,774.4 1,774.5 1,818.1 1,831.7 1,976.9 955.4 1,535.6 1,898.6 1,922.5 2,005.6 4.3% 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.

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220 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Santa Barbara County
Direct Impact Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions)
Accom. & Food Serv. 379.6 415.3 425.7 457.4 470.2 513.6 399.6 480.5 590.2 618.3 637.9 3.2% Arts, Ent. & Rec. 103.6 105.3 104.3 114.3 117.5 126.6 99.9 119.5 139.3 148.0 158.3 7.0% Retail* 46.0 49.2 49.7 49.6 50.3 52.1 53.9 59.3 62.8 68.4 69.4 1.4% Ground Trans. 20.8 22.4 23.9 26.4 34.5 38.1 13.8 13.7 15.0 19.3 17.3 -10.2% Visitor Air 4.2 5.3 4.0 4.5 4.7 5.9 5.7 7.9 8.8 10.0 11.3 13.7% Other travel** 16.6 18.6 19.7 19.4 20.7 21.8 19.2 22.2 25.8 29.3 31.1 5.9% Total 570.8 616.1 627.4 671.5 697.8 758.2 592.0 703.1 841.9 893.3 925.4 3.6% Direct Employment (Jobs)
Accom. & Food Serv. 10,650 11,070 10,970 11,120 11,040 11,810 9,090 10,050 11,550 11,740 11,500 -2.0% Arts, Ent. & Rec. 4,330 4,400 4,330 4,580 5,230 5,590 4,060 4,590 5,440 5,770 6,150 6.6% Retail* 1,270 1,360 1,360 1,310 1,300 1,320 1,260 1,310 1,300 1,350 1,340 -0.7% Ground Trans. 530 550 550 550 670 740 540 520 630 710 700 -1.4% Visitor Air 90 90 60 60 60 80 60 80 90 90 100 11.1%
Other travel** 340 360 360 340 350 370 290 330 370 390 420 7.7% Total 17,210 17,830 17,630 17,960 18,650 19,910 15,300 16,880 19,380 20,050 20,210 0.8% 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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 221 Santa Barbara County
Direct Tax Revenue
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions)
Local* 73.9 79.4 81.5 84.7 85.6 95.0 66.5 100.6 115.2 106.9 110.6 3.5% State** 86.6 87.2 84.0 84.3 89.1 95.4 53.4 75.9 86.3 85.6 88.9 3.9% Total 160.6 166.6 165.6 169.0 174.7 190.4 119.9 176.6 201.6 192.5 199.6 3.7% Local Tax Revenue Detail ($Millions)
Business/Employees 19.0 20.4 20.0 20.5 21.6 23.4 24.2 28.7 29.1 22.7 22.7 0.0% Visitor 54.9 59.0 61.6 64.2 64.0 71.6 42.3 71.9 86.1 84.2 88.0 4.5% Total 73.9 79.4 81.5 84.7 85.6 95.0 66.5 100.6 115.2 106.9 110.6 3.5% State Tax Revenue Detail ($Millions)
Business/Employees 20.2 21.3 20.5 20.2 19.6 21.2 20.6 25.2 26.9 23.2 23.6 1.8% Visitor 66.4 66.0 63.5 64.1 69.5 74.1 32.9 50.7 59.4 62.4 65.3 4.7% Total 86.6 87.2 84.0 84.3 89.1 95.4 53.4 75.9 86.3 85.6 88.9 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.

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222 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Santa Clara County
Direct Spending Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions)
Visitor 4,794.5 5,040.6 5,219.7 6,018.0 6,173.3 6,214.4 2,255.7 3,165.8 4,764.0 5,444.0 5,912.9 8.6% Other travel* 974.5 1,049.0 1,084.1 1,203.2 1,272.3 1,414.3 723.8 1,055.1 1,480.2 1,810.5 2,085.4 15.2% Total 5,769.0 6,089.6 6,303.9 7,221.1 7,445.6 7,628.7 2,979.5 4,220.8 6,244.2 7,254.4 7,998.2 10.3% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 3,236.4 3,479.7 3,651.2 4,339.6 4,366.8 4,304.5 1,680.8 1,865.1 3,146.2 3,736.7 4,156.3 11.2% Hotel, Motel NA NA NA NA NA NA NA 1,726.4 2,843.3 3,376.4 3,773.9 11.8% STVR** NA NA NA NA NA NA NA 138.7 302.9 360.2 382.4 6.2% Campground 49.0 48.8 49.3 51.8 54.3 58.6 49.1 63.7 83.1 82.5 81.8 -0.7% Private Home (VFR) 609.3 609.5 610.2 673.3 732.8 803.7 232.3 608.8 707.8 734.7 752.3 2.4% Seasonal Home 24.3 25.0 25.3 26.9 29.3 30.0 42.3 38.4 36.6 37.3 37.6 0.8% Day Travel 875.5 877.7 883.7 926.5 990.1 1,017.6 251.2 589.8 790.3 852.9 884.9 3.7% Total 1,558.0 1,560.9 1,568.5 1,678.4 1,806.5 1,909.9 575.0 3,165.8 4,764.0 5,444.0 5,912.9 8.6% Visitor Spending by Commodity Purchased ($Millions)
Accommodations 1,181.0 1,368.4 1,469.0 1,753.2 1,738.7 1,727.7 591.1 576.3 1,126.0 1,342.5 1,533.4 14.2% Food Service 1,289.2 1,343.1 1,410.2 1,630.6 1,682.0 1,692.5 692.3 1,007.2 1,412.6 1,645.0 1,795.6 9.2% Food Stores 148.9 153.0 153.5 164.8 165.9 167.1 69.2 127.4 178.6 203.5 214.4 5.3% Arts, Ent. & Rec. 644.0 655.3 674.2 757.4 764.5 750.8 291.7 434.8 579.6 663.4 728.5 9.8% Retail Sales 652.4 658.6 667.7 767.9 798.7 818.9 303.7 496.8 646.8 711.3 731.8 2.9% Visitor Air 285.4 301.6 307.2 323.3 355.0 386.2 92.1 114.6 227.0 257.2 285.6 11.0% Local Tran. & Gas 593.6 560.6 538.0 620.7 668.5 671.2 215.6 408.7 593.5 621.0 623.6 0.4% Total 4,794.5 5,040.6 5,219.7 6,018.0 6,173.3 6,214.4 2,255.7 3,165.8 4,764.0 5,444.0 5,912.9 8.6% 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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 223 Santa Clara County
Direct Impact Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions)
Accom. & Food Serv. 893.8 970.3 1,082.0 1,143.1 1,173.3 1,196.3 814.8 905.9 1,192.4 1,340.0 1,398.7 4.4% Arts, Ent. & Rec. 315.2 322.9 345.5 378.7 395.6 444.3 259.9 282.1 354.7 394.1 402.9 2.2% Retail* 105.1 109.4 113.1 113.5 115.6 115.3 111.3 118.3 118.5 123.5 122.5 -0.8% Ground Trans. 70.0 75.2 82.3 99.5 124.0 130.7 48.1 48.0 56.0 62.4 63.9 2.5% Visitor Air 24.7 27.4 26.3 25.4 26.5 22.4 21.1 20.3 22.7 26.0 29.7 14.1% Other travel** 146.0 186.5 204.9 217.2 218.7 251.5 220.3 242.4 289.0 389.1 470.9 21.0% Total 1,554.7 1,691.8 1,854.3 1,977.4 2,053.7 2,160.5 1,475.5 1,617.0 2,033.3 2,335.1 2,488.6 6.6% Direct Employment (Jobs)
Accom. & Food Serv. 25,850 26,360 27,490 27,700 26,640 25,390 17,310 17,920 21,660 22,670 23,070 1.8% Arts, Ent. & Rec. 7,150 7,560 7,790 7,860 7,820 8,410 4,960 5,980 8,360 9,360 10,360 10.7% Retail* 2,470 2,420 2,570 2,490 2,430 2,410 2,140 2,170 2,140 2,160 2,100 -2.8% Ground Trans. 1,710 1,760 1,810 2,030 2,370 2,510 1,540 1,490 1,770 1,910 1,970 3.1% Visitor Air 360 380 360 350 350 390 330 310 330 350 370 5.7% Other travel** 2,080 2,150 2,430 2,660 2,770 3,780 2,370 2,600 2,810 3,250 3,250 0.0% Total 39,620 40,630 42,450 43,090 42,380 42,890 28,650 30,470 37,070 39,700 41,120 3.6% 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.

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224 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Santa Clara County
Direct Tax Revenue
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions)
Local* 215.5 239.2 261.7 285.0 319.3 323.1 153.0 176.3 255.0 273.6 299.2 9.4% State** 235.9 235.7 234.9 250.3 267.5 276.1 134.0 194.1 236.3 254.7 269.5 5.8% Total 451.4 474.8 496.6 535.3 586.7 599.2 287.0 370.3 491.3 528.4 568.7 7.6% Local Tax Revenue Detail ($Millions)
Business/Employees 55.2 59.5 62.7 66.2 69.0 72.5 65.6 72.1 76.8 64.7 66.6 2.9% Visitor 160.3 179.7 199.0 218.8 250.3 250.6 87.5 104.2 178.2 208.9 232.6 11.4% Total 215.5 239.2 261.7 285.0 319.3 323.1 153.0 176.3 255.0 273.6 299.2 9.4% State Tax Revenue Detail ($Millions)
Business/Employees 53.3 56.7 58.8 56.5 55.2 57.8 47.9 53.8 61.0 57.9 60.9 5.1% Visitor 182.6 178.9 176.1 193.7 212.2 218.3 86.0 140.3 175.3 196.8 208.6 6.0% Total 235.9 235.7 234.9 250.3 267.5 276.1 134.0 194.1 236.3 254.7 269.5 5.8% 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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 225 Santa Cruz County
Direct Spending Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions)
Visitor 848.7 879.6 903.5 976.2 1,025.0 1,020.0 482.8 1,017.3 1,303.2 1,335.0 1,380.3 3.4% Other travel* 54.9 48.5 42.3 46.8 53.2 55.4 19.1 36.6 55.1 56.4 55.3 -1.9% Total 903.6 928.1 945.7 1,023.0 1,078.2 1,075.4 501.8 1,053.9 1,358.3 1,391.3 1,435.6 3.2% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 447.9 475.5 498.5 548.9 566.9 545.9 211.8 638.0 811.5 839.9 880.6 4.8% Hotel, Motel NA NA NA NA NA NA NA 464.3 614.0 660.7 697.3 5.5% STVR** NA NA NA NA NA NA NA 173.6 197.5 179.3 183.4 2.3% Campground 67.4 69.1 69.9 73.3 77.0 83.0 69.3 90.3 117.8 116.9 116.7 -0.2% Private Home (VFR) 69.7 68.7 67.8 74.6 81.1 86.2 31.1 83.5 93.4 93.9 95.2 1.3% Seasonal Home 90.7 93.0 94.3 99.7 108.6 111.3 109.7 99.5 95.0 96.6 97.7 1.1% Day Travel 173.0 173.3 172.9 179.6 191.4 193.6 60.9 106.0 185.6 187.5 190.1 1.4% Total 400.8 404.1 404.9 427.3 458.1 474.1 271.0 1,017.3 1,303.2 1,335.0 1,380.3 3.4% Visitor Spending by Commodity Purchased ($Millions)
Accommodations 226.5 248.7 264.7 285.3 296.8 291.7 138.9 330.3 372.5 363.7 376.8 3.6% Food Service 232.9 244.1 256.0 277.0 287.0 286.5 138.9 281.9 382.7 413.3 437.1 5.8% Food Stores 41.4 43.1 43.3 44.4 44.9 45.9 30.0 57.0 73.4 75.4 76.7 1.7% Arts, Ent. & Rec. 117.5 120.3 123.7 130.4 132.1 128.7 60.2 127.5 161.0 169.4 178.5 5.4% Retail Sales 114.2 117.0 118.6 130.5 141.0 141.8 65.6 126.0 164.6 170.2 169.2 -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 116.2 106.4 97.1 108.5 123.2 125.5 49.1 94.5 149.0 143.0 142.0 -0.7% Total 848.7 879.6 903.5 976.2 1,025.0 1,020.0 482.8 1,017.3 1,303.2 1,335.0 1,380.3 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.
*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.

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226 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Santa Cruz County
Direct Impact Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions)
Accom. & Food Serv. 173.5 190.1 209.7 225.1 239.3 244.0 175.2 217.5 267.5 292.6 294.2 0.6% Arts, Ent. & Rec. 60.1 68.4 75.9 81.6 85.6 86.8 51.8 65.1 83.8 104.8 112.9 7.8% Retail* 21.9 23.2 24.0 23.8 24.0 24.4 25.0 27.5 28.6 29.6 28.6 -3.5% Ground Trans. 9.0 9.5 10.5 12.5 17.7 18.6 6.5 6.4 6.6 6.8 7.5 9.7% 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** 5.3 4.8 4.5 4.6 4.6 4.7 4.2 4.2 5.0 6.7 6.5 -2.8% Total 269.8 295.9 324.6 347.6 371.2 378.5 262.7 320.6 391.4 440.4 449.7 2.1% Direct Employment (Jobs)
Accom. & Food Serv. 5,860 6,060 6,200 6,360 6,460 6,400 4,550 5,150 5,930 6,260 5,990 -4.3% Arts, Ent. & Rec. 3,100 3,350 3,410 3,680 3,670 3,390 1,860 2,250 3,040 3,470 3,780 8.9% Retail* 720 700 730 720 700 690 650 670 660 650 630 -3.1% Ground Trans. 240 240 250 270 350 370 310 300 360 380 390 2.6% Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA
Other travel** 140 120 110 120 110 110 90 90 100 90 90 0.0% Total 10,060 10,470 10,700 11,150 11,290 10,960 7,460 8,460 10,090 10,850 10,880 0.3% 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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 227 Santa Cruz County
Direct Tax Revenue
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions)
Local* 32.5 35.5 39.5 44.5 47.8 47.5 25.7 52.3 60.4 57.8 59.4 2.8% State** 43.2 43.2 42.6 43.8 48.3 49.4 27.5 46.5 56.8 58.4 60.3 3.2% Total 75.7 78.7 82.2 88.3 96.1 96.9 53.2 98.8 117.2 116.2 119.7 3.0% Local Tax Revenue Detail ($Millions)
Business/Employees 9.2 10.0 10.5 11.2 12.1 12.3 11.3 13.8 14.3 11.8 11.7 -1.4% Visitor 23.3 25.6 29.0 33.3 35.8 35.2 14.3 38.4 46.0 45.9 47.7 3.9% Total 32.5 35.5 39.5 44.5 47.8 47.5 25.7 52.3 60.4 57.8 59.4 2.8% State Tax Revenue Detail ($Millions)
Business/Employees 9.4 10.1 10.4 9.9 9.9 10.0 8.7 10.8 11.8 10.9 10.9 0.4% Visitor 33.8 33.1 32.2 33.9 38.4 39.3 18.8 35.7 45.0 47.6 49.4 3.9% Total 43.2 43.2 42.6 43.8 48.3 49.4 27.5 46.5 56.8 58.4 60.3 3.2% 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.
*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.

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228 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Shasta County
Direct Spending Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions)
Visitor 395.4 395.9 409.7 428.4 472.7 505.0 295.3 425.2 504.6 502.0 516.9 3.0% Other travel* 34.7 32.1 29.7 32.4 36.9 39.7 12.7 25.6 40.8 38.1 37.5 -1.6% Total 430.1 428.0 439.4 460.9 509.7 544.7 308.0 450.8 545.4 540.1 554.3 2.6% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 166.5 171.9 183.4 192.5 216.9 234.8 147.6 207.8 220.4 216.6 228.9 5.7% Hotel, Motel NA NA NA NA NA NA NA 156.8 166.0 157.7 169.8 7.6% STVR** NA NA NA NA NA NA NA 51.0 54.5 58.9 59.2 0.5%
Campground 39.4 39.5 40.0 41.9 44.0 47.4 39.7 51.5 67.2 66.7 66.5 -0.4% Private Home (VFR) 45.4 43.1 42.9 46.2 51.6 55.6 16.4 52.6 59.0 59.9 60.4 0.9% Seasonal Home 39.8 38.5 39.2 40.7 43.3 44.4 55.4 50.1 61.9 63.1 63.9 1.2% Day Travel 104.3 102.9 104.3 107.1 116.9 122.8 36.2 63.1 96.1 95.7 97.2 1.5% Total 228.9 224.0 226.3 235.9 255.8 270.2 147.7 425.2 504.6 502.0 516.9 3.0% Visitor Spending by Commodity Purchased ($Millions)
Accommodations 87.0 91.2 97.8 102.7 114.7 123.2 103.2 138.4 151.7 146.0 151.1 3.5% Food Service 103.3 106.9 113.9 118.3 128.8 138.1 74.5 104.4 123.2 127.5 134.6 5.5% Food Stores 23.0 23.6 23.9 24.0 24.8 26.1 19.0 29.0 35.7 37.6 38.2 1.6% Arts, Ent. & Rec. 52.5 53.1 55.4 56.2 59.7 62.3 33.4 47.9 53.8 55.3 58.3 5.5% Retail Sales 58.0 55.6 57.3 60.2 67.0 71.8 33.7 50.0 59.5 59.1 58.7 -0.7% Visitor Air 1.9 2.6 3.3 3.3 3.1 4.5 1.4 3.1 5.2 6.0 5.9 -0.9% Local Tran. & Gas 69.8 63.0 58.3 63.7 74.6 79.0 30.1 52.4 75.5 70.5 70.0 -0.7% Total 395.4 395.9 409.7 428.4 472.7 505.0 295.3 425.2 504.6 502.0 516.9 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.
*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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 229 Shasta County
Direct Impact Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions)
Accom. & Food Serv. 73.7 78.0 86.4 91.7 92.9 103.6 96.2 115.3 122.0 127.5 132.9 4.2% Arts, Ent. & Rec. 23.9 24.3 26.8 24.7 26.1 29.5 22.4 27.6 31.3 34.7 39.3 13.3% Retail* 12.5 12.6 13.2 13.7 14.1 14.9 16.5 18.6 20.0 21.0 20.1 -3.9% Ground Trans. 5.5 5.7 6.4 7.4 10.9 12.1 4.1 4.0 4.1 4.2 4.7 12.7% Visitor Air 1.2 1.3 2.5 2.8 2.8 2.9 2.8 3.3 3.3 4.1 4.4 7.2% Other travel** 3.0 3.3 5.1 5.5 5.8 5.7 5.6 6.8 7.8 8.3 8.9 6.7% Total 119.7 125.2 140.5 145.8 152.7 168.7 147.7 175.5 188.5 199.9 210.5 5.3% Direct Employment (Jobs)
Accom. & Food Serv. 2,840 2,820 2,900 2,960 2,870 2,940 2,620 2,880 2,950 2,900 2,910 0.3% Arts, Ent. & Rec. 1,060 1,100 1,160 1,100 1,160 1,290 960 1,120 1,200 1,270 1,420 11.8% Retail* 410 400 410 420 420 430 440 460 470 460 450 -2.2% Ground Trans. 150 150 150 160 210 240 190 190 220 240 250 4.2% Visitor Air 20 20 30 40 40 40 30 40 30 40 40 0.0%
Other travel** 80 90 110 120 120 120 110 110 130 130 130 0.0% Total 4,560 4,580 4,760 4,800 4,820 5,060 4,350 4,800 5,000 5,040 5,200 3.2% 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.

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230 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Shasta County
Direct Tax Revenue
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions)
Local* 11.9 12.4 13.4 13.9 15.9 17.4 14.6 19.6 20.1 18.3 18.9 3.4% State** 22.6 21.8 21.6 21.8 25.1 27.1 16.3 23.4 25.2 24.8 25.8 3.7% Total 34.5 34.2 35.0 35.7 41.0 44.4 31.0 43.0 45.4 43.1 44.7 3.6% Local Tax Revenue Detail ($Millions)
Business/Employees 3.8 3.9 4.2 4.2 4.5 5.0 5.8 6.8 6.2 4.8 4.9 1.6% Visitor 8.1 8.5 9.2 9.7 11.5 12.4 8.9 12.8 13.9 13.4 14.0 4.1% Total 11.9 12.4 13.4 13.9 15.9 17.4 14.6 19.6 20.1 18.3 18.9 3.4% State Tax Revenue Detail ($Millions)
Business/Employees 4.5 4.6 4.8 4.6 4.6 5.0 5.5 6.6 6.3 5.4 5.6 3.5% Visitor 18.1 17.2 16.7 17.2 20.5 22.0 10.8 16.8 18.9 19.5 20.2 3.8% Total 22.6 21.8 21.6 21.8 25.1 27.1 16.3 23.4 25.2 24.8 25.8 3.7% 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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 231 Sierra County
Direct Spending Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions)
Visitor 17.9 17.3 16.4 17.7 17.8 18.9 13.3 18.8 20.9 18.2 18.0 -1.1% Other travel* 0.5 0.5 0.4 0.5 0.5 0.5 0.2 0.4 0.6 0.5 0.5 -3.6% Total 18.4 17.7 16.8 18.2 18.3 19.4 13.5 19.2 21.5 18.7 18.5 -1.2% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 10.3 9.8 9.1 9.8 9.4 10.1 5.7 9.7 10.6 7.9 7.4 -6.5% Hotel, Motel NA NA NA NA NA NA NA 4.7 5.0 4.1 4.1 0.5%
STVR** NA NA NA NA NA NA NA 5.0 5.6 3.8 3.2 -14.1%
Campground 0.6 0.6 0.6 0.7 0.7 0.7 0.6 0.8 1.0 1.0 1.0 0.8% Private Home (VFR) 1.6 1.5 1.4 1.6 1.7 1.9 0.6 2.2 2.3 2.4 2.5 4.5% Seasonal Home 2.7 2.8 2.8 3.0 3.3 3.4 5.2 4.7 4.7 4.8 5.0 3.5% Day Travel 2.6 2.5 2.4 2.5 2.6 2.7 1.2 1.4 2.3 2.1 2.1 1.0% Total 7.6 7.4 7.3 7.9 8.3 8.8 7.7 18.8 20.9 18.2 18.0 -1.1% Visitor Spending by Commodity Purchased ($Millions)
Accommodations 4.9 4.8 4.6 4.9 4.7 5.1 4.2 6.4 6.9 5.6 5.3 -6.5% Food Service 5.4 5.3 5.2 5.6 5.5 5.9 4.1 5.2 5.8 5.3 5.6 6.2% Food Stores 0.7 0.7 0.7 0.7 0.7 0.7 0.5 1.1 1.3 1.1 1.1 -3.6% Arts, Ent. & Rec. 2.8 2.7 2.6 2.7 2.7 2.8 2.0 2.7 2.8 2.5 2.5 -0.3% Retail Sales 2.0 1.9 1.8 2.0 2.2 2.4 1.6 2.1 2.3 2.1 2.0 -2.9% 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 2.0 1.8 1.6 1.8 1.9 2.0 1.0 1.4 1.8 1.6 1.5 -3.7% Total 17.9 17.3 16.4 17.7 17.8 18.9 13.3 18.8 20.9 18.2 18.0 -1.1% 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.
*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.

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232 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Sierra County
Direct Impact Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions)
Accom. & Food Serv. 2.7 2.9 2.8 3.1 3.1 3.3 3.8 5.3 5.9 5.0 7.2 42.4% Arts, Ent. & Rec. 0.6 0.6 0.6 0.6 0.6 0.7 0.6 0.7 0.7 0.6 0.6 2.9% Retail* 0.4 0.4 0.3 0.4 0.4 0.4 0.4 2.0 0.7 1.1 1.9 70.3% Ground Trans. 0.2 0.2 0.2 0.2 0.3 0.3 0.2 0.2 0.1 0.1 0.3 81.2% 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 Other travel** 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 -4.6% Total 3.9 4.1 4.0 4.4 4.4 4.7 5.0 8.2 7.4 6.9 10.0 44.3% Direct Employment (Jobs)
Accom. & Food Serv. 160 190 170 180 200 220 220 270 300 280 400 42.9% Arts, Ent. & Rec. 20 20 20 20 20 20 20 20 20 20 20 0.0% Retail* 20 20 10 20 20 20 20 50 10 20 50 150.0%
Ground Trans. 10 10 10 10 10 10 10 0 10 10 10 0.0%
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 210 240 210 230 250 270 270 340 340 330 480 45.5% 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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 233 Sierra County
Direct Tax Revenue
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions)
Local* 0.5 0.5 0.5 0.5 0.5 0.6 0.5 0.9 0.8 0.6 0.7 5.2% State** 0.7 0.6 0.6 0.6 0.6 0.7 0.5 0.9 0.9 0.8 0.9 12.6% Total 1.2 1.2 1.1 1.1 1.2 1.3 1.0 1.8 1.7 1.4 1.6 9.3%
Local Tax Revenue Detail ($Millions)
Business/Employees 0.1 0.1 0.1 0.1 0.1 0.1 0.2 0.3 0.2 0.2 0.2 39.2% Visitor 0.4 0.4 0.4 0.4 0.4 0.4 0.3 0.5 0.6 0.5 0.4 -6.9% Total 0.5 0.5 0.5 0.5 0.5 0.6 0.5 0.9 0.8 0.6 0.7 5.2%
State Tax Revenue Detail ($Millions)
Business/Employees 0.2 0.2 0.1 0.1 0.1 0.1 0.2 0.3 0.3 0.2 0.3 42.0% Visitor 0.5 0.5 0.4 0.5 0.5 0.5 0.3 0.6 0.6 0.6 0.6 2.6% Total 0.7 0.6 0.6 0.6 0.6 0.7 0.5 0.9 0.9 0.8 0.9 12.6% 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.

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234 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Siskiyou County
Direct Spending Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions)
Visitor 162.5 164.9 168.3 179.5 184.5 197.6 139.1 218.5 221.3 221.0 229.6 3.9% Other travel* 7.9 7.0 6.3 7.0 8.1 8.4 2.8 5.5 8.3 8.0 7.7 -2.8% Total 170.4 171.9 174.6 186.5 192.6 206.0 141.9 224.0 229.6 229.0 237.3 3.6% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 73.2 76.4 79.2 84.7 84.4 91.6 59.0 113.3 98.6 97.4 104.7 7.6% Hotel, Motel NA NA NA NA NA NA NA 82.5 71.6 65.3 66.0 1.0% STVR** NA NA NA NA NA NA NA 30.8 27.0 32.0 38.7 21.0%
Campground 16.0 15.9 16.0 16.8 17.7 19.0 15.9 20.7 27.0 26.8 26.6 -0.9% Private Home (VFR) 23.7 22.1 22.1 24.1 25.5 27.9 9.2 29.3 31.6 31.9 32.3 1.3% Seasonal Home 25.0 25.9 26.4 28.0 30.5 31.3 44.5 40.0 42.0 43.0 43.5 1.2% Day Travel 24.6 24.6 24.6 25.9 26.4 27.8 10.4 15.3 22.1 21.9 22.4 2.0% Total 89.3 88.4 89.1 94.8 100.0 106.0 80.1 218.5 221.3 221.0 229.6 3.9% Visitor Spending by Commodity Purchased ($Millions)
Accommodations 39.2 41.5 43.7 46.4 46.8 51.1 45.2 73.9 69.6 68.3 72.2 5.6% Food Service 48.2 50.2 52.4 55.3 55.9 59.6 40.2 60.1 60.7 62.2 65.3 5.0% Food Stores 9.6 9.8 9.8 10.0 9.9 10.5 7.2 13.6 15.3 16.1 16.9 4.5% Arts, Ent. & Rec. 25.4 25.8 26.4 27.2 26.9 27.9 18.9 28.4 27.4 28.0 29.8 6.3% Retail Sales 17.9 17.4 17.6 20.0 22.3 24.3 15.8 23.5 23.9 23.6 23.3 -1.1% 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 Local Tran. & Gas 22.2 20.2 18.5 20.5 22.7 24.1 11.8 19.1 24.6 22.8 22.1 -2.9% Total 162.5 164.9 168.3 179.5 184.5 197.6 139.1 218.5 221.3 221.0 229.6 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.
*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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 235 Siskiyou 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 53.1 58.0 62.5 58.0 63.7 52.3 60.0 70.4 73.4 78.5 7.1% Arts, Ent. & Rec. 6.3 5.6 5.7 7.1 3.9 4.1 4.0 4.9 5.2 6.5 6.7 3.5% Retail* 4.4 4.5 4.7 4.8 5.2 5.6 6.2 7.0 7.4 7.7 8.1 6.2% Ground Trans. 1.9 2.0 2.2 2.5 3.5 3.9 1.7 1.6 1.7 1.7 2.0 14.1% 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** 0.4 0.4 0.5 0.5 0.5 0.5 0.5 0.7 0.7 0.8 0.9 10.9% Total 60.7 65.5 71.0 77.4 71.0 77.9 64.6 74.2 85.4 90.1 96.3 6.9% Direct Employment (Jobs)
Accom. & Food Serv. 1,430 1,450 1,440 1,490 1,380 1,390 1,150 1,250 1,360 1,380 1,380 0.0% Arts, Ent. & Rec. 360 290 290 340 200 190 170 190 180 220 230 4.5% Retail* 170 160 160 160 160 170 170 190 190 180 180 0.0% Ground Trans. 50 50 50 50 70 80 80 80 90 100 100 0.0%
Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA
Other travel** 20 20 20 20 20 20 20 20 20 20 20 0.0%
Total 2,030 1,970 1,960 2,060 1,830 1,850 1,590 1,730 1,840 1,900 1,910 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.

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236 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Siskiyou County
Direct Tax Revenue
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions)
Local* 5.1 5.4 5.7 6.1 6.2 6.8 5.9 9.4 8.9 8.1 8.6 5.4% State** 8.5 8.4 8.3 8.6 8.9 9.7 7.0 9.9 10.0 9.7 10.0 3.4% Total 13.6 13.8 14.0 14.7 15.1 16.5 12.9 19.3 18.8 17.8 18.5 4.3% Local Tax Revenue Detail ($Millions)
Business/Employees 1.9 2.1 2.1 2.2 2.1 2.3 2.5 2.9 2.8 2.2 2.2 3.1% Visitor 3.2 3.4 3.6 3.9 4.1 4.5 3.4 6.5 6.0 5.9 6.3 6.3% Total 5.1 5.4 5.7 6.1 6.2 6.8 5.9 9.4 8.9 8.1 8.6 5.4%
State Tax Revenue Detail ($Millions)
Business/Employees 2.2 2.3 2.3 2.3 2.0 2.2 2.4 2.7 2.7 2.3 2.4 4.9% Visitor 6.3 6.1 5.9 6.2 6.9 7.5 4.6 7.2 7.3 7.4 7.6 2.9% Total 8.5 8.4 8.3 8.6 8.9 9.7 7.0 9.9 10.0 9.7 10.0 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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 237 Solano County
Direct Spending Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions)
Visitor 633.2 632.1 665.7 693.0 714.7 735.0 284.7 700.4 871.7 864.1 889.3 2.9% Other travel* 78.0 72.3 65.1 73.4 85.1 88.5 29.9 56.9 83.7 78.4 77.6 -1.0% Total 711.2 704.4 730.8 766.4 799.7 823.5 314.6 757.2 955.4 942.5 967.0 2.6% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 201.9 209.3 229.5 234.9 238.3 241.2 156.7 222.3 307.6 301.3 314.8 4.5% Hotel, Motel NA NA NA NA NA NA NA 203.4 281.7 273.5 284.8 4.1% STVR** NA NA NA NA NA NA NA 19.0 25.9 27.8 30.0 8.2%
Campground 4.5 4.5 4.6 4.8 5.0 5.4 4.5 5.9 7.7 7.4 7.4 -0.4% Private Home (VFR) 179.0 171.7 176.8 191.0 204.5 218.3 50.6 250.9 272.2 273.7 279.6 2.1% Seasonal Home 6.2 6.8 6.9 7.5 8.3 8.5 20.0 17.8 15.3 14.8 15.1 1.9% Day Travel 241.6 239.9 247.9 254.9 258.5 261.6 52.9 203.4 268.9 266.8 272.4 2.1% Total 431.3 422.8 436.2 458.1 476.3 493.8 128.0 700.4 871.7 864.1 889.3 2.9% Visitor Spending by Commodity Purchased ($Millions)
Accommodations 76.8 83.4 94.4 98.0 100.6 103.9 64.3 86.8 118.2 114.8 117.0 1.9% Food Service 194.0 199.3 214.0 221.3 226.1 232.0 92.2 241.5 293.5 294.2 309.4 5.2% Food Stores 31.9 32.4 33.1 33.1 32.9 33.3 10.6 37.5 45.2 45.9 47.1 2.7% Arts, Ent. & Rec. 132.6 133.1 140.1 141.6 141.3 141.2 50.0 132.3 156.8 158.8 166.7 5.0% Retail Sales 119.2 112.8 117.4 126.2 132.8 141.8 48.9 135.3 164.2 164.0 163.8 -0.1% 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 Local Tran. & Gas 78.7 71.0 66.7 72.8 80.9 82.8 18.6 67.0 93.8 86.4 85.4 -1.2% Total 633.2 632.1 665.7 693.0 714.7 735.0 284.7 700.4 871.7 864.1 889.3 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.

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238 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Solano County
Direct Impact Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions)
Accom. & Food Serv. 122.7 126.9 142.3 150.8 163.3 172.4 144.5 169.6 196.9 213.5 216.0 1.2% Arts, Ent. & Rec. 69.0 61.0 67.4 61.3 66.5 67.7 34.1 44.7 60.2 62.1 64.9 4.5% Retail* 19.6 19.5 20.6 21.2 22.5 23.3 22.9 25.7 27.3 28.4 28.7 1.1% Ground Trans. 7.0 7.3 8.3 9.5 13.2 14.1 3.2 3.2 3.3 3.3 3.7 11.0% 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** 3.4 4.8 5.3 5.6 6.0 6.3 5.4 3.5 3.3 3.4 4.1 19.8% Total 221.8 219.4 244.0 248.5 271.5 283.7 210.1 246.7 291.0 310.7 317.4 2.2% Direct Employment (Jobs)
Accom. & Food Serv. 4,520 4,400 4,600 4,620 4,770 4,700 3,790 4,080 4,570 4,720 4,630 -1.9% Arts, Ent. & Rec. 3,560 3,400 3,510 3,540 3,520 3,530 1,720 2,160 2,900 3,130 3,230 3.2% Retail* 680 630 660 670 690 680 610 630 640 630 630 0.0% Ground Trans. 190 190 200 200 260 280 150 150 180 190 190 0.0% Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA
Other travel** 140 150 150 160 160 160 130 60 60 60 70 16.7% Total 9,090 8,770 9,120 9,190 9,400 9,350 6,400 7,080 8,350 8,730 8,750 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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 239 Solano County
Direct Tax Revenue
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions)
Local* 20.0 20.7 22.6 23.1 25.5 26.6 17.6 21.7 25.5 23.2 23.4 1.1% State** 39.3 37.5 37.5 38.0 42.0 44.0 20.4 42.4 47.7 46.9 48.3 2.9% Total 59.3 58.1 60.2 61.1 67.5 70.6 38.0 64.1 73.2 70.1 71.7 2.3% Local Tax Revenue Detail ($Millions)
Business/Employees 7.5 7.3 7.9 7.7 8.5 8.9 8.8 9.9 9.9 7.8 7.6 -1.4% Visitor 12.5 13.3 14.8 15.4 17.0 17.6 8.8 11.8 15.6 15.4 15.8 2.4% Total 20.0 20.7 22.6 23.1 25.5 26.6 17.6 21.7 25.5 23.2 23.4 1.1% State Tax Revenue Detail ($Millions)
Business/Employees 7.8 7.6 8.0 7.5 7.6 7.9 7.0 9.1 9.6 8.3 8.3 0.5% Visitor 31.5 29.9 29.6 30.5 34.4 36.2 13.4 33.3 38.1 38.6 40.0 3.4% Total 39.3 37.5 37.5 38.0 42.0 44.0 20.4 42.4 47.7 46.9 48.3 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.
*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.

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240 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Sonoma County
Direct Spending Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions)
Visitor 1,698.3 1,751.6 1,831.9 1,925.6 2,024.5 2,054.4 1,161.4 1,874.2 2,129.9 2,159.8 2,238.3 3.6% Other travel* 129.6 124.4 142.7 158.2 175.6 182.7 86.3 115.6 168.3 199.0 203.6 2.3% Total 1,828.0 1,876.0 1,974.6 2,083.8 2,200.0 2,237.1 1,247.7 1,989.8 2,298.1 2,358.9 2,441.9 3.5% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 885.8 930.7 984.3 1,054.3 1,111.9 1,112.8 722.3 1,160.1 1,242.2 1,250.8 1,311.4 4.8% Hotel, Motel NA NA NA NA NA NA NA 781.8 839.6 862.0 922.6 7.0% STVR** NA NA NA NA NA NA NA 378.3 402.6 388.7 388.8 0.0% Campground 54.9 55.2 55.8 58.6 61.5 66.3 55.6 72.2 94.1 93.5 93.5 0.0% Private Home (VFR) 157.5 152.3 155.5 165.1 178.7 190.1 59.6 187.0 206.2 211.3 216.3 2.4% Seasonal Home 86.2 93.6 95.5 102.3 114.2 116.8 143.0 127.7 123.3 126.5 128.7 1.7% Day Travel 513.9 519.7 540.8 545.3 558.3 568.4 180.8 327.2 464.1 477.8 488.5 2.2% Total 812.5 820.9 847.6 871.3 912.6 941.6 439.1 1,874.2 2,129.9 2,159.8 2,238.3 3.6% Visitor Spending by Commodity Purchased ($Millions)
Accommodations 367.2 399.5 435.1 472.7 510.2 504.7 298.9 612.8 671.3 641.8 665.5 3.7% Food Service 470.6 490.6 519.4 542.2 562.9 580.2 355.5 488.3 552.0 592.4 624.8 5.5% Food Stores 63.9 65.8 66.8 66.9 67.5 69.1 38.6 81.7 95.6 101.6 102.9 1.4% Arts, Ent. & Rec. 323.3 329.4 342.8 348.4 352.9 354.4 194.6 280.0 306.9 323.7 340.9 5.3% Retail Sales 297.0 301.6 310.1 323.4 339.7 348.2 187.1 259.6 296.5 304.8 305.8 0.3% Visitor Air 6.5 7.4 8.6 11.0 12.5 14.1 5.3 11.0 19.6 19.9 21.7 8.9% Local Tran. & Gas 169.7 157.3 149.1 161.0 178.9 183.7 81.5 140.8 187.9 175.6 176.7 0.6% Total 1,698.3 1,751.6 1,831.9 1,925.6 2,024.5 2,054.4 1,161.4 1,874.2 2,129.9 2,159.8 2,238.3 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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 241 Sonoma County
Direct Impact Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions)
Accom. & Food Serv. 327.8 347.3 373.1 414.8 436.6 456.0 335.2 413.8 514.5 563.3 580.3 3.0% Arts, Ent. & Rec. 161.2 175.7 184.7 205.3 215.2 221.0 155.9 180.7 237.4 268.5 283.8 5.7% Retail* 47.2 49.4 51.7 55.2 58.8 59.1 60.2 65.9 68.9 69.9 68.7 -1.7% Ground Trans. 17.8 18.8 21.0 24.0 32.7 35.1 15.4 15.2 16.5 16.2 19.1 18.1% Visitor Air 2.8 3.0 14.2 20.3 21.8 31.9 30.8 34.0 34.7 38.5 41.4 7.6% Other travel** 15.7 17.3 38.9 47.2 49.4 59.9 55.0 53.6 62.8 80.3 87.9 9.4% Total 572.5 611.6 683.5 766.6 814.5 863.0 652.5 763.2 934.7 1,036.6 1,081.3 4.3% Direct Employment (Jobs)
Accom. & Food Serv. 10,400 10,580 10,690 11,310 11,320 11,210 8,280 9,270 11,000 11,090 11,050 -0.4% Arts, Ent. & Rec. 7,190 7,500 7,590 8,310 8,000 7,860 5,010 5,640 7,280 7,920 8,480 7.1% Retail* 1,450 1,420 1,460 1,490 1,510 1,480 1,410 1,440 1,440 1,450 1,410 -2.8% Ground Trans. 470 470 490 510 640 690 630 610 740 760 820 7.9% Visitor Air 20 30 100 210 220 330 280 160 150 160 160 0.0% Other travel** 300 310 560 690 690 790 670 500 580 590 590 0.0% Total 19,830 20,310 20,890 22,520 22,380 22,360 16,280 17,620 21,190 21,970 22,510 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.

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242 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Sonoma County
Direct Tax Revenue
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions)
Local* 72.5 77.6 84.0 97.1 108.4 109.9 74.2 115.4 125.8 117.3 120.9 3.1% State** 82.9 82.9 83.9 85.3 90.7 94.6 60.5 84.5 93.3 94.0 97.5 3.6% Total 155.5 160.4 167.9 182.4 199.1 204.5 134.7 199.9 219.1 211.4 218.4 3.3% Local Tax Revenue Detail ($Millions)
Business/Employees 20.4 21.6 23.2 25.2 27.3 28.9 29.0 33.9 35.2 28.6 28.8 0.7% Visitor 52.1 56.0 60.8 72.0 81.1 81.0 45.2 81.5 90.6 88.7 92.1 3.8% Total 72.5 77.6 84.0 97.1 108.4 109.9 74.2 115.4 125.8 117.3 120.9 3.1% State Tax Revenue Detail ($Millions)
Business/Employees 19.0 19.8 21.0 21.3 20.8 21.9 20.9 24.8 27.3 24.8 25.5 2.7% Visitor 63.9 63.0 62.9 64.0 69.9 72.7 39.6 59.7 66.0 69.2 71.9 4.0% Total 82.9 82.9 83.9 85.3 90.7 94.6 60.5 84.5 93.3 94.0 97.5 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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 243 Stanislaus County
Direct Spending Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions)
Visitor 450.3 471.1 487.0 500.1 531.9 565.5 269.8 495.5 533.4 536.5 553.4 3.2% Other travel* 96.7 86.3 77.1 87.1 101.2 105.3 34.3 69.4 104.8 98.9 95.9 -3.0% Total 547.0 557.4 564.0 587.2 633.0 670.8 304.1 564.9 638.2 635.4 649.3 2.2% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 165.4 186.4 204.2 200.7 211.9 227.7 174.3 217.6 206.3 207.6 218.3 5.1% Hotel, Motel NA NA NA NA NA NA NA 199.4 189.5 186.5 191.3 2.6% STVR** NA NA NA NA NA NA NA 18.2 16.8 21.0 26.9 27.9%
Campground 4.3 4.3 4.3 4.6 4.8 5.2 4.3 5.6 7.4 7.3 7.3 0.3% Private Home (VFR) 131.7 128.3 125.5 136.8 151.1 162.6 48.6 156.6 174.2 176.4 179.6 1.8% Seasonal Home 7.1 6.9 7.1 7.4 7.9 8.1 5.5 5.0 6.6 6.7 6.9 1.6% Day Travel 141.8 145.2 145.9 150.7 156.2 162.0 37.0 110.7 138.9 138.5 141.4 2.1% Total 284.9 284.7 282.8 299.4 320.0 337.8 95.4 495.5 533.4 536.5 553.4 3.2% Visitor Spending by Commodity Purchased ($Millions)
Accommodations 57.7 67.3 75.5 76.3 81.4 88.2 80.7 100.1 102.2 97.7 100.3 2.7% Food Service 127.2 138.5 147.7 149.6 155.9 165.2 75.6 144.0 151.6 156.2 164.7 5.4% Food Stores 20.6 21.9 22.0 21.8 22.0 22.7 9.8 23.7 26.1 27.5 28.7 4.2% Arts, Ent. & Rec. 61.6 65.5 68.5 67.8 69.0 71.3 31.1 59.1 59.6 60.7 64.2 5.8% Retail Sales 69.8 70.6 72.9 77.8 84.0 93.2 36.0 77.9 83.2 82.6 82.8 0.2% Visitor Air 0.2 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Local Tran. & Gas 113.1 107.3 100.3 106.8 119.5 124.9 36.5 90.6 110.7 111.7 112.8 1.0% Total 450.3 471.1 487.0 500.1 531.9 565.5 269.8 495.5 533.4 536.5 553.4 3.2% 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.

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244 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Stanislaus County
Direct Impact Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions)
Accom. & Food Serv. 77.0 84.0 95.4 97.8 104.9 114.1 99.2 123.1 141.1 153.4 158.6 3.4% Arts, Ent. & Rec. 31.0 34.6 38.0 41.3 40.2 43.8 26.4 31.0 39.7 44.7 48.2 8.0% Retail* 13.7 14.5 15.3 16.8 17.7 18.7 18.9 21.2 22.7 24.1 25.6 6.2% Ground Trans. 9.1 10.1 11.3 12.4 16.6 18.2 6.6 4.0 4.1 4.2 4.7 12.2% Visitor Air 1.3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Other travel** 7.4 4.7 5.3 6.5 6.9 7.4 8.5 6.4 8.4 9.4 10.4 11.2% Total 139.5 147.9 165.3 174.8 186.2 202.2 159.7 185.7 216.0 235.8 247.6 5.0% Direct Employment (Jobs)
Accom. & Food Serv. 3,170 3,250 3,400 3,390 3,480 3,600 3,050 3,450 3,850 3,930 3,770 -4.1% Arts, Ent. & Rec. 1,790 1,850 1,890 2,030 1,990 2,070 1,170 1,310 1,590 1,690 1,930 14.2% Retail* 480 490 500 540 570 570 530 540 550 560 570 1.8% Ground Trans. 230 250 260 260 320 360 240 180 220 230 240 4.3% Visitor Air 20 0 0 0 0 0 0 0 0 0 0 NA
Other travel** 220 190 200 230 260 260 300 200 250 260 260 0.0% Total 5,910 6,030 6,250 6,450 6,620 6,860 5,290 5,680 6,460 6,670 6,770 1.5% 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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 245 Stanislaus County
Direct Tax Revenue
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions)
Local* 10.8 11.9 13.0 14.5 16.1 17.4 14.8 20.0 20.2 18.5 19.0 2.5% State** 35.1 34.4 33.4 33.8 39.4 42.2 20.2 35.3 36.0 36.6 38.2 4.4% Total 45.9 46.2 46.4 48.3 55.4 59.6 35.0 55.2 56.1 55.1 57.1 3.7% Local Tax Revenue Detail ($Millions)
Business/Employees 4.4 4.6 5.0 5.3 5.7 6.2 6.5 7.7 7.5 6.0 6.1 1.4% Visitor 6.4 7.2 8.0 9.2 10.4 11.2 8.3 12.3 12.6 12.5 12.8 3.1% Total 10.8 11.9 13.0 14.5 16.1 17.4 14.8 20.0 20.2 18.5 19.0 2.5% State Tax Revenue Detail ($Millions)
Business/Employees 5.3 5.4 5.7 5.4 5.4 5.8 5.6 6.6 6.9 6.1 6.3 3.3% Visitor 29.9 28.9 27.7 28.4 34.0 36.4 14.6 28.7 29.1 30.5 31.8 4.6% Total 35.1 34.4 33.4 33.8 39.4 42.2 20.2 35.3 36.0 36.6 38.2 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.
*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.

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246 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Sutter County
Direct Spending Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions)
Visitor 74.4 74.2 74.8 82.0 91.9 95.9 39.0 79.5 89.2 87.5 91.9 5.1% Other travel* 17.1 15.2 13.5 15.1 17.5 18.3 5.9 12.0 18.2 17.4 16.8 -3.1% Total 91.5 89.4 88.4 97.1 109.4 114.2 44.8 91.5 107.4 104.9 108.8 3.7% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 22.1 23.5 24.8 28.9 32.9 35.0 22.3 29.7 30.3 28.6 32.8 14.7% Hotel, Motel NA NA NA NA NA NA NA 26.1 26.8 24.5 28.1 15.0% STVR** NA NA NA NA NA NA NA 3.6 3.5 4.2 4.7 13.2%
Campground 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 NA Private Home (VFR) 23.8 22.4 21.9 24.0 26.9 28.3 8.5 27.7 30.8 31.0 30.9 -0.2% Seasonal Home 1.7 1.7 1.7 1.8 1.9 1.9 1.6 1.4 2.1 2.1 2.1 0.7% Day Travel 26.8 26.5 26.4 27.4 30.2 30.7 6.6 20.6 26.1 25.8 26.1 1.1% Total 52.3 50.6 50.0 53.1 58.9 60.9 16.6 79.5 89.2 87.5 91.9 5.1% Visitor Spending by Commodity Purchased ($Millions)
Accommodations 9.3 10.2 11.0 12.9 14.6 15.6 11.7 15.2 16.7 15.8 18.1 14.1% Food Service 21.3 22.1 23.1 24.8 27.2 28.3 11.2 23.8 25.9 26.3 28.0 6.2% Food Stores 3.4 3.5 3.5 3.6 3.7 3.8 1.4 3.9 4.4 4.6 4.8 4.4% Arts, Ent. & Rec. 10.4 10.5 10.8 11.3 12.1 12.3 4.6 9.9 10.3 10.3 11.2 8.0% Retail Sales 12.1 11.7 11.8 13.3 15.2 16.5 5.6 13.4 14.7 14.5 14.3 -0.9% 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 17.9 16.1 14.6 16.2 19.1 19.6 4.5 13.2 17.2 16.0 15.7 -2.1% Total 74.4 74.2 74.8 82.0 91.9 95.9 39.0 79.5 89.2 87.5 91.9 5.1% 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.
*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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 247 Sutter County
Direct Impact Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions)
Accom. & Food Serv. 13.7 14.8 15.6 16.5 19.8 21.2 19.3 24.5 28.5 31.3 32.7 4.4% Arts, Ent. & Rec. 6.7 7.2 7.4 7.3 7.3 7.5 5.3 6.6 7.8 9.0 11.0 22.0% Retail* 2.6 2.6 2.7 3.0 3.3 3.5 3.5 4.3 4.5 4.8 5.0 3.1% Ground Trans. 1.3 1.3 1.5 1.7 2.5 2.7 0.7 0.7 0.7 0.7 0.8 14.3% 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 1.0 1.1 1.4 1.2 1.4 1.8 2.0 9.3% Total 25.0 26.7 28.0 29.5 34.0 36.0 30.2 37.3 42.8 47.7 51.4 7.9% Direct Employment (Jobs)
Accom. & Food Serv. 580 580 560 580 660 670 590 670 750 780 760 -2.6% Arts, Ent. & Rec. 610 640 620 610 570 550 360 400 450 490 550 12.2% Retail* 90 90 100 100 110 110 100 110 100 100 110 10.0% Ground Trans. 30 30 40 40 50 50 30 30 40 40 40 0.0%
Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA
Other travel** 30 30 40 50 50 50 50 40 50 50 60 20.0%
Total 1,340 1,370 1,360 1,380 1,440 1,430 1,130 1,250 1,390 1,460 1,520 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.

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248 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Sutter County
Direct Tax Revenue
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions)
Local* 1.8 2.0 2.1 2.3 2.7 2.9 2.3 3.3 3.4 3.0 3.3 9.1% State** 6.1 5.8 5.5 5.7 6.9 7.3 3.4 6.2 6.4 6.4 6.6 4.1% Total 7.9 7.7 7.5 8.0 9.6 10.2 5.7 9.5 9.8 9.4 10.0 5.7% Local Tax Revenue Detail ($Millions)
Business/Employees 0.8 0.8 0.8 0.8 1.0 1.0 1.2 1.5 1.4 1.2 1.2 4.1% Visitor 1.1 1.1 1.2 1.4 1.7 1.8 1.2 1.8 2.0 1.9 2.1 12.1% Total 1.8 2.0 2.1 2.3 2.7 2.9 2.3 3.3 3.4 3.0 3.3 9.1%
State Tax Revenue Detail ($Millions)
Business/Employees 0.9 1.0 1.0 0.9 1.0 1.1 1.1 1.4 1.4 1.3 1.4 6.2% Visitor 5.1 4.8 4.5 4.8 5.9 6.2 2.3 4.8 5.0 5.1 5.3 3.6% Total 6.1 5.8 5.5 5.7 6.9 7.3 3.4 6.2 6.4 6.4 6.6 4.1%
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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 249 Tehama County
Direct Spending Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions)
Visitor 116.1 118.7 120.4 124.5 137.5 149.0 88.5 139.4 159.0 159.1 166.3 4.5% Other travel* 11.0 9.8 8.5 9.7 11.2 11.7 3.6 7.6 11.6 10.8 10.4 -3.6% Total 127.1 128.5 129.0 134.2 148.7 160.7 92.2 147.0 170.5 169.9 176.7 4.0% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 34.2 38.0 39.8 38.6 44.4 50.4 34.7 50.0 46.8 45.7 52.3 14.5% Hotel, Motel NA NA NA NA NA NA NA 46.5 43.5 41.5 47.0 13.3% STVR** NA NA NA NA NA NA NA 3.5 3.3 4.2 5.3 26.9%
Campground 12.8 12.7 12.8 13.5 14.1 15.2 12.7 16.5 21.6 21.4 21.2 -1.1% Private Home (VFR) 33.4 31.6 31.1 33.8 37.4 39.9 13.3 42.0 45.7 46.6 47.0 0.8% Seasonal Home 15.1 15.7 16.0 17.0 18.6 19.0 20.7 18.6 24.0 24.6 24.8 0.9% Day Travel 20.7 20.8 20.7 21.7 23.0 24.5 7.2 12.3 20.9 20.8 21.0 0.9% Total 81.9 80.7 80.7 85.9 93.1 98.6 53.9 139.4 159.0 159.1 166.3 4.5% Visitor Spending by Commodity Purchased ($Millions)
Accommodations 20.7 22.6 23.9 23.8 26.5 29.8 25.5 34.1 34.8 33.6 36.9 9.8% Food Service 35.5 37.8 39.4 40.1 43.3 46.4 26.2 43.1 48.6 50.4 53.3 5.8% Food Stores 8.9 9.2 9.1 9.2 9.4 9.8 5.9 10.6 12.7 13.2 13.6 2.9% Arts, Ent. & Rec. 18.4 19.2 19.6 19.5 20.5 21.4 11.9 18.5 20.5 21.0 22.4 6.9% Retail Sales 13.4 12.2 12.4 14.3 17.5 20.0 10.4 17.8 20.4 20.4 20.0 -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 19.1 17.6 16.0 17.5 20.3 21.6 8.5 15.4 22.0 20.6 20.1 -2.4% Total 116.1 118.7 120.4 124.5 137.5 149.0 88.5 139.4 159.0 159.1 166.3 4.5% 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.

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250 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Tehama County
Direct Impact Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions)
Accom. & Food Serv. 23.1 27.1 28.2 29.1 31.8 35.1 31.8 39.3 42.1 45.3 44.1 -2.5% Arts, Ent. & Rec. 6.7 7.2 7.3 7.1 7.0 7.7 6.6 8.0 9.3 8.6 10.0 16.5% Retail* 3.3 3.3 3.4 3.7 4.1 4.4 4.8 5.4 5.8 6.3 7.1 13.0% Ground Trans. 1.4 1.5 1.7 2.0 2.9 3.2 1.2 1.1 1.1 1.1 1.2 10.0% 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** 0.3 0.4 0.4 0.4 0.5 0.5 0.5 0.7 0.8 0.8 1.0 27.3% Total 34.9 39.5 41.0 42.3 46.1 50.9 44.8 54.4 59.0 62.0 63.5 2.3% Direct Employment (Jobs)
Accom. & Food Serv. 960 1,030 1,060 1,120 1,130 1,150 1,010 1,130 1,170 1,210 1,090 -9.9% Arts, Ent. & Rec. 430 420 400 390 380 400 340 360 390 350 400 14.3% Retail* 110 110 110 120 130 130 130 130 140 150 160 6.7% Ground Trans. 40 40 40 40 60 60 50 50 60 60 60 0.0%
Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA
Other travel** 20 20 20 20 20 20 20 20 20 20 30 50.0%
Total 1,560 1,620 1,630 1,690 1,720 1,760 1,550 1,690 1,780 1,790 1,740 -2.8% 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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 251 Tehama County
Direct Tax Revenue
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions)
Local* 2.9 3.2 3.3 3.3 3.9 4.4 3.9 5.5 5.3 4.8 5.1 6.6% State** 6.8 6.7 6.5 6.6 7.7 8.3 5.2 7.9 8.4 8.3 8.6 2.7% Total 9.8 10.0 9.8 9.9 11.6 12.7 9.1 13.4 13.7 13.1 13.6 4.1% Local Tax Revenue Detail ($Millions)
Business/Employees 1.1 1.2 1.2 1.2 1.4 1.5 1.8 2.1 1.9 1.5 1.5 -1.3% Visitor 1.8 2.0 2.1 2.1 2.5 2.9 2.2 3.3 3.3 3.3 3.6 10.2% Total 2.9 3.2 3.3 3.3 3.9 4.4 3.9 5.5 5.3 4.8 5.1 6.6%
State Tax Revenue Detail ($Millions)
Business/Employees 1.3 1.4 1.4 1.3 1.4 1.5 1.7 2.0 1.9 1.6 1.6 0.6% Visitor 5.5 5.3 5.1 5.3 6.3 6.8 3.5 5.9 6.5 6.7 6.9 3.2% Total 6.8 6.7 6.5 6.6 7.7 8.3 5.2 7.9 8.4 8.3 8.6 2.7%
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.

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252 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Trinity County
Direct Spending Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions)
Visitor 49.6 48.0 51.0 54.0 54.2 58.4 50.8 63.0 70.1 71.0 73.1 2.9% Other travel* 2.3 2.0 1.7 1.9 2.2 2.3 0.7 1.9 2.8 2.6 2.5 -3.6% Total 51.9 50.0 52.8 55.9 56.4 60.7 51.5 64.9 72.9 73.6 75.6 2.6% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 12.4 11.4 13.7 14.8 13.0 14.4 14.3 16.0 15.2 15.7 17.2 9.6% Hotel, Motel NA NA NA NA NA NA NA 9.1 8.6 8.2 8.2 -0.1% STVR** NA NA NA NA NA NA NA 6.9 6.6 7.5 9.1 20.1%
Campground 12.8 12.7 12.8 13.4 14.1 15.2 12.7 16.4 21.4 21.3 21.2 -0.6% Private Home (VFR) 7.0 6.4 6.6 6.9 7.1 8.0 2.6 10.6 11.3 11.6 11.8 2.2% Seasonal Home 11.0 11.3 11.5 12.1 13.2 13.5 18.4 16.6 15.7 16.0 16.3 1.8% Day Travel 6.4 6.2 6.5 6.7 6.8 7.3 2.7 3.5 6.4 6.4 6.5 1.7% Total 37.2 36.6 37.4 39.2 41.2 43.9 36.5 63.0 70.1 71.0 73.1 2.9% Visitor Spending by Commodity Purchased ($Millions)
Accommodations 10.9 10.9 12.1 12.7 12.1 13.1 14.9 16.2 16.4 16.4 17.1 4.6% Food Service 13.6 13.6 14.9 15.5 15.2 16.4 14.0 17.4 18.8 19.7 20.5 4.1% Food Stores 4.8 4.8 4.9 5.0 4.9 5.3 4.2 6.5 7.9 8.2 8.4 2.6% Arts, Ent. & Rec. 7.5 7.3 7.8 7.9 7.6 8.0 6.8 8.4 8.7 9.0 9.5 5.2% Retail Sales 4.7 4.4 4.7 5.5 6.2 6.9 5.5 7.1 7.7 7.7 7.9 2.4% 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 Local Tran. & Gas 8.1 7.1 6.7 7.4 8.1 8.7 5.3 7.5 10.7 10.0 9.6 -3.8% Total 49.6 48.0 51.0 54.0 54.2 58.4 50.8 63.0 70.1 71.0 73.1 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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 253 Trinity County
Direct Impact Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions)
Accom. & Food Serv. 10.8 10.3 11.4 11.8 10.5 11.8 11.3 14.7 14.3 20.4 21.4 4.7% Arts, Ent. & Rec. 3.6 3.4 3.7 3.8 3.8 4.2 4.7 0.0 0.0 0.0 0.0 NA Retail* 1.6 1.6 1.8 1.9 1.4 1.8 2.0 2.1 2.3 2.2 2.0 -8.8% Ground Trans. 0.6 0.6 0.7 0.8 1.1 1.3 0.7 0.7 0.7 0.7 0.8 13.8% 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 Other travel** 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.2 0.2 0.2 6.4% Total 16.8 16.1 17.7 18.4 17.0 19.2 18.8 17.7 17.5 23.4 24.3 3.7% Direct Employment (Jobs)
Accom. & Food Serv. 460 420 450 430 380 420 370 440 420 520 500 -3.8% Arts, Ent. & Rec. 200 180 180 170 190 200 220 0 0 0 0 NA Retail* 70 60 60 60 50 60 70 50 50 50 50 0.0%
Ground Trans. 20 20 20 20 20 30 30 30 40 40 40 0.0%
Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA
Other travel** 0 0 0 0 10 0 0 10 10 0 0 NA
Total 750 680 710 680 650 710 690 530 520 610 590 -3.3% 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.

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254 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Trinity County
Direct Tax Revenue
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions)
Local* 1.0 0.9 1.0 1.1 1.1 1.2 1.3 1.6 1.5 1.5 1.5 3.3% State** 2.3 2.1 2.1 2.2 2.3 2.5 2.2 3.1 3.2 3.3 3.4 2.6% Total 3.3 3.1 3.2 3.2 3.4 3.7 3.5 4.6 4.7 4.8 4.9 2.8%
Local Tax Revenue Detail ($Millions)
Business/Employees 0.5 0.5 0.5 0.5 0.5 0.6 0.7 0.7 0.6 0.6 0.6 0.1% Visitor 0.5 0.4 0.5 0.5 0.6 0.6 0.6 0.9 0.9 0.9 1.0 5.3% Total 1.0 0.9 1.0 1.1 1.1 1.2 1.3 1.6 1.5 1.5 1.5 3.3%
State Tax Revenue Detail ($Millions)
Business/Employees 0.6 0.6 0.6 0.6 0.5 0.6 0.7 0.6 0.6 0.6 0.6 1.8% Visitor 1.7 1.5 1.5 1.6 1.8 2.0 1.5 2.4 2.6 2.7 2.8 2.7% Total 2.3 2.1 2.1 2.2 2.3 2.5 2.2 3.1 3.2 3.3 3.4 2.6%
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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 255 Tulare County
Direct Spending Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions)
Visitor 368.9 344.9 317.9 404.6 426.4 451.2 255.0 455.0 501.9 503.8 541.6 7.5% Other travel* 84.3 74.4 66.0 74.4 85.7 89.2 29.1 58.9 89.5 87.1 84.6 -3.0% Total 453.2 419.3 383.9 478.9 512.1 540.5 284.1 513.9 591.4 590.9 626.2 6.0% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 171.2 159.9 136.8 204.5 209.7 220.8 153.2 249.5 249.9 249.3 284.0 13.9% Hotel, Motel NA NA NA NA NA NA NA 184.6 185.0 180.4 197.8 9.6% STVR** NA NA NA NA NA NA NA 64.9 64.9 69.0 86.2 25.0%
Campground 20.8 20.6 20.9 21.9 23.0 24.8 20.7 26.9 35.0 34.8 34.7 -0.2% Private Home (VFR) 102.5 93.8 91.3 104.7 113.4 122.6 39.6 119.9 134.1 136.2 137.8 1.1% Seasonal Home 26.7 26.0 26.4 27.7 29.4 30.2 28.6 25.9 36.0 36.7 37.2 1.3% Day Travel 47.6 44.7 42.4 45.8 50.8 52.9 12.9 32.8 46.8 46.8 48.0 2.6% Total 197.7 185.1 181.1 200.0 216.6 230.4 101.8 455.0 501.9 503.8 541.6 7.5% Visitor Spending by Commodity Purchased ($Millions)
Accommodations 81.4 79.4 72.6 101.2 104.7 109.7 91.3 143.4 150.9 148.6 166.6 12.1% Food Service 98.3 95.4 90.7 113.3 116.8 123.6 66.8 118.2 128.8 134.0 145.1 8.3% Food Stores 20.4 20.1 19.4 21.2 21.2 22.1 13.6 27.8 32.2 34.0 36.2 6.5% Arts, Ent. & Rec. 47.1 44.7 41.7 50.8 51.2 52.8 28.1 51.5 53.0 54.6 59.9 9.7% Retail Sales 44.8 39.0 35.6 48.5 53.9 60.5 29.0 55.0 59.3 59.3 59.9 0.9% 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 77.0 66.3 57.8 69.7 78.6 82.4 26.2 59.1 77.6 73.4 74.0 0.8% Total 368.9 344.9 317.9 404.6 426.4 451.2 255.0 455.0 501.9 503.8 541.6 7.5% 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.

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256 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Tulare County
Direct Impact Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions)
Accom. & Food Serv. 83.3 86.2 84.3 112.6 118.2 126.5 118.3 136.5 158.5 177.0 195.4 10.4% Arts, Ent. & Rec. 16.1 16.3 14.4 18.9 20.6 22.1 13.5 16.9 22.8 24.1 27.8 15.2% Retail* 10.5 9.9 9.6 11.3 11.8 12.4 13.0 14.8 16.4 17.6 18.5 5.1% Ground Trans. 5.9 5.8 6.0 8.0 11.2 12.2 3.9 3.8 4.0 4.0 4.5 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** 3.9 3.9 4.3 4.8 4.9 5.3 6.1 5.6 7.5 9.1 10.0 9.5% Total 119.7 122.0 118.6 155.5 166.7 178.6 154.8 177.7 209.1 231.8 256.1 10.5% Direct Employment (Jobs)
Accom. & Food Serv. 3,090 3,000 2,780 3,520 3,540 3,580 3,170 3,580 3,980 4,120 4,240 2.9% Arts, Ent. & Rec. 840 830 780 1,000 1,060 1,110 620 790 1,020 1,070 1,180 10.3% Retail* 400 380 350 400 400 410 390 410 430 440 450 2.3% Ground Trans. 160 150 140 170 220 240 190 180 220 230 240 4.3% Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA
Other travel** 160 160 160 170 170 180 200 170 210 230 240 4.3% Total 4,650 4,520 4,210 5,260 5,390 5,520 4,570 5,130 5,860 6,090 6,350 4.3% 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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 257 Tulare County
Direct Tax Revenue
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions)
Local* 12.4 12.1 11.0 15.1 16.4 17.4 15.2 23.1 23.6 22.2 24.4 10.3% State** 26.9 24.5 22.0 25.6 30.0 32.2 17.6 28.4 29.6 29.9 31.8 6.2% Total 39.3 36.6 33.0 40.7 46.4 49.6 32.8 51.5 53.2 52.1 56.2 7.9% Local Tax Revenue Detail ($Millions)
Business/Employees 4.0 4.0 3.8 4.8 5.2 5.5 6.4 7.5 7.4 6.1 6.5 6.7% Visitor 8.4 8.0 7.2 10.3 11.2 11.9 8.8 15.6 16.2 16.1 18.0 11.7% Total 12.4 12.1 11.0 15.1 16.4 17.4 15.2 23.1 23.6 22.2 24.4 10.3% State Tax Revenue Detail ($Millions)
Business/Employees 4.2 4.2 3.8 4.6 4.6 4.9 5.2 6.1 6.4 5.7 6.2 8.6% Visitor 22.7 20.4 18.2 21.0 25.4 27.3 12.3 22.3 23.2 24.2 25.6 5.6% Total 26.9 24.5 22.0 25.6 30.0 32.2 17.6 28.4 29.6 29.9 31.8 6.2% 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.
*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.

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258 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Tuolumne County
Direct Spending Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions)
Visitor 181.6 196.5 215.5 241.1 244.5 262.0 172.4 210.2 274.5 295.8 297.0 0.4% Other travel* 10.4 9.1 8.1 9.1 10.6 11.1 3.8 7.4 11.0 11.0 10.8 -2.2% Total 192.0 205.6 223.6 250.3 255.1 273.1 176.2 217.6 285.5 306.8 307.8 0.3% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 77.9 91.8 108.9 128.9 124.3 134.8 82.0 94.2 139.2 157.7 156.6 -0.7% Hotel, Motel NA NA NA NA NA NA NA 50.5 75.4 81.8 81.0 -1.0% STVR** NA NA NA NA NA NA NA 43.7 63.7 75.9 75.7 -0.3%
Campground 15.4 15.4 15.6 16.4 17.2 18.5 15.5 20.1 26.2 26.0 26.2 0.5% Private Home (VFR) 28.4 27.2 27.2 28.9 30.9 34.1 11.2 35.6 38.5 39.2 40.2 2.4% Seasonal Home 38.3 39.5 40.2 42.7 46.6 47.7 54.1 48.6 49.7 50.9 51.9 2.0% Day Travel 21.6 22.5 23.6 24.2 25.5 26.9 9.7 11.7 20.9 22.0 22.2 0.5% Total 103.7 104.7 106.6 112.2 120.2 127.2 90.4 210.2 274.5 295.8 297.0 0.4% Visitor Spending by Commodity Purchased ($Millions)
Accommodations 47.3 54.2 63.3 73.8 72.3 78.3 60.1 67.7 93.4 101.0 100.7 -0.4% Food Service 53.2 58.8 65.2 71.2 71.2 76.2 49.0 57.7 72.8 80.4 83.0 3.2% Food Stores 10.2 10.8 11.0 11.2 11.2 11.8 7.8 14.9 19.3 21.4 21.4 -0.1% Arts, Ent. & Rec. 28.1 30.2 32.7 34.7 34.0 35.4 22.8 28.4 34.1 37.5 38.1 1.6% Retail Sales 18.3 19.2 20.8 24.8 28.0 30.5 19.0 23.2 27.9 29.2 27.9 -4.5% 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 24.5 23.4 22.4 25.4 27.9 29.7 13.8 18.2 27.0 26.3 26.0 -1.1% Total 181.6 196.5 215.5 241.1 244.5 262.0 172.4 210.2 274.5 295.8 297.0 0.4% 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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 259 Tuolumne County
Direct Impact Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions)
Accom. & Food Serv. 43.2 47.3 56.1 65.2 64.1 71.0 57.5 76.4 78.8 83.0 93.3 12.4% Arts, Ent. & Rec. 6.6 6.6 6.9 7.2 5.7 6.3 5.1 5.5 7.5 8.5 9.4 10.8% Retail* 4.3 4.6 5.0 4.9 5.2 5.5 6.0 6.9 7.2 7.4 7.3 -0.8% Ground Trans. 2.1 2.3 2.7 3.3 4.5 5.0 2.1 2.1 2.2 2.3 2.6 14.2% 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 Other travel** 0.7 0.6 0.7 0.7 0.8 0.8 0.7 0.9 1.0 1.4 1.4 0.5% Total 56.8 61.4 71.4 81.3 80.3 88.7 71.4 91.9 96.8 102.6 114.1 11.2% Direct Employment (Jobs)
Accom. & Food Serv. 1,530 1,560 1,680 1,830 1,780 1,860 1,490 1,790 1,910 1,960 2,070 5.6% Arts, Ent. & Rec. 350 320 350 340 260 280 210 230 300 310 330 6.5% Retail* 160 160 180 160 170 170 170 170 170 170 160 -5.9% Ground Trans. 60 60 70 70 90 100 100 100 120 130 130 0.0% Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA
Other travel** 20 20 30 30 30 30 20 30 30 30 30 0.0%
Total 2,120 2,120 2,310 2,430 2,330 2,440 1,990 2,320 2,530 2,600 2,720 4.6% 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.

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260 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Tuolumne County
Direct Tax Revenue
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions)
Local* 5.5 6.3 7.3 8.6 8.7 9.5 7.5 9.5 11.6 11.7 11.9 1.3% State** 9.0 9.3 9.6 10.3 10.9 11.9 8.2 10.5 11.6 11.8 12.2 3.6% Total 14.5 15.5 17.0 18.9 19.6 21.4 15.7 20.0 23.3 23.6 24.1 2.5% Local Tax Revenue Detail ($Millions)
Business/Employees 1.8 1.9 2.2 2.4 2.4 2.6 2.8 3.6 3.2 2.5 2.7 7.3% Visitor 3.7 4.3 5.2 6.2 6.3 6.9 4.7 5.9 8.5 9.3 9.2 -0.3% Total 5.5 6.3 7.3 8.6 8.7 9.5 7.5 9.5 11.6 11.7 11.9 1.3% State Tax Revenue Detail ($Millions)
Business/Employees 2.1 2.2 2.4 2.5 2.3 2.6 2.7 3.3 3.1 2.6 2.9 9.0% Visitor 7.0 7.1 7.2 7.8 8.6 9.3 5.5 7.2 8.5 9.2 9.4 2.1% Total 9.0 9.3 9.6 10.3 10.9 11.9 8.2 10.5 11.6 11.8 12.2 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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 261 Ventura County
Direct Spending Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions)
Visitor 1,381.4 1,437.0 1,462.1 1,507.5 1,568.5 1,597.3 885.8 1,386.0 1,609.0 1,654.2 1,715.7 3.7% Other travel* 211.8 197.2 182.9 199.2 224.3 229.3 107.0 157.7 218.9 209.6 211.3 0.8% Total 1,593.3 1,634.2 1,645.0 1,706.7 1,792.8 1,826.6 992.8 1,543.7 1,827.9 1,863.8 1,927.0 3.4% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 652.0 693.4 720.4 727.0 738.5 730.8 434.3 642.8 702.9 735.4 776.2 5.6% Hotel, Motel NA NA NA NA NA NA NA 539.5 580.7 595.6 628.1 5.5% STVR** NA NA NA NA NA NA NA 103.3 122.2 139.8 148.1 5.9% Campground 53.1 54.0 54.7 57.3 60.2 64.9 54.4 70.6 92.1 91.4 91.6 0.2% Private Home (VFR) 260.6 270.0 267.5 293.7 321.6 347.1 155.6 356.4 386.0 392.7 402.8 2.6% Seasonal Home 43.5 44.3 44.9 48.6 55.0 56.3 119.4 107.3 103.6 106.1 108.3 2.1% Day Travel 372.3 375.3 374.6 380.9 393.1 398.2 122.0 208.9 324.6 328.6 336.7 2.5% Total 729.5 743.6 741.7 780.6 829.9 866.5 451.5 1,386.0 1,609.0 1,654.2 1,715.7 3.7% Visitor Spending by Commodity Purchased ($Millions)
Accommodations 255.8 283.3 306.6 308.4 317.3 318.8 217.7 346.3 401.3 402.2 420.3 4.5% Food Service 417.8 437.9 452.7 465.1 477.6 486.1 274.9 410.4 466.4 486.1 512.6 5.4% Food Stores 54.7 56.6 56.3 56.3 56.5 57.6 38.5 60.6 74.0 78.8 80.5 2.2% Arts, Ent. & Rec. 194.2 198.8 201.5 202.2 202.9 201.2 101.4 160.5 177.1 182.9 191.4 4.6% Retail Sales 223.9 240.4 240.7 258.8 278.2 295.3 151.6 233.9 269.5 269.5 272.3 1.1% 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 Local Tran. & Gas 235.0 220.0 204.4 216.7 236.0 238.3 101.8 174.1 220.6 234.8 238.7 1.6% Total 1,381.4 1,437.0 1,462.1 1,507.5 1,568.5 1,597.3 885.8 1,386.0 1,609.0 1,654.2 1,715.7 3.7% 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 limitations.

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262 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Ventura County
Direct Impact Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions)
Accom. & Food Serv. 263.6 284.3 293.8 333.7 351.2 364.1 289.6 342.8 422.7 467.9 490.6 4.8% Arts, Ent. & Rec. 92.6 95.4 99.5 98.7 102.5 102.0 75.3 78.2 85.9 95.2 98.1 3.1% Retail* 38.6 42.0 43.1 46.5 48.8 51.3 49.9 55.3 59.2 61.2 61.6 0.7% Ground Trans. 22.0 23.9 25.8 27.9 35.1 37.2 18.5 18.5 21.2 32.9 24.3 -26.3% 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** 37.2 38.7 40.4 41.8 44.5 44.2 42.0 34.0 40.0 41.4 44.4 7.2% Total 454.1 484.3 502.6 548.6 582.1 598.8 475.3 528.9 629.1 698.7 719.0 2.9% Direct Employment (Jobs)
Accom. & Food Serv. 9,640 9,880 9,810 10,610 10,750 10,660 8,510 9,210 10,480 10,860 10,810 -0.5% Arts, Ent. & Rec. 3,860 3,860 3,800 3,430 3,560 3,420 2,280 2,250 2,750 2,880 2,980 3.5% Retail* 1,260 1,310 1,320 1,390 1,430 1,410 1,320 1,360 1,380 1,380 1,340 -2.9% Ground Trans. 540 560 570 570 670 720 630 610 730 910 810 -11.0% Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA
Other travel** 800 800 820 800 820 830 780 650 670 650 680 4.6% Total 16,100 16,410 16,320 16,800 17,230 17,040 13,520 14,080 16,010 16,680 16,620 -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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 263 Ventura County
Direct Tax Revenue
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions)
Local* 44.4 48.2 50.7 51.8 56.0 56.9 42.1 62.6 69.4 66.1 68.2 3.2% State** 86.6 86.1 83.2 84.8 93.4 97.1 58.0 82.0 88.6 90.3 93.6 3.6% Total 131.0 134.4 134.0 136.7 149.4 154.0 100.1 144.5 158.1 156.5 161.9 3.4% Local Tax Revenue Detail ($Millions)
Business/Employees 14.3 15.1 15.2 15.9 17.2 17.7 18.6 21.7 21.8 17.8 17.7 -0.7% Visitor 30.1 33.1 35.6 35.9 38.8 39.2 23.5 40.9 47.6 48.3 50.5 4.6% Total 44.4 48.2 50.7 51.8 56.0 56.9 42.1 62.6 69.4 66.1 68.2 3.2% State Tax Revenue Detail ($Millions)
Business/Employees 17.2 18.0 17.7 17.8 17.6 18.1 18.0 19.4 20.7 18.8 19.0 1.1% Visitor 69.3 68.2 65.6 67.1 75.7 79.0 40.0 62.5 67.9 71.5 74.6 4.3% Total 86.6 86.1 83.2 84.8 93.4 97.1 58.0 82.0 88.6 90.3 93.6 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.

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264 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Yolo County
Direct Spending Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions)
Visitor 320.0 321.7 324.8 378.1 418.2 411.7 236.7 336.5 435.8 459.8 471.0 2.4% Other travel* 39.1 34.7 30.5 34.7 40.6 42.7 13.8 24.6 39.4 36.6 35.2 -3.6% Total 359.1 356.3 355.3 412.8 458.8 454.3 250.5 361.1 475.2 496.4 506.2 2.0% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 145.6 148.6 151.7 191.8 208.4 200.5 168.7 178.8 224.5 244.7 252.2 3.1% Hotel, Motel NA NA NA NA NA NA NA 169.9 212.9 230.8 239.8 3.9% STVR** NA NA NA NA NA NA NA 8.8 11.6 13.9 12.4 -10.8%
Campground 8.3 8.2 8.3 8.7 9.1 9.9 8.3 10.7 14.0 13.9 13.9 0.0% Private Home (VFR) 63.5 62.8 62.7 70.1 77.6 80.6 25.6 78.6 90.3 91.1 92.8 1.8% Seasonal Home 3.5 3.4 3.5 3.7 3.9 4.0 4.3 3.9 3.8 4.0 4.0 2.2% Day Travel 99.2 98.6 98.5 103.9 119.2 116.7 29.8 64.5 103.2 106.1 108.0 1.8% Total 174.4 173.1 173.1 186.3 209.8 211.1 68.0 336.5 435.8 459.8 471.0 2.4% Visitor Spending by Commodity Purchased ($Millions)
Accommodations 48.2 50.9 53.6 68.4 74.8 72.7 55.9 64.4 85.9 93.8 95.5 1.8% Food Service 98.7 101.9 105.6 121.2 132.7 130.8 79.0 110.4 139.7 150.7 157.3 4.4% Food Stores 12.8 13.1 13.0 13.9 14.6 14.4 8.3 13.7 17.6 18.8 19.0 1.2% Arts, Ent. & Rec. 58.4 58.9 59.9 66.8 71.5 68.7 39.5 55.2 66.5 70.5 73.5 4.3% Retail Sales 48.4 48.7 48.8 56.9 64.1 65.1 32.6 51.7 64.9 66.9 66.7 -0.2% 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 53.4 48.2 43.9 50.9 60.5 59.9 21.3 41.0 61.2 59.2 59.0 -0.3% Total 320.0 321.7 324.8 378.1 418.2 411.7 236.7 336.5 435.8 459.8 471.0 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 limitations.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 265 Yolo County
Direct Impact Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions)
Accom. & Food Serv. 58.6 63.1 68.8 81.7 86.1 86.5 72.8 85.0 103.0 113.6 115.6 1.8% Arts, Ent. & Rec. 23.7 24.8 26.4 30.1 30.7 30.1 18.3 25.0 34.3 38.1 44.9 17.8% Retail* 8.6 8.9 9.2 9.7 10.6 11.0 11.4 12.8 13.3 13.6 15.4 13.4% Ground Trans. 4.2 4.3 4.8 6.0 8.9 9.1 3.3 3.1 3.3 3.3 3.7 11.4% 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** 2.1 1.9 1.9 2.1 2.3 2.6 2.4 2.1 2.3 2.7 4.3 57.0% Total 97.1 103.1 111.1 129.5 138.6 139.3 108.2 128.2 156.1 171.3 183.9 7.3% Direct Employment (Jobs)
Accom. & Food Serv. 2,450 2,470 2,500 2,870 2,910 2,810 2,290 2,440 2,800 2,890 2,820 -2.4% Arts, Ent. & Rec. 1,500 1,590 1,560 1,810 1,820 1,880 1,030 1,300 1,740 1,820 2,140 17.6% Retail* 250 250 260 270 300 290 280 290 290 290 330 13.8% Ground Trans. 110 110 120 130 170 180 150 150 180 180 190 5.6% Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA
Other travel** 60 60 60 60 70 70 70 60 70 70 110 57.1%
Total 4,370 4,480 4,500 5,140 5,270 5,230 3,820 4,240 5,080 5,250 5,590 6.5% 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.

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266 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Yolo County
Direct Tax Revenue
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions)
Local* 9.0 9.9 10.7 13.7 14.9 15.0 12.3 15.0 18.2 17.8 18.3 2.6% State** 19.9 19.3 18.7 20.4 23.8 24.2 14.0 20.5 23.9 24.5 25.5 4.1% Total 28.9 29.2 29.4 34.0 38.8 39.2 26.3 35.5 42.2 42.3 43.8 3.5% Local Tax Revenue Detail ($Millions)
Business/Employees 3.2 3.4 3.5 4.0 4.3 4.3 4.5 5.3 5.5 4.4 4.6 3.6% Visitor 5.8 6.5 7.2 9.6 10.7 10.6 7.8 9.7 12.8 13.4 13.7 2.3% Total 9.0 9.9 10.7 13.7 14.9 15.0 12.3 15.0 18.2 17.8 18.3 2.6% State Tax Revenue Detail ($Millions)
Business/Employees 3.6 3.7 3.7 3.9 4.0 4.0 3.9 4.7 5.1 4.6 4.8 5.8% Visitor 16.3 15.6 15.0 16.5 19.8 20.2 10.0 15.9 18.8 20.0 20.7 3.7% Total 19.9 19.3 18.7 20.4 23.8 24.2 14.0 20.5 23.9 24.5 25.5 4.1% 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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 267 Yuba County
Direct Spending Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Travel Spending ($Millions)
Visitor 73.1 66.7 66.8 81.7 91.3 98.8 47.1 85.1 107.4 107.2 109.0 1.7% Other travel* 12.9 11.5 10.2 11.7 13.7 14.3 4.4 9.6 15.0 14.2 13.7 -3.6% Total 86.1 78.2 77.0 93.4 105.0 113.0 51.5 94.8 122.4 121.4 122.7 1.1% Visitor Spending by Type of Traveler Accommodation ($Millions) Hotel, Motel, STVR 6.9 3.1 2.9 12.0 13.1 15.6 10.7 14.6 12.2 10.9 11.0 0.3% Hotel, Motel NA NA NA NA NA NA NA 12.5 10.3 9.0 8.7 -3.5% STVR** NA NA NA NA NA NA NA 2.1 1.9 1.9 2.3 18.5%
Campground 16.5 16.4 16.6 17.4 18.3 19.7 16.6 21.4 28.0 27.8 27.7 -0.3% Private Home (VFR) 18.1 17.3 17.1 19.8 22.3 23.8 7.1 24.1 27.2 28.0 28.9 2.9% Seasonal Home 4.4 4.3 4.3 4.6 4.9 5.0 4.4 4.0 8.8 9.0 9.2 2.2% Day Travel 27.3 25.7 25.9 27.9 32.7 34.5 8.3 21.0 31.3 31.5 32.3 2.8% Total 66.2 63.7 63.9 69.7 78.2 83.1 36.4 85.1 107.4 107.2 109.0 1.7% Visitor Spending by Commodity Purchased ($Millions)
Accommodations 8.1 6.9 7.1 11.1 11.7 13.0 10.7 13.9 16.0 15.3 15.2 -0.7% Food Service 19.0 18.1 19.0 22.9 25.3 27.4 12.2 23.6 28.7 29.9 30.9 3.6% Food Stores 6.9 7.0 7.0 7.4 7.7 8.1 5.5 8.4 10.9 11.3 11.4 1.4% Arts, Ent. & Rec. 9.7 9.1 9.3 10.9 11.8 12.4 5.4 10.0 12.0 12.3 12.7 3.4% Retail Sales 11.3 10.0 10.1 12.5 14.6 16.3 6.0 13.0 16.2 16.3 17.8 8.9% 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 18.0 15.7 14.3 16.9 20.2 21.5 7.3 16.1 23.6 22.1 21.0 -5.1% Total 73.1 66.7 66.8 81.7 91.3 98.8 47.1 85.1 107.4 107.2 109.0 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 limitations.

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268 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Yuba County
Direct Impact Detail
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Earnings ($Millions)
Accom. & Food Serv. 11.4 10.7 11.8 14.7 15.5 17.1 15.7 19.6 23.5 25.5 25.7 0.8% Arts, Ent. & Rec. 4.5 4.3 4.4 5.0 6.7 6.8 4.9 7.3 13.7 11.8 15.4 29.7% Retail* 2.9 2.8 2.9 3.5 3.8 3.8 4.2 5.2 5.3 5.9 9.5 60.8% Ground Trans. 1.2 1.2 1.4 1.7 2.6 2.9 0.9 0.8 0.9 0.8 0.9 8.8% 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 Other travel** 0.4 0.4 0.5 0.6 0.6 0.6 0.7 0.9 1.0 1.2 1.4 17.0% Total 20.5 19.4 20.9 25.6 29.1 31.2 26.3 33.8 44.3 45.3 52.9 16.8% Direct Employment (Jobs)
Accom. & Food Serv. 590 510 530 640 630 640 570 640 740 740 690 -6.8% Arts, Ent. & Rec. 280 250 260 290 400 400 260 380 800 760 1,030 35.5% Retail* 100 100 100 120 120 120 120 130 130 140 210 50.0% Ground Trans. 30 30 30 40 50 60 40 40 40 50 50 0.0%
Visitor Air 0 0 0 0 0 0 0 0 0 0 0 NA
Other travel** 20 20 20 20 30 20 20 30 30 30 40 33.3%
Total 1,020 910 940 1,110 1,230 1,240 1,010 1,220 1,740 1,720 2,020 17.4% 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.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 269 Yuba County
Direct Tax Revenue
% Chg.
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 23-24 Direct Tax Revenue ($Millions)
Local* 1.5 1.3 1.4 1.9 2.2 2.4 2.1 3.0 3.2 2.8 2.9 5.7% State** 5.5 4.9 4.7 5.3 6.5 7.0 3.6 6.3 7.3 7.2 7.6 5.3% Total 7.0 6.2 6.1 7.2 8.7 9.5 5.7 9.3 10.5 10.0 10.5 5.4% Local Tax Revenue Detail ($Millions)
Business/Employees 0.6 0.6 0.6 0.7 0.8 0.9 1.0 1.3 1.5 1.1 1.2 12.7% Visitor 0.9 0.7 0.7 1.2 1.4 1.5 1.1 1.6 1.7 1.7 1.7 1.1% Total 1.5 1.3 1.4 1.9 2.2 2.4 2.1 3.0 3.2 2.8 2.9 5.7%
State Tax Revenue Detail ($Millions)
Business/Employees 0.8 0.7 0.8 0.8 0.9 1.0 1.0 1.3 1.5 1.3 1.5 15.3% Visitor 4.7 4.2 3.9 4.5 5.6 6.1 2.6 5.0 5.7 5.9 6.1 3.2% Total 5.5 4.9 4.7 5.3 6.5 7.0 3.6 6.3 7.3 7.2 7.6 5.3%
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.

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270 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Glossary
Term Definition
2nd Home Homes under private ownership for personal use as a seasonal property where a lodging tax is not collected.

Day Travel A trip that involves non-routine travel of greater than 50 miles to the destination and but no overnight stay in the destination.

Destination Spending Direct spending made by visitors in a destination. Interchangeable with “Visitor Spending.” Direct Earnings Total after-tax net income from travel. It includes wage and salary disbursements, proprietor income, and other earned income or benefits.

Direct Employment Employment generated by direct travel spending. It includes full-time employees, part-time employees, seasonal employees, and proprietors.

Direct Spending Expenditures made by consumers, combination of Visitor Spending and Other Spending.

Hotel, Motel, STVR Accommodation types that house transient lodging activity.

Local Taxes City and county taxes generated by travel spending.

Other Overnight Combination of other overnight visitors who stay in campgrounds or 2nd homes.

Other Spending Spending by residents on travel arrangement services and/or spending for convention activity.

Private Home (VFR) Personal residences used to host friends and family visiting overnight in the destination.

State Taxes State taxes generated by travel spending.

STVR STVR stands for “short term vacation rental.” The category includes private and semi-private lodging rented by owners or property management companies (e.g., Airbnb & VRBO).

Visitor Spending Spending by visitors in a destination.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 271 Methodology
Travel Impacts Methodology
Primary travel impact analysis will make use of the Regional Travel Impact Model (RTIM), prepared and maintained by Dean Runyan Associates and used for most of our travel impact analysis since 1985. This model was developed to provide robust impact findings at small geography without reliance on annual survey research. This is a “bottom up” approach whereby analysis is conducted at the county level, then aggregated to regions and the state, allowing us to use the most detailed tax, employment, wages, and other data that are available. Our clients have selected this approach to provide particularly detailed and defendable findings for all parts of their constituency.

Because the model does not rely on annual survey research for its primary inputs, we work in other states with a variety of other visitor profile providers, including national panel managers or those making use of intercept or regional web methodology.

Analysis is conducted separately by type of visitor lodging, making use of data and modeling appropriate to each. Impact analysis associated with visitors staying in commercial lodging makes use of lodging tax data to calculate lodging sales, then employs expenditure distribution data for these types of visitors to calculate total sales and the distribution among expenditure categories. We maintain our own expenditure distribution database for each state we work in, but also make use of historic and current expenditure data, as available.

Rental cabins, condos and other property are included in this category if lodging tax has been applied to sales.

Earnings, employment, and tax receipts are calculated using employment and wage data by business category, for each county, plus the applicable taxes on each type of expenditure. Tax impacts, such as for restaurant, fuel, and retail purchases, are calculated from spending amounts; totals will be checked against data from state sources.

Sales attributed to campers are calculated from campground inventory (separately for public and commercial campgrounds), camping occupancy data and average expenditures for camping parties. Expenditure data will be from expenditure databases that we maintain, augmented by visitor survey data available for California as available.

Other impacts are calculated in a manner like those for commercial accommodation travelers. Sales attributable to travelers staying in their own second homes, or in rented condo, cabin, and other accommodations, are calculated from inventories of these types of lodging and the associated utilization and expenditure data. Findings are made consistent if some of these sales have been subject to lodging tax.

Second home inventories are from US Census sources and any local/regional data available. Other impacts are calculated in a manner like those for commercial accommodation travelers.

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272 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Methodology
Travel Impacts Methodology
Day travel spending is calculated as a factor of overnight spending, with the proportions based on visitor data for California travelers. This analysis will rely the most on visitor profile data provided by the profile contractor. Other impacts are calculated in a similar way as those for commercial accommodation travelers.

All spending estimates are summed for each county and separately for each business category with applicable data then used to calculate earnings, employment, and tax receipts. County totals will be mapped to regions using address and other location data for lodging, camping, and other rental accommodations using separate methods for each type of lodging.

In all cases, our data and methodology are transparent, allowing for reliable error trapping and effective review of findings. All findings are also checked against available comparable data, such as county-level employment data by industry from the US Bureau of Labor Statistics and lodging sales data from STR and Key Data.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 273 Methodology
Historical Revisions
The estimates for the current year are considered
preliminary and are updated the following year. In
other words, the numbers shown in this report as
“2023” are the final revised estimates, which replace
the “2023p” (preliminary estimates) shown in last
year’s report.

At the state level, the revision of direct travel-related spending between 2023p and 2023 was only 1.5%.

Some regional and county revisions to the 2023p
estimates were larger than the historical average.

The reason for this greater revision is attributed to
the changes in travel behavior after the COVID-19
pandemic, which made economic impacts from
travel less predictable than before. Changes in the
destinations where people traveled and the type of
accommodation in which they stayed were leading
drivers of the larger variations in the 2023 final
estimates.
2023 Revisions to California Summary of Direct Impacts
% Chg.
2023p 2023 2023p-2023
Direct Travel Spending ($Billions)
Visitor 131.8 134.0 1.7%
Other travel* 18.6 18.7 0.6%
Total 150.4 152.7 1.5%
Direct Earnings ($Billions)
Earnings 61.9 61.4 -0.7%
Direct Employment (Thousands of Jobs)
Employment 1,155 1,142 -1.1%
Direct Tax Revenue ($Billions)
Local 5.9 6.4 8.7%
State 6.8 5.9 -14.0%
Total 12.7 12.3 -3.4%
Local Tax Revenue Detail ($Billions)
Business/Employees 1.8 1.7 -8.3%
Visitor 4.1 4.8 16.1%
Total 5.9 6.4 8.7%
State Tax Revenue Detail ($Billions)
Business/Employees 2.1 1.5 -26.8%
Visitor 4.6 4.3 -6.2%
Total 6.8 5.9 -14.0%

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274 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Methodology
Short Term Vacation Rentals (STVR)
Starting in 2021, reporting includes a breakout of travel spending for visitors who stayed in Short Term Vacation Rentals (STVR) separately from Hotel, Motels. Each county's share of STVR lodging is based on a combined lodging total utilizing KeyData (for STVR performance) and STR (for hotel performance). The STVR share is then applied to each county's TOT receipts, as reported for the calendar year. With unique expenditure distributions applied for both lodging types for each county, we then estimate the remaining travel impact commodities such as Food Services, Retail, and Arts, Entertainment & Recreation, etc.

This estimated share of STVR is necessary due to the lack of reporting for this lodging in terms of TOT, and that KeyData and STR represent modeled lodging sales which may be greater than or less than TOT receipts. At the present time, only a small number of jurisdictions report TOT by type of lodging.

Regulations around STVR's and lodging taxes are determined at the local level. For our analysis, we assert that we are only concerned with taxable activity, as has been our longstanding position regarding travel impacts. We are not attempting to include non-taxable STVR stays, which may occur in communities across the state of California. Using this methodology, the results are less susceptible to overestimations of travel impacts. © GeoNames, Microsoft, TomTom Powered by Bing
1%
45%
STVR proportion
Proportion of Visitor Spending by Visitors who spent the night in a STVR, 2024p

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275 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Methodology
Short Term Vacation Rentals (STVR)
Visitor Spending by Accommodation Type ($Millions) Visitor Spending by Accommodation Type (%) County Hotel, Motel STVR All Others* Total Hotel, Motel STVR All Others* Alameda 1,719 314 1,365 3,399 51% 9% 40%
Alpine 9 8 17 34 27% 25% 48%
Amador 37 10 110 158 24% 7% 70%
Butte 97 25 222 344 28% 7% 65%
Calaveras 21 50 181 251 8% 20% 72%
Colusa 10 0 32 43 23% 1% 76%
Contra Costa 437 71 1,262 1,770 25% 4% 71%
Del Norte 34 29 94 157 22% 18% 60%
El Dorado 398 212 456 1,066 37% 20% 43%
Fresno 545 83 850 1,479 37% 6% 58%
Glenn 14 1 39 54 26% 2% 72%
Humboldt 137 70 264 471 29% 15% 56%
Imperial 106 8 386 500 21% 2% 77%
Inyo 152 15 110 277 55% 5% 40%
Kern 612 78 1,148 1,839 33% 4% 62%
Kings 49 3 155 208 24% 2% 75%
Lake 23 15 148 186 12% 8% 80%
Lassen 11 2 55 67 16% 3% 82%
Los Angeles 13,856 2,883 9,285 26,024 53% 11% 36%
Madera 107 123 170 401 27% 31% 43%
Marin 254 119 285 658 39% 18% 43%
Mariposa 243 167 61 472 52% 35% 13%
Mendocino 182 118 218 518 35% 23% 42%
*All Others include Private Home (VFR), Seasonal Home (2nd home), Campgrounds, and Day Travel

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Methodology
Short Term Vacation Rentals (STVR)
276 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates Visitor Spending by Accommodation Type ($Millions) Visitor Spending by Accommodation Type (%) County Hotel, Motel STVR All Others* Total Hotel, Motel STVR All Others* Merced 92 10 197 299 31% 3% 66%
Modoc 6 2 20 27 21% 6% 74%
Mono 227 322 162 711 32% 45% 23%
Monterey 1,954 241 818 3,014 65% 8% 27%
Napa 1,394 116 468 1,978 70% 6% 24%
Nevada 95 138 270 503 19% 27% 54%
Orange 8,307 1,275 4,831 14,412 58% 9% 34%
Placer 480 374 604 1,458 33% 26% 41%
Plumas 26 31 104 160 16% 19% 65%
Riverside 3,053 1,218 5,090 9,361 33% 13% 54%
Sacramento 1,522 177 1,709 3,408 45% 5% 50%
San Benito 21 4 113 139 15% 3% 82%
San Bernardino 1,530 888 3,433 5,851 26% 15% 59%
San Diego 7,064 2,395 4,870 14,328 49% 17% 34%
San Francisco 7,134 620 2,508 10,262 70% 6% 24%
San Joaquin 446 41 584 1,070 42% 4% 55%
San Luis Obispo 1,041 454 781 2,276 46% 20% 34%
San Mateo 3,012 245 1,114 4,371 69% 6% 25%
Santa Barbara 1,049 242 715 2,006 52% 12% 36%
Santa Clara 3,774 382 1,757 5,913 64% 6% 30%
Santa Cruz 697 183 500 1,380 51% 13% 36%
Shasta 170 59 288 517 33% 11% 56%
Sierra 4 3 11 18 23% 18% 59%
Siskiyou 66 39 125 230 29% 17% 54%
*All Others include Private Home (VFR), Seasonal Home (2nd home), Campgrounds, and Day Travel

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Methodology
Short Term Vacation Rentals (STVR)
The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 277 Visitor Spending by Accommodation Type ($Millions) Visitor Spending by Accommodation Type (%) County Hotel, Motel STVR All Others* Total Hotel, Motel STVR All Others* Solano 285 30 575 889 32% 3% 65%
Sonoma 923 389 927 2,238 41% 17% 41%
Stanislaus 191 27 335 553 35% 5% 61%
Sutter 28 5 59 92 31% 5% 64%
Tehama 47 5 114 166 28% 3% 69%
Trinity 8 9 56 73 11% 12% 76%
Tulare 198 86 258 542 37% 16% 48%
Tuolumne 81 76 140 297 27% 25% 47%
Ventura 628 148 939 1,716 37% 9% 55%
Yolo 240 12 219 471 51% 3% 46%
Yuba 9 2 98 109 8% 2% 90%
California 64,854 14,653 51,706 131,213 49% 11% 39%
*All Others include Private Home (VFR), Seasonal Home (2nd home), Campgrounds, and Day Travel

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278 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates The table below demonstrates how our reported “Travel Industries” translate to the North American Industry Classification System (NAICS) codes.

Travel Impact Industry NAICS Industry Code
Accommodation & Food Service
Accommodation (721)
Food services and drinking places (722) Residential property managers (531311) Breweries, wineries, distilleries (312120, 312130, 312140) Arts, Entertainment, & Recreation
Arts, entertainment, and recreation (71)
Scenic and sightseeing transportation (487)
Motion picture and video exhibition (51213)
Recreational goods rental (532292)
Tour operators (56152)
Retail
Food & beverage stores (445)
Gasoline stations (447)
Clothing and clothing accessories (448)
Sporting goods, hobby, book and music stores (451)
General merchandise stores (452)
Miscellaneous store retailers (453)
Transportation
Rail transportation (482114)
Water transportation (4831) Urban transit systems (4851) Interurban and rural bus transportation (4852)
Taxi and limousine service (4853)
Charter bus industry (4855) Passenger car rental (532111) Truck, trailer, and RV rental and leasing (53212)
Parking lots and garages (812930)
Air Transportation Scheduled passenger air transportation (481111) Support activities for air transportation (4881)
Others Travel agencies (56151)
Convention and trade show organizers (56192)
Note: Travel spending on breweries (312120), wineries (312130) and distilleries (312140) are included within the Food Service, Retail, Food Stores, and Recreation industries. It is likely that the bulk of travel-related spending on these alcohol-related NAICS codes occurs within the Food Service category. However, because experiences at breweries, wineries, and distilleries often include a significant experiential component, as well as opportunities for retail purchases, we are unable to allocate exact percentages to the above travel impact categories. NAICS codes are based on responses from individual organizations and are not always a perfect 1:1 alignment with our analysis.

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 279 Methodology
Secondary Travel Impacts
Secondary (indirect and induced) spending, earnings, and employment were estimated using IMPLAN. IMPLAN is a widely used, nationally recognized economic impact model, first developed by the U.S. Forest Service. IMPLAN provides estimates of the additional economic activity associated with the sale of goods or services to a traveler. This methodology has been packaged, along with the necessary data files, as IMPLAN Pro by the Minnesota IMPLAN Group, Inc. (MIG) of Stillwater, Minnesota.

Multipliers
Each industry that produces goods and services generates demands for other goods and services. These other producers, in turn, purchase goods and services. These indirect purchases (indirect effects) continue until “leakage” from the region (imports, wages, profits, etc.) stop the cycle. The repeating iterations are described by multipliers. Each of the multiplier types can be calculated for output, employment, and income (value added).

Data and Analysis
All impact amounts are expressed in current dollars using IMPLAN deflators based on the U.S. Bureau of Labor Statistics’ Consumer Price Index. Through IMPLAN, direct employment from the RTIM model was used to estimate all the associated indirect and induced effects. Employment associated with retail trade was evenly divided between general merchandise stores and miscellaneous retail.

Employment associated with ground transportation was divided between auto rental, gasoline service stations, and local transportation based on the expenditure distribution data used for the RTIM model.

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280 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates IMPLAN Industry Groups
Accommodation & Food Services
• Food services and drinking places
• Hotels and motels, including casino hotels
• Other accommodations
Arts, Entertainment & Recreation
• Bowling centers
• Fitness and recreational sports centers
• Independent artists, writers, and performers
Museums, historical sites, zoos, and parks
• Other amusement, gambling, and recreation
industries Performing arts companies
• Promoters of performing arts and sports and agents
for public figures
• Scenic and sightseeing trans and support activities
for transportation
• Spectator sports
Wholesale & Retail Trade
• Building material and garden supply stores
• Clothing and clothing accessories stores
• Electronics and appliance stores
• Food and beverage stores
• Furniture and home furnishings stores
• Gasoline stations
• General merchandise stores
• Health and personal care stores
• Miscellaneous store retailers
• Motor vehicle and parts dealers
• Non-store retailers
• Sporting goods, hobby, book and music stores
• Wholesale trade
Transportation
• Air transportation
• Automotive equipment rental and leasing
• Automotive repair and maintenance, except car
washes
• Couriers and messengers
• Rail transportation
• Transit and ground passenger transportation
• Travel arrangement and reservation services
• Truck transportation
• Warehousing and storage
• Water transportation
Government
• Federal electric utilities
• Federal Military
• Federal Non-Military
• Other Federal
• Government enterprises
• Other State and local government enterprises
• Postal service
• State & Local Education
• State & Local Non-Education
• State and local government electric utilities
• State and local government passenger transit
• Securities, commodity contracts, investments

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 281 IMPLAN Industry Groups
Professional Services
• Accounting and bookkeeping services
• Advertising and related services
• All other miscellaneous professional and technical services • Architectural and engineering services
• Book publishers
• Cable networks and program distribution
• Child day care services
• Civic, social, professional and similar organizations • Colleges, universities, and junior colleges
• Computer systems design services
• Custom computer programming services
• Data processing services
• Database, directory, and other publishers
• Elementary and secondary schools
• Environmental and other technical consulting services • Grantmaking and giving and social advocacy organizations • Home health care services
• Hospitals Information services
• Legal services
• Management consulting services
• Management of companies and enterprises
• Motion picture and video industries
• Newspaper publishers
• Nursing and residential care facilities
• Offices of physicians, dentists, and other health
practitioners
• Other ambulatory health care services
• Other computer related services, including facilities management
• Other educational services
• Periodical publishers
• Photographic services
• Radio and television broadcasting
• Religious organizations
• Scientific research and development services
• Social assistance, except child day care services
• Software publishers
• Sound recording industries
• Specialized design services
• Telecommunications
• Veterinary services

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282 The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates IMPLAN Industry Groups
Other Services
• Business support services
• Car washes
• Commercial machinery repair and maintenance
• Death care services
• Drycleaning and laundry services
• Electronic equipment repair and maintenance
• Employment services
• Facilities support services
• General and consumer goods rental except video tapes
and discs
• Household goods repair and maintenance
• Investigation and security services
• Lessors of nonfinancial intangible assets
• Machinery and equipment rental and leasing
• Office administrative services
• Other personal services
• Other support services
• Personal care services
• Private households
• Services to buildings and dwellings
• Video tape and disc rental
• Waste management and remediation services
Mining & Manufacturing
• All mining & manufacturing industries except for food processing
Agriculture & Food Processing
• Farming & manufacturing industries in food processing Finance, Ins., & Real Estate
• Funds, trusts, and other financial vehicles
• Insurance agencies, brokerages, and related
• Insurance carriers
• Monetary authorities and depository credit intermediation • Non-depository credit intermediation and related activities • Real estate
• Securities, commodity contracts, investments
Construction
• Commercial and institutional buildings
• Highway, street, bridge, and tunnel construction
• Maintenance and repair of farm and nonfarm residential structures
• Maintenance and repair of highways, streets, bridges, and tunnels
• Maintenance and repair of nonresidential buildings
• Manufacturing and industrial buildings
• New farm housing units and additions and alterations
• New multifamily housing structures, nonfarm
• New residential 1-unit structures, nonfarm
• New residential additions and alterations, nonfarm
• Other maintenance and repair construction
• Other new construction
• Water, sewer, and pipeline construction

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The Economic Impact of Travel in California / 2024p / Prepared by Dean Runyan Associates 283 [email protected]
deanrunyan.com

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1 California Visits and Spending ForecastOctober 2025Prepared for: Prepared for:

ATTACHMENT 2

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Visit California engaged Tourism Economics to prepare five-year forecasts of key visitation and spending indicators for the state of California. The analysis draws on the following data sources:This forecast relies on: Tourism Economics’ prior research on California’s tourism economy; Lodging Data from STR; Data on international travel including NTTO, OAG, FIA, POE; Tourism Economics proprietary forecast databases, Global Travel Service and International State Travel;
Economic forecasts by Oxford Economics; and, Assumptions on the future path of tourism sector recovery.Due to standard forecast variability, future hotel performance may vary from the estimates presented in this forecast.

TABLE OF CONTENTS
Introduction

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Forecast Summary
US Economic TrendsUS Travel TrendsCalifornia Forecast HighlightsForecast Tables 12345

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4 California’s visitor volume is projected to rise 0.8% in 2025, adding 2.1 million visits for a total of 271.6 million. Growth is forecast to accelerate to 1.7% in 2026. International visits increased 10.2% in 2024 but are forecast to decline 0.7% in 2025 due to the impact of higher tariffs on the global economy and negative sentiment towards the US over the administration’s trade policies. Overseas visits are forecast to decline 3.7% in 2025, and visits from Canada are projected to fall 18.4%. Visits from Mexico, however, are expected to rise 5.9%. Visitor spending totaled $157.3 billion in 2024 and is projected to reach $158.6 billion in 2025.
Modest growth in domestic travel spending is forecast in 2025. Spending is expected to be impacted by a weaker US economy and higher inflation due to tariffs. The drop in international visits is forecast to cause international spending to decline 2.1% in 2025.
Growth in Mexican visits has less impact on
international spending due to their lower average spend per visitor.

Forecast Summary

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5 Total California visitor volumeMillions (Index relative to 2019) Total visitor volumeCalifornia welcomed an additional 5.4 million visitors in 2024, a 2.0% increase from 2023, for a total of nearly 269.5 million visitors. Visitor volume is projected to rise 0.8% in 2025 to 271.6 million.Visitor volume recoveryVisitor volume is forecast to surpass the pre-pandemic peak in 2028.

Source: Tourism Economics
Visitor Volume Summary

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6 Total visitor spending in CaliforniaBillions (Index relative to 2019) Total visitor spendingDirect tourism spending in California grew by $4.6 billion (+3.0%) in 2024 and is forecast to rise 0.8% in 2025. Domestic spending is forecast to rise 1.4% in 2025, but international spending is projected to decline 2.1%.Total visitor spending recoveryVisitor spending fully recovered in 2023, exceeding 2019 levels by 5%. By the end of 2029, visitor spending is expected to exceed 2019 levels by 29%.

Visitor Spending Summary
Source: Dean Runyon & Associates, Tourism Economics

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7 Total visitor spending in CaliforniaIndex, 2019 = 100 Inflationary pressures have overstated the real increase in spendingAnnual inflation, measured by the U.S. consumer price index (CPI), exceeded 4% from 2021-2023 and peaked at 8% in 2022. Consumer price inflation slowed to 3% in 2024. For context, the Federal Reserve’s target rate of inflation is approximately 2%.Real visitor spending recoveryWhile nominal visitor spending fully recovered in 2023, visitor spending expressed in real (inflation-adjusted) terms is not expected to fully recover within the forecast timeframe. Nominal spending in 2029 is forecast to exceed 2019 by 29%.

Spending: Real vs Nominal
Source: Dean Runyon & Associates, Tourism Economics

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Forecast Summary
US Economic TrendsUS Travel TrendsCalifornia Forecast HighlightsForecast Tables 12345

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9 US EconomyEconomic growth has slowed but a recession remains unlikely Oxford Economics forecasts US GDP growth of 1.9% in 2025, down from GDP growth of 2.9% in 2023 and 2.8% in 2024 Hiring has slowed sharply in recent months, and those seeking employment are finding it harder to secure jobs, but the rate of layoffs has not risen. The slowdown in hiring is being partially offset by slower growth in the labor supply, in part from reduced immigration, preventing a more pronounced rise in the unemployment rate. The spate of tariff announcements has led to expectations for higher inflation in 2025. US core inflation rose to 3.1% in August, and some additional acceleration is expected over the next few months.
Despite mounting headwinds, consumer spending has been supported by gains in real wages (wage growth continues to outpace inflation), manageable household debt levels, and gains in household net worth. Encouragingly, retail sales have posted three consecutive months of solid gains after consumer spending stagnated in the first half of the year. Despite the economy having several fissures and growing below its trend rate, it isn't on the precipice of a recession. The economy is forecast to improve in the second half of 2026, supported by tax cuts/extensions, reduced uncertainty, and the fading effects of tariffs on inflation. The partial federal government shutdown that began on October 1 doesn't significantly alter the overall economic outlook, unless it becomes prolonged, but impacts to individual sectors, such as travel, can be more pronounced and will grow the longer the shutdown lasts. Prior analysis of the 2019 government shutdown estimated reduced travel spending would result in total economic impact losses of about $140 million per day, or about $1 billion per week, primarily due to the impacts to air and rail travel, attraction closures, and the decline in government travel spending. That was in the range of a negative 2.1% impact to travel spending as an ongoing impact. However, it takes time to get to that level of impact. The 2019 shutdown lasted more than 30 days, the longest on record. The duration of the 2019 shutdown is attributed to causing increased call-outs by TSA workers and other essential employees, which led to growing travel disruptions.

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10 Consumers Are Still WorriedMeasures of consumer sentiment and consumer confidence have trended down in 2025

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11 Core Inflation Is RisingSlight increases are expected through the end of the year It took a few months for the effects of inflation
to flow through supply chains and into consumer prices, but inflation has ticked up over the last couple of months. Core inflation at 3.1% in August is well above the
2% target and trending up rather than down.
Import prices increased in August, suggesting
inflation is likely to trend modestly higher over the next few months.

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12 Job Growth Has SlowedSlow to hire, slow to fire labor market The three-month average job gains are at the
lowest points since the pandemic.

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13 Unemployment Rate Remains Low Despite Slow HiringLack of layoffs, slow growth in the labor supply The causal relationship between a rising
unemployment rate and a recession is layoffs. So far, there has been little acceleration in layoffs. Additionally, the slowdown in hiring is also being
offset by slower growth in the labor force, primarily due to the retirement of baby boomers and the administration’s immigration and deportation policies.

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14 Income Growth Supports SpendingWages are growing faster than prices Despite the slow rate of hiring, wage growth is
still outpacing inflation, which means real (inflation adjusted) incomes are growing. Average hourly earnings have increased 3.7%
over the past year, versus 2.9% growth in the consumer price index (and 3.1% growth in the core CPI).

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Arroyo Grande City CouncilJanuary 13, 2026

Arroyo Grande City Council
January 13, 2026