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Michael Cuffe/Visit Napa Valley

Last year, more than 3.7 million people visited Napa Valley, America’s premier wine region, according to a recent economic study. Those visitors are becoming younger and more diverse. That’s good news for Napa Valley wineries just four years after the pandemic shut down almost all visits and at a time when many worry that visiting Napa is becoming increasingly expensive and only attractive to older, wealthier consumers.

The study that collected responses from 1,700 surveys was conducted for Visit Napa Valley by Future Partners, the San Francisco-based travel and tourism marketing research company. Due to a pandemic pause, reports had been put on hold, meaning this was the first data collected since 2018.

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