MADERA COUNTY – The numbers are in and it’s clear Madera County continued to thrive from visitor spending in 2018.
Visit California’s latest economic impact report demonstrates visitor spending reached $338.8 million and supported 4,230 jobs in Madera County, a 4.4 percent boost from last year. This growth highlights the ongoing importance of tourism to the region and California’s economy.
“In the eastern part of Madera County, California’s Gateway to Yosemite, tourism is the number one economic driver and the summer season is crucial for many businesses to survive,” says Rhonda Salisbury, CEO of Visit Yosemite | Madera County.
“Last year’s Ferguson Fire hit the area during our busiest month of the year, so this year we are counting on a fire-free season to continue to help our local businesses recuperate.”
This year Visit Yosemite | Madera County created an animated marketing campaign called Visit Yosemite | Madera County Welcoming Committee which leads visitors throughout Madera County on the Fossils to Falls Road Trip. Along the way, visitors collect trading cards of different Welcoming Committee animals for chances to win one of three Yosemite Adventure Vacation packages.
The campaign’s goal is to show visitors that every season is a great season in Yosemite and Madera County and that if another emergency happens — there is still so much to see and do!
Statewide, visitor spending increased to $140.6 billion, and the tourism industry provided nearly 1.2 million jobs in 2018. Visit California’s economic impact report’s findings signal the steady influence tourism has on California’s economy.
“With nine consecutive years of record visitation spending, tourism is a foundational part of this state’s economy benefiting all Californians,” says Visit California President and CEO Caroline Beteta.
“In cities and counties across the state, tourism employs thousands of Californians and pumps millions of tax dollars into local government coffers to pay police officers and firefighters, fix roads and operate other important community programs.”
Visitor spending also generated $29.4 million in local tax revenue last year, providing a stream of revenue in Madera County to fund local services. Essential programs, such as public safety, infrastructure and parks, are supported by the tourism industry. Without tourism, Visit California says each Californian household would have to pay an additional $890 in taxes each year to make up the difference.
To ensure the tourism industry remains positioned for success, Visit California actively collaborates with local partners to inspire travelers to visit the Golden State. As international competition continues to grow, Visit California’s innovative marketing efforts fortify California’s charm to domestic and international travelers.
The industry continues to invest in 13 international markets to attract travelers, who typically spend more and stay longer than their domestic counterparts. Once visitors decide to travel to California, Visit Yosemite | Madera County’s marketing efforts entice them to enjoy the region’s landmarks and entertainment.
The release of the 2018 Travel Impact Report coincides with California Travel and Tourism Month, which occurs every May following a resolution enacted by the Legislature in 2016.
This week, California also celebrates National Travel and Tourism Week, when destinations in the Golden State will join communities across the nation to host events that highlight and celebrate the importance of sustaining the travel industry.