Open Up the Economic Impact of CA Tourism & Madera County

OAKHURST—Local tourism spending in Madera County hit $430 million in 2023. This is according to new economic impact research released today by Visit California. Meanwhile, statewide travel spending fully recovered from the pandemic’s impacts.

The annual report measuring the economic impact of tourism showed that travel spending in Madera County supported 4,850 local jobs. Tourism also provided $38 million in local tax revenues to support essential services and programs in the community.

“Tourism is a pillar of the local economy, not only lifting up local businesses and creating jobs but making Madera County a more dynamic place to live and work,” said Rhonda Salisbury, CEO of Visit Yosemite | Madera County. “We are delighted to welcome visitors to experience Yosemite National Park, the Sierra National Forest, beautiful Bass Lake, the Sierra Vista Scenic Byway, and all of the incredible local museums, galleries, dining, and shopping in our community, and in doing so, help enrich the quality of life for all residents.”

Dollars and Cents

California’s tourism economy produced $150.4 billion in travel spending last year, surpassing the record $144.9 billion spent in 2019. That is 5.5% higher than in 2019 and 3.2% higher than in 2022. Figures are based on The Economic Impact of Travel in California, prepared by Dean Runyan Associates. The $12.7 billion in state and local taxes generated by visitors in 2023 marked a 3% increase over 2019. Taxes generated by travel in 2023 saved Californians $966 per household.

The Ultimate Playground

News of travel spending’s recovery comes as Visit California launched The Ultimate Playground. This is its first new brand platform in more than a decade. Grounded in research from the National Institute for Play that traveling is a proven benefit to one’s physical and mental well-being.  The new brand asserts that California’s playful lifestyle and abundant experiences create the ultimate playground.  Take a short quiz to find your play style.

Formed in 1985, Visit Yosemite | Madera County‘s mission is to draw the millions of Yosemite National Park visitors to its gateway’s many businesses and attractions. We invite visitors to take a journey from the Fossil Discovery Center to the Madera Wine Trail and onward to the High Sierra. Discover incredible dining, talented tradespersons, four seasons of water sports at Bass Lake, the Yosemite Mountain Sugar Pine Railroad and mighty adventures right up to the massive Giant Sequoia trees. Madera County is the gateway to so much more.