Tourism leaders in Napa Valley and Matakana Coast launch new growth strategies

Tourism organizations in Napa Valley and the Matakana Coast have announced new strategic initiatives to drive regional economic growth.

In Napa Valley, Visit Napa Valley reported that the visitor economy generated $2.8 billion in economic impact in 2025, supporting over 15,000 jobs. Data from the 2026 Destination Symposium indicated that while hotel occupancy remained flat at 64.5%, the average daily rate rose by 2.8% to $425.69. The organization aims to use visitor data to improve investment decisions and increase overnight stays.

In New Zealand, Matakana Coast Tourism unveiled a new destination brand designed to encourage visitors to explore the wider region from Pūhoi to Te Ārai. General Manager Meg Eriksen stated the strategy seeks to increase visitor length of stay and encourage exploration beyond primary destinations. The organization is currently seeking the necessary funding and partnerships to activate the new brand and destination strategy.