LIVE Feature
Visit Napa Valley
Champions of Wine Country
WRITTEN BY FRAN MILLER
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Published On: February 04, 2025
Photos courtesy of visit napa valley & BOB McCLENAHAN
Napa Valley—synonymous with verdant vineyards, celebrated wineries, Michelin-starred dining, and casual luxury—has earned its place as one of the world’s most coveted travel destinations. Yet, beneath its world-class appeal lies a more intricate story of stewardship, community involvement, and responsible growth. At the heart of this story is Visit Napa Valley (VNV), the region’s official destination management and marketing organization that has helped guide the valley’s tourism strategy for the past 15 years.
While many might associate Visit Napa Valley with glossy ads or social media campaigns highlighting the beauty of wine country, the organization plays a more significant role: it is a vital force in shaping Napa Valley’s hospitality industry, supporting its diverse local economy, and ensuring that the region remains a welcoming, sustainable destination for future generations.
Since the Napa Valley Tourism Improvement District was formed in 2010, Visit Napa Valley has helped shape the landscape of wine country tourism with a mission that is clear and multi-dimensional: to promote Napa Valley as a premier travel destination, to support the valley’s wine, hospitality, and tourism industries; to foster eco-wise growth that respects the local community and the natural environment, and to ensure the region’s long-term prosperity by preserving its authenticity. With a diverse array of actionable initiatives, the organization not only seeks to improve the economic impact of tourism in Napa Valley but also to ensure that visitors have a meaningful, enriching experience.
“Visit Napa Valley is an integral part of Napa Valley’s continued success as a world-class destination,” said Visit Napa Valley Board Chair Emma Swain, CEO of St. Supéry Estate Vineyards & Winery. “Through its work, local businesses and communities benefit from their year-round marketing efforts. The Visit Napa Valley media outreach garners national and international press, while ongoing digital presence from the Visit Napa Valley website, email campaigns, and social media create a 360 view of Napa Valley as a must-visit location for anyone interested in food and wine, yet offers something fun for everyone.”
Led by Linsey Gallagher, who has served as VNV’s President and CEO since 2019, the organization is built on the understanding that Napa Valley’s allure isn’t just about food and wine. “Napa Valley is a place where the land, the people, and the stories behind them come together to create something truly extraordinary,” said Gallagher. “Our role at Visit Napa Valley is to showcase the full breadth of what makes this destination special—from family-owned wineries to boutique shops, local art galleries, and unforgettable culinary experiences. By championing the businesses and individuals that shape our community, we’re cultivating a place where both visitors and residents can connect, be inspired, and feel a lasting sense of belonging.”
Napa Valley is home to more than 500 wineries, yet Gallagher and her small but mighty team of sales managers, marketing and communications experts, data analysts, and partnership specialists work to showcase its many facets beyond its iconic vineyards. The region’s economy is also built on a web of smaller businesses: hotels, restaurants, art galleries, and boutique shops. Representing more than 500 businesses, VNV positions Napa Valley as a place where visitors can immerse themselves in cuisine, culture, art, and nature. Its work involves everything from destination marketing and public relations to working with local governments and businesses to support community development and sustainability.
VNV’s most visible role is as a global ambassador for the region, and its marketing efforts are highly targeted. Whether it’s through digital media campaigns, print advertisements, or strategic partnerships with international travel bureaus, the organization focuses not only on wine tourists but also on those seeking a more immersive experience—travelers looking to connect with Napa Valley’s food scene and explore the region’s rich history, or families seeking an idyllic getaway of outdoor adventures. VNV ensures the destination’s image resonates with a broad range of travelers, and recent studies indicate progress in this effort. In recent years, VNV has worked to diversify the demographic of Napa’s visitors, successfully reaching younger generations, a more diverse audience, and global travelers.
“Visit Napa Valley does a wonderful and effective job in promoting the region across the United States, drawing guests not only from our local community but from major markets like Texas, Florida, New York, Chicago, and beyond,” said Visit Napa Valley Board Vice Chair Patrick Nayrolles, general manager at Meadowood Napa Valley. “The team at Visit Napa Valley is an essential part of our thriving industry—continuously collaborating with local wineries, resorts, and small businesses to drive interest to our ever-evolving landscape and reach an audience that continues to grow and expand.”
Yet, VNV’s role within the hospitality industry goes beyond simply boosting the region’s tourism economy. One of the organization’s primary functions is to serve as a conduit between Napa Valley’s tourism industry and the broader community. VNV works to thoughtfully manage the increase in visitor activity while prioritizing the well-being of residents, supporting businesses, and preserving the natural environment. Beyond the vineyards, thousands of workers in tourism-related jobs—hotel staff, restaurant servers, chauffeurs, event planners, chefs, and more—rely on the steady flow of visitors to support their livelihoods.
The organization is integral to ensuring the region’s tourism infrastructure is robust enough to meet the demands of travelers while providing a positive experience that encourages return visits. It ensures that small and medium-sized businesses—whether a family-run winery or a locally owned bed-and-breakfast—can benefit from the global visibility Napa Valley receives. Through its programs, VNV helps such businesses access marketing opportunities, resources, and industry networks that enable them to thrive in an increasingly crowded marketplace. In light of climate change, the pandemic, and the devastating wildfires that have affected the region in recent years, this has not always been an easy task.
A key element of VNV’s marketing approach is its promotion of the valley’s rich calendar of events. Wine auctions, harvest celebrations, food festivals, and live music performances are all essential components of Napa Valley’s tourism landscape. Events are an important tool for extending the tourist season beyond the peak months of summer and fall, drawing visitors during the traditionally slower winter and spring months—locally referred to as “Cabernet Season.”
By promoting events like Napa Valley Restaurant Month, the Napa Valley Mustard Celebration, and community holiday festivities, VNV helps local businesses extend their reach to visitors who might not otherwise plan a trip during the off-peak seasons. This is crucial for local hotels, restaurants, and tour operators who rely on consistent traffic to stay afloat. Their event-centric campaigns ensure that tourism is balanced year-round, keeping the region vibrant and economically viable.
“All residents benefit from the tourism that Visit Napa Valley brings to our community,” said Swain. “Personally, I look to Visit Napa Valley for suggestions on hikes and new activities, and the Napa Valley Welcome Center is warm and friendly for those who stop in for recommendations. Whether you are seeking the newest winery or what’s current at your favorite locations, you will find a fresh and exciting way to explore, eat, and stay in Napa Valley.”
Perhaps one of the most critical aspects of Visit Napa Valley’s mission is its focus on sustainability—both environmental and economic. As a wine-growing region, Napa Valley is intimately tied to the land, and its prosperity is inextricably linked to preserving its natural resources. Under Gallagher’s leadership, the organization has placed a strong emphasis on promoting destination stewardship and green-minded tourism practices, fostering visitor experiences that celebrate the valley’s beauty while actively protecting its natural and cultural integrity.
“Sustainability has always been at the heart of Napa Valley — it’s woven into our agricultural heritage, our deeply rooted respect for the land, and the care our community shows every day,” explained Gallagher. “Now, we’re building on that legacy by formalizing a best-in-class sustainable tourism model that prioritizes the preservation of natural resources while supporting a vibrant, thriving community. By leading with purpose and foresight, we’re ensuring Napa Valley remains a place of inspiration and beauty — not just for today, but for generations to come.”
Through its campaigns, it educates visitors about how they can minimize their impact—whether by supporting sustainable wineries, choosing eco-friendly accommodations, or respecting the region’s agricultural heritage. In a region where development, land use, and environmental protection are often hot-button issues, VNV plays an essential role in advocating for policies that benefit both the tourism industry and the resident community.
As Napa Valley continues to evolve, VNV ensures that the valley remains a unique and authentic destination—one that continues to thrive in an ever-changing tourism landscape. Through their multifaceted approach to destination marketing and community stewardship, Gallagher and her team serve as vital partners in Napa Valley’s ongoing evolution as a global destination. And as Napa Valley continues to attract visitors from around the world, it is clear that Visit Napa Valley will remain at the forefront of the region’s efforts to grow responsibly, connect with visitors, and maintain its reputation as one of the most beautiful and exceptional places on earth.
