Tourism boosts Sacramento’s economy

Tourism revenue in California reached an all-time high last year, exceeding $150 billion. The influx of tourists attending events in Sacramento has significantly boosted the local economy, with Visit Sacramento CEO Mike Testa estimating the impact to be over $4 billion.

Historically, people have visited Sacramento to see the state capitol and gold rush history. However, there is now a diverse range of events attracting visitors, including conventions, music festivals, and food events. Testa credits the focus on food and music fans for the increase in hotel room nights generated by Visit Sacramento in 2023, the highest in the organization’s history.

Placer County is also diversifying its tourism offerings by hosting sports tournaments, drawing in competitors from out of state for events like volleyball, basketball, and quadball. These tournaments bring in thousands of people daily and provide a significant economic boost to the region.

Both Sacramento and Placer County acknowledge the need for more tourism infrastructure to host larger events. The lack of sufficient hotel rooms and facilities limits their capacity to attract bigger events and further grow tourism revenue in the region.

Despite these challenges, events like the Aftershock rock festival and GoldenSky country music festival continue to draw massive crowds and contribute to the thriving tourism industry in Sacramento. By investing in additional tourism resources, the region hopes to continue its upward trajectory in tourism revenue and economic prosperity.