Last year, California’s tourism revenue reached an unprecedented high of $150 billion. This surge in visitors was largely driven by events in Sacramento, which boosted the local economy by over $4 billion.
Historically, Sacramento has been a popular destination for visitors interested in seeing the state capitol and exploring gold rush history. However, the city is now attracting a diverse range of events that cater to various interests, including conventions, music festivals, and food events. The success of these events can be attributed to Visit Sacramento CEO Mike Testa’s focus on food and music fans.
Placer County is also diversifying its tourism offerings by hosting sports tournaments that draw competitors from out of state. These events bring in thousands of people daily and provide a significant economic boost to the region. However, both Sacramento and Placer County recognize that more tourism infrastructure is needed to host larger events and continue growing their respective economies.
Despite these challenges, major events such as the Aftershock rock festival and GoldenSky country music festival continue to draw massive crowds and contribute significantly to the thriving tourism industry in Sacramento. To maintain this upward trajectory, the region plans to invest in additional tourism resources in order to attract even bigger events and further grow their economies.
