National Travel & Tourism

Paso Robles’ Tourism Industry Continues To Thrive, Boosting the Economy and Enhancing Quality of Life

With the start of National Travel & Tourism Week and California Tourism Month, and to celebrate the city’s rebound – plus record-breaking visitor-generated revenues – Travel Paso is partnering with the city to host a free Fourth of July fireworks extravaganza for the community.

May 3, 2022 (Paso Robles, Calif.) – Travel Paso, the nonprofit marketing organization whose mission is to promote tourism, is pleased to announce that in the last year Paso Robles saw a record-breaking number of visitors and unprecedented tourist-generated lodging tax revenues.

“It’s official,” says Stacie Jacob, Travel Paso’s Executive Director. “Paso Robles’ tourism industry has successfully rebounded from the pandemic. The tourism ecosystem thrived and continues to play a significant role in our community’s economy while positively adding to the quality of life for all residents.”

To celebrate this major milestone and to mark the beginning of National Travel & Tourism Week and California Tourism Month, Travel Paso is also announcing its partnership with the city to host a free fireworks extravaganza this Fourth of July at Barney Schwartz Park.

The Rebound

Tourist lodging revenues are gathered through the Transient Occupancy Tax (TOT), which is billed to guests at every hotel, RV resort and short term rental.

Transient Occupancy Tax revenues supplement the General Fund and are used to support a host of Paso Robles City services, including parks and recreation, the library, road improvements and the police and fire departments.

From March 2021 through February 2022 (the most recent data), each month saw a new revenue record. In July 2021, thanks to Travel Paso’s targeted California Re-Opening Campaign, the TOT topped $1 million – the highest monthly total ever for a single month.

All told, in Fiscal Year 2021 the TOT generated a record $7 million in revenue from visiting tourists. Fiscal Year 2022 is on pace to top that.

Tourism Matters

Tourism also greatly benefits the entire community through job creation and enhancing the quality of life for all Paso Roblans.

While visiting, tourists historically spend more than $355 million each year, supporting local businesses owned and staffed by our neighbors. In fact, one in five jobs in Paso Robles are directly related to tourism, from wineries and restaurants to professional services and lodging.

“We are lucky enough to live where people want to vacation,” says Jacob. “In addition to creating jobs and funding city services, a healthy tourism industry ensures our community has a wealth of experiences we locals get to enjoy like award-winning restaurants, marquee concerts, cultural events, and art exhibits like the Field of Light at Sensorio.”

Fireworks on the Fourth Returns

In line with its mission to enhance the community’s quality of life, Travel Paso and the city are partnering to host a free 2022 Fourth of July celebration that will culminate with a grand fireworks show. The event will be held at Barney Schwartz Park and will a feature a host of activities for the entire family. For more details please visit