May 19, 2021

The Importance of Storytelling When Welcoming Visitors

Beyond our spectacular scenery and our world-class wineries, 10 Michelin stars, 5,000 guest rooms, and 250+ days of sunshine, is where visitors will discover a collaborative spirit that gives Napa Valley a flavor all its own.

While the heart of the Napa Valley may be found in a glass, its soul is revealed through the spirit of collaboration and innovation. A spirit that is defined by equal parts authenticity and creativity. From our winemaking’s humble beginnings to legendary winemaker Robert Mondavi’s redefining of what modern-day wineries could be, to our local growers’ unwavering belief in sharing agricultural innovations, the spirit of authentic collaboration is weaved throughout the valley’s storied history. And as we begin to welcome visitors back to the region, it is more important than ever to share the story of the Napa Valley, as well as the stories of the people who call the valley home.

The pandemic has profoundly impacted the travel landscape and has changed the way we travel. Visitors are looking to spend more time in the destination, diving deeper into the local culture and really experiencing places like a local. They are looking to uncover the stories behind the people and the place, and the better we can tell those stories, the more well-positioned Napa Valley will be.

Beyond our spectacular scenery and our world-class wineries, 10 Michelin stars, 5,000 guest rooms, and 250+ days of sunshine, is where visitors will discover a collaborative spirit that gives Napa Valley a flavor all its own. We hope it inspires guests to dive deep into the Napa Valley agrarian story, to discover how Napa Valley was built as a wine region, and how it has evolved into one of the world’s most premier wine country destinations.