April 27, 2026 (Temecula Valley, CA) — To mark National Travel and Tourism Week, May 3-9, and California Tourism Month in May, Visit Temecula Valley (VTV) has announced the launch of its “Live Like a Tourist” marketing campaign. Now in its second year, the initiative is designed to strengthen the relationship between the destination’s $1.2 billion-dollar tourism industry and its residents, encouraging community members to engage with Temecula’s world-class hospitality assets in their own neighborhood.
The campaign serves as a strategic bridge between the Destination Marketing Organization (DMO) and the local community. By offering exclusive incentives to residents who present a valid Temecula ID, VTV and its participating partners, including wineries, restaurants, retail establishments, and resorts, aim to foster “resident-as-tourist” advocacy while driving foot traffic to local businesses during a key industry month.
The Business of Tourism in Temecula Valley
Temecula currently welcomes more than 3 million visitors annually, generating over $1.1 billion in travel spending and supporting nearly 10,000 tourism-related jobs. A primary objective of the “Live Like a Tourist” program is to demonstrate the “halo effect” of tourism. The transient occupancy taxes and sales taxes collected from visitors directly fund vital municipal services, including road improvements, public safety, and park enhancements.
“By incentivizing our residents to experience Temecula through a visitor’s lens, we are converting our local population into brand ambassadors,” said Annette Brown, Chief Marketing Officer, Visit Temecula Valley. “This initiative allows us to highlight the tangible economic benefits of tourism while providing our business partners with a targeted platform to increase local market share and increase word-of-mouth recommendations to visitors.”
Throughout May, a diverse cross-section of the hospitality sector is offering specialized “locals-only” deals to drive conversion. Key pillars of the campaign include:
- Sip & Savor: High-margin 2-for-1 wine tastings and bottle specials at local wineries including Akash Winery, BOTTAIA Winery, Doffo Winery, Peltzer Winery, Wiens Cellars, and Wilson Creek Winery.
- Dining and Retail: Targeted offers at culinary staples like Bluewater Grill, Bottega Italia, The Cave at Oak Mountain Winery, and Trattoria Toscana alongside retail-focused incentives at Grazing Theory and Old Town Spice & Tea Merchants.
- Experiences: Promoting adventure-based businesses like wine tours, hot air balloon flights, and paramotor gliding experiences, like $100 off at Aerial Antics Paramotor Adventures and discounts with California Ranch Company, Grape Escape Hot Air Balloon Adventures, and Native Falls.
A complete listing of specials and information is continuously updated and available HERE.
Visit Temecula Valley’s role in the campaign underscores its mission as a 501(c)(6) nonprofit dedicated to the economic health of the region’s hospitality stakeholders. By facilitating these B2C connections, VTV continues to position Temecula as a premier Southern California destination that benefits both the traveler and the taxpayer.
About Visit Temecula Valley
Visit Temecula Valley (VTV) is a nonprofit 501(c)(6) destination marketing organization dedicated to promoting tourism-related businesses including wineries, restaurants, breweries, retail and specialty boutiques, hotels, short-term rentals, and more. It is a popular Southern California destination that includes Temecula Valley Wine Country, Old Town Temecula, and Pechanga Resort Casino.
