Mendocino County generated an estimated $433 million in tourism-related revenue in calendar 2021, with lodging accounting for the lion’s share at $148 million, according to Visit Mendocino County (VMC), the marketing arm of the Mendocino County Tourism Commission. With the fiscal year ending June 30, 2022, tourism-related state and local tax revenue hit $46 million, according to Executive Director Travis Scott. “Tourism is a driving force in Mendocino County,” notes Scott, with an additional $208 million generated in tourism-related employment.” A variety of new programs launched in 2021/2022 garnered nearly 1.8 million annual visitors to the county. Balancing the fine line of responsible ma
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