About

ABOUT THE WALLA WALLA VALLEY WINE ALLIANCE

The Walla Walla Valley Wine Alliance was founded in 2001 by the winemaking and winegrowing industry as a nonprofit membership marketing association who knew that success in marketing the Walla Walla Valley Wine Region could be found through a collaborative effort. Today, our values remain focused on Valley-wide success through collaboration of our nearly 150 members and community partners.

The primary mission of the Walla Walla Valley Wine Alliance is to build an internationally acclaimed Walla Walla Valley wine brand among consumers, media and trade by providing marketing programs on behalf of member wineries, vineyards, and partners. The Wine Alliance functions as the leading informational resource for consumers, media and members of the trade interested in learning more about the Valley’s wine industry.

THE ECONOMIC IMPACT OF THE WALLA WALLA WINE INDUSTRY

In January 2024 the most recent study was released following the same methodology as the 2019 report below, to estimate the economic impact of the Walla Walla Valley Wine Industry and understand visitation patterns. The study found that wine tourism accounted for $167 million in visitor spending, with $72 million spent on wine purchases. The industry generated $522 million in business sales and supported 2,865 jobs, contributing $146 million in labor income. Wineries and tasting rooms accounted for 625 direct jobs and $33 million in labor income. The industry also generated $21 million in state and local tax revenue. There were an estimated 573,000 visits to Walla Walla wineries and tasting rooms in 2023, with visitors averaging 2.1 visits per year, spending three days in the Valley, and visiting 6 wineries per trip.

For the full report, please visit Economic Impact Report 2024

A previous study was completed in 2019 found that tourism for wine accounts for $146M in visitor spending in the Walla Walla Valley, $60M of which on wine purchases. Additionally, the industry at large estimates $430M in business sales, 2,484 jobs with $114M in labor income. Wineries and tasting rooms account for 519 direct jobs and $26.62M in labor income. The study estimated $17.4M in state and local tax revenue. The study estimated 503,874 visits to Walla Walla wineries and tasting rooms in 2018. The average wine visitor visits nearly two times per year, spends three days in the Valley, and visits nearly 7 wineries per visit.

For the full 2019 report, please visit Economic Impact Report 2019.