Gilroy tourism booming

Last year alone, tourists spent more than $350 million in Gilroy, making the Garlic Capital of the World a major hub for tourism in the Silicon Valley. With the 38th annual Garlic Festival just around the corner, tourism in Gilroy is only going to get hotter as the summer approaches.
That’s what a gathering heard last week as The Gilroy Welcome Center hosted Celebrate Tourism week, trumpeting the strides the city has made in attracting tourists.
Travelers ranging from China, Brazil, Argentina, Sweden to all over the United States and thousands of places in between, have come to Gilroy to shop, tour local wineries, or to attend events like the Gilroy Garlic Festival. The financial impact has been significant.
Domestic and international tourists spent $352.3 million in Gilroy in 2016 and the city collected another $1.67 million in Transient Occupancy Tax. For all, the Gilroy Welcome Center is there to greet them, 364 days a year (closed on Christmas) and last year they welcomed 38,864 visitors from 40 countries and all 50 states.
Gene H. Zanger, a partner of Casa de Fruta, is a commissioner for Visit California, spoke in front of a group of local business owners, city officials and proud Gilroyans who munched on Hors d’oeuvres provided by Erik’s Deli, King Eggroll and desserts from Nob Hill and sipped on wine from Solis Winery.
“When I look and see what’s happened here to this organization and this community regarding tourism it’s amazing,” said Zanger. “A lot of people put in a lot of work to make what happens here look simple.”
The Gilroy Welcome Center has come a long way since they were operating out of a small office in downtown Gilroy. Then, they would see less than 40,000 visitors a year. Now, it’s 40,000 visitors a month.
“Many times a community doesn’t know how many dollars a visitor brings to the community, ” said Jane Howard, Executive Director of the Gilroy Welcome Center.” Not only from the Transient Occupancy Tax but also the money spent in restaurants, festivals, Gilroy Gardens or buying gas. That doesn’t occur unless you have people coming to Gilroy.”
The Gilroy Welcome Center is one of about 300 Destination Marketing Organizations in California that works with businesses that are part of the tourism community in the state.
“This is exactly what Visit California hoped would happen with their efforts, which is to bring more people to the state of California,” Zanger said. “When people are traveling in California they make their way to the wineries, Gilroy Gardens and the Outlets. We need more people and when they come they talk to their friends and tell them about their experiences. It’s like magic because that’s what generates more tourism in the future.”
California has experienced seven straight years of growth, where tourists have spent more than $126 billion and the industry has created over 37,000 new jobs.
“The $100 million funding for Visit California’s statewide marketing programs is derived from more than 13,000 assessed businesses that benefit from travel and tourism in five industry segments–accommodations, attractions, car rental, travel services and restaurants and retail,” said Zanger. “Additionally, 100 Tourism Business Improvement Districts raise more than $240 million at the community and regional level collectively.”
As summer approaches, the Gilroy Art and Wine Stroll over the weekend kicks off the bulk of the tourism season. Around 100,000 visitors annually attend the Garlic Festival, making it the biggest event of the year in Gilroy.