{"id":6939,"date":"2026-08-16T09:39:35","date_gmt":"2026-08-16T09:39:35","guid":{"rendered":"https:\/\/nextcitydigest.com\/?p=6939"},"modified":"2026-08-16T09:39:35","modified_gmt":"2026-08-16T09:39:35","slug":"despite-economic-worries-russian-river-valley-reports-rise-in-summer-visitors","status":"publish","type":"post","link":"https:\/\/nextcitydigest.com\/?p=6939","title":{"rendered":"Despite economic worries, Russian River Valley reports rise in summer visitors"},"content":{"rendered":"

Summer vacationers seeking affordable getaways continue to flock to the Russian River Valley despite economic uncertainty \u2014 including not only repeat \u201cstaycationers\u201d from the Bay Area and Sacramento looking to revisit familiar haunts and LGBTQ+-focused events, but first-timers discovering the area on social media.<\/p>

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Across the valley, many business owners on the river told The Press Democrat that it\u2019s been a great summer, beating early concerns about declining tasting room and tourism-related foot traffic. The river draws thousands every summer seeking fishing, floating and hiking excursions, and despite national economic anxiety, the 2026 season appears to have been even stronger for many businesses than in the previous year.<\/p>\n

Generations have been coming to the area for decades to float the Russian River from Forestville\u2019s Steelhead Beach to end at Sunset Beach. Others travel from across the state to spend days at Johnson\u2019s Beach in Guerneville, like many families who visited on a sunny Friday, Aug. 7.<\/p>\n

Natasha Oden was spending the day in the shade enjoying snacks and naps with other adults, while children of different ages swam and jumped in the river. She said it was her family\u2019s first time visiting the area, after years of gathering about 13 relatives and friends from Vallejo, Dublin and other East Bay cities for trips across the state.<\/p>\n

\u201cIt\u2019s beautiful,\u201d Oden said. \u201cEvery place is a little different, but this is nice.\u201d They planned to next drive to Bodega Bay, she said.<\/p>\n

Julie Nilsen of San Francisco, who was relaxing by the river, also comes to the area with her family of about seven every year. It\u2019s been a tradition for a long time, she said.<\/p>\n

\u201cWe\u2019re so sad the River Inn Grill closed. That used to be our go-to restaurant,\u201d she said, of the now-shuttered Main Street establishment. The restaurant was run by Rick, Andre, Jorge and Sebastian Vazquez, but several business owners told The Press Democrat that it may have closed in part due to recent traffic impacts amid Caltrans improvements.<\/p>\n

These days, the family frequents La Bodeguita, which her niece Nina Nilsen said she enjoyed, and Main Street Bistro.<\/p>

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Visits from newcomers and longtime river vacationers alike have long been the lifeblood for the valley, and their business made it a good year, according to\u00a0Russian River Tubes & Kayaks co-owner Sasha Tiffer. She said it\u2019s been a busy season, more so than last summer, despite an unusually cool June: \u201cWe need more tubes next season. It\u2019s a good problem to have.\u201d<\/p>\n

Tiffer said the business saw sales in June and July that were at least 42% higher than the same time last year.<\/p>\n

\u201cWe have noticed a significant rise in first-time visitors to the area this season, with many guests mentioning that ChatGPT and Reddit led them to us,\u201d she said. \u201cWe have also noticed an increase in out-of-state visitors. While we are typically the Bay Area\u2019s playground, over the last couple of weeks we have welcomed people from all over the country who came to see the Russian River.\u201d<\/p>\n

Creekside Inn and Resort manager Wendy Stanford said while business had started to slow down as of August, \u201cIt\u2019s busier overall this year.\u201d She said many people regularly come from all over the Bay Area, and have been excited about new local businesses.<\/p>

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Scott Heemstra, owner of King\u2019s Sport & Tackle, said there was some increased interest among local fishermen this summer with the opening of the commercial and recreational salmon season off the North Coast after a three-year statewide closure. He\u2019s used to seeing good business during hard times: \u201cWe usually do better here when the economy is bad.\u201d<\/p>\n

\u201cWe did killer business during (the) COVID pandemic. It\u2019s a cheaper staycation.\u201d<\/p>\n

Heemstra\u2019s theory was echoed by many longtime business owners, some of whom say they try to keep their rates within reach for families.<\/p>\n