Register: Why Do People Come to Napa?

Neither sight-seeing nor wine-tasting is the top draw for visitors to Napa Valley. With the rise of the "celebrity chef" over the past decade, it's the food.

Dining and restaurants topped the list of visitors surveyed by the Y Marketing Group for the , the Register reports. It was followed by wine tasting, sightseeing, culintary demonstrations (more food), spas and ballooning, in that order.

More information from the Destination Council’s marketing conference at the Culinary Institute of America at Greystone can be found online at the Napa Valley Register.