Virginia Tourism Hits Record $36.2 Billion as Waynesboro...

Richmond, VA —

A massive surge in travel demand has propelled Virginia's tourism economy to unprecedented heights, with visitors injecting a record $36.2 billion into the Commonwealth's economy in 2025. This growth is manifesting in localized windfalls for cities like Waynesboro and Alexandria, where increased visitor footprints are directly boosting small business revenues and expanding the local job market.

The scale of the expansion is evidenced by the arrival of 46.6 million domestic and international overnight visitors, a figure that represents a nearly one million person increase over the previous year. This influx of travelers has transformed tourism into a primary engine for state stability, generating more than $2.6 billion in state and local tax revenue.

Record-Breaking Financial Gains Across the Commonwealth

The financial trajectory of Virginia's visitor economy has shown consistent upward momentum, marking the fourth consecutive year of growth. According to data released by Governor Abigail Spanberger on August 11, visitor spending climbed by 3.1%, adding $1.1 billion to the economy compared to 2024.

Daily spending patterns also shifted upward, with travelers spending approximately $99 million every single day within the state, up from $96 million the year prior. Industry data indicates that this spending is not merely concentrated in luxury lodging but is spread across dining, recreation, and experience-based activities, as modern travelers increasingly prioritize authentic local engagements over traditional sightseeing.

Governor Abigail Spanberger noted that this record-breaking year provided a tangible benefit to residents, stating that Virginia households saved an average of more than $1,000 in state and local taxes due to the revenue generated by tourists.

Employment Growth and Public Service Funding

The ripple effects of the $36.2 billion spending spree extend deep into the public sector. The more than $2.6 billion generated in tax revenue serves as a critical funding stream for essential community infrastructure, including public safety, transportation, and the education system.

The labor market has seen a corresponding boost. Tourism directly supported nearly 232,000 jobs in 2025, an increase of over 2,700 positions compared to the previous year. These roles contributed approximately $10.6 billion in wages and salaries to Virginia workers, highlighting the industry's role as a major employer for the region.

Virginia Tourism: Latest Visitor-Spending Figures

Metric	2024	2025	Change	What it means
Visitor spending	$35.1 billion	$36.2 billion	+$1.1B / +3.1%	Record annual visitor spending
Daily visitor spending	$96 million	$99 million	+$3M per day	Travellers spent more each day across Virginia
Overnight visitors	44.7 million	46.6 million	Nearly +1 million	Second consecutive annual visitation record
State & local tax revenue	$2.5 billion	More than $2.6 billion	Increase	Tourism generated additional public revenue
Tourism-supported jobs	More than 229,000	Nearly 232,000	+2,700+	Employment expanded with tourism demand
Wages & salaries	—	$10.6 billion	—	Direct tourism employment generated substantial labour income
Average household tax benefit	About $990	$1,020	+$30	Visitor-generated taxes reduced the tax burden on the average household
Leisure share of overnight visitation	—	90%	—	Leisure travel remained the principal tourism driver

Leisure Travel Drives Regional Demand

Leisure travel continues to be the primary catalyst for growth, accounting for 90% of all overnight visits to the state. While the growth is statewide, certain regions have outperformed others in terms of hotel demand.

Central Virginia emerged as the leader in hotel demand growth, followed closely by the Virginia Mountains and the Shenandoah Valley. Specific urban centers that reported notable gains include:

Charlottesville
Richmond
Roanoke
Staunton/Harrisonburg

The momentum has carried into 2026. Data through June shows that hotel demand in Virginia increased by 3.1%, significantly outpacing the national average of 1.8%. Furthermore, hotel revenues rose by 6.4%, suggesting a strong recovery and expansion in both the business and leisure segments.

Waynesboro Captures Nearly $93 Million in Visitor Spend

Waynesboro serves as a prime case study for how strategic destination management translates into hard currency. In 2025, the city recorded nearly $93 million in visitor spending, marking an 8.2% increase over the prior year.

This financial influx supported approximately 925 tourism-related jobs and contributed $4.4 million in local tourism taxes. Stephanie Duffy, Assistant Director of Economic Development & Tourism for Waynesboro, indicated that this growth is the result of targeted investments in visitor amenities and public art.

The city's success is tied to a digital-first strategy, utilizing the Visit Waynesboro app and the development of the Downtown and Rockfish Gateway tourism districts. These initiatives are designed to funnel travelers directly into local shops and restaurants, ensuring that visitor spending circulates within the local economy.

Strategic Outlook for 2026 and Beyond

To sustain this growth, the state launched a new Statewide Strategic Tourism Plan in April 2026. This ten-year, data-driven framework is intended to coordinate growth efforts across various municipalities to ensure the Commonwealth remains competitive on a global scale.

Rita McClenny, President and CEO of the Virginia Tourism Corporation, emphasized that four consecutive years of record-breaking data prove the resilience of the state's travel sector. Further granularity on how specific communities benefited will be revealed when locality-level data is released in September 2026.

Why This Matters

For the average resident of Virginia, these statistics represent more than just "tourism growth"—they represent a direct subsidy of public life. When visitor spending hits $36.2 billion, the resulting tax revenue acts as a buffer for the local taxpayer. The fact that the average household saved $1,020 in taxes demonstrates that tourism is effectively a revenue-generation tool that lowers the cost of living for locals while funding the roads and schools they use.

From a business perspective, the shift toward "experience-based" spending means that small, niche operators—such as boutique galleries, local guides, and craft eateries—are now more valuable to the economy than traditional large-scale attractions. For the traveler, the investment in apps and designated tourism districts in cities like Waynesboro signals a shift toward "frictionless travel," where technology is used to bridge the gap between a visitor's arrival and their spending at a local business.