Virginia tourism reaches record breaking $35.1 billion in visitor spending during 2024
Richmond, Virginia – Virginia’s tourism industry has reached a historic milestone, generating a record $35.1 billion in visitor spending in 2024, according to an announcement from Governor Glenn Youngkin and the Virginia Tourism Corporation (VTC). This marks a 5.4% increase from the $33.3 billion recorded in 2023 and pushes the Commonwealth past pre-pandemic visitation levels for the first time.
Overnight travel surged significantly, with 44.7 million overnight visitors choosing Virginia in 2024, compared to 43.6 million the year before. Governor Youngkin praised the achievement as a sign of the state’s growing appeal to travelers from across the nation.
“In 2024, a record-breaking one million additional overnight visitors chose Virginia, drawn by our unmatched beauty, rich heritage, and welcoming communities,” Youngkin said. “Those visitors traveled from farther away, stayed longer, and spent more, generating a record $35.1 billion in direct spending. This unprecedented level of economic activity not only supports hundreds of thousands of good-paying jobs and strengthens local businesses, but it also generates crucial state and local tax revenues that help ease the tax burden for Virginia families. When visitors choose Virginia, they’re not just taking a trip, they’re investing in our economy, our workforce, and our future.”
Tourism’s Impact on Virginia Families and Jobs
In 2024, travelers spent an average of $96 million per day in Virginia, up from $91 million in 2023. Visitor spending directly contributed $2.5 billion in state and local tax revenue, an increase of $100 million over the previous year. Officials noted that every Virginia household saved $990 annually on state and local taxes thanks to revenue generated by tourism.
Employment tied to the travel industry also saw gains. More than 229,000 jobs were directly supported by tourism in 2024, nearly 5,000 more than in 2023. While direct travel employment is now at 95% of pre-pandemic levels, challenges remain—particularly staffing shortages in the lodging sector.
Secretary of Commerce and Trade Juan Pablo Segura emphasized the critical role tourism plays in Virginia’s workforce. “Tourism is more than just an economic driver, it plays a foundational role in sustaining Virginia’s workforce,” Segura said. “In fact, one out of every four restaurant jobs and one out of every four recreation sector jobs in the Commonwealth are entirely supported by visitor spending. That means every traveler who chooses Virginia is helping to support local workers and strengthen our Virginia communities. The ripple effects of tourism touch every corner of the Commonwealth, making it an impactful investment in Virginia’s future. A thriving tourism sector helps elevate quality of life in our communities, which is an essential ingredient in attracting new businesses and skilled workers to Virginia.”
Momentum for the Future
Virginia Tourism Corporation President and CEO Rita McClenny credited the success to effective marketing and strong partnerships across the state. “We are incredibly proud to see the continued momentum of Virginia’s tourism industry propelling us to new heights,” McClenny said. “Through strategic marketing and close collaboration with statewide partners, VTC is driving new demand and encouraging longer stays across Virginia. From coast to cliff, our diverse destinations continue to captivate. As we look ahead to milestone moments such as the VA250 commemoration, Virginia is poised to play a leading role in how visitors engage with history, culture, and adventure.”
The VTC confirmed that the data comes from Tourism Economics, analyzing domestic visitor spending by travelers who either stayed overnight or traveled more than 50 miles to reach their destination. More detailed reports and methodology are available at vatc.org/research.
As Virginia celebrates its strongest tourism performance in history, leaders believe the momentum will carry forward into 2025, positioning the Commonwealth as a premier travel destination in the United States.
