Virginia Tourism Hits Record $35.1B in 2024

Virginia's tourism industry set a record in 2024, generating $35.1 billion in visitor spending—a 5.4% increase over 2023—and surpassing pre-pandemic levels for the first time. Overnight visitation rose by over one million to 44.7 million visitors, with travelers spending an average of $96 million daily. The economic impact supported more than 229,000 jobs, with notable gains in restaurants and recreation, and produced $2.5 billion in state and local tax revenue, saving each Virginia household about $990 annually. Spending increases were recorded across travel, food, lodging, recreation, and retail sectors. Workforce shortages, particularly in lodging, persist, but employment is gradually returning to pre-pandemic levels. State officials credit strategic marketing, diverse destinations, and upcoming events like the VA250 commemoration for this continued tourism growth.