Virginia Tourism Generates A Record $35.1 Billion in 2024, Up 5.4 percent From 2024

Virginia’s tourism industry generated a record high $35.1 billion in visitor spending in 2024, marking a 5.4 percent increase over the previous year, state officials report.

Gov. Glenn Younkin and officials with the Virginia Tourism Corporation, or the VTC, touted the Commonwealth’s good news in an Aug. 5th joint press release.

In all, visitor spending topped $33.3 billion in 2023, compared to 2024’s level of $35.1 billion. Overnight visitation increased by 1 million people to 44.7 million visitors for 2024, up from 43.6 million people in 2023. Those figures, the press release states, surpassed pre-pandemic levels for the first time.

Younkin said the additional 1 million overnight visitors who chose Virginia were drawn by its unmatched beauty, rich heritage and welcoming communities.

“Those visitors traveled from farther away, stayed longer and spent more,” Younkin said. “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.”

State officials say travelers spent $96 million per day in Virginia in 2024, up from $91 million in 2023. Visitors are credited with driving $2.5 billion in state and local tax revenue, which is an increase of $100 million, and saving every Virginia house hold an estimated $990.

In addition, Virginia’s tourism industry directly supported more than 222,000 jobs in 2024, an increase of nearly 5,000 jobs compared to 2023, officials add.

Juan Pablo Segura, Virginia’s Secretary of Commerce and Trade, said Virginia tourism plays a foundational role in sustaining the state’s workforce.

“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,” Segura said. “That means every traveler who chooses Virginia is helping to  support local workers and strengthen our Virginia communities.”

Virginia McClenny of the VTC said she is proud to see Virginia’s tourism reaching new heights.

“Through strategic marketing and close collaboration with statewide partners, VTC is driving new demand and encouraging longer stays across Virginia,” McClenny said. “As we look ahead to milestone moments as the Virginia 250 commemoration, Virginia is poised to play a leading role in how visitors engage with history, culture and adventure.”