Virginia Hits Record $36.2 Billion In Tourism Spending

This week, the Commonwealth of Virginia announced that the tourism industry reached a historic milestone, with visitors spending a record-high $36.2 billion in the Commonwealth. Visitor spending increased 3.1 percent, or $1.1 billion, over the previous year, marking the fourth consecutive year of growth in visitor spending.  

“For the fourth year in a row, we’re celebrating another record, and that kind of sustained growth speaks to the strength and resilience of Virginia’s tourism industry,” said President and CEO of Virginia Tourism Corporation Rita McClenny. “From coast to cliff, visitors are discovering everything Virginia has to offer, and our tourism partners are delivering the experiences that keep them coming back. Around the clock and across the Commonwealth, our visitor economy never stops. With our hotel performance already outpacing the nation in 2026, we’re building on this momentum and looking forward to another strong year for Virginia tourism.” 

Virginia welcomed a record 46.6 million domestic and international overnight visitors, marking an increase of nearly one million visitors and the second consecutive year of record visitation. Visitors spent $99 million per day in Virginia, up from $96 million the previous year, with dining, recreation, and other experience-based spending fueling much of that growth as travelers continued to prioritize meaningful travel experiences. 

Tourism directly generated more than $2.6 billion in state and local tax revenue over the previous year. Including tourism’s full ripple effect across Virginia’s economy, visitors saved the average Virginia household $1,020 in state and local taxes while helping fund schools, public safety, transportation, and other essential local services. Virginia’s tourism industry directly supported nearly 232,000 jobs, an increase of more than 2,700 jobs over the previous year and generated $10.6 billion in wages and salaries for Virginians. 

Leisure travel remained the primary driver of Virginia’s tourism growth, accounting for 90 percent of overnight visitation as travelers increasingly sought high-value destinations closer to home. That trend helped fuel strong performance in Virginia’s leisure-focused regional destinations. Central Virginia led the state in hotel demand growth followed by the Shenandoah Valley and the Virginia Mountains, with standout gains in Staunton/Harrisonburg, Richmond, Roanoke, and Charlottesville. 

Virginia’s record-setting momentum has continued into 2026, with the Commonwealth’s hotel industry outpacing national growth through the first half of the year. Through June, Virginia’s hotel demand increased 3.1 percent, compared to 1.8 percent nationwide, while hotel revenue grew 6.4 percent, reflecting continued strength in both business and leisure travel. 

This success also reflects Virginia’s long-term path for tourism growth through the Commonwealth’s Statewide Strategic Tourism Plan, which Governor Spanberger launched in April 2026. Developed in partnership with industry stakeholders across every region, the plan outlines a coordinated, data-driven strategy to strengthen Virginia’s visitor economy over the next decade.