FOR IMMEDIATE RELEASE
CONTACT:
Ryan Vaughan
Marketing Manager
Friends of Southwest Virginia
marketing@myswva.org
Visitor Spending Reached $1.38 Billion in Southwest Virginia in 2024
Tourism generated $35.1 billion in visitor spending in Virginia, marking a nearly $2 billion increase over 2023.
ABINGDON, Va. (Friday, September 12, 2025) – Tourism continues to drive growth across Southwest Virginia, with visitor spending reaching $1.38 billion in 2024, a six percent increase over the previous year. The region supported 12,379 tourism-related jobs, while generating $66.2 million in local tax revenue, underscoring the vital role tourism plays in strengthening local communities.
Across Virginia, tourism generated a record $35.1 billion in visitor spending in 2024, up from $33.3 billion in 2023, a 5.4 percent increase, according to the Virginia Tourism Corporation (VTC). Overnight visitation also reached a new high, with 44.7 million visitors, surpassing pre-pandemic levels for the first time.
The tourism industry directly supported more than 229,000 jobs statewide in 2024, an increase of nearly 5,000 compared to 2023, with direct travel employment now at 95% of pre-pandemic levels. While Virginia’s tourism workforce continues to grow, staffing shortages, particularly in the lodging sector—remain an ongoing challenge.
“Southwest Virginia’s six percent growth in direct visitor spending over 2023 is a clear reflection of the collaborative efforts of our tourism partners to share the region with the world,” said Kim Davis, Executive Director of Friends of Southwest Virginia. “These results highlight the natural beauty, outdoor recreation, and rich cultural assets that make Southwest Virginia a premier destination, and we remain committed to working with our partners to build on this momentum.”
Friends of Southwest Virginia plays an important role in these efforts, serving as the regional destination marketing organization for 19 counties, four independent cities, and 53 towns along Virginia’s southern and western border.
VTC receives its annual economic impact data from Tourism Economics. The information is based on domestic visitor spending (travelers from within the United States) from per-person trips, including those who stayed overnight or traveled more than 50 miles to the destination. Detailed economic impact data and methodology are available at vatc.org/research.
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About Friends of Southwest Virginia
Southwest Virginia includes 19 counties and four independent cities located near the southern and western border of Virginia. The Southwest Virginia Cultural Heritage Commission, established in 2008 by the Virginia General Assembly, takes the lead in developing a creative economy in Southwest Virginia. In 2011, the Commission became the Southwest Virginia Cultural Heritage Foundation, a self-sustaining community development organization with support from the Commonwealth of Virginia Department of Housing and Community Development. Through a supporting non-profit, the Friends of Southwest Virginia, businesses, and individuals help artists, crafts people, localities, nonprofits and entrepreneurs mobilize and succeed. To learn more visit https://friendsofswva.org/.
About Virginia Tourism Corporation (VTC)
Virginia is for Lovers is one of the most iconic and recognizable travel brands in the world. Using that powerful brand equity, Virginia Tourism Corporation (VTC) is charged with promoting the Commonwealth as a premier travel destination by showcasing all there is to love in a Virginia vacation. The dollars spent by travelers fuel the economy, provide jobs for Virginians, and improve communities across the state. Simply put, tourism helps make Virginia a great place to live, work, and vacation. Learn more at virginia.org.