RICHMOND, Va. — Virginia recorded its biggest year for tourism in 2025, with visitor spending rising to $36.2 billion, the Virginia Tourism Corporation announced Monday. The total represents a $1.1 billion increase from 2024 and a 3.1% gain year over year.
Officials said the jump in spending was accompanied by more overnight visits and modest growth in tourism employment, a combination that industry advocates say bolsters local economies across the Commonwealth.
Key figures and statewide impact
Virginia saw overnight visitations increase from 44.7 million in 2024 to 46.6 million in 2025. The tourism industry supported nearly 232,000 jobs in 2025, about 2,700 more than the previous year.
| Metric | 2024 | 2025 |
|---|---|---|
| Visitor spending | $35.1 billion | $36.2 billion |
| Overnight visitations | 44.7 million | 46.6 million |
| Jobs supported | (not specified) | Nearly 232,000 |
In announcing the figures, Governor Abigail Spanberger tied the growth to benefits for households and local businesses across Virginia, saying the industry helps reduce the tax burden on residents.
"Virginia tourism is powering our local economies — supporting jobs, strengthening small businesses, and investing in our communities. ... With this record-breaking year for tourism, Virginia households saved an average of more than $1,000 in state and local taxes."
Officials point to sustained momentum
Rita McClenny, president and CEO of the Virginia Tourism Corporation, framed the results as part of a multi-year trend of growth. She noted the variety of experiences available across the state and suggested the tourism sector’s partners are delivering the services that bring visitors back.
"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," McClenny said.
McClenny also highlighted early 2026 performance in the hotel sector, saying Virginia was outpacing the nation and positioning the Commonwealth for another strong year. The tourism corporation's announcement included a note that full data and methodology are available from the agency.
Local effects and considerations
The tourism gains have direct implications for communities that host attractions and visitor services. Revenues from hospitality, restaurants, transportation and attractions funnel into local economies, supporting small business owners and seasonal employment.
Local governments often rely on tourism-driven sales and lodging taxes to fund public services and capital projects. State officials framed the tax-savings figure — an average of more than $1,000 per household in state and local taxes — as one measure of the industry's contribution to public finances, though how that average is calculated depends on statewide economic models and allocations.
Industry observers caution that growth is not evenly distributed: coastal and historic destinations regularly capture a large share of visitors, while rural communities continue to seek ways to convert visitation into sustainable local benefits. The VTC has in recent years promoted expanded marketing and product development to spread visitation more broadly.
What to watch next
- Hotel performance and occupancy trends through 2026, which VTC officials say are ahead of national averages.
- Whether the increase in overnight visitors translates into sustained off-season travel to diversify local economies.
- Policy discussions at the state level about investments in tourism infrastructure and support for small businesses that serve visitors.
For communities across the Commonwealth, the 2025 tourism figures offer both a validation of marketing efforts and a reminder of the work ahead to ensure that visitation supports year-round jobs and broad-based economic benefits.
Nathaniel Okafor is the state correspondent for WE NEWS covering Virginia government and economic trends.
