RICHMOND — Gov. Glenn Youngkin and Virginia Tourism Corporation (VTC) announced that Virginia’s tourism industry generated a record-high $33.3 billion in visitor spending in 2023, an increase of nearly 10% from 2022.
“Travel and tourism play an essential role in Virginia’s economy,” said Youngkin. “The Commonwealth’s record-breaking visitor spending numbers are a testament to our abundance of attractions and unique destinations. As the top state for business, our tourism industry is a crucial part of driving economic prosperity, providing jobs, building vibrant communities, and enhancing the quality of life for all Virginians.”
The tourism industry in Virginia directly supported over 224,000 jobs in 2023, an increase of over 13,000 jobs relative to 2022, according to the governor’s office. Direct travel employment is now at 93% of pre-pandemic employment levels.
It added that travelers spent $91 million a day in Virginia in 2023, up from $83 million in 2022, and visitors directly drove $2.4 billion in state and local tax revenue, an increase of 9% from $2.2 billion in 2022. Overnight visitation to Virginia increased by 1.4 million to 43.6 million visitors in 2023, up from 42.2 million in 2022, essentially reaching full recovery to pre-pandemic levels, according to the governor’s office.
All five categories of visitor spending in the Commonwealth — recreation, transportation, lodging, food & beverage, and retail — have now fully recovered to pre-pandemic levels and beyond, it said.
“The full recovery and growth of all five categories of visitor spending reflects the diverse and dynamic tourism assets that Virginia has to offer. Recreation and transportation, in particular, have seen remarkable increases, driven by a strong preference for unique experiences and the Commonwealth’s strategic position as a major transportation hub,” said Secretary of Commerce and Trade Caren Merrick.
“The attributes that make Virginia the best place to live, work, and raise a family are also some of the same qualities that attract visitors to vacation here,” she added. “Accelerated tourism growth is a win for all Virginians — visitor spending saves every Virginia household $955 in state and local taxes, showcasing the tangible benefits of a robust tourism industry.”
The governor’s office noted Virginia Tourism Corporation receives its annual economic impact data from Tourism Economics. The information is based on domestic visitor spending from per-person trips. Visitors included those who stayed overnight or traveled more than 50 miles to the destination.
“We are incredibly proud that Virginia’s tourism industry reached unprecedented heights in 2023, with visitor spending hitting a record over $33 billion,” said President and CEO of Virginia Tourism Corporation Rita McClenny. “This $3 billion increase from 2022 not only surpasses pre-pandemic levels by an impressive 14.7% but also underscores the resilience and appeal of our Commonwealth as a premier travel destination.”
“As our current flagship campaign emphasizes, ‘Vacation starts with VA,’ and as Virginia looks ahead, VTC remains committed to promoting the Commonwealth’s unique offerings and supporting the growth of the tourism industry,” she added. “The success of 2023 sets a strong foundation as we build on this momentum in the years to come.”
Detailed economic impact data and methodology are available at vatc.org/research. For more information about Virginia Tourism Corporation, visit virginia.org.
