Published on August 9, 2025 |
By: Tuhin Sarkar

Virginia joins Florida, California, Texas, and North Carolina in turbocharging the tourism industry and boosting US travel in 2024, according to a new report that confirms record-breaking growth across the country. Virginia’s tourism sector surged to new heights, while Florida, California, Texas, and North Carolina also posted historic visitor numbers and spending. Together, these powerhouse states have transformed the US travel landscape, proving that tourism is not just recovering but expanding faster than ever.

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In 2024, Virginia joins Florida in drawing millions of visitors to its diverse attractions. California and Texas contributed with record tourism spending, while North Carolina showed remarkable resilience, even after weather challenges. These results demonstrate how a thriving tourism industry can boost US travel by creating jobs, supporting small businesses, and generating billions in tax revenue.
As Virginia joins Florida, California, Texas, and North Carolina in leading this surge, the report highlights a clear pattern: strong marketing strategies, improved visitor experiences, and investment in infrastructure are paying off. Each state has leveraged its unique strengths to capture a greater share of domestic and international travel. This turbocharged tourism industry is not only boosting US travel but also setting the stage for even greater growth in 2025 and beyond.

Tourism in the United States reached new heights in 2024. Several states reported record visitor numbers and spending. The travel industry not only recovered from the pandemic but also surpassed all previous performance levels. From Florida’s beaches to Virginia’s historic sites, states welcomed more travellers, generated more income, and created more jobs than ever before. This report explains the key facts, state-by-state achievements, and the outlook for 2025 based on official government and industry data.

US Tourism Reaches Historic Highs in 2024

In 2024, travellers spent $1.3 trillion directly on tourism across the United States. This spending supported a total economic impact of $2.4 trillion when indirect and induced effects were included. International visitors played a major role, contributing $181 billion in direct spending. These achievements reflected not just a rebound but a clear leap beyond pre-pandemic levels. The results showed that tourism remains a powerful driver of jobs, tax revenues, and local economies nationwide.

Virginia Breaks Records in Spending and Visitors

Virginia posted $35.1 billion in visitor spending in 2024, up 5.4% from the previous year. The state hosted 44.7 million overnight visitors, surpassing pre-pandemic levels for the first time. Daily visitor spending averaged $96 million, supporting over 229,000 jobs and generating $2.5 billion in state and local taxes. Officials highlighted that this revenue equals nearly $1,000 in annual savings for each Virginia household.
Virginia’s tourism sector is showing steady strength in 2025, even as full-year economic impact results are yet to be released. The Virginia Tourism Corporation’s latest lodging data for June 2025 reveals encouraging trends: hotel occupancy reached 71.1%, slightly higher than June 2024’s 70.2%. While the average daily rate slipped by 0.7% to $143.31, revenue per available room grew by 0.5% to $101.84, reflecting stable demand. Room revenue is also on the rise, with only modest growth in supply. To build on this momentum, VTC has launched a 2025–2028 Statewide Strategic Tourism Plan, focusing on longer visitor stays and richer experiences. The Governor’s office and VTC are further supporting growth through targeted funding, with a June 2025 round investing in 197 local tourism programmes and more grants planned through 2026. These initiatives aim to strengthen Virginia’s position as a top destination while boosting local economies statewide.
According to Virginia Tourism, Virginia’s tourism industry has reached its highest point ever, with Governor Glenn Youngkin and the Virginia Tourism Corporation (VTC) confirming a record $35.1 billion in visitor spending for 2024. This represents a 5.4% rise from $33.3 billion in 2023, showing strong growth and resilience in the sector. The state welcomed 44.7 million overnight visitors last year, an increase of more than one million compared to 2023’s 43.6 million. This milestone not only marks the first time overnight visitation has surpassed pre-pandemic levels but also sets a new all-time high. The growth reflects Virginia’s success in attracting travellers through its mix of history, culture, nature, and modern experiences. Officials highlight that this record-breaking performance benefits local businesses, supports jobs, and generates vital tax revenue. It’s a clear sign that Virginia’s tourism sector is not just recovering but thriving, positioning the state as a top travel destination in the US.

Florida Sets a New Visitor Record

Florida welcomed 142.9 million visitors in 2024, the highest number in its history. The final quarter of the year also set a quarterly visitation record. These visitors came for the state’s beaches, theme parks, and warm climate. Official figures from Palm Beach, Visit Florida confirmed the growth was driven by both domestic and international travellers. Early data for 2025 suggests the state is keeping this momentum, with strong arrivals continuing into the first months of the year.

California Achieves Record Tourism Spending

California reported $158.9 billion in visitor spending in 2024, surpassing all previous highs. The state’s diverse attractions, from national parks to world-class cities, kept demand strong. Officials expect this growth to continue, projecting $166.6 billion in spending for 2025. The increase reflects California’s ability to attract high-value travellers who stay longer and spend more per trip.

Texas Records Highest Spending and Arrivals

Texas achieved $97.5 billion in travel spending in 2024, its highest ever. The state also welcomed 62.2 million travellers, another record. With major events, business travel, and a wide range of attractions, Texas’s tourism market expanded in all areas. State tourism leaders are focusing on sustaining this growth in 2025 with more targeted marketing and infrastructure improvements.

North Carolina Sees Record Impact and Jobs

North Carolina’s visitor spending reached $36.7 billion in 2024, the highest ever recorded for the state. Around 40 million domestic visitors came, placing the state fifth nationally for domestic tourism volume. Tourism generated $2.7 billion in state and local tax receipts and supported 230,338 direct jobs. These results came despite challenges such as severe weather, showing the industry’s resilience.
According to North Carolina Tourism Stats, North Carolina’s tourism industry reached new heights in 2024 despite challenges from Hurricane Helene. Governor Josh Stein announced that visitors spent more than $36.7 billion travelling to and within the state, surpassing the previous record of $35.6 billion set in 2023. This growth reflects the resilience and appeal of North Carolina’s diverse destinations. While mountain communities worked hard to recover from Helene’s impact, the Piedmont and coastal regions continued to attract strong visitor numbers, helping to drive the state’s tourism economy forward. Governor Stein emphasised the importance of supporting tourism and small businesses in western North Carolina to ensure they rebuild stronger than before. The announcement comes during National Travel and Tourism Week, celebrated from May 4 to 10, which highlights travel’s role in boosting the economy and community well-being. State Welcome Centers will host special activities, inviting visitors to discover all that North Carolina has to offer.

Wisconsin Achieves Highest Tourism Impact

Wisconsin announced a record tourism economic impact of $26.6 billion in 2024. The state’s mix of natural attractions, events, and seasonal travel helped draw large numbers of visitors year-round. This growth supported jobs, boosted tax revenue, and strengthened local businesses in both urban and rural areas.

Tennessee Reaches New Spending Peak

Tennessee recorded $30.6 billion in visitor spending in 2024, its highest figure to date. Attractions such as music heritage, natural parks, and vibrant cities kept visitor demand high. State officials continue to invest in tourism promotion to maintain this upward trend in 2025.

National 2025 Outlook Shows Steady Growth

The US Travel Association forecasts a 3.9% increase in total travel spending for 2025, bringing the total to around $1.35 trillion. While growth is expected to continue, some early signs suggest a slower pace. In June 2025, overall travel spending showed a small 0.4% year-on-year decline, with softer results in domestic air travel, inbound air traffic, and hotel demand. Even so, domestic leisure travel remains steady, and business travel is expected to improve as events and conferences expand.

International Travel’s Role in Growth

International visitors remain an important driver for US tourism. In 2024, they spent $181 billion directly, adding significant value to the economy. However, inbound travel faces challenges from visa processing delays and policy issues. Industry leaders stress that improving entry procedures will be critical to capitalise on upcoming major events such as the 2026 FIFA World Cup and the 2028 Olympics.

The Economic Ripple Effect of Tourism

Tourism’s impact goes far beyond hotels and attractions. Visitor spending supports local shops, restaurants, transport services, and cultural venues. It funds public services through tax revenues and creates opportunities for small businesses. In states like Virginia, the tax revenue generated from tourism provides direct financial relief to residents. These benefits highlight the importance of continued investment in tourism marketing, infrastructure, and workforce development.

Why US States Are Breaking Records Now

Several factors explain why so many states set records in 2024. Pent-up demand after the pandemic led travellers to plan more trips and stay longer. Economic growth in key source markets boosted disposable income for travel. Marketing campaigns became more targeted, using data to reach high-value visitors. Investments in attractions, events, and hospitality facilities also played a role in attracting more spending.

Challenges That Could Slow Momentum

Despite the positive outlook, there are risks ahead. Rising travel costs could affect domestic demand. Global economic uncertainty might slow international arrivals. Capacity constraints in airports, hotels, and attractions could limit growth in peak seasons. States will need to address these issues to maintain the record-breaking momentum seen in 2024.

Opportunities for Further Growth in 2025 and Beyond

With 2024’s results setting a high benchmark, states are looking for ways to grow even further. Many are focusing on attracting higher-spending visitors rather than just increasing volume. Others are investing in niche markets such as agritourism, cultural heritage, and outdoor recreation. Expanding off-peak travel and promoting lesser-known destinations within each state can also help spread tourism benefits more evenly.

A Competitive Global Tourism Market

The United States competes with destinations worldwide for both leisure and business travellers. States that continue to innovate, invest, and market effectively will be better positioned to win this competition. As travel technology advances and consumer preferences shift, flexibility and responsiveness will be key. The record results of 2024 show what is possible when tourism strategies align with traveller demand.

A Year to Remember and a Future to Build

The year 2024 will be remembered as a milestone for US tourism. Multiple states achieved their highest ever visitor numbers and spending. This success brought jobs, tax revenue, and growth to local economies. The challenge now is to sustain and build on this momentum in 2025 and beyond. With smart planning, targeted investment, and a focus on quality experiences, the United States can continue to attract record numbers of visitors in the years ahead.
Virginia’s tourism industry reached new heights in 2024. Visitor numbers and spending broke all previous records, lifting local economies across the state. This surge shows how travel has fully rebounded and is now driving growth beyond pre-pandemic levels.

Virginia Tourism Reaches All-Time Spending Record

Virginia generated a record $35.1 billion in tourism spending in 2024. This marks a 5.4% increase from $33.3 billion in 2023. For the first time, overnight visits surpassed pre-pandemic highs. More than one million additional overnight travellers arrived, totalling 44.7 million visitors. On average, visitors spent $96 million each day, up from $91 million in 2023. The sector supported over 229,000 jobs, nearly 5,000 more than the year before, and contributed $2.5 billion in state and local tax revenue. Officials said this revenue equals $990 in annual savings for every Virginia household.

Visitors Staying Longer and Spending More

Governor Glenn Youngkin credited the record performance to visitors travelling further, staying longer, and spending more. These behaviours generated unprecedented economic activity that supports jobs and businesses across the state. He emphasised that the benefits extend beyond the travel sector, easing the tax burden for Virginia families. Longer stays and higher spending per trip point to a strong appeal in Virginia’s attractions and hospitality. It reflects successful marketing and the resilience of local tourism networks after pandemic challenges.

Prince William County Shows Strong Growth

Prince William County also recorded positive results. Out-of-state visitors rose 5.3% in early 2025 compared to the previous year. The largest share came from Washington, D.C., New York City, and Philadelphia, together making up 13% of arrivals. Hotel occupancy stayed steady while the average daily rate rose 2% year-on-year. The typical stay length increased from 2.3 days to 2.5 days. The average value of a hotel stay jumped from $284 to $309, showing visitors are willing to spend more for quality stays.

Strategic Tourism Planning Underway

Prince William County is building on this momentum with data-driven marketing and long-term planning. In the next fiscal year, the county aims to finalise a 10-year Tourism Master Plan. Plans include an agritourism and agribusiness strategy to boost rural tourism and a maritime study to explore recreation and business growth along waterways. These steps aim to broaden the county’s tourism offerings and strengthen its role within the wider Virginia tourism market.

The Role of Northern Virginia in State Tourism

Economic Development and Tourism Director Christina Winn said Prince William County and Northern Virginia play a crucial role in attracting both domestic and international travellers to Virginia. She stressed that partnerships, strategic planning, and data-based marketing decisions are essential for maintaining momentum. The county’s position near major urban centres and transport hubs allows it to capture high-value visitors and encourage longer stays. This integration with the state’s overall tourism growth strategy positions Northern Virginia as a key contributor to future records.
Virginia 2025: A Complete Destination Guide for the Curious Traveller
Virginia in 2025 offers a mix of deep history, diverse landscapes, and vibrant modern culture. It is a state where centuries-old heritage coexists with thrilling theme parks, award-winning wine country, and outdoor adventures. With easy transport links, a wide range of hotels, and an impressive dining scene, Virginia appeals to travellers seeking both authenticity and convenience. This guide draws from official sources to create a full picture of what to see, where to stay, how to get here, and where to eat once you arrive.

Northern Virginia and the Capital’s Doorstep

Northern Virginia is a seamless blend of history and modern living. At Arlington National Cemetery, visitors can walk tree-lined avenues, explore memorials, and use the ANC Explorer app to locate gravesites and points of interest. The cemetery offers both tram tours and self-guided options, making it accessible for different styles of travel.
Just a short ride away, the Mount Vernon Trail offers 18 miles of paved pathway along the Potomac River, connecting George Washington’s Mount Vernon Estate with Theodore Roosevelt Island. Cyclists and walkers enjoy the views of the Washington skyline while passing through parks and historic sites. The region’s proximity to Washington D.C. means travellers can combine Virginia’s attractions with the capital’s museums and monuments in a single trip.

Coastal Virginia: Beaches and Boardwalks

Virginia Beach remains one of the state’s most popular destinations. Its three-mile Boardwalk is perfect for walking, cycling, or simply taking in the ocean views. Along the route are parks, a surf and rescue museum, and the iconic King Neptune statue. Nearby, First Landing State Park combines sandy beaches with cypress swamps and maritime forest trails. The park also offers cabins and campgrounds, giving travellers the option of a coastal getaway close to the city.
In Norfolk, visitors can explore a revitalised waterfront, museums, and dining spots that highlight the city’s maritime history. The coastal region is also the gateway to Virginia’s Oyster Trail, connecting seafood lovers with farms, tasting rooms, and restaurants across the Chesapeake Bay.

The Historic Triangle: Williamsburg, Jamestown, Yorktown

Virginia’s Historic Triangle is a living history experience. Colonial Williamsburg immerses visitors in 18th-century life, with costumed interpreters, restored buildings, and working trades. Jamestown Settlement tells the story of America’s first permanent English colony through exhibits, reconstructed ships, and interactive demonstrations. Yorktown Battlefield offers insight into the Revolutionary War’s final victory, with walking trails and a museum.
The region is not just about history. Busch Gardens Williamsburg, located nearby, provides roller coasters, seasonal festivals, and family-friendly entertainment. Travellers can easily spend several days here, alternating between historic tours and theme-park thrills.

Blue Ridge and Shenandoah Valley

In western Virginia, the Blue Ridge Mountains and Shenandoah Valley deliver some of the state’s most dramatic scenery. Skyline Drive runs 105 miles through Shenandoah National Park, offering more than 70 overlooks. Depending on the season, travellers can expect wildflowers, autumn leaves, or snow-dusted peaks. The park’s hiking trails range from easy strolls to challenging climbs, and many connect directly from scenic pull-offs.
Luray Caverns, just outside the park, is open daily and features cathedral-sized underground chambers filled with stalactites and stalagmites. The nearby Blue Ridge Parkway continues south into North Carolina, with more overlooks, trails, and visitor centres. At Natural Bridge State Park, a towering limestone arch frames a short but scenic trail through the surrounding forest.

Theme Parks and Family Fun

Virginia’s two major theme parks offer very different atmospheres but the same commitment to entertainment. Busch Gardens Williamsburg blends European-themed villages with high-adrenaline rides and seasonal events such as Bier Fest and Howl-O-Scream. Kings Dominion, near Richmond, is home to record-breaking roller coasters and the Soak City waterpark. Both parks maintain updated event calendars, maps, and ticketing information to help visitors plan their days.

Arriving by Air

Virginia is easy to reach from across the United States and abroad. Washington Dulles International Airport (IAD) is the state’s largest international gateway, served by major domestic carriers and global airlines including British Airways, Emirates, Lufthansa, Qatar Airways, and Virgin Atlantic. A direct Metro Silver Line connection links the airport to Northern Virginia and Washington D.C.
Richmond International Airport (RIC) serves the state capital and central Virginia, while Norfolk International Airport (ORF) connects travellers to the coastal region. Roanoke–Blacksburg Regional Airport (ROA) is the main air hub for the Blue Ridge, and Charlottesville–Albemarle Airport (CHO) links directly to hubs like Atlanta, Charlotte, Chicago, and New York. Smaller regional airports, including Newport News/Williamsburg and Shenandoah Valley, offer additional connections.

Travelling by Train

Amtrak’s Northeast Regional service extends into Virginia, stopping at cities including Alexandria, Richmond, Williamsburg, Charlottesville, and Roanoke. This makes it possible to travel car-free between historic sites, wine country, and major cities. Virginia Railway Express (VRE) offers weekday commuter trains from Fredericksburg and Manassas into Washington D.C., and the Metro system connects Northern Virginia to the capital’s attractions.

Road and Ferry Connections

Virginia’s interstate highways link it easily to surrounding states. I-95 runs north–south through the state, while I-64 crosses from the mountains to the coast. The Jamestown–Scotland Ferry offers a free 24-hour service across the James River, connecting Williamsburg to Surry County. This scenic crossing adds a unique element to a road trip itinerary.

Where to Stay

Virginia’s accommodation options range from luxury resorts to campgrounds. The Jefferson Hotel in Richmond offers grand historic charm, while the Williamsburg Inn delivers luxury in the heart of Colonial Williamsburg. The Omni Homestead Resort in Hot Springs combines historic architecture with golf, spa treatments, and natural hot springs. On the coast, The Historic Cavalier Hotel & Beach Club in Virginia Beach offers restored 1920s glamour and direct beach access.
In the Blue Ridge, Hotel Roanoke blends Tudor revival style with modern amenities, and Keswick Hall near Charlottesville provides a luxurious base for exploring wine country. For something smaller and artistic, the Quirk Hotel in Richmond combines boutique style with a rooftop bar and walkable location. State parks like First Landing and Shenandoah offer cabins and campsites for a closer connection to nature.

Dining and Culinary Experiences

Virginia’s food scene reflects its geography, from coastal seafood to mountain farm-to-table. The Virginia Oyster Trail highlights the state’s role as the Oyster Capital of the East Coast, with stops along the Chesapeake Bay for tastings and tours. Wine lovers can choose from more than 300 wineries, organised into trails such as the Monticello Wine Trail near Charlottesville and Loudoun County’s wine country in the north.
Cities like Richmond, Norfolk, Alexandria, and Charlottesville have thriving dining scenes, with local tourism boards curating guides to top restaurants, brunch spots, and neighbourhood favourites. In Virginia Beach, waterfront dining options line the Boardwalk, offering fresh seafood with ocean views.

Planning a Route

Travellers flying into IAD can take the Silver Line Metro into Northern Virginia or Washington D.C., or rent a car for trips to Shenandoah or Richmond. Those arriving at RIC can explore the state capital before heading east to Williamsburg or west to the Blue Ridge. Amtrak’s routes make it easy to connect Richmond to Williamsburg, Norfolk, and Roanoke without a car. A classic Virginia road trip might combine the Historic Triangle, the Jamestown–Scotland Ferry, and the coastal cities of Norfolk and Virginia Beach.

Seasonal Highlights

Virginia offers year-round attractions, but seasons bring their own appeal. Spring means blooming gardens in Richmond and historic estates. Summer is ideal for the beach and festivals. Autumn draws visitors to the Blue Ridge for fall foliage, while winter offers cosy retreats in mountain resorts. Seasonal events, from oyster festivals to holiday lights, add extra reasons to visit at different times of the year.

Why Virginia Works for All Traveller Types

Virginia’s variety means it works for different interests. History enthusiasts can spend days exploring battlefields, estates, and living-history museums. Outdoor lovers have access to national parks, hiking trails, and scenic byways. Families can combine educational stops with amusement park fun. Wine and food travellers can build itineraries around vineyards, breweries, and farm-to-table restaurants.
The state’s transport network ensures easy access, and its range of accommodations fits every budget and style. This versatility, combined with its natural beauty and cultural richness, explains why Virginia continues to grow as a tourism destination.
Virginia in 2025 stands as one of the most complete travel experiences in the United States. Its tourism infrastructure is strong, its attractions are varied, and its appeal is timeless. Whether arriving by plane, train, or car, travellers find a state that welcomes them with both history and modern comfort. From the steps of Mount Vernon to the peaks of the Blue Ridge, and from the oyster beds of the Chesapeake to the shops of Old Town Alexandria, Virginia offers a journey that is as rewarding as it is memorable.

Economic Benefits Reach Every Corner

Tourism’s $35.1 billion in spending has a ripple effect across the Commonwealth. It supports small businesses, creates jobs, and funds public services through tax revenue. The savings for households — nearly $1,000 a year — are a tangible reminder of tourism’s economic power. As more visitors choose Virginia, local economies from coastal towns to mountain communities benefit. This widespread impact underscores why investment in tourism marketing, infrastructure, and experiences remains vital for sustained growth.

A Competitive Tourism Landscape

Virginia’s success comes amid a competitive US tourism landscape. States are competing for longer stays and higher-spending visitors. Virginia’s blend of history, culture, and natural beauty, combined with modern tourism strategies, gives it a competitive edge. By maintaining strong visitor growth and boosting per-visit spending, the Commonwealth can secure its place among the top US destinations for both domestic and international travel.

Looking Ahead: Sustaining the Momentum

With overnight visitation at record highs and spending growth continuing, the challenge for Virginia will be sustaining this trajectory. Industry leaders point to infrastructure investment, expanded marketing, and diversified experiences as key drivers for future success. Prince William County’s upcoming plans for agritourism and maritime development show how local areas are aligning with state goals. By continuing to adapt to traveller trends and focusing on quality experiences, Virginia is well-placed to break more records in the coming years.

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Tags: Virginia attractions, Virginia dining, Virginia hotels, Virginia tourism 2025, Virginia travel guide

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