Tourism is a top industry in the local area, bringing in millions of dollars annually.
According to a recently released report from the Virginia Tourism Corporation (VTC), tourism in Virginia generated a record high of $35.1 billion in visitor spending in 2024, a 5.4% increase from the $33.3 billion generated in 2023. Overnight visitation increased by more than 1 million people to 44.7 million visitors in 2024, up from 43.6 million 2023, setting a new record. Travelers spent $96 million per day and directly drove $2.5 billion in state and local tax revenue, an increase of more than $100 million from 2023. According to VTC, every household in Virginia saves $990 annually on state and local taxes due to the revenue generated by visitors.
Tourism also supports a large number of jobs in the state. More than 229,000 jobs were supported by the tourism industry in 2024, an increase of nearly 5,000 jobs from 2023. The workforce is also growing and direct travel employment is back to 95% of its pre-pandemic levels.
The data released from VTC comes from Tourism Economics and is based on domestic visitor spending from per-person trips. Visitors include those who stayed overnight or traveled more than 50 miles to their destination.
“We are incredibly proud to see the continued momentum of Virginia’s tourism industry propelling us to new heights,” VTC President and CEO Rita McClenny said. “Through strategic marketing and close collaboration with statewide partners, VTC is driving new demand and encouraging longer stays across Virginia. From coast to cliff, our diverse destinations continue to captivate. As we look ahead to milestone moments such as the VA250 commemoration, Virginia is poised to play a leading role in how visitors engage with history, culture, and adventure.”
In Madison County, visitor spending reached $25 million, a 9.3% increase over 2023. There were 243 tourism-supported jobs in the county and local tourism-related tax revenue was $1.2 million. Lodging, including short-term rentals, accounted for $8.4 million in spending.
“We are overjoyed for our tourism-related businesses and proud of the momentum they are building,” Madison County Economic Development and Tourism Director Tracey Gardner said. “We look forward to continuing success and outstanding customer service for our visitors to Madison County. We hope [they] come here to revere our history, and to ride, hike, taste, shop and stay in Madison. Tourism is a huge economic driver for Madison and we intend on perpetuating that growth. Whether visitors are coming to hike Old Rag, fish, listen to music at a brewery or a winery, or simply to just get away, we know they will make magical memories in Madison.”
Orange County also benefitted from tourism. Visitor spending in the county reached $57.7 million, a 6% increase over 2023. Approximately $13.8 million was from lodging. There were 520 tourism-supported jobs and $2.5 million in local tax revenue.
“Orange County’s tourism success is rooted in the stories we preserve and the experiences we share,” Orange County Director of Economic Development and Tourism Julie Perry said. “As we prepare to commemorate America’s 250th anniversary, our historic sites and cultural landmarks are drawing increased attention from visitors eager to connect with the past in meaningful ways. At the same time, our vibrant wineries, scenic landscapes, and locally owned businesses offer modern-day appeal that complement our heritage. Tourism here isn’t just economic—it’s a celebration of legacy and lifestyle, and we’re proud to see that reflected in growing visitor engagement.”
