Visitor Spending Reached $69.2 Million in the Alleghany Highlands in 2023 Tourism generated $33.3 billion in visitor spending in Virginia, marking a nearly 10% increase over 2022   Covington, VA (Sept. 18, 2024) - Visitor spending for the Alleghany Highlands reached a total economic impact of $69.2 million, a 6.4 percent increase over 2022. Tourism-supported jobs in the Alleghany Highlands totaled 569 while local tourism-related taxes were $2.6 million. According to the Virginia Tourism Corporation (VTC), tourism in Virginia generated a record high $33.3 billion in visitor spending in 2023, an increase of nearly 10% from 2022, exceeding pre-pandemic levels by 14.7%. The tourism industry in Virginia directly supported over 224,000 jobs in 2023, an increase of over 13,000 jobs relative to 2022. Direct travel employment is now at 93% of pre-pandemic employment levels. Visitor-facing industries accounted for more than 5% of all jobs in Virginia last year. Travelers spent $91 million a day in Virginia in 2023, up from $83 million in 2022. Virginia 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. “We are thrilled to see another increase in total visitor spending, which reached $69.2 million in 2023. This growth reflects the tremendous appeal of the Alleghany Highlands as a destination for travelers seeking unique outdoor experiences, exciting arts & cultural heritage offerings, and small-town charm. Our local businesses and attractions continue to provide unforgettable experiences, and this economic impact is a testament to the dedication and hospitality of our community. We look forward to building on this momentum and further enhancing our region’s tourism offerings in the years to come.” said Chamber Executive Director Josh Taylor. All five categories of visitor spending in the Commonwealth have now fully recovered to pre-pandemic levels and beyond. Those categories include recreation, transportation, lodging, food & beverage, and retail. Recreation was the fastest growing category in 2023, up 12% over 2022 and 24% beyond pre-pandemic levels, more than any other category, as travelers continue to show a strong preference for experiences. Throughout 2023, Virginia’s visitor economy benefited from balanced hotel performance as business and group demand recovered strongly on weekdays against a backdrop of stable leisure demand during weekends. 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. Visitors included 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. About Alleghany Highlands Chamber of Commerce & Tourism The Alleghany Highlands Chamber of Commerce & Tourism is a destination marketing organization representing the Alleghany Highlands and a non-profit chamber of commerce that is a resource for local businesses in the community. The organization promotes the region through brochure placement, digital and print advertising, outdoor events, tourism video production and much more. Projects are funded by the Alleghany Foundation, Virginia Tourism Corporation and other grant opportunities available to non-profits.

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