Visitor Spending Reached $44.5 Million in the Alleghany Highlands in 2025   Alleghany Highlands, VA (Sept. 17 , 2026) - Visitor spending for the Alleghany Highlands reached $44.5 million in 2025, increasing spending by a nearly a million dollars compared to 2024. Tourism supported 430 jobs in the Alleghany Highlands and generated $2 million in local tax revenue. According to the Virginia Tourism Corporation (VTC), tourism in Virginia generated a record-high $36.2 billion in visitor spending in 2025. Visitor spending increased 3.1 percent, or $1.1 billion, over the previous year, marking the fourth consecutive year of growth in visitor spending.

Virginia welcomed a record 46.6 million domestic and international overnight visitors, marking an increase of nearly one million visitors and the second consecutive year of record visitation. Visitors spent $99 million per day in Virginia, up from $96 million the previous year, with dining, recreation, and other experience-based spending fueling much of that growth as travelers continued to prioritize meaningful travel experiences.

Tourism directly generated more than $2.6 billion in state and local tax revenue over the previous year. Including tourism’s full ripple effect across Virginia’s economy, visitors saved the average Virginia household $1,020 in state and local taxes while helping fund schools, public safety, transportation, and other essential local services. Virginia’s tourism industry directly supported nearly 232,000 jobs, an increase of more than 2,700 jobs over the previous year and generated $10.6 billion in wages and salaries for Virginians.

Leisure travel remained the primary driver of Virginia’s tourism growth, accounting for 90 percent of overnight visitation as travelers increasingly sought high-value destinations closer to home. That trend helped fuel strong performance in Virginia’s leisure-focused regional destinations.

“These numbers demonstrate that tourism is continuing to make a meaningful contribution to the Alleghany Highlands economy,” said Josh Taylor, Executive Director of the Alleghany Highlands Chamber of Commerce & Tourism. “Every visitor who stays overnight, eats in one of our restaurants, shops in our downtowns, attends an event or explores one of our outdoor attractions, contributes to businesses and jobs here at home. We are especially encouraged that visitor spending grew in 2025, and our focus now is on building upon that momentum by giving visitors even more reasons to stay longer, experience more of the region and return again.” The increase in visitor spending comes alongside continued growth in the Alleghany Highlands' tourism reach and visitor engagement. In 2025, the region's tourism website generated more than 175,000 page views, while active users increased 23 percent and website sessions increased 26 percent. The destination's social media audience grew by more than 7,000 followers during the year, with tourism content reaching more than 5 million people. The Alleghany Highlands also continued to expand its ability to attract visitors through outdoor recreation, events, destination marketing, media and influencer partnerships, and an increased emphasis on connecting travelers with locally owned lodging, restaurants, attractions and experiences throughout the region. “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,” said President and CEO of Virginia Tourism Corporation Rita McClenny. “From coast to cliff, visitors are discovering everything Virginia has to offer, and our tourism partners are delivering the experiences that keep them coming back. Around the clock and across the Commonwealth, our visitor economy never stops. With our hotel performance already outpacing the nation in 2026, we’re building on this momentum and looking forward to another strong year for Virginia tourism.” Looking ahead, the Alleghany Highlands Chamber of Commerce & Tourism is continuing to focus on increasing overnight visitation and length of stay while expanding the region's visibility as a drive-market destination. Those efforts include promoting the region's growing collection of unique lodging properties, strengthening connections between lodging and visitor experiences, attracting conferences and group travel, growing outdoor recreation events, expanding partnerships with tourism stakeholders and using visitor research to better understand travel patterns and opportunities. The region is also implementing its new Tourism Action Plan, developed with input from local stakeholders & community residents. The plan identifies priorities including lodging development, outdoor recreation, arts and culture, downtown revitalization, destination marketing and research, visitor experience and stronger regional collaboration. Recent visitor trends provide additional encouragement for that strategy, with the Alleghany Highlands' average visitor length of stay increasing to approximately 1.8 nights, which is above the state average of 1.6 nights. The goal is to continue converting day trips into overnight stays and overnight visits into longer trips, allowing more visitor spending to remain within businesses throughout the Alleghany Highlands. VTC receives its annual economic impact data from Tourism Economics. The information is based on domestic and international visitor spending 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 the Alleghany Highlands Region: 
 Nestled in the mountains of western Virginia, the Alleghany Highlands offers an authentic mountain getaway filled with outdoor adventure, scenic beauty, rich history, arts and culture, unique lodging, locally owned businesses and welcoming small towns. Encompassing Alleghany County, the City of Covington, the Town of Clifton Forge and the Town of Iron Gate, the region is home to signature attractions and experiences including the Jackson River Scenic Trail, Lake Moomaw, Douthat State Park, Falling Spring Falls, Humpback Bridge, the Jackson River, historic downtowns and a growing collection of arts, cultural and outdoor recreation experiences. The Alleghany Highlands Chamber of Commerce & Tourism serves as the region's destination marketing organization, promoting the area to visitors while working with tourism partners to strengthen the visitor economy and quality of life throughout the region. About Virginia Tourism Corporation (VTC) Virginia is for Lovers is one of the most iconic and recognizable travel brands in the world. Using that powerful brand equity, Virginia Tourism Corporation (VTC) is charged with promoting the Commonwealth as a premier travel destination by showcasing all there is to love in a Virginia vacation. The dollars spent by travelers fuel the economy, provide jobs for Virginians, and improve communities across the state. Simply put, tourism helps make Virginia a great place to live, work, and vacation. Learn more at virginia.org.

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