Tourism generated $36.2 billion in visitor spending across Virginia, marking a $1.1 billion increase over 2024
Visitor spending in the City of Lynchburg reached $272.4 million in 2025, a 4.2% increase over 2024. Tourism supported 3,074 jobs in Lynchburg and generated $16.9 million in local tax revenue.
“Tourism remains a vital economic engine for the City of Lynchburg, directly supporting our local workforce, small businesses, and community infrastructure,” said Marjette Upshur, director of the Office of Economic Development & Tourism. “Reaching $272.4 million in direct visitor spending reflects the resilience of our local hospitality industry and Lynchburg’s continued appeal as a premier destination for sports, conferences, history, and leisure travel.”
Lynchburg’s growth was anchored by a robust calendar of events, headlined by the Disc Golf Pro Tour Championship, which brought the world’s top professional disc golfers to the region along with major collegiate athletic championships and youth sports tournaments. These premier events drew thousands of athletes, families, and spectators, driving sustained demand and gains in both hotel occupancy and Average Daily Rate (ADR) throughout peak weekends and seasonal travel periods. Beyond athletics, visitor spending showed steady growth across dining, retail, recreation, and other travel-related sectors. The resulting visitor activity supported local hospitality businesses while generating essential tax revenue throughout all 50 square miles of Lynchburg.
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%, 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 in 2025. Including tourism’s full ripple effect across Virginia’s economy, visitor activity 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.
“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.”
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.