Tourism generated $33.3 billion in visitor spending in Virginia, marking a nearly 10% increase over 2022.
Grayson County, VA — Visitor spending for Grayson County reached $21.9 million in direct and indirect visitor spending, a 11% percent change over 2022. Tourism-supported jobs in Grayson County totaled 116 while local tourism-related taxes were $0.6 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.
“Tourism is gaining momentum in Grayson County, especially in the years since the pandemic,” said Tracy Cornett, Tourism Economic Development Director. “We are seeing new tourism-related small businesses as well as expansion of existing ones. Locals have long known that Grayson County has some of the most beautiful vistas in the world; we are newly being discovered.”
Grayson County is home to Virginia’s two highest peaks, Mt. Rogers and Whitetop, and one of the world’s oldest rivers, the New. Hiking and biking trails like the Grayson Gravel Traverse abound as well as hunting, fishing, kayaking, and wildlife viewing opportunities. Grayson County also boasts the New River Calculator which will calculate float trips from one boat landing to another, factoring in the water flow rates – the only calculator like it on the east coast. It is also home to many traditional music festivals featuring some of the best old-time and bluegrass musicians in the world.
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.
“Grayson County’s total visitor spending has not only increased in 2023,” said Tracy Cornett, “but since 2019 has increased by almost 41%, some of the highest gains in the state and second in the Blue Ridge Highlands region.”
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.
