CHARLESTON, W.Va. โ West Virginia is poised to outpace other U.S. states in lucrative heritage tourism, which is now the largest sector of the U.S. travel market, says David Sibray, historian and publisher of West Virginia Explorer.
Focused on travel to museums, historic sites, and local festivals, the heritage tourism industryโwhich he says is based on the desire for cultural authenticityโnow dominates the U.S. travel market, accounting for more than half of tourism revenue in 2023.
By both chance and design, West Virginia is uniquely suited to dominate in the heritage travel market, having been preserved by its mountainous terrain as well as the reverence of its residents for the past.
"While other states outside of Appalachia advanced and transformed, here in the mountains, things stayed pretty much the same, and now we're enjoying the benefits," he says.
Heritage tourism generated $125.3 billion in U.S. revenue in 2024, capturing more than 53% of the tourism market. Sibray projects that figure could climb to $196.4 billion by 2034, making it one of the fastest-growing and most sustainable sectors of the economy.
Importantly, heritage tourism appeals to a wide range of travelers, especially Millennials and Baby Boomers, who are driving the trend with longer trips and higher spending.
"These tourists spend an average of $994 per trip, more than double the $457 spent by conventional leisure travelers," Sibray says.
West Virginiaโs share in the "authenticity boom"
West Virginia is becoming an increasingly popular destination for visitors seeking authenticity and history, which has been weakened in more hurried economies outside the Mountain State.
โHeritage tourism isnโt just part of our economyโitโs central to it, and itโs growing fast,โ Sibray says, citing continuous growth at West Virginia Explorer, a digital guide to the stateโs culture and outdoor recreation for more than a quarter century.
โWhen people come to our historic towns, theyโre not just taking photosโtheyโre investing in small businesses, sleeping in local inns, and discovering the stories that built this region,โ he said.
The most recent official data, covering 2023, shows that tourism had a total economic impact of $8.7 billion in West Virginia, according to the West Virginia Department of Tourism. That figure encompasses direct, indirect, and induced spending effects, supporting approximately 60,000 jobs statewide.
National research supports West Virginiaโs outlook. In 2023, 56% of heritage tourism revenue in the U.S. came from cultural heritage, such as festivals, historic architecture, and indigenous storytelling. These travelers typically stay longer and spend more, often planning their vacations around unique, meaningful experiences tied to place and identity.
More than 78% of U.S. leisure travelers now report participating in some form of heritage or cultural activity while traveling. Analysts at Grand View Research report that the sector is growing at a compound annual rate of 3.8% to 4.3%, with an expected peak in the early 2030s.
The North American heritage tourism market is projected to reach $197 billion by 2030, with the U.S. accounting for the majority of that growth.
Why arts and heritage tourism are winning
Industry experts point to several reasons behind the sectorโs success. Some appear to derive from disillusionment with modern life, while others stem from an appreciation for rural experiences sparked by the COVID-19 pandemic of 2020.
Desire for authenticity: Travelers are increasingly seeking more profound, story-rich experiences.
Economic value: Local communities benefit directly from heritage tourism through job creation and funding for preservation.
Digital tools: Augmented reality (AR), storytelling apps, and online archives are making history more engaging.
Generational trends: Younger travelers want trips with cultural and historical significance.
โThis isn't a fadโitโs a return to meaningful travel,โ Sibray said. โVisitors want more than entertainment. They want to connect to the past in a real way. Heritage travel gives them that.โ
Technology meets tradition in West Virginia
In West Virginia, that connection is being enhanced through digital innovation. West Virginia Explorer is now experimenting with augmented reality overlays to reconstruct ghost towns, Civil War battlegrounds, and coal-era communities.
โWeโre combining storytelling and technology to create immersive experiences that resonate with modern audiences,โ Sibray explained. โWhether itโs a battlefield in Romney or a coal camp in Fayette County, travelers can see and hear the past come alive.โ
Across the country, similar tech trends are expanding. At national landmarks like Mount Vernon and Ellis Island, tourists can utilize apps and VR headsets to explore restored environments and reenactments. These tools reduce foot traffic on fragile sites while keeping visitors engaged.
Tourism, arts, and heritage impact locally
In West Virginia, the local impact of heritage tourism is already tangible. Towns like Shepherdstown, Harpers Ferry, and Lewisburg have seen a rise in tourism dollars thanks to their preserved architecture, historic events, and walking tours.
Communities have increasingly embraced the restoration and adaptive reuse of historic structures. In towns like Thomas and Davis, former mining-era buildings now house artisan shops, cafรฉs, and galleries, drawing in visitors seeking character-rich settings.
โEach preserved landmark becomes a gateway to investmentโwhether itโs a B&B in a historic inn or a cafรฉ in a former train station,โ said Sibray, who also sits on the board of the Preservation Alliance of West Virginia. โWeโre seeing history anchor local economies.โ
Genealogy and Roots Travel Rising
Another growth sector is genealogy tourism, where travelers trace their family roots to specific towns or regions. With West Virginiaโs long history of settlement and immigration, it has become a magnet for those seeking ancestral connections.
โPeople from across the country are coming to research family tiesโvisiting cemeteries, old churches, and even distant cousins,โ said Sibray. โFor many, itโs deeply personal. Itโs not just about sightseeingโitโs about identity.โ
This type of tourism, sometimes referred to as โroots travel,โ is gaining popularity nationwide, driven in part by DNA testing services such as Ancestry.com and 23andMe.
Sustainability and preservation challenges
While the surge in heritage travel will bring economic benefits, it will also present challenges, particularly in communities that have never incorporated heritage tourism into their economic development plans.
Overcrowding, wear and tear on historic structures, and inconsistent visitor seasons can threaten the integrity of sites. West Virginia must begin adopting measures to mitigate these issues, including:
- Capacity limits at fragile sites
- Digital tours to reduce physical strain
- Off-season marketing to spread out demand
- Locally led storytelling to ensure cultural accuracy
โHeritage is not a renewable resource unless we manage it wisely,โ said Sibray. โOur goal should be long-term sustainability, not short-term gain.โ
With continued investment in preservation, interpretation, and technology, West Virginia's economy is poised to benefit.
โI believe our history is our greatest asset,โ Sibray said. โBy honoring it and sharing it, weโre building something thatโs not only profitable, but meaningful.โ
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