West Virginia tourism tops record $9 billion in annual economic impact

CHARLESTON, W.Va. – The W.Va. Department of Tourism today announced that the state has surpassed $9.1 billion in annual tourism economic impact for the first time, outperforming national growth rates.

Visitor volume to the state reached 77.2 million, with those visitors spending $6.6 billion, 4.1% more than the previous year and setting a new all-time high state record, according to Governor Patrick Morrisey.

The new visitation and spending levels are both above 2019 levels, demonstrating a full recovery from the pandemic and robust new growth. Visitor spending is up 28.2% over 2019, drastically outpacing the U.S.’s overall pandemic recovery rate of 12.4% and showing continued growth in demand.

“When it comes to tourism, West Virginia is not only winning the Backyard Brawl: we are dominating,” Morrisey said.

“We will continue to leverage these positive trends to bring more people into the state, build up our workforce, and attract even more visitors who will contribute to our local economies.”

West Virginia Tourism Secretary Chelsea Ruby thanked the governor and state legislature for their support of the industry.

“I’d like to thank Governor Morrisey and the West Virginia Legislature for their ongoing support of West Virginia’s tourism industry,” Ruby said.

“The continued investment fuels our growth and helps elevate our state as one of the top travel destinations in the country. I’m thrilled to see West Virginia reach this historic milestone, and I’m excited about our future.”

Economic Impact and Job Growth

West Virginia’s tourism industry also generated $1.1 billion in tax revenues, with $619 million directly benefiting our state and local governments.

Visitor spending in 2024 has reduced the tax burden on residents by nearly $859 per household. The growth was widespread, with each of the state’s nine travel regions showing growth and reaching a new record.

In 2024, tourism-supported jobs accounted for nearly 7% of all jobs in the state, generating a total of $2.2 billion in income. The tourism industry supports nearly 61,000 jobs in West Virginia, accounting for approximately one in every 15 jobs in the state.

“I also want to give special thanks to our local tourism businesses across the state who provide wonderful experiences and Appalachian hospitality that keep folks coming back year after year,” said Ruby.

Traveler spending in West Virginia contributes significantly to the state’s economy. Food and beverage accounted for $1.8 billion, with recreation and entertainment close behind at $1.6 billion. Retail, transportation, and lodging collectively surpassed $3 billion.

The record-breaking tourism numbers were presented at the annual Governor’s Conference on Tourism in Morgantown. In remarks at the conference, Ruby recognized the more than 400 industry officials on site and the important role they’ve played in growing the tourism economy.

West Virginia Tourism: Ideal for Growth

West Virginia has been deemed an ideal state for tourism growth largely due to its abundant natural beauty and outdoor recreational opportunities. The state is home to the Appalachian Mountains, extensive forests, rivers, and waterfalls, which make it a prime destination for hiking, rock climbing, whitewater rafting, skiing, and mountain biking.

National parks, such as New River Gorge National Park and Preserve, attract visitors seeking adventure tourism and nature-based experiences. With the growing interest in eco-tourism and outdoor adventure, West Virginia’s landscapes offer a unique and relatively untapped potential for attracting both domestic and international travelers.

In addition to its natural assets, West Virginia offers a rich cultural and historical landscape that appeals to a diverse range of tourists. The state has a strong heritage in coal mining, Appalachian music, and traditional crafts, which can be leveraged through museums, festivals, and cultural tours.

Small towns with historic architecture and unique local events provide authentic experiences that are increasingly sought after by travelers seeking destinations off the typical tourist path. Combining cultural heritage with natural beauty enables West Virginia to cater to a diverse range of tourism niches, from history enthusiasts to outdoor adventurers.

Ultimately, West Virginia’s affordable travel costs and proximity to major urban centers make it an appealing destination for tourists. The state is within a day’s drive of large metropolitan areas like Washington, Pittsburgh, and Charlotte, making it convenient for weekend getaways or short vacations.

Compared to more crowded and expensive destinations, West Virginia offers competitive pricing for lodging, dining, and recreational activities, which can encourage longer stays and repeat visits. With strategic marketing and investment in tourism infrastructure, the state has strong potential to expand its tourism industry and contribute significantly to economic growth.

Tourism Economics, an Oxford Economics company that measures tourism spending and economic impact for West Virginia. The official research provider of U.S. Travel, Tourism Economics, provides impact studies for more than 30 destinations.