CHARLESTON, W.Va. — As West Virginia communities increasingly invest in tourism and outdoor recreation, industry leaders say many destinations are missing opportunities to capture visitor spending when businesses close during weekends, particularly on Sundays.
Tourism professionals across the state say travelers are more likely to spend money in communities where shops, restaurants, and attractions remain open throughout the weekend and maintain consistent, predictable hours.
The issue has become increasingly important as more towns seek to build sustainable local economies around tourism.
Tourism is changing business hours
In many of West Virginia’s growing tourism destinations, businesses are finding success by adjusting their schedules to match visitor patterns rather than traditional work weeks.
Lisa Strader, executive director of the Southern West Virginia Convention and Visitors Bureau, said communities in which businesses remain open to tourists on Sundays are often building stronger tourism economies.
“People who aren’t staying through the weekend but are returning home on Sunday often like to pick up breakfast or the odd souvenir or get in a last activity before they leave,” Strader said.
“Tourists will often linger and think, ‘What can we take home with us?’ It’s a loss when businesses can’t remain open on Sundays or don’t at least stay open Sunday morning before they head home.”
Jordan Nuzum of the West Virginia Hospitality and Travel Association said many businesses are adapting as tourism becomes a larger part of local economies.
“As communities continue transitioning into year-round tourism destinations, many businesses are reevaluating their operating hours to better meet visitor demand,” Nuzum said.
“We are seeing many businesses adapt in creative ways. Some restaurants and attractions are staying open on Sundays and choosing to close on Monday or Tuesday instead, while others are coordinating with neighboring businesses to ensure there are still dining and attraction options available throughout the week.”
The trend is particularly evident in some of the state’s established tourism communities.
Brian Sarfino, marketing director for the Tucker County Convention and Visitors Bureau, said businesses in communities such as Davis and Thomas have learned to align their schedules with visitor traffic.
“Here in Tucker County, in tourist towns like Davis and Thomas, businesses are staying open through the weekend and are taking off Tuesdays and Wednesdays.”
Capturing more visitor spending
Research supports the idea that destinations benefit when businesses remain open during peak visitor periods.
A report by the World Tourism Organization identifies shopping as a major driver of tourism spending, noting that travelers frequently spend money on weekends and holidays while away from home.
Likewise, a 2020 peer-reviewed study in the journal Sustainability found that retail availability is essential for capturing tourist spending and boosting local economic activity. The study suggests that destinations lose tourism-related retail sales opportunities when stores are closed during periods of high visitor demand.
For communities investing in tourism infrastructure and marketing, the challenge is not only to attract visitors but also to ensure that businesses are open when those visitors are ready to spend.
Consistency and collaboration matter
Tourism officials say operating hours alone do not determine success. Consistency and coordination among businesses are equally important.
Sarfino said reliability is especially important for visitors who may have limited time in a destination and rely on published schedules.
“It’s one of the most vital parts of any business, but it’s especially important when it comes to tourism,” he emphasized.
Strader agreed, citing studies showing that more than 75 percent of tourists will not return to a restaurant if it is closed when they expected it to be open.
“They won’t come back,” she said. “They’ll go to the second place if the destination is closed when they expected it to be open, and they won’t come back again.”
As tourism continues to grow across West Virginia, industry leaders say communities that align business hours with visitor expectations may be better positioned to capture tourism spending and encourage repeat visitation.