FAYETTEVILLE, W.Va. — After nearly six years as America’s newest national park, the New River Gorge National Park and Preserve is entering a new phase of tourism promotion as the designation passes to Chiricahua National Park in Arizona.
President Donald Trump signed legislation Tuesday establishing Chiricahua as the nation’s 64th national park, ending a distinction the New River Gorge had held since December 2020. Tourism leaders in southern West Virginia say they anticipated the change and are increasingly promoting the region’s accessibility, recreational opportunities, and gateway communities.
Becky Sullivan, executive director of the New River Gorge Convention and Visitors Bureau, said the organization began moving away from the “newest national park” message well before the Arizona designation became official.
“We were told almost a year ago that a new one was coming, so we already slowed down on calling New River Gorge the ‘newest national park in America,'” Sullivan said. “We are still using the tag that we are the 63rd National Park.”
The New River Gorge retains its designation as America’s 63rd national park, and Chiricahua’s addition brings the national total to 64, a relatively small group within the national park system.
Lisa Strader, executive director of the Southern West Virginia Convention and Visitors Bureau, said southern West Virginia has benefited from holding the newest designation for more than five years, but its tourism appeal never depended on that distinction.
“It has truly been a game changer for visitation,” Strader said of the park designation.
How national park status changed tourism
Before Congress redesignated the New River Gorge in 2020, southern West Virginia was already an established destination for whitewater rafting, rock climbing, and other outdoor recreation. Sullivan said national park status introduced the region to travelers who organize vacations around visiting the country’s national parks.
“The national park designation really helped to put West Virginia on the map and front and center in a lot of people’s minds when planning vacations,” Sullivan said. “Many people are checking national parks off their ‘bucket list,’ and we are one of those stops.”
Tabitha Stover, executive director of the Fayetteville Convention and Visitors Bureau, said park designation also brought visitors who might never have considered vacationing in southern West Virginia.
Many arrive to see the New River Gorge Bridge or visit the national park, then discover Fayetteville‘s restaurants, locally owned shops, historic downtown and cultural attractions.
“That’s where we have an opportunity to turn a stop at the national park into an overnight stay, a longer visit, or even a return trip,” Stover said.
The additional attention has brought challenges, including demands on local infrastructure and community capacity to accommodate visitors, she said.
Her organization has responded by encouraging travelers to explore less crowded locations and visit outside peak tourism periods, aiming to spread visitor spending among more businesses and throughout the year.
What southern West Virginia is promoting now
The region’s tourism bureaus are also emphasizing experiences that appeal to travelers who may not be interested in strenuous outdoor recreation.
Sullivan said her organization has expanded its promotion of scenic attractions and family activities for visitors who prefer sightseeing to rafting, climbing, or challenging hikes.
“We also recognize that not all national park travelers seek high adventure, so we highlighted options for families and those looking only for scenic views,” she said.
Strader said her bureau continues to emphasize the park’s waterfalls, wildlife, birdwatching, and historic coal and railroad sites, along with the region’s affordability.
Its location is another selling point. Tourism officials estimate that more than half the U.S. population lives within a day’s drive of the New River Gorge, giving it access to a large potential visitor market.
Chiricahua National Park, in southeastern Arizona, protects a landscape of volcanic rock spires and balanced rocks, offering a substantially different experience from the forested Appalachian gorge.
Stover said she does not view the new designation as creating significant competition between the parks.
“I think there is room to cheer one another on, share what we’ve learned and support other gateway communities as they navigate both the opportunities and challenges that can come with increased visitation,” she said.
For Fayetteville, Stover said, the emphasis now extends to helping visitors discover the communities surrounding the park. Stover said the organization is promoting local events, Appalachian culture, historic sites and businesses as reasons to spend additional time in the region.
Strader said the gorge’s combination of outdoor recreation, natural attractions, and gateway towns remains central to the region’s marketing, regardless of which national park holds the newest designation.