CHARLESTON, W.Va. — More than 200,000 copies of the 2026 West Virginia Vacation Guide have been distributed by the W.Va. Department of Tourism since its launch in February, reflecting growing interest in the Mountain State as a top travel destination, according to state officials.
Demand for the 2026 guide is shattering previous records, with requests pacing 92% ahead of those for the 2025 guide, according to Chelsea Ruby, the state secretary of tourism.
“This continued interest is an encouraging sign that travelers are actively planning trips and prioritizing West Virginia as a must-visit destination,” Ruby said.
“Each year, we aim to inspire more travelers to experience the beauty of Almost Heaven firsthand, and the global response to this year’s guide has been absolutely incredible.”
2026 W.Va. Vacation Guide demand reaches record levels
Copies of the new guide have been sent to travelers in all 50 states and multiple countries around the world, and digital downloads are also skyrocketing at 144% above last year, she said
Designed with a blend of paper types, the guide features textile elements, charming illustrations, and designated note sections ideal for jotting down personalized trip ideas and packing lists.
The new guide features beloved traditions and off-the-beaten-path secrets, helping visitors discover the best ways to experience the state’s four seasons. Readers can explore stories that celebrate Appalachian cuisine, local lore, deep-rooted history, waterfalls, and mountain music.
Growth of West Virginia tourism since the COVID-19 pandemic
West Virginia has experienced significant growth in tourism, notably since the COVID pandemic, emerging as one of the nation’s strongest-performing outdoor recreation and travel destinations.
Growth has been driven in large part by the efforts of the West Virginia Department of Tourism, which expanded marketing campaigns, promoted outdoor recreation opportunities, and invested in destination development.
As travelers increasingly sought less crowded destinations and nature-based experiences during and after the pandemic, its mountains, rivers, parks, and small towns attracted growing numbers of visitors.
Under Ruby’s leadership, the state has launched extensive marketing efforts centered on its long-running “Almost Heaven” brand, increasing national advertising and promoting the state as a destination for outdoor adventure, remote work, road trips, and family travel.
These campaigns targeted travelers from major population centers within driving distance of West Virginia, including Washington, D.C., Pittsburgh, Columbus, Charlotte, and Richmond. The state’s natural landscapes and outdoor recreation opportunities aligned closely with travel trends that emerged during the pandemic.
West Virginia tourism statistics show record visitor spending
Tourism spending in West Virginia surpassed pre-pandemic levels by a substantial margin. According to a report by Oxford Tourism Economics, visitors spent $5.3 billion in the state during 2022, representing a 17 percent increase over 2019 levels and contributing more than $7 billion in total economic impact.
By 2023, visitor spending reached a record $6.3 billion, while total tourism-related economic impact approached $9 billion. The state welcomed approximately 75 million visitors that year, the highest visitation level ever recorded in West Virginia.
New River Gorge national park and outdoor recreation drive growth
Several factors contributed to this growth. Outdoor destinations such as the New River Gorge National Park and Preserve benefited from increased national attention after its redesignation as a national park in 2020. The state also promoted scenic drives, state parks, hiking trails, rail excursions, and rural communities.
Programs such as the placement of “Almost Heaven” swings at scenic overlooks and efforts to encourage tourism development in smaller communities helped expand visitation beyond traditional destinations. State officials have credited sustained marketing investments and destination development initiatives with helping tourism grow every year since the pandemic.
Tourism has become a major economic driver in West Virginia
By the mid-2020s, tourism had become one of West Virginia’s largest economic sectors. In 2024, tourism generated more than $9.1 billion in annual economic impact, supported nearly 61,000 jobs, and continued to outperform national post-pandemic recovery rates.
Visitor spending was more than 28 percent higher than in 2019, demonstrating that the state’s tourism industry had not only recovered from the effects of COVID-19 but had entered a period of sustained growth.
The West Virginia Department of Tourism’s marketing and development strategies are widely credited with being major factors in this transformation, helping to position tourism as a key component of the state’s economy.
About the W.Va. Department of Tourism
The West Virginia Department of Tourism is the state agency responsible for promoting travel, recreation, and tourism-related economic development throughout the Mountain State.
Established as a cabinet-level department in 2021, the agency oversees the state’s “Almost Heaven” marketing campaign, promotes destinations ranging from state parks and historic towns to outdoor recreation areas, and works with local communities to develop tourism infrastructure and visitor experiences.
Through national advertising, travel publications, digital marketing, and destination development initiatives, the department has played a central role in increasing visitation and visitor spending in West Virginia, helping to make tourism one of the state’s largest economic sectors.
Request a copy of the 2026 West Virginia Vacation Guide
To request your free copy of the 2026 West Virginia Vacation Guide, click vacation guide here. To access a digital version of the guide, click digital vacation guide here.