CHARLESTON, W.Va. — West Virginia’s 2026 Vacation Guide has won a national tourism marketing award as distribution of the printed publication has climbed past 350,000 copies, the West Virginia Department of Tourism said.
The guide received a 2026 U.S. Travel ESTO Award for Excellence in Print Marketing, department spokesperson Lindsey Funk announced Wednesday.
The award recognizes print materials produced by state tourism offices, including visitor guides, brochures, maps and specialty publications. U.S. Travel says it evaluates entries for visual design, audience positioning, distribution strategy, and demonstrated return on investment.
The West Virginia guide competed against two other state finalists in the category—the 2025 Tennessee Vacation Guide and the Route 66 Passport, U.S. Travel said.
The award was presented Tuesday during the U.S. Travel Association’s annual ESTO conference in Philadelphia. The conference, which runs Aug. 23-26, brings together destination-marketing professionals from state, local and regional tourism organizations.
Vacation guide distribution tops 350,000
More than 350,000 copies of the West Virginia guide have been distributed since its launch earlier this year, Funk said. Copies have gone to travelers in all 50 states as well as multiple countries.
The latest figure represents another substantial increase in distribution since early summer.
State tourism officials announced in June that more than 200,000 copies had been distributed since the guide’s February launch. At the time, requests for the 2026 edition were running 92 percent ahead of requests for the 2025 Vacation Guide, while digital downloads were 144 percent higher than the previous year, according to the department.
That means another 150,000 copies have been distributed since the state reported crossing the 200,000-copy threshold in June.
Interest in the guide was apparent before its general release. Tourism Secretary Chelsea Ruby said during its January unveiling that the state had received more than 85,000 preorders. Ruby said the figure represented an increase of about 450 percent over the previous year’s preorder total.
The continuing distribution gives the award additional context because U.S. Travel specifically considers distribution strategy and demonstrated results when judging entries in its Excellence in Print Marketing category.
A printed guide designed for trip planning
The 2026 Vacation Guide is more than a conventional directory of destinations and attractions, Funk says.
The publication uses a mixture of paper types and includes textile elements, illustrations and designated spaces where travelers can record trip ideas and packing lists.
Its editorial content explores travel throughout West Virginia’s four seasons, with features involving Appalachian cuisine, local lore, state history, waterfalls and mountain music, according to the department.
The guide was produced in partnership with People Inc., a national publisher whose portfolio includes People, Better Homes & Gardens, Southern Living and Travel + Leisure magazines.
The continued emphasis on a physical publication comes as the tourism department also distributes a digital version of the guide. Its earlier figures indicate demand has increased in both formats, with the department reporting in June that digital downloads were running 144 percent above the 2025 level.
U.S. Travel requires competitors in the print category to submit both a high-resolution digital version and five physical copies for judging. The organization says the category is intended to recognize printed travel materials that combine storytelling and design with an effective strategy for reaching travelers.
The ESTO Awards are open to eligible state and territory tourism offices as well as local and regional destination-marketing organizations. U.S. Travel maintains separate state and destination award programs.
Funk says free copies of the 2026 West Virginia Vacation Guide remain available by request, and travelers can also access the publication digitally.