Visitor spending generated $47.1 million in local tax revenue, saving the average Virginia’s Blue Ridge household $366 on their local tax bill.

ROANOKE, Va., Sept. 17, 2026 – In 2025, $972.5 million was directly spent by visitors in Virginia’s Blue Ridge, another record and a 5.3% increase over 2024. Direct visitor spending in Virginia’s Blue Ridge also supported a record 7,542 jobs in 2025.

Visitor spending provides local tax revenue that enhances residents' quality of life. Direct spending by visitors helps to reduce the annual local taxes paid by residents. In 2025, direct visitor spending generated $47.1 million in local tax revenue for the Cities of Roanoke and Salem and the Counties of Botetourt, Franklin and Roanoke. This resulted in an average tax savings of $366.85 per household in Virginia’s Blue Ridge. 

“Tourism continues to be a powerful economic driver for Virginia’s Blue Ridge, and these record results demonstrate the significant value visitors bring to our communities,” said Landon Howard, President of Visit Virginia’s Blue Ridge. “Visitor spending supports thousands of local jobs, generates millions in local tax revenue and helps ease the tax burden on residents. These record numbers also reflect the strength of our region’s tourism businesses and the continued impact of strategic efforts to bring more visitors to Virginia’s Blue Ridge.”

Efforts by Visit Virginia’s Blue Ridge in 2026, including a strategic spring marketing campaign and hosting the USA Cycling Endurance Mountain Bike National Championships, are paying off in big ways. Visit VBR’s targeted spring marketing campaign (late February - April 2026) in Washington, D.C., Richmond, VA, and, for the first time, Virginia Beach/Norfolk, VA markets generated over 88 million impressions and 3.5 million digital engagements. Between March and June 2026, nearly 26,000 visits were observed as a direct result of the campaign, generating over $17 million in visitor spending. 

The 2026 USA Cycling Endurance Mountain Bike National Championships generated $3.3 million in economic impact and brought in over 1,400 riders from 47 states across the country from July 12 – 19. During race week, lodging demand and revenue both saw double-digit increases compared to 2025, with room demand up 10.2% YOY and room revenue up 11.5% YOY. Over $21,000 was raised by Visit VBR and USA Cycling for trail maintenance and development through a $10 race registration fee. Funds were split evenly between Roanoke County Parks and Recreation and City of Roanoke Parks and Recreation. The national championships will return for a third year in July 2027.

About Visit Virginia’s Blue Ridge (Visit VBR)
Visit VBR is the official destination marketing organization for Virginia’s Blue Ridge which includes the Cities of Roanoke and Salem and the Counties of Botetourt, Franklin, and Roanoke. The region is easily accessible via the Roanoke-Blacksburg Airport (ROA), Interstate 81, and Amtrak’s northeast regional route. Virginia’s Blue Ridge (VBR) is nestled in the heart of the Blue Ridge Mountains and along the Blue Ridge Parkway, providing a metro mountain mix of exciting outdoor adventure with refined culture.  For more information, go to www.VisitVBR.com. 

Methodology
Virginia Tourism Corporation receives its annual economic impact data from Tourism Economics. The information is based on domestic visitor spending (travelers from within the United States) from per-person trips. Visitors included those who stayed overnight or traveled more than 50 miles to the destination. Detailed economic impact data and methodology are available at vatc.org/research. 

MEDIA CONTACT
Kathryn Lucas – Director of PR (Visit VBR)
klucas@visitvbr.com
540-342-6025 x. 129
540-529-0379 (cell)