According to the U.S. Travel Association, tourism in Virginia’s Blue Ridge generated $850 million in direct travel expenditures in 2017 an increase of 4.5% over the previous year. Tourism also supported 7,945 jobs in the region and $28 million in local taxes. The increase is largely attributed to product development, including: new hotels, restaurants, enhanced transportation options, craft beverages, sports, outdoor recreation, festivals and events, the diversity of arts and culture, wedding venues, meeting and conference venues, attractions and so much more. Virginia’s Blue Ridge continues to thrive as a mountain vacation destination.

Visit Virginia's Blue Ridge, along with the support of over 1,400 industry partners and the investment provided by the Cities of Roanoke and Salem and the Counties of Roanoke, Franklin, and Botetourt, was able to achieve the 8th consecutive year of RECORD growth. "Regional collaboration has been the key to our success. Tourism is BIG business and notably an economic driver for our region," said Landon Howard, President of Visit Virginia's Blue Ridge.