Virginia tourism revenue hits new high: $21.2 billion

The Roanoke and New River valleys are reaping more tourism spending than ever, as Virginia celebrates a new record high for tourism across the state.

Gov. Bob McDonnell said tourism revenue rose to $21.2 billion in 2012. That's a 4 percent increase over the previous year.

McDonnell announced the tourism figures Wednesday at a news conference at Brown's Island in Richmond.

Roanoke and New River valley tourism revenue set records in 2012. Direct spending by Roanoke tourists rose 4.1 percent to $372.9 million. Roanoke County saw a 3.6 percent increase to $150.5 million. Salem's revenue rose 3.5 percent to $60.6 million.

Franklin County's tourism revenue rose 3.3 percent to $94.9 million. Bedford County saw a 3.8 percent rise to $84.2 million and the city of Bedford, now a town, rose 2.7 percent to $10.9 million.

In the New River Valley, Montgomery County saw the largest percentage gain in the region, with tourism revenue climbing 6.3 percent to $129.5 million. Pulaski County's revenue rose 3.8 percent to $51.7 million, Floyd County was up 2.7 percent to $22.4 million, Giles County rose 2.6 percent to $24.2 million and Radford rose 2.8 percent to $15.01 million.

Statewide, the tourism industry supported 210,000 jobs and provided more than $1.36 billion in state and local taxes in 2012. Every locality in Virginia reported tourism increases last
year.

"Tourism is an instant revenue generator," McDonnell said. "This is a major driver because we've got so many God-given resources here in Virginia that people want to be able to see."

Officials say tourism funding over the past three years has increased by more than $5 million per year and has yielded a 5-to-1 return on investment.

Tourism officials touted Virginia's varied landscapes and historic sites, as well as the film and wine industry, as drivers for growth over the past few years.

"Tourists from around the country and the world are being drawn to Virginia to walk in the footsteps of Lincoln, participate and learn from our ongoing Civil War Sesquicentennial events, visit our increasingly globally recognized vineyards and enjoy all that this great state has to offer from Atlantic Ocean beaches to Appalachian mountains," McDonnell said in a statement.

Officials say the craft beer industry also is on the rise, boasting more than 60 breweries across Virginia.

Roanoke Times staff writer Ralph Berrier Jr. contributed to this report.

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