HomeNewsTourism in the Shenandoah Valley Continues to Grow

Tourism in the Shenandoah Valley Continues to Grow

SHENANDOAH VALLEY (September 10, 2018) — The Shenandoah Valley Travel Association (SVTA) is pleased to announce that the Shenandoah Valley’s travel, tourism, and hospitality industry continues to grow.

Recently released data from the U.S. Travel Association shows that every locality in the Shenandoah Valley, and every locality in Virginia, saw an increase in travel expenditures as compared to the previous year.

SVTA’s goal is simple – continue to increase travel to the Shenandoah Valley, year after year.

“We want to bring more visitors to the Valley, to delight them with our offerings, to entice them to stay longer, and to spend more money while they’re here,” says John Robbins, spokesperson for SVTA.

“Without strong promotion, tourism localities cede economic benefits to competing destinations and can fall behind. That’s why SVTA, in partnership with Virginia Tourism Corporation, is significantly increasing our tourism outreach to bring more and more visitors to the area,” says Robbins.

“One clear area of tourism growth we are seeing in the Shenandoah Valley is in outdoor recreation options. Statewide, outdoor recreation generates about $21.9 billion in consumer spending annually. More and more Valley towns are holding adventure races, cycling events, half-marathons, mud runs and more. The Luray Triathlon, for example, brings about 2,000 participants and family members to town just for that weekend,” says Robbins.

Now, as peak fall foliage gets underway, SVTA believes that that the region will be able to capitalize on new and sustainable growth, as new hotels are adding hundreds of new rooms to the market this summer and fall. Additionally, United Airlines recently announced new nonstop air service, which connects the Shenandoah Valley Regional Airport to Chicago and Washington, and the world beyond.

SVTA is expanding its successful “Epic Experiences Ahead” campaign, which targets Millennials and Baby Boomers by promoting authentic, off the beaten path experiences that reflect the Shenandoah Valley’s core identity, encouraging passionate travelers who are interested in creating memories that will last a lifetime.

At a glance: Virginia’s travel industry

  • Virginia’s travel industry has grown for eight years in a row since the Great Recession, which officially lasted from December 2007 to June 2009.
  • Every locality in Virginia saw an increase in travel expenditures in 2017, as compared to the previous year.
  • Virginia ranks 8th in domestic traveler spending among 50 states and Washington D.C.
  • Travelers spent $68 million a day in Virginia in 2017.   
  • The travel industry is the fifth largest private employer in Virginia accounting for 7% of employment.
  • Spending by travelers supports $1.73 billion in state & local tax revenue in Virginia –that adds up to savings of $560 per household statewide. In the Shenandoah Valley, the savings is closer to $543 per household.
  • Tourism-supported jobs are irrevocably tied to our cities and towns, outdoor recreation, beautiful scenery and historic landmarks. Tourism jobs will stay in Virginia.

Where does this information come from?

The Virginia Tourism Corporation (virginia.org) receives its annual economic impact data from the U.S. Travel Association. The information is based on domestic visitor spending (travelers from within the United States) from per-person trips taken 50 miles or more away from home. Detailed economic impact data by locality is available on vatc.org/research.

About Shenandoah Valley Travel Association (SVTA)

Founded in 1924, SVTA is one of the oldest regional tourism promotional organizations of its kind in the United States. The association promotes the tourism assets of the beautiful and historic Shenandoah Valley to the rest of the world. SVTA is a membership-based organization that receives no lodging or meal tax revenues. The Shenandoah Valley encompasses fourteen counties in Virginia and two counties in West Virginia, stretching from Harper’s Ferry in the north to Roanoke in the south. In addition to local and regional tourism bureaus, the Shenandoah Valley Travel Association partners with U.S. Travel, Virginia Tourism Corporation, West Virginia Tourism, and Capital Region USA (CRUSA) to advance travel and tourism to the area. SVTA operates two major inbound travel websites – VisitShenandoah.org and VisitSkylineDrive.org.

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