The following post is a paid sponsorship from Visit Virginia's Blue Ridge. If your business or organization is interested in sponsorships or advertisements in The Rambler, you can learn more here.

Tourism is thriving in the Roanoke Region in Virginia’s Blue Ridge. According to recently released data from the Virginia Tourism Corporation, visitors to the region spent a record $923.1 million in 2024 – a 4.6 percent increase over 2023.

Direct visitor spending in 2024 also supported a record 7,418 jobs in Virginia’s Blue Ridge Region, which consists of the cities of Roanoke and Salem and the counties of Botetourt, Franklin and Roanoke.

When visitors spend money to dine at restaurants, stay in hotels, attend entertainment events, engage in recreation, shop at stores and use transportation services, it generates local tax revenue that enhances the quality of life and helps reduce the annual local taxes paid by residents.

In 2024, direct visitor spending generated $44.6 million in local tax revenue, resulting in an average tax savings of $347.38 per household in Virginia’s Blue Ridge.

Beyond the direct visitor spending, this economic activity also generates indirect and induced spending, providing additional revenue for companies within the region that furnish goods and services for the tourism industry.

As the region’s destination marketing organization, Visit Virginia’s Blue Ridge is funded by visitors, as the organization receives a portion of the lodging tax that is generated through stays at hotels and short-term rentals. 

Combining direct and indirect spending, visitors to Virginia’s Blue Ridge generated a record $1.417 billion in economic impact in 2024, a 4.4 percent increase over 2023.

Data indicates that the Roanoke Region is on pace for another record year for tourism in 2025!

Efforts by Visit Virginia’s Blue Ridge in 2025 include a strategic spring marketing campaign in the Washington, DC, and Richmond areas; a partnership with local economic development organizations to launch the first region-wide VBR Restaurant Week; and the hosting of the USA Cycling Endurance Mountain Bike National Championships—paying off in significant ways.

Through the first half of the year, lodging demand rose 3 percent and revenue rose 6.9 percent, gains well above state and national averages.

Visit Virginia’s Blue Ridge is also launching a new marketing campaign later this month to boost visitation and economic activity during the holiday season. The campaign will showcase the holiday celebrations and festive spirit of the region’s communities and local performing arts and cultural activities.

Initiatives like this help position Virginia’s Blue Ridge as a premier mountain vacation destination, providing a spotlight on local communities and small businesses. 

Visit VBR is also committed to sustainable tourism growth, and the organization helped raise over $22,000 for trail building and maintenance as part of hosting the USA Cycling Championships earlier this year.

Recognizing that tourism plays a critical role in economic development and the overall economy, Visit Virginia’s Blue Ridge is collaborating with the Roanoke Regional Partnership on a project to unify tourism, economic development and talent acquisition strategies. This project will align how we tell our story to visitors, businesses and residents. It underscores the importance of collaboration and long-term planning in our efforts to promote and sustain the region's growth.

Virginia's Blue Ridge region is poised for continued success in tourism, driven by strategic initiatives and community collaboration. The economic impact of visitor spending underscores the vital role tourism plays in enhancing local life and supporting the economy. As we move forward, these efforts will continue to attract more visitors and raise the region's profile, ensuring that the Roanoke Region remains a vibrant destination for years to come.

If your business or organization is interested in sponsorships or advertisements in The Rambler, you can learn more here.