Visitor Spending Reached $85.9 Million in Waynesboro in 2024
Tourism generated $35.1 billion in visitor spending in Virginia
Waynesboro, VA – Visitor spending in Waynesboro reached $85.9 million in 2024, representing a 10.4% increase over 2023—the highest percentage increase in the Shenandoah Valley. Tourism-supported jobs in Waynesboro totaled 895, while local tourism-related taxes generated $4.1 million for the city.
According to the Virginia Tourism Corporation (VTC), tourism in Virginia generated a record-high $35.1 billion in visitor spending in 2024, a 5.4% increase from $33.3 billion in 2023. For the first time, overnight visitation surpassed pre-pandemic levels, with 44.7 million overnight visitors, up from 43.6 million in 2023.
Travelers spent $96 million per day in Virginia, up from $91 million the previous year. Collectively, they contributed $2.5 billion in state and local tax revenue, saving each Virginia household approximately $990 annually. The tourism industry directly supported more than 229,000 jobs statewide, up nearly 5,000 from the previous year. While the tourism workforce continues to rebound, staffing shortages remain a challenge, particularly in lodging.
“We’re thrilled to report a more than 10% increase in direct visitor spending this year,” said Stephanie Duffy, Assistant Director of Economic Development & Tourism for Waynesboro. “It’s a clear sign of Waynesboro’s growing appeal as a destination, and it’s exciting to see more people discovering what makes our city so special. This growth translates into real benefits for our community by supporting local jobs, strengthening small businesses, and contributing to a vibrant local economy.”
Waynesboro’s continued growth is fueled by expanded tourism marketing campaigns, an uptick in overnight stays, and investments in signature events, public art, and visitor amenities like the newly launched Visit Waynesboro app and the Rockfish Gateway tourism district.
“We are incredibly proud to see the continued momentum of Virginia’s tourism industry propelling us to new heights,” said Rita McClenny, President and CEO of Virginia Tourism Corporation. “Through strategic marketing and close collaboration with statewide partners, VTC is driving new demand and encouraging longer stays across Virginia. From coast to cliff, our diverse destinations continue to captivate.”
Tourism impact data is provided annually by Tourism Economics and reflects domestic traveler spending from individuals who either stayed overnight or traveled more than 50 miles to visit. Full methodology and data are available at vatc.org/research.
