Waynesboro, VA – Visitor spending in Waynesboro reached $92.9 million in 2025, representing an 8.2% increase over 2024. Tourism-supported jobs in Waynesboro totaled 925, while local tourism-related taxes generated $4.4 million for the city.
According to the Virginia Tourism Corporation (VTC), tourism in Virginia generated a record-high $36.2 billion in visitor spending in 2025. Visitor spending increased 3.1 percent, or $1.1 billion, over the previous year, marking the fourth consecutive year of growth in visitor spending.
Virginia welcomed a record 46.6 million domestic and international overnight visitors, marking an increase of nearly one million visitors and the second consecutive year of record visitation. Visitors spent $99 million per day in Virginia, up from $96 million the previous year, with dining, recreation, and other experience-based spending fueling much of that growth as travelers continued to prioritize meaningful travel experiences.
Tourism directly generated more than $2.6 billion in state and local tax revenue over the previous year. Including tourism’s full ripple effect across Virginia’s economy, visitors saved the average Virginia household $1,020 in state and local taxes while helping fund schools, public safety, transportation, and other essential local services. Virginia’s tourism industry directly supported nearly 232,000 jobs, an increase of more than 2,700 jobs over the previous year and generated $10.6 billion in wages and salaries for Virginians.
“We’re thrilled to see visitor spending in Waynesboro reach $92.9 million in 2025, an 8.2% increase over the previous year,” said Stephanie Duffy, Assistant Director of Economic Development & Tourism for Waynesboro. “This continued growth is a strong reflection of Waynesboro’s appeal as a destination and the hard work of our tourism partners, local businesses, and community. With tourism supporting 925 local jobs and generating $4.4 million in tourism-related taxes for the city, the impact reaches far beyond our visitors, it strengthens our local businesses, supports our workforce, and contributes to the overall vitality of our community.”
Waynesboro’s continued growth is supported by expanded tourism marketing campaigns and investments in signature events, public art, and visitor amenities like the Visit Waynesboro app and the Rockfish Gateway and Downtown tourism districts.
“For the fourth year in a row, we’re celebrating another record, and that kind of sustained growth speaks to the strength and resilience of Virginia’s tourism industry,” said President and CEO of Virginia Tourism Corporation Rita McClenny. “From coast to cliff, visitors are discovering everything Virginia has to offer, and our tourism partners are delivering the experiences that keep them coming back. Around the clock and across the Commonwealth, our visitor economy never stops. With our hotel performance already outpacing the nation in 2026, we’re building on this momentum and looking forward to another strong year for Virginia tourism.”
VTC receives its annual economic impact data from Tourism Economics. The information is based on domestic and international visitor spending from per-person trips. Visitors included those who stayed overnight or traveled more than 50 miles to the destination. Detailed economic impact data and methodology are available at vatc.org/research.
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