Danville and Pittsylvania County Join Norfolk, Lexington, Manassas, Emporia, Salem in Becoming Fastest Growing New Destinations in Virginia, Skyrocketing US Tourism Industry

Published on September 21, 2025

By: Tuhin Sarkar

Danville and Pittsylvania County are making waves as some of the fastest-growing new destinations in Virginia. Joining other notable locations like Norfolk, Lexington, Manassas, Emporia, and Salem, these regions have become key players in Virginia’s booming tourism industry.

With a remarkable 23.5% increase in visitor spending in 2024, Danville and Pittsylvania County are capturing the attention of travelers across the United States. This surge in tourism highlights the growing appeal of these areas, which offer a blend of vibrant arts, outdoor adventures, and rich cultural experiences.

As Virginia continues to see rising tourism numbers, these counties are becoming essential parts of the state’s tourism success. Their development aligns with the broader trend of small towns and cities in Virginia gaining recognition for their tourism potential. With new attractions and increased visitor interest, Danville and Pittsylvania County are cementing their place in the spotlight.

Danville and Pittsylvania County: Virginia’s Fastest-Growing Tourism Destinations

In 2024, Danville and Pittsylvania County reached a remarkable milestone in Virginia’s tourism growth. Visitor spending across these areas hit $275.2 million, marking an impressive 23.5% increase compared to the previous year. This growth reflects the region’s rising popularity as a top travel destination. The Virginia Tourism Corporation (VTC) reported that tourism spending in Virginia as a whole reached a record-breaking $35.1 billion, which is a 5.4% increase from 2023. The increase in visitor numbers, coupled with a surge in overnight stays, has propelled Virginia’s tourism to new heights. Danville and Pittsylvania County, as part of this broader trend, are now recognized as key contributors to the state’s tourism success.

The Economic Impact of Tourism in Danville and Pittsylvania County

The economic impact of tourism in Danville and Pittsylvania County is undeniable. Visitor spending directly contributes to the local economy, with revenues supporting businesses in hospitality, retail, dining, and local attractions. In 2024, tourism in the area supported over 2,200 local jobs and generated more than $11 million in local tax revenue. These figures underscore the importance of tourism as a significant driver of economic development in the region. The funds generated by tourists not only benefit businesses but also contribute to local infrastructure improvements and community revitalisation.

Tourism’s impact is reflected in the increasing number of hotels, restaurants, and attractions that have emerged across the region. Local entrepreneurs, nonprofits, and public service sectors have all worked in unison to create an environment that welcomes tourists.

Danville and Pittsylvania County have seen a rise in job opportunities, particularly in tourism-related sectors. This economic boost has allowed the region to invest in revitalisation projects such as the River District redevelopment and the Schoolfield District Master Plan, which have enhanced the area’s appeal and infrastructure. These efforts are making the region more attractive to both tourists and potential investors, ensuring sustained growth in the years ahead.

Virginia’s Record-Breaking Tourism in 2024

The growth of tourism in Danville and Pittsylvania County is part of a broader trend across Virginia. The state experienced a banner year for tourism in 2024, with total visitor spending reaching $35.1 billion, marking a 5.4% increase from the previous year. This growth comes as Virginia surpassed pre-pandemic levels for the first time, welcoming more than 44.7 million overnight visitors. The state’s efforts to boost tourism have paid off, as visitors spent more on a variety of experiences, including arts, culture, and outdoor adventures. The Virginia Tourism Corporation’s (VTC) strategic marketing initiatives have been key to driving these results, encouraging longer stays and promoting lesser-known attractions across the state.

Danville and Pittsylvania County, with their strong economic momentum, are well-positioned to benefit from Virginia’s record tourism growth. The rise in tourism spending is having a positive impact on local economies, helping businesses thrive and providing valuable tax revenue for the region. As Virginia continues to attract visitors from across the country and around the world, the momentum of its tourism sector will likely continue into 2025 and beyond. The VTC’s focus on marketing Virginia’s diverse destinations, including the burgeoning offerings of Danville and Pittsylvania County, is expected to sustain and even accelerate this growth.

Local Job Growth and Tourism Employment Trends

Tourism plays a crucial role in supporting jobs throughout Virginia, and Danville and Pittsylvania County are no exception. In 2024, the state’s tourism industry directly supported more than 229,000 jobs, marking an increase of nearly 5,000 jobs compared to 2023. This surge in employment reflects the growing demand for services related to tourism, from hospitality and food services to retail and entertainment. The Visit SoSi region, encompassing Danville and Pittsylvania County, supported over 2,200 local jobs, further highlighting tourism’s contribution to the area’s workforce.

Despite these positive trends, staffing shortages remain a challenge, particularly in the lodging sector. As tourism numbers rise, the demand for workers in hospitality and related industries has outpaced supply, creating a gap in staffing that businesses are struggling to fill. Local officials are working to address this issue by promoting training and development programs to equip workers with the skills needed for the growing tourism sector. With continued collaboration between local businesses, government agencies, and educational institutions, the region can overcome these challenges and continue to expand its tourism workforce.

The Future of Tourism in Danville and Pittsylvania County

Looking ahead to 2025 and beyond, the future of tourism in Danville and Pittsylvania County appears bright. The region’s tourism growth is expected to continue as more visitors discover its diverse offerings. Visit SoSi’s ongoing promotional campaigns, coupled with revitalisation efforts such as the River District redevelopment, will likely attract even more visitors in the coming years. The region’s growing reputation as a must-visit destination in Virginia will help maintain momentum, ensuring that Danville and Pittsylvania County remain key players in Virginia’s tourism sector.

Strategic investments in infrastructure, including better transportation links and new hotel accommodations, will further enhance the region’s appeal. By focusing on expanding its unique tourism offerings—ranging from arts and culture to outdoor activities—Danville and Pittsylvania County can continue to diversify its tourism product, making it more attractive to a wider range of visitors. As the area continues to evolve, it will be important for local officials and tourism stakeholders to collaborate closely to ensure the sustainable growth of the sector.

In 2024, Virginia’s tourism economy boomed, with over 114.5 million visitors. Tourism has become a cornerstone of the state’s economy, impacting counties across Virginia. This article explores the economic impact of tourism at the county level, using official data from the Virginia Tourism Corporation (VTC) and projecting 2025’s continued growth.

Overview of Virginia’s 2024 Tourism Economy

Virginia’s tourism sector experienced impressive growth in 2024, contributing $35.1 billion in visitor spending. This growth came on the back of a 2.5% increase in visitors, bringing the total number to 114.5 million. The state’s tourism industry supported over 328,000 jobs, marking 7.7% of the state’s total employment. Virginia’s tourism generated $3.3 billion in tax revenue, reducing the state’s tax burden on its residents by nearly $990 per household. These figures underscore the central role tourism plays in Virginia’s economic development and offer a glimpse into the state’s rising profile as a key travel destination.

The Impact of County-Level Tourism Spending

Each of Virginia‘s counties and independent cities contributed to the state’s booming tourism economy. Visitors spent money across several sectors, with lodging, food, transportation, and recreational activities receiving the largest share. Tourism spending in Virginia’s counties supports jobs in hotels, restaurants, retail, and transportation, creating a ripple effect throughout the local economy. The tourism sector is a vital source of income, with counties seeing increased revenues and opportunities for further economic development as a result of the influx of visitors. As the tourism sector continues to grow, counties are reaping the benefits of the industry’s ability to provide diverse job opportunities and economic stability.

Tax Revenue and Economic Contributions by County

Tourism taxes, which include sales and lodging taxes, play an essential role in Virginia’s public finances. In 2024, the total visitor-generated tax revenue was $3.3 billion, a significant boost to local and state budgets. Counties across Virginia see varying levels of tax contributions based on visitor spending. This influx of tax revenue provides funding for local infrastructure projects, tourism promotion, and community services. Many counties, particularly those with popular tourist attractions, have seen a direct link between increased tourism and improved local services. These tax revenues reduce the overall tax burden on residents, making tourism a crucial factor in maintaining a balanced local economy.

VTC’s Interactive Data Tools: A Resource for Stakeholders

The Virginia Tourism Corporation (VTC) offers several tools to help stakeholders analyse tourism data by county and independent city. The Interactive Data & Dashboards platform allows users to dive deep into specific local tourism statistics. This invaluable resource enables local government officials, businesses, and tourism boards to make data-driven decisions that promote economic growth. By accessing real-time data, counties can tailor their tourism strategies to attract more visitors and boost local revenue. The VTC’s platform provides detailed insights into tourism trends, visitor spending, and local economic impacts, empowering stakeholders to craft targeted marketing campaigns and policies that maximize tourism benefits.

2025 Outlook: Projected Growth for Virginia Tourism

Although specific tourism projections for 2025 are still forthcoming, indicators point to another year of growth. The state’s commitment to enhancing tourism infrastructure, combined with effective marketing campaigns, suggests that Virginia will continue to attract more visitors in the coming years. The growth of the state’s tourism sector in 2024 lays a strong foundation for further expansion in 2025, especially as new attractions and experiences emerge. While challenges such as global economic conditions or changes in travel trends could impact tourism, the outlook remains positive. The continued appeal of Virginia’s diverse offerings – from outdoor adventures to cultural events – will likely keep the state on the map as a premier tourist destination.

How Tourism Shapes Virginia’s Local Economies

The economic impact of tourism on Virginia’s counties is undeniable. Each county plays a unique role in the state’s tourism ecosystem. Popular destinations like Arlington and Richmond bring in large numbers of visitors, while smaller counties are also seeing significant increases in tourism-related revenue. These local areas benefit from direct visitor spending, employment opportunities, and tax revenue, all of which contribute to a more resilient local economy. Understanding the specific dynamics of tourism in each county helps local authorities tailor their strategies to attract more visitors. With the right investments in infrastructure and marketing, counties across Virginia can maximise the potential of their tourism sector.

How Counties Can Leverage Tourism for Growth

Counties in Virginia can harness the power of tourism to fuel local economic development. By capitalising on their unique cultural, historical, and natural attractions, localities can attract more visitors and stimulate economic activity. Investing in tourism infrastructure, such as improving transportation access and upgrading accommodations, is crucial for sustaining growth. Additionally, collaborative efforts between local businesses and government agencies can ensure that tourism benefits are distributed evenly across the local economy. The VTC’s research and interactive tools enable counties to understand the specific needs and opportunities in their region, ensuring that they can develop tailored strategies to boost tourism in the future.

Virginia’s Tourism Economy: A Vital Growth Engine for 2025

Virginia’s tourism sector remains a cornerstone of the state’s economy. As visitor numbers rise and spending increases, the impact on local economies is clear. The state’s commitment to enhancing the tourism experience, combined with the data-driven insights provided by the Virginia Tourism Corporation, sets the stage for continued growth in 2025. Counties across Virginia have a unique opportunity to leverage their local assets to attract visitors and drive economic prosperity. By working together, local governments, businesses, and the VTC can ensure that tourism remains a vital engine of growth for the state.