West Virginia Tourism Surges to New Billion as Plans Reveal What Comes Next

West Virginia tourism is entering a new phase as incoming Tourism Secretary Kayla Kessinger outlines plans to increase repeat visitation, strengthen local partnerships and spread the economic benefits of travel across the state.

Kessinger used an appearance at the Governor’s Conference on Tourism to set out her priorities as the West Virginia Department of Tourism prepares for its next chapter, while Governor Patrick Morrisey highlighted record tourism figures and announced further investment in the state’s parks and outdoor infrastructure.

The developments come as West Virginia reports 78.4 million visitors and an estimated $9.4 billion in total tourism economic impact for 2025, according to figures announced by Morrisey at the conference.

What Are West Virginia’s New Tourism Priorities?

Kessinger said the state’s tourism strategy will focus on telling West Virginia’s story, creating new reasons for travellers to visit, encouraging first-time visitors to return and expanding opportunities for communities throughout the state.

Her comments indicate an emphasis on moving beyond visitor acquisition towards longer-term engagement with travellers.

West Virginia has increasingly promoted its outdoor recreation and adventure tourism assets, including its trails, state parks, rivers and mountain landscapes. Kessinger’s priorities place these attractions within a broader strategy focused on repeat travel and stronger connections between tourism organisations, businesses and communities.

She also stressed the importance of understanding tourism from the perspective of operators working outside the state capital.

Why Is Repeat Tourism Becoming Important For West Virginia?

The question facing West Virginia’s tourism sector is no longer simply how to introduce the state to new travellers, but how to encourage those visitors to return.

Kessinger said the state needs to give travellers new reasons to visit and convert first-time visitors into repeat visitors. This approach could involve continued promotion of different destinations, outdoor experiences, cultural attractions and community-based tourism opportunities.

She also said she intends to travel throughout West Virginia, meet tourism operators and listen to organisations working across the state.

Kessinger told tourism professionals that the next chapter of West Virginia tourism would not be developed in Charleston alone, emphasising collaboration between the department and tourism businesses and organisations across the state.

How Large Is West Virginia’s Tourism Economy?

According to figures announced by Governor Morrisey at the conference, West Virginia’s tourism economy generated an estimated $9.4 billion in total economic impact in 2025.

The state reportedly welcomed 78.4 million visitors, while travellers spent approximately $6.8 billion in West Virginia.

Overnight travel also increased by 2%, according to the figures presented at the conference.

Morrisey additionally said the visitor economy supports 61,728 jobs, equivalent to approximately one in every 15 jobs in West Virginia, and generated $643 million in state and local tax revenue.

Together, the figures illustrate the scale of tourism’s contribution to the state’s economy and provide the backdrop for the department’s focus on sustaining visitor growth.

Could Tourism Help West Virginia Attract New Residents?

West Virginia’s tourism strategy is also being connected with the state’s wider efforts to attract new residents.

Morrisey discussed tourism as a potential introduction to the state for people who might later consider moving there. He described his own experiences of visiting West Virginia before eventually relocating to the state and referenced destinations including Berkeley Springs, Hampshire County and the Appalachian Trail.

The governor said attracting new residents and increasing net migration remain priorities and indicated that additional initiatives aimed at attracting residents would be proposed during the upcoming legislative session.

This places tourism within a broader economic development discussion, where visitor experiences can also introduce prospective residents to West Virginia’s communities, landscapes and quality-of-place attributes.

What New Investment Is Coming To West Virginia State Parks?

Morrisey also announced more than $2.2 million in improvements at Twin Falls Resort State Park in Wyoming County.

The investment includes cabin renovations, HVAC upgrades, room refurbishments and new mattresses, according to the announcement.

The governor said the Twin Falls project would be followed by additional state park investment announcements over the coming weeks and months.

The focus on accommodation and visitor infrastructure comes as outdoor recreation and adventure tourism continue to form an important part of West Virginia’s tourism proposition.

Where Else Is West Virginia Expanding Outdoor Accommodation?

Another project announced at the conference is a new 35-site campground at Lost River State Park, which is expected to open next spring.

Additional developments include 32 upscale glamping sites planned across Pipestem, Blackwater Falls, Lost River and Summersville Lake state parks.

The state is also developing the Slabtown Campground at Cass Scenic Railroad State Park, adding further accommodation capacity within its outdoor tourism network.

These projects are relevant to West Virginia’s strategy because accommodation infrastructure can support longer stays while providing visitors with access to the state’s parks, trails, waterways and other outdoor attractions.

What Does The Next Phase Mean For West Virginia Tourism?

West Virginia enters the next stage of its tourism strategy with a visitor economy that officials say has reached record levels and a growing portfolio of outdoor tourism infrastructure.

For Kessinger, the emphasis is on what happens after travellers discover the state: return visits, stronger local tourism economies and deeper connections between visitors and communities.

The strategy also places local tourism operators at the centre of future planning, with Kessinger indicating that she intends to listen to businesses and organisations across West Virginia rather than developing the state’s tourism direction solely from Charleston.

As new campground, glamping and state park improvement projects move forward, West Virginia is simultaneously seeking to expand the reasons travellers visit and the length and depth of their engagement with the state.