Visitor Spending Reached $78.2 million in Martinsville – Henry County, VA in 2024
~ Tourism generated $35.1 billion in visitor spending in Virginia, marking a nearly $2 billion increase over 2023. ~
Martinsville – Henry County, VA – Visitor spending for Martinsville – Henry County reached $78.2 million, a 7.5 percent increase over 2023. Tourism-supported jobs in Martinsville – Henry County totaled 833 while combined state and local tourism-related taxes were $5.5 million.
“The 7.5% increase in visitor spending demonstrates the critical role tourism plays in our broader economic development strategy,” said David Stone, Chairman of the Martinsville – Henry County Economic Development Corporation Board of Directors. “These dollars support local jobs, generate millions in tax revenue, and create a stronger foundation for future growth. Tourism is often the first introduction visitors have to Martinsville–Henry County, and these positive experiences help us attract not only repeat visitors, but also future residents and businesses.”
According to the Virginia Tourism Corporation (VTC), tourism in Virginia generated a record high $35.1 billion in visitor spending in 2024, marking a 5.4% increase from $33.3 billion in 2023. Overnight visitation to Virginia increased by over one million people to 44.7 million visitors in 2024, up from 43.6 million in 2023, surpassing pre-pandemic levels for the first time and setting a new record.
Travelers spent $96 million per day in Virginia in 2024, up from $91 million in 2023. Virginia visitors directly drove $2.5 billion in state and local tax revenue, an increase of $100 million from 2023. Every Virginia household saves $990 annually on state and local taxes because of the revenue generated by visitors.
The tourism industry in Virginia directly supported over 229,000 jobs in 2024, an increase of nearly 5,000 jobs compared to 2023. Direct travel employment is now at 95% of pre-pandemic employment levels. Virginia’s tourism workforce is growing gradually, but staffing shortages remain an ongoing challenge, particularly in the lodging sector.
“We are incredibly proud to see the continued momentum of Virginia’s tourism industry propelling us to new heights,” said President and CEO of Virginia Tourism Corporation Rita McClenny. “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. As we look ahead to milestone moments such as the VA250 commemoration, Virginia is poised to play a leading role in how visitors engage with history, culture, and adventure.”
“Tourism continues to be a powerful driver for Martinsville–Henry County’s economy, and the growth we experienced in 2024 is a reflection of both our community’s unique assets and the dedication of our local businesses and hospitality partners,” said Sarah Hodges, Director of Tourism for Martinsville – Henry County EDC. “From our outdoor recreation opportunities to cultural attractions and events, visitors are discovering and returning to our region in greater numbers—strengthening not just our economy, but our quality of life.”
VTC receives its annual economic impact data from Tourism Economics. The information is based on domestic visitor spending (travelers from within the United States) 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.
More Economic Impact information can be found here.
About Martinsville-Henry County Economic Development Corporation
The mission of the Martinsville-Henry County Economic Development Corporation is to create new job opportunities and expand the tax base for the area. The organization strives to support and develop local industry, as well as market Martinsville-Henry County globally as an exceptional place to live, work and play. The EDC is a public-private partnership between the City of Martinsville, Henry County, and the Harvest Foundation of the Piedmont.
About Virginia Tourism Corporation (VTC)
Virginia is for Lovers is one of the most iconic and recognizable travel brands in the world. Using that powerful brand equity, Virginia Tourism Corporation (VTC) is charged with promoting the Commonwealth as a premier travel destination by showcasing all there is to love in a Virginia vacation. The dollars spent by travelers fuel the economy, provide jobs for Virginians, and improve communities across the state. Simply put, tourism helps make Virginia a great place to live, work, and vacation. Learn more at virginia.org.
