Direct Visitor Spending Reached Nearly $1 Billion in Charlottesville and Albemarle County in 2024

CHARLOTTESVILLE, VA – Direct visitor spending for Charlottesville and Albemarle County reached $989.8 million in 2024, up nearly 3.5% from 2023. These numbers accounted for 2.8% of total visitor spending in Virginia. Albemarle County saw $587.2 million in visitor spending, a 6.5% increase over 2023. Charlottesville received $402.6 million in visitor spending, a 0.8% decrease over the previous year. Tourism-supported jobs in the area totaled 7,172 while local tourism-related taxes were $27.7 million in Albemarle County and $20.8 million in Charlottesville.

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 more than 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 more than 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.

"For three years now, tourism in Charlottesville and Albemarle County has generated nearly one billion dollars of direct visitor spending, which positively impacts the quality of life in our community," said Executive Director of the Charlottesville Albemarle Convention & Visitors Bureau (CACVB) Courtney Cacatian. "Visitors are choosing our area to experience our internationally-renowned wine scene, outdoor recreation experiences, historic attractions, delicious culinary outlets and unique lodging, and we are excited to continue to work with our valued tourism partners and residents to celebrate and build this robust sector of our economy.”

Out of the five categories of visitor spending, food and beverage ranked the highest for the third year in a row, with a total of $348.8 million for Charlottesville and Albemarle County. Visitor spending on lodging came in at a combined total of $214.8 million. With a portion of the local transient occupancy tax collected going back to the promotion of the region to visitors, driving overnight visitation is critical to the mission of the CACVB.

“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.”

VTC receives its annual economic impact data from Tourism Economics in collaboration with the localities. The information is based on travelers from within the United States 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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About the Charlottesville Albemarle Convention & Visitors Bureau

The Charlottesville Albemarle Convention & Visitors Bureau (CACVB) welcomes thousands of visitors to the region each year from all over the world who are seeking a variety of unique experiences in history, food, wine, spirits, and adventure. The CACVB serves as the global resource for marketing the tourism assets of the City of Charlottesville and County of Albemarle, and assists tour operators, meeting planners, and other groups in planning visits to the destination. The CACVB’s mission is to enhance the economic prosperity of the people of the City and County by promoting, selling, and marketing the area as a destination, in pursuit of the meetings and tourism markets.


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.