Direct Visitor Spending Exceeded $1 Billion In Charlottesville And Albemarle County In 2025

CHARLOTTESVILLE, VA – For the first time ever, direct visitor spending for Charlottesville and Albemarle County exceeded $1 billion in 2025, reaching $1,031,200,00, an increase of 4.5 percent from 2024, and accounting for 2.9% of total visitor spending in Virginia. Albemarle County saw $603.5 million in visitor spending, a 2.8 percent increase over 2024. The City of Charlottesville received $427.7 million in visitor spending, a 6.3 percent increase over 2024. Tourism-supported jobs in the area totaled 7,217 while local tourism-related tax revenue was $29.0 million in Albemarle County and $22.3 million in Charlottesville.

“Tourism is a major economic driver for Charlottesville and Albemarle County, supporting small businesses, employees and residents, all while creating opportunities for new experiences and memorable connections for our visitors," said Executive Director of the Charlottesville Albemarle Convention & Visitors Bureau (CACVB) Courtney Cacatian. "Visitors to Charlottesville and Albemarle County travel here to connect to the history of our nation and to experience unique accommodations, creative winemakers, vibrant outdoor recreation, delicious culinary creations, and exciting visual, literary, and performing arts.”

Out of the five categories of visitor spending tracked in this study, food and beverage ranked the highest for the fourth year in a row, with a total of $375.9 million for Charlottesville and Albemarle County. Visitor spending on lodging came in at a combined total of $223.1 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.

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.

Leisure travel remained the primary driver of Virginia’s tourism growth, accounting for 90 percent of overnight visitation as travelers increasingly sought high-value destinations closer to home. That trend helped fuel strong performance in Virginia’s leisure-focused regional destinations.

“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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About the Charlottesville Albemarle Convention & Visitors Bureau (Visit Charlottesville & Albemarle County)
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 visit. Learn more at virginia.org.