CHARLESTON, WV (LOOTPRESS) – Speaking before hundreds of tourism champions, hospitality leaders, and small business owners at the annual Governor’s Conference on Tourism, state officials announced today that West Virginia’s tourism economy has officially reached unprecedented heights, generating an all-time record economic impact of $9.4 billion.
“This tourism boom is a direct reflection of the hard work happening in every corner of our state, proving that when we cut red tape and move at the speed of business, travelers and companies alike are ready to experience everything West Virginia has to offer,” said Governor Morrisey.
In 2025, the Mountain State welcomed 78.4 million visitors, marking a 1.6% increase over the prior year. Overnight travelers grew by nearly 2%, injecting $6.8 billion directly into local communities, averaging $18.7 million spent every single day to support small businesses, lodging, and outdoor recreation.
The announcement comes on the heels of major national recognition. Travel + Leisure recently ranked West Virginia as the second most naturally beautiful state in America, noting it as the only state in the top ten to perform consistently well across every category measured.
West Virginia’s growing list of national accolades includes the New River Gorge, which was named one of the 11 most beautiful places in America by Architectural Digest and recognized as the nation’s best underrated travel destination by U.S. News & World Report. Southern Living celebrated the town of Davis as one of the best Southern mountain towns to visit, while Travel + Leisure also highlighted the state as a top destination for an extended autumn season. Additionally, the West Virginia Department of Tourism earned the prestigious U.S. Travel Association ESTO Award for its 2026 Vacation Guide, with over 350,000 copies distributed since January.
To maintain momentum, a wave of upcoming infrastructure enhancements and private-public partnerships are currently in the works. This includes a $1.8 million investment at Twin Falls Resort State Park dedicated to comprehensive cabin renovations and brand-new lodge HVAC upgrades, alongside an additional $475,000 for upgraded cabin interiors and high-quality mattresses.
Launching in spring 2027, Out&West will introduce 32 upscale canvas-tent glamping sites featuring hotel-style furnishings across four state parks: Pipestem, Blackwater Falls, Lost River, and Summersville Lake.
Cass Scenic Railroad State Park is also celebrating the grand opening of the new Slabtown Campground this month, featuring 100 new sites, select equestrian hookups with corrals, and full amenities along the Greenbrier River Trail.
Other exciting developments include the historic Hill Hall Hotel project bringing a beautifully restored century-old building to downtown Fayetteville near the New River Gorge, the completely modernized and renovated tram at Hawks Nest scheduled to reopen to the public next spring, and a newly announced partnership between the Department of Tourism and the DNR with Firefly Ridge to bring fresh, innovative outdoor developments to state parks.
“From our record-breaking $9.4 billion impact and our soaring short-term rental market to our booming food, beverage, and recreation sectors, West Virginia is proving that authentic experiences matter,” said Kayla Kessinger, Secretary of Tourism. “People are coming here for adventure, for peace, for unmatched natural beauty, and for the genuine warmth of Appalachian hospitality.”
The booming visitor economy continues to serve as a vital engine for local prosperity. Tourism directly and indirectly supports 61,728 jobs across West Virginia, meaning roughly 1-in-15 jobs in the state are tied to the visitor economy. Visitor activity generated $2.3 billion in total personal income and brought in $643 million in state and local taxes, translating to nearly $882 in tax relief for every household in the state.
This progress builds upon a broader economic transformation across West Virginia, which has secured approximately $96 billion in private-sector investment and more than 19,000 projected jobs in less than a year.
“The secret is out, but our best days are still ahead of us,” said Governor Morrisey. “Together, we are going to keep building on this record-breaking success, pushing new boundaries, and showing the world why West Virginia is truly Almost Heaven.”
