Tourism spending on Shore hits $261.6 million in 2024

Visitor spending for the Eastern Shore reached $261.6 million, a 5.5% percent increase over 2023. Tourism jobs totaled 1,869 while local tourism-related taxes were $14 million. 

“This is wonderful news and I am thrilled for the Shore,” said Laura Messer, Destination Development Manager for Visit Virginia. “Everyone’s hard work continues to contribute to tourism growth.”

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.

Tourism spending on the Shore showed steady long-term growth from 2018 to 2024, despite a dip in 2020 during the pandemic. Total spending rose from $170.9 million in 2018 to $261.6 million in 2024, with lodging remaining the largest sector, climbing from $66.2 million to $97.9 million. Food and beverage rebounded strongly, more than doubling from $39.4 million in 2020 to $76.2 million in 2024. Recreation, retail, and transportation posted smaller but consistent gains, reaching $29.1 million, $22.2 million, and $36.3 million respectively in 2024. The sharpest increase came between 2020 and 2021, when overall spending jumped nearly 50 percent as the region recovered from pandemic-related losses.

From 2016 to 2024, Accomack County’s tourism economy grew steadily, led by lodging and food service, which accounted for the largest shares of spending. Lodging rose from $47.9 million in 2016 to $72.4 million in 2024, while food and beverage climbed from $30.8 million to $55 million over the same period. The pandemic in 2020 caused steep declines across all sectors, but the county rebounded strongly in 2021, with lodging up 34 percent and food service nearly 58 percent. Recreation, retail, and transportation also recovered with solid growth, reaching $19.9 million, $17.3 million, and $27.6 million respectively in 2024.

From 2016 to 2024, Northampton County’s tourism economy also grew overall, though with more volatility during the pandemic. Lodging remained the largest sector, rising from $13.9 million in 2016 to $25.4 million in 2024, including a dramatic spike in 2021 when spending nearly doubled to $28.2 million. Food and beverage followed a similar pattern, dropping sharply in 2020 before climbing to $21.1 million by 2024. Recreation, retail, and transportation also fell in 2020 before stabilizing, finishing in 2024 at $9.3 million, $4.9 million, and $8.7 million respectively.

“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. 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.