CHARLESTON, WV –– Gov. Jim Justice on Sep 11th, announced West Virginia’s tourism performance for 2023, with the industry’s total economic impact approaching $9 billion last year. Visitor volume to the state reached 75 million visitors last year.

These visitors spent $6.3 billion in the state, 5.6% more than in 2022. These levels of visitation and spending are both above 2019 levels, demonstrating a full recovery from the pandemic and robust new growth.

West Virginia welcomed more visitors last year than ever before, and those visitors spent more money than they had in previous years. Tourism Economics, an Oxford Economics company that measures tourism spending and economic impact, found that visitors to the state had direct spending of $6.3 billion last year, an all-time high.

"From day one, I knew that investing in our tourism industry was going to be a key driver in West Virginia's rise," Gov. Justice said. "There's a reason we're on worldwide travel guides saying West Virginia is the state to visit. It's because we have four incredible seasons and the nicest people on the planet. What we've been able to accomplish in this industry is truly amazing, and I cannot thank Secretary Ruby and everyone involved in the tourism industry enough for making our state shine bright like the diamond we are, because it's working. I won't be your Governor for much longer, so please keep up the good work. There isn't a person on this planet who is prouder than I am of what we've been able to accomplish so far, and I believe that it's just the beginning."

West Virginia’s tourism industry has seen dramatic growth since Gov. Justice took office in 2017. Visitor spending has grown more than 40%—or nearly $2 billion in annual spending—since 2017, despite a global pandemic.

Visitor spending in the state has grown 23% above 2019 levels, compared with only 9% nationally. Levels of visitation and spending are both above 2019 levels and demonstrate full recovery from the pandemic and expansion into new growth territory.

Traveler spending in West Virginia contributes significantly to the state’s economy. Food and beverage spending topped $1.7 billion in 2023. Recreation spending rose to $1.5 billion, a 24% share of the total $6.3 billion spent, with retail and transportation spending accounting for 20% and 16% of the total, respectively.

The tourism industry generated $1 billion in tax revenues last year, with $597.8 million going directly to our state and local governments. Tourism-generated tax dollars contributed approximately $835 per household to maintaining government services.

These record-breaking tourism numbers were presented at the annual Governor’s Conference on Tourism being held at Charleston Coliseum & Convention Center. In remarks at the conference, Secretary Chelsea Ruby recognized the more than 400 industry officials on site and the important role they’ve played in growing the tourism economy. During the conference, Gov. Justice was also delivered a Lifetime Achievement Award for his leadership in growing West Virginia’s tourism industry. 

In 2023, tourism-supported jobs accounted for nearly seven percent of all jobs in the state and a total of $2.1 billion of income. The tourism industry supports nearly 60,000 West Virginia jobs, one out of every 15 in the state. 

“We continue to reap the benefits of Gov. Justice’s commitment to tourism and the investments he has made in our state,” West Virginia Tourism Secretary Chelsea Ruby said. “The growth we’ve seen is nothing short of incredible. The governor promised to take the tourism industry on a rocketship ride, and he’s certainly done that. The growth we’ve seen is proof that the world has started discovering the true gem that we have right here in Almost Heaven, West Virginia.” 

Tourism Economics provides impact studies for 30 destinations and is the official research provider of U.S. Travel, which promotes American tourism around the world. Their 2023 economic impact report for West Virginia can be accessed here.