Visitor Spending Reached $79.8 million in Martinsville – Henry County, VA in 2025
Tourism generated $36.2 billion in visitor spending in Virginia, marking a $1.1 billion increase over 2024.
Martinsville – Henry County, VA – Visitor spending for Martinsville – Henry County reached $79.8 million, a 2.1 percent increase over 2024. Tourism supported 833 jobs in Martinsville – Henry County and generated $3.2 million in local tax revenue.
“The 2.1% increase in visitor spending demonstrates the critical role tourism plays in our broader economic development strategy,” said David Stone, Chairman of the Martinsville – Henry County Economic Development Corporation Board of Directors. “These dollars support local jobs, generate millions in tax revenue, and create a stronger foundation for future growth. Tourism is often the first introduction visitors have to Martinsville–Henry County, and these positive experiences help us attract not only repeat visitors, but also future residents and businesses.”
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.
“Tourism continues to play an important role in strengthening the economy of Martinsville–Henry County, and the continued growth we saw in 2025 reflects the appeal of our destination and the hard work of our local businesses and hospitality partners,” said Kelly Rowland, Director of Tourism for the Martinsville–Henry County EDC. “From outdoor recreation and cultural attractions to local events, visitors are discovering all that our region has to offer. Their visits support our local economy and help make our community a great place to live, work, and visit.”
“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.
About Martinsville-Henry County Economic Development Corporation
The mission of the Martinsville-Henry County Economic Development Corporation is to create new job opportunities and expand the tax base for the area. The organization strives to support and develop local industry, as well as market Martinsville-Henry County globally as an exceptional place to live, work and play. The EDC is a public-private partnership between the City of Martinsville, Henry County, and the Harvest Foundation of the Piedmont.
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.
