Roanoke Valley tourism hits new high in 2025

Visitor numbers and spending reach record levels in the region

Published on Feb. 28, 2026

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According to officials with Visit Virginia's Blue Ridge, the Roanoke Valley saw a banner year for tourism in 2025, with visitor numbers and spending reaching new record highs.

Why it matters

Tourism is a crucial part of the Roanoke Valley's economy, supporting local businesses, jobs, and tax revenue. Strong tourism performance indicates the region's continued appeal as a destination for travelers.

The details

Visit Virginia's Blue Ridge, the region's tourism promotion organization, reported that 2025 saw the highest number of visitors and tourism-related spending in the Roanoke Valley's history. Factors contributing to the growth included increased marketing efforts, new attractions and events, and the continued popularity of the region's outdoor recreation opportunities.

  • Visit Virginia's Blue Ridge released the 2025 tourism data in February 2026.

The players

Visit Virginia's Blue Ridge

The tourism promotion organization for the Roanoke Valley region.

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What they’re saying

“We're thrilled to see the Roanoke Valley continue to grow as a premier travel destination in Virginia. Our team has worked hard to showcase all that the region has to offer, and these record-breaking numbers are a testament to those efforts.”

— Landon Howard, President, Visit Virginia's Blue Ridge (The Roanoke Times)

What’s next

Visit Virginia's Blue Ridge plans to build on this momentum by further expanding marketing and promoting new tourism initiatives in the Roanoke Valley.

The takeaway

The Roanoke Valley's strong tourism performance in 2025 highlights the region's growing appeal as a travel destination, boosting the local economy and solidifying its status as a premier outdoor recreation hub in Virginia.