Tourism Revenue in Virginia Surpasses Pre-Pandemic Levels, Job Recovery Still a Challenge
Tourism revenue in Virginia has rebounded to pre-pandemic levels, according to new data released by Tourism Economics and the Virginia Tourism Corporation. Despite the positive news, job numbers in the tourism industry are still lagging behind those of 2019.
In 2022, tourists spent a staggering $30.3 billion in Virginia, surpassing the 2019 figure of $29.1 billion. This increase in spending can be attributed to a combination of factors, including inflation and a willingness among people to spend more.
Dan Roberts, Vice President of Research and Strategy for the Virginia Tourism Corporation, explained that overnight travel also played a significant role in the recovery. We had a 10% increase in overnight travelers last year, Roberts said. We are actually 98% back to 2019 levels of overnight visitation.
Although tourism revenue has bounced back, the total number of jobs supported by the industry still lags behind that of 2019. In 2019, there were 240,795 jobs supported by tourism, compared to 210,721 in 2022. Roberts attributed this discrepancy to certain sectors of the workforce being slower to recover post-COVID.
We did add 25,000 tourism jobs last year in 2022 over 2021, but we still have room to go, Roberts said. We still have about 30,000 jobs to add back to 2019 levels, especially in hotels and restaurants.
According to Roberts, the positive revenue numbers can be partly attributed to the Virginia Tourism Corporation’s expanded marketing efforts. In the past, the corporation primarily focused on marketing to cities along the Interstate 95 corridor. However, they have now broadened their reach to cities such as Cleveland, Atlanta, Chicago, Boston, Pittsburgh, and other locations that were not typically targeted before.
The data reveals that over 5% of all jobs in Virginia rely on tourism. As the industry continues its recovery, there is a need to remain proactive in addressing the job market. The goal is to strengthen employment numbers, particularly in the hotel and restaurant sectors, which have been hit particularly hard by the pandemic.
While the tourism revenue rebound is encouraging news for the state, it is crucial to acknowledge the ongoing challenges faced by the industry. The recovery of jobs still requires concerted efforts and targeted strategies to ensure that every sector experiences growth in line with pre-pandemic levels.
The Virginia Tourism Corporation recognizes the importance of striking a balance between generating revenue and providing employment opportunities, making investments to support job growth and the revitalization of the tourism industry a top priority.
As the state of Virginia continues to navigate the post-pandemic landscape, stakeholders in the tourism industry are optimistic about the future. The rebound in tourism revenue serves as a testament to the resilience of Virginia’s travel sector and its ability to bounce back from adversity.
However, a comprehensive and inclusive approach is necessary to achieve a full recovery. Collaboration between industry leaders, government entities, and stakeholders will be pivotal in devising effective strategies that foster job growth and address the challenges faced by various sectors.
Virginia’s tourism sector has come a long way in recovering from the impact of the pandemic, but there is still work to be done. By continuing to invest in the industry and supporting job creation efforts, Virginia can position itself as a premier travel destination and ensure sustainable growth for years to come.
