CHARLESTON, W.Va. — West Virginia’s tourism industry has surged to a historic new high, reaching a record $9.4 billion in economic impact, state leaders announced at the annual Governor’s Conference on Tourism. The milestone reflects unprecedented visitor growth, major national recognition, and significant investments across state parks and outdoor destinations.
Governor Patrick Morrisey told hundreds of tourism and hospitality leaders that the state’s momentum is no accident. “This tourism boom is a direct reflection of the hard work happening in every corner of our state,” he said. “When we cut red tape and move at the speed of business, travelers and companies alike are ready to experience everything West Virginia has to offer.”
In 2025, the Mountain State welcomed 78.4 million visitors, a 1.6% increase over the previous year. Overnight travel climbed nearly 2%, generating $6.8 billion in direct community spending — an average of $18.7 million every day supporting small businesses, lodging, dining, and outdoor recreation.
The announcement follows a wave of national accolades. Travel + Leisure ranked West Virginia the second most naturally beautiful state in America, while Architectural Digest named the New River Gorge one of the nation’s most beautiful places. Southern Living highlighted Davis as a top mountain town, and the West Virginia Department of Tourism earned the prestigious ESTO Award for its 2026 Vacation Guide.
To keep pace with demand, the state is rolling out major upgrades. Twin Falls Resort State Park is receiving $1.8 million in cabin and lodge improvements, plus $475,000 for upgraded interiors and mattresses. In spring 2027, Out&West will launch 32 upscale glamping sites across four state parks. Cass Scenic Railroad State Park is celebrating the opening of the new Slabtown Campground, featuring 100 sites and equestrian amenities.
Additional developments include the restoration of the historic Hill Hall Hotel in Fayetteville, a fully modernized tram reopening at Hawks Nest next spring, and a new partnership with Firefly Ridge to expand innovative outdoor experiences statewide.
Tourism now supports 61,728 jobs, accounting for roughly 1 in 15 across West Virginia. Visitor activity generated $2.3 billion in personal income and $643 million in state and local taxes — providing nearly $882 in tax relief per household.
“This record-breaking success proves that authentic experiences matter,” said Tourism Secretary Kayla Kessinger. “People are coming here for adventure, for peace, for unmatched natural beauty, and for the genuine warmth of Appalachian hospitality.”
Governor Morrisey said the state’s broader economic transformation — including $96 billion in private-sector investment and more than 19,000 projected jobs in under a year — shows the momentum is only beginning. “The secret is out, but our best days are still ahead of us,” he said. “West Virginia is truly Almost Heaven.”
