HARRISONBURG, Va. – The numbers are in, and it’s clear tourism has returned to Harrisonburg in a big way.

New data from Tourism Economics released recently through the Virginia Tourism Corporation (VTC) shows that Harrisonburg saw visitor spending reach $239 million in 2022 – an 11 percent increase from the year prior and a 15 percent increase from prepandemic numbers seen in 2019 before many travelers put plans on hold due to COVID-19.

Additionally, tourism-supported jobs in The Friendly City reached 2,629 positions, which nearly matches pre-pandemic numbers, and local tourism-related local taxes collected reached $12.5 million.

The news is validation for Harrisonburg Tourism and Visitor Services, which works hard to attract visitors to the community by highlighting everything the area has to offer – especially outdoor recreation.

“We utilized grant funds and other funds to increase advertising efforts and promote Harrisonburg in new outlets ranging from Outside Magazine to ads on buses in the D.C. metro area,” Harrisonburg Tourism Manager Jennifer Bell explained. A lot of that
effort focused on the area’s natural beauty and outdoor attractions, with Harrisonburg being the perfect place to stay, eat and shop while visiting nearby forests, parks and trails. Harrisonburg Tourism released an online Trail Guide which was followed by a printed Trail Guide earlier this year. “Harrisonburg is the outdoor adventure capital of the Shenandoah Valley,” Bell added.