Visitor economy
Rockingham County
County · Shenandoah Valley. Visitors spent $234M here in 2025, up 11.1% on 2024 and up 55.4% on 2019.
$234M
Visitor spending, 2025
28 of 133 localities
1,587
Jobs supported
28 of 133
$9.6M
Local taxes from visitors
29 of 133
$50M
Wages paid
$6.0M in state taxes
Ten years of visitor spending
Where the money went in 2025
Food and drink is the largest single category here at $76M, 32.6% of everything visitors spent.
- Lodging
- $75M32.1%
- Food and drink
- $76M32.6%
- Retail
- $18M7.6%
- Recreation
- $27M11.4%
- Transport
- $38M16.3%
Lodging includes short-term rentals and second-home spending. Transport covers both ground and air.
Year by year
| Year | Total | Change | Lodging | Food | Retail | Recreation | Transport | Jobs | Local tax |
|---|---|---|---|---|---|---|---|---|---|
| 2025 | $234M | +11.1% | $75M | $76M | $18M | $27M | $38M | 1,587 | $9.6M |
| 2024 | $210M | +4.9% | $68M | $69M | $16M | $25M | $32M | 1,550 | $8.6M |
| 2023 | $200M | +10.3% | $65M | $65M | $15M | $24M | $31M | 1,511 | $8.2M |
| 2022 | $182M | +2.2% | $59M | $58M | $14M | $22M | $29M | 1,395 | $7.5M |
| 2021 | $178M | +44.0% | $62M | $55M | $14M | $20M | $27M | 1,393 | $7.3M |
| 2020 | $123M | -17.9% | $42M | $39M | $9.5M | $13M | $20M | 1,232 | $5.0M |
| 2019 | $150M | +6.1% | $49M | $47M | $12M | $17M | $24M | 1,470 | $6.0M |
| 2018 | $142M | +6.0% | $46M | $45M | $12M | $16M | $23M | 1,455 | $5.7M |
| 2017 | $134M | +3.8% | $44M | $42M | $11M | $15M | $21M | 1,438 | $5.5M |
| 2016 | $129M | — | $42M | $40M | $11M | $15M | $20M | 1,423 | $5.4M |
How that compares
- 0.65% of all visitor spending in Virginia, which totalled $36.20B in 2025.
- 13.4% of the Shenandoah Valley region, which took $1.74B.
- Ranks 28 of 133 Virginia counties and independent cities by visitor spending, and 29 of 133 by the local taxes that spending returns.
- Statewide spending is +3.1% on 2024; Rockingham County is +11.1%.