Last calendar year saw a bump in combined visitor spending in Henry County and Martinsville, according to data compiled by the Virginia Tourism Corporation.
The agency found that Henry County and Martinsville were among the localities that contributed to increased numbers throughout the state.
The Henry County-Martinsville area hit $78.2 million in visitor spending in 2024, a 7.5% increase over 2023. Virginia reported $35.1 billion in visitor spending in 2024, which is $2 billion, or 5.4%, more than 2023.
Officials at attractions like the Virginia Museum of Natural History reported growth relative to 2020 at the height of the pandemic.
“After a quick rebound from COVID, 2024 and 2023 saw level visitation,” said museum director Joe Keiper. “However, for the first quarter of this current fiscal year, we saw an increase in foot traffic of about 30% compared to previous years.”
The $78.2 million in visitor spending is a jump of more than $28 million from a $50 million low in 2020. Each subsequent year that figure has increased, jumping to $66.9 million in 2021. In 2023, visitor spending reached $72.8 million.
Davis Stone, chairman of the Martinsville-Henry County Economic Development Corporation, said these figures are encouraging and underscore the role tourism plays in the area’s economic development.
“These dollars support local jobs, generate millions in tax revenue, and create a stronger foundation for future growth,” Stone said in a press release about the study. “Tourism is often the first introduction visitors have to Martinsville-Henry County, and these positive experiences help us attract not only repeat visitors, but also future residents and businesses.”
Sarah Hodges, director of tourism for the EDC, said tourism is an important factor when considering a region’s growth.
“Tourism continues to be a powerful driver for Martinsville-Henry County’s economy, and the growth we experienced in 2024 is a reflection of both our community’s unique assets and the dedication of our local businesses and hospitality partners,” Hodges said in the news release. “From our outdoor recreation opportunities to cultural attractions and events, visitors are discovering and returning to our region in greater numbers — strengthening not just our economy, but our quality of life.”
According to the EDC, these tourism figures have a direct impact on Martinsville and Henry County households. Visitor spending saves Martinsville and Henry County households almost $200 in taxes annually.
“That money goes back to citizens in the form of taxes to help build infrastructure and continue improving the quality of life in МНС,” reads an EDC economic impact report.
The VTC’s study is conducted annually and looks at visitor behavior from the previous year. The VTC defines visitors as those who traveled 50 miles or more and includes both daytime visitors and those who stayed overnight.
