DANVILLE, Va. (WSET) — Tourism generated $415.2 million in economic impact for Danville and Pittsylvania County in 2025, a 50.9% increase from the previous year, according to new data from the Virginia Tourism Corporation.
The growth made the region the fastest-growing locality in Virginia for visitor spending, according to the tourism corporation.
Tourism also supported 3,941 jobs in the region in 2025.
Lisa Meriwether, tourism manager for Danville and Pittsylvania County, said the increase is being driven by a combination of attractions, events, overnight stays and recreation.
“When we measure tourism and the growth of tourism, there are several different buckets that we measure,” Meriwether said.
Those include transportation, retail, food and beverage, lodging and recreation.
Recreation spending was the largest contributor to the region’s tourism growth in 2025, accounting for $207 million, according to tourism officials.
That category includes festivals, events and attractions throughout the region.
One major contributor was Caesars Virginia, which completed its first full year of operation in 2025.
Meriwether said the casino’s impact on tourism cannot be ignored.
“They are just blowing it off the charts,” she said.
Other attractions drawing visitors include Virginia International Raceway, the Danville Science Center, the Danville Museum of Fine Arts and History and the Old Dominion Agricultural Complex.
The region has also seen new hotels, events, programs and other projects that officials say are helping attract visitors and encourage overnight stays.
Statewide, the Virginia Tourism Corporation reported $36.2 billion in visitor spending in 2025.
Meriwether said Danville has made significant progress in building its tourism industry, but she believes the region’s growth is only beginning.
“This is just the tip of the spear,” Meriwether said. “For us to have grown at such a tremendous rate in the last couple two or three years, it’s incredible.”
Meriwether said the key to maintaining that momentum will be continuing to promote Danville and Pittsylvania County and giving travelers a reason to visit.