Photo: Harrisonburg Tourism
Tourism is proving to be a major economic engine for Harrisonburg. According to a new 2024 report, visitors poured more than $243 million into the city last year — setting a record for local spending, boosting tax revenue, and supporting thousands of jobs.
Tourism Manager Jennifer Bell said the industry now supports over 2,600 jobs and generated about $13 million in local tax revenue in 2024. That money translated into savings for residents, with the average household benefiting by nearly $900. Bell credited much of the growth to James Madison University, which consistently attracts visitors for football games, cultural events at the Forbes Center, campus museums, and general campus tours.
“It’s a milestone for us, and we’re thrilled to see the numbers climb like this,” Bell said. “JMU is absolutely our biggest tourism driver.”
But JMU isn’t the only draw. Harrisonburg’s natural scenery and access to the Shenandoah Valley also continue to bring in outdoor enthusiasts. Hiking, scenic overlooks, and particularly the city’s reputation for gravel cycling remain popular attractions.
The $13 million in new tax revenue will be directed into the city’s general fund, where it can support whatever projects City Council prioritizes. “It’s money that comes back to the community,” Bell explained.
Harrisonburg has also invested in new ways to attract visitors. With help from a $20,000 grant from the Virginia Tourism Corporation, the city launched a marketing campaign aimed at family-friendly travel, building on past campaigns that emphasized outdoor recreation and cultural programming.
Those efforts have already earned recognition. In 2024, the city received the Trailblazer Award from the Virginia Tourism Corporation and the VIRGO Award from the Virginia Association of Destination Marketing Organizations. Among the highlights: a Harrisonburg-Rockingham trail guide that spotlights 15 local trails for visitors.
Looking ahead, Bell says the city hopes to keep innovating. “We want to continue finding new ways to improve the visitor experience and show off all that Harrisonburg has to offer,” she said.
SOURCE: WHSV3