The 2025 result
Martinsville Tourism published the 2025 visitor-spending result for the City of Martinsville and Henry County on 23 September 2026. Visitor spending reached USD 79.8 million, a rise of 2.1 percent on 2024.
Tourism supported 833 jobs across the two localities. It generated USD 3.2 million in local tax revenue.
The release reproduces the Virginia Tourism Corporation's 2025 economic impact study. Tourism Economics compiles the study for the state.
Where the spending sits
VTC publishes the locality file behind the release. Its 2025 sheet splits the total between the two jurisdictions. Henry County carries USD 51.78 million. The City of Martinsville carries USD 28.05 million.
Both lines sit above their 2024 values on the file's prior-year sheet. Henry County rose 2.49 percent and Martinsville rose 1.31 percent.
The lodging line is the hotel-market number inside the same file. Direct visitor spending on lodging totals USD 15.4 million across the two localities, at USD 9.67 million in Henry County and USD 5.69 million in the city. Lodging carries 19.2 percent of the combined visitor spend. The same line read USD 15.21 million in 2024, so lodging rose 0.96 percent against the 2.1 percent on the combined figure.
Jobs, labor income and taxes
The file's employment lines total 832.7 for 2025 and 833.3 for 2024. The release rounds the 2025 figure to 833 jobs, so the count sits level with the prior year.
Labor income across the two localities is USD 24.6 million. Local taxes are USD 3.2 million and state taxes are USD 2.4 million, for USD 5.6 million combined.
The state figures behind the local line
VTC puts Virginia visitor spending at USD 36.2 billion in 2025. The figure rose 3.1 percent, or USD 1.1 billion, over 2024, a fourth consecutive year of growth.
Virginia drew 46.6 million domestic and international overnight visitors, nearly one million more than 2024. Visitors spent USD 99 million a day, against USD 96 million the prior year.
Tourism produced more than USD 2.6 billion in state and local tax revenue on the direct basis. The average Virginia household saved USD 1,020. The industry directly supported nearly 232,000 jobs, more than 2,700 above the prior year, on USD 10.6 billion in wages and salaries. Leisure travel carried 90 percent of overnight visitation.
The day-use shelf in the same market
A market with a growing lodging line carries inventory a day-use programme can sell. The network's day-use directory publishes eight Martinsville properties that take a day-use request. It carried that count on 7 October 2026, and its list repeats one Raceway Inn entry under two address forms.
The VTC release publishes no day rate, no hourly rate and no minimum stay. The rate card sits with each property.
What the operators read into it
David Stone chairs the Martinsville-Henry County Economic Development Corporation board. "The 2.1% increase in visitor spending demonstrates the critical role tourism plays in our broader economic development strategy," he said. "These dollars support local jobs, generate millions in tax revenue, and create a stronger foundation for future growth."
Kelly Rowland directs tourism for the same corporation. "The continued growth we saw in 2025 reflects the appeal of our destination and the hard work of our local businesses and hospitality partners," she said.
Rita McClenny is president and chief executive of the Virginia Tourism Corporation. "With our hotel performance already outpacing the nation in 2026, we're building on this momentum," she said.
How the count is built
VTC takes its annual economic impact data from Tourism Economics. The count covers per-person trips by domestic and international visitors. A visitor qualifies by staying overnight or by travelling more than 50 miles to the destination. The detailed data and the methodology sit at vatc.org/research.
The release carries no county occupancy, average daily rate or revenue per available room figure. The hotel read sits in the lodging line of the VTC locality file and in McClenny's statement on 2026 state hotel performance.