You are Gonna Love SOSI

Increased Tourism Spending In Southside Virginia (aka SOSI) is contributing to it’s growth and prosperity.  Danville is on the move: tourism is growing swiftly, major industrial investments are landing, downtown revitalization is real, and business conditions are improving. These are signs of positive transformation.  Below is more detailed information on how increased tourism spending in SOSI is a great benefit to it’s future growth.  Bottom line is, you’re gonna love SOSI!

Current Spending Snapshot

• In 2024, visitor spending in Southwest Virginia reached ≈ $1.38 billion, representing a ~6% increase over the prior year.

• In that same report, tourism-related employment in the region hit about 12,379 jobs, and local tax revenue generated through tourism was around $66.2 million.

• For context, at the statewide level, tourism in Virginia generated about $35.1 billion in visitor spending in 2024.

• Earlier, for 2023, another figure cited: visitor spending in Southwest Virginia was $766 million, up 12% from 2022.

What This Means for Southwest Virginia

Economic boost and job creation

• • Tourism is driving a meaningful portion of the region’s economy — with over 12,000 jobs tied to visitor spending.

  • That influx of dollars supports local businesses: lodging, dining, recreation, outdoor outfitters, cultural venues.

  • The ~$66 million in local tax revenue provides resources for local governments and can relieve some burden on residents.

Recovery and growth

• • The region is not just recovering from pandemic-disruptions but appears to be growing beyond prior levels (the 6% increase in 2024, and prior increases).

  • It signals that Southwest Virginia’s natural assets, heritage, and outdoor tourism appeal are gaining traction.

Catalyst for broader development

• • Strong tourism performance can help spur investments: improved infrastructure (roads, trails, parks), downtown revitalization, accommodation upgrades, and cultural/heritage programming.

  • It helps diversify the economy in a region that may have been more reliant historically on other sectors.

  • It enhances place branding: “destination identity” that can attract not only tourists but also new residents, remote workers, small businesses.

Regional equity and external revenue

• • Tourism brings outside money into the region (visitors spending from outside the region) rather than just local circulation. That helps keep dollars in the community.

  • The tax revenue and jobs help fill gaps in rural or less-dense regions where other sectors may be under pressure.

So many great things are occurring in Southside Virginia, it’s simply the place where you’ll want to be in the future.  You are Gonna Love SOSI!