Shenandoah

Valley
Region
Average travel Primary Purpose of Trip
party spending: Visit
friends/ 47%
relatives

Other Outdoor
3% recreation
10%
3.9 Business 6%

$515 Nights
Other
pleasure/ 13% 16%
personal
per trip in Entertainment/
Virginia per trip sightseeing

Travel Party
Top Activities: Spending
Visiting relatives 27% $0 2%
Shopping 20% $1 to less than $100 23%
Historic sites/Churches 19 %
Rural sightseeing 18 % $100 to less than $250 23%
Museums 14 % $250 to less than $500 22%
Visiting friends 13 %
National parks/Monuments 13 % $500 to less than $750 11%
Art galleries 11 %
Fishing 11 % $750 to less than $1000 4%
Fine dining 11 % $1000+ 15%

Travel Party Travel Party

Origin by State Origin by DMA
Virginia 37 % Washington, DC (Hagerstown) 22 %
Pennsylvania 10 % Richmond-Petersburg 9 %
North Carolina 6% New York 7%
Maryland 6% Norfolk-Portsmouth-Newport News 5 %
New York 6% Baltimore 4 %
West Virginia 4% Roanoke-Lynchburg 4 %
Florida 4% Charlotte 3 %
California 3% Philadelphia 3 %
New Jersey 3% Los Angeles 2 %
Texas 2% Tampa-St. Petersburg (Sarasota) 2 %

25-34 24%
65 % 35 % 35-44
Married   Traveling 18-24 16%
with Children
9%
Average
Age: 47 45-54
2.9 33 % 65+ 15%
Average travel Annual 20%
party size household
income of
100K or more 16% 55-64

Planning Month of Travel

Sources 19% 17 % January
February
6%
6%
March 6%
35 % Search
engine
Destination
website April
May 5%
6%

June 3%
Use information July 15%
from friends and August 13%
relatives. September 11%

14% 12 % October
November
11%
11%
Travel club
(eg. AAA) December 9%

Planning Time
86 %
Travel by owned
auto or rental cars

41% consider visiting Virginia less

than a month before their visit 9%
Travel by plane
55% decide visiting Virginia less
than a month before their visit

Top 10 Most Visited Cities Top 10 States Plan to Visit

25% for Leisure in Next 2 Years
21% 21%
19% 18% 18%
16% 15%
15% 14%
42 % 30 % 29 %
Virginia Maryland Florida

25 % 20 % 18 %
Washington California New York
D.C.
rg a l r C e l e d x i a g
u y te D o k i l n r fa r u r
17 % 14 % 13 %
b o s , v i d
14 %
n R e n a n e s o a n s b
s o n t c h to o tt h m F x a k
rri ro i n g R l o i c l e ri c
a F W in a r R A e
h d
H as Ch Fre Pennsylvania North South Tennessee
W Carolina Carolina

SHENANDOAH VALLEY REGION TRAVEL PROFILE

Source: TravelsAmerica, VA Module, FY2017 (N=302)
Localities - Front Royal, Harrisonburg, Lexington, Staunton,
Waynesboro, and Winchester.