Tourism spending continues to climb in Southwest Virginia, with hotel revenue showing a nearly 7% increase in the Roanoke Valley as the region capitalizes on its diverse attractions, from hiking trails to sporting events.

Governor Glenn Youngkin announced Tuesday that Virginia’s tourism industry generated a record high $35.1 billion in visitor spending in 2024, marking a 5.4% increase from 2023.

The Fourth of July weekend is one of the busiest times of the year, and Smith Mountain Lake is a popular destination for locals and visitors alike.

With the Fourth of July just around the corner, tourism is feeling the heat — literally — and costs are rising, but visitors are still making plans to celebrate here in Southwest Virginia.

Following the devastation of Hurricane Helene in fall 2024, Claytor Lake is ready for the summer season thanks to extensive cleanup efforts.

Vacation starts with Virginia’s Blue Ridge. That’s the new marketing campaign unveiled Thursday by Visit VBR.

Mabry Mill, the famous stop on the Blue Ridge Parkway has seen better days. The mill's roof is badly in need of repair, while the famous mill pond has become swampy. The restaurant which is a huge economic driver for the region is closed until further notice. Begging the question, What's next for Mabry Mill?

The National Park Service announced Thursday that the Blue Ridge Parkway from milepost 0 to milepost 198 in Virginia will re-open at 8 a.m. Friday.

In the New River Valley one county saw an increase of 7.7% in just one year according to the Virginia Tourism Corporation.

The 469-mile scenic route, which winds through the Appalachian Mountains, crosses multiple Southwest Virginia towns

It’s been a record-breaking year for tourism in the Commonwealth, according to the governor’s office. Visitor spending generated $33.3 billion in Virginia last year.

A locally-owned bed-and-breakfast in Blacksburg is under new leadership and ownership after an overbookings controversy during Virginia Tech’s graduation week.

Pulaski county officials want to make the county a recreational sports destination and now they have made another move in that direction.

Over the last few months, the Blacksburg-Christiansburg-Montgomery County Tourism Office has partnered with a sports tourism team to develop a plan for sports tourism growth.

It looks like the region will be having a lot of visitors from Northern Virginia this year.

Sen. Kaine got a chance to ride on the newly-expanded McAfee Knob Trailhead Shuttle service.

The City of Danville hopes to ramp up tourism with a new program called “Visit SoSi Tourism Sponsorship.”

Snowshoe is already seeing the benefits of what’s expected to be a snowy weekend.

Wintergreen Resort has announced its opening day for the 2023-24 season.

Tourism continues to grow in Southside — visitor spending increased to $144 million.

Visit Virginia Blue Ridge talked about why the fall season brings a huge economic impact to Roanoke.

The Smith Mountain Lake community got to hear more about why some of the lake water has been a blueish-green color.

From grabbing a bite to eat at your favorite local restaurant or dessert shop to hitting the water, there are plenty of things to do and places to visit across Southwest Virginia.

Pipestem State Park in West Virginia has added an attraction called Pipestem Adventures. It includes everything from a half day zipline tour over the nearby gorge to ax throwing and family friendly kayaking.

Roanoke County Parks, Recreation, and Tourism is launching an event to make afternoons at the park this summer a little tastier. Officials say Food Truck Thursdays will kick off at Green Hill Park on June 1.

Tourism is the second-largest economic driver in the Commonwealth — visitors spent $25 billion across Virginia.

Dollywood PR Manager Ellen Liston joins us in the kitchen to talk about the park’s Flower and Food Festival, which runs through June 11.

The Roanoke Blacksburg Regional Airport is looking ahead to the next two decades of what travel could look like in the valley.

Dollywood is kicking off the season with a brand new event - the I Will Always Love You Celebration.

Tourism leaders discuss how they're bringing in people to Pulaski County

Dollywood’s 2023 season is being called one of the biggest ever because of two new massive projects.

If you’re looking for some winter fun in snow and cold weather, this is something that might make you feel over the moon.

It’s the first day of the winter season at Snowshoe Mountain.

The Roanoke Valley Greenway Commission is making sure residents have a say in the path of expanding the Roanoke River Greenway.

The new mountain bike park is open 7 days a week from dusk to dawn

While the Lynchburg Downtown Renewal Project gets ready for it's next phase, Parks and Recreation is looking ahead to the next 10 years.

Start your engines – 10 News is back In Your Town. This time, to some of the top spots in Southside.

The 1951 Southern Caboose was renovated on a Hill City property overlooking the James River and a local foundry, giving it an industrial vibe.

Alleghany County has a wide-variety of outdoor recreation spots, and officials are looking to continue growing the opportunities.

Pulaski County Tourism received a total of five awards at the annual Southwest Virginia Tourism Awards held in Wytheville, VA on August 22, 2022. These awards, presented by the Friends of Southwest Virginia, recognize the region’s tourism and marketing efforts.

From the Star City to the Hill City, there are several towns in our area nominated for the Blue Ridge Outdoors Top Adventure Towns of 2022 contest.

The new 500-room hotel and state-of-the-art convention center will sit on the site of the former Dan River Mills Textile Plant.

On Wednesday, Caesars Entertainment Inc. and the Eastern Band of Cherokee Indians announced their partnership in the development of the center, Caesars Virginia, and their construction officially begins this week.

The town recently released the Traipse app for the downtown area, where you’re on a scavenger hunt, not for sasquatch, but for information about local shops.

Since November, Meriwether has been crafting her objectives, including determining peoples’ interests, educating locals on happenings in the area, and streamlining a visitor guide.

In an effort to promote tourism in the city, Lynchburg has introduced a new way for residents and tourists to learn more about the area.

On Thursday, the Danville Office of Economic Development & Tourism announced that they are extending the deadline for their 2022 Tourism Survey.

On Monday, the Office of Governor Younkin announced that 27 Virginia communities launched new tourism programs to boost area economies, and at the end of implementation, the communities will also receive a $10,000 grant to assist with future plan development.

The American Cider Association announced on July 6 that they are launching a digital Virginia Cider Trail for Virginians and tourists to explore the Commonwealth.

From 11 a.m. to 4 p.m. on July 9, the zoo will be throwing a giant birthday party to celebrate.

Traditionally, the only way to get to that island was by taking a row boat, a novelty that many tourists enjoyed.

Southern Living Magazine named the Hill City one of the best southern cities on the rise in 2022.

The Hotel Roanoke has added a half-million dollars worth of upgrades to create sophisticated video conferencing to allow attendees both in-person and on-line. The move will make it easier for groups to meet, even once the pandemic is over.

Two local tourism organizations in Southwest Virginia are in the running for $10,000 grants through the Virginia Tourism Corporation.

The Legs Inn is a summer pilgramage for tourists around the Midwest.

When temperatures get as hot as they did Thursday, the best place to be is on the water. At Smith Mountain Lake, businesses are preparing to welcome more visitors this summer.

Polls show 80% of travelers say when they are fully vaccinated they are comfortable traveling.

PULASKI COUNTY, Va. – Pulaski County is getting its first distillery. JH Bards Spirit Co. opens this weekend. It’s been two years in the making and a New River Valley location was always part of the dream. AdAs the spirit company hits restaurants and shelves across the country, Pulaski County Administrator Jonathan Sweet said it is showcasing some of the best of Pulaski County and the New River Family. JH Bards Spirt Co. will be open Friday to Sunday 12 p.m. to 8 p.m. During the week they will offer private tastings.

RADFORD, Va. – Downtown Radford has a new attraction. At the corner of Virginia Street and East Main Street, the new LOVEworks display serves as the starting point for the downtown area revitalization process that the city is working on. Already helping to launch other projects, a local arts group started encouraging residents to take their pictures by the sign using #LoveRadford. At the corner of Virginia Street and East Main Street, the new LOVEworks sign is on display. This sign joins the other 250 LOVEworks signs across the commonwealth state in an old campaign designed to promote tourism.

HOT SPRINGS, Va. – Starting next year, Bath County’s biggest employer is making some major changes. Beginning Jan. 4, the Omni Homestead Resort will be open from Noon Thursday until 3 p.m. Sundays. “As we enter into the new year at The Omni Homestead Resort, we have made the very difficult decision to alter our hours of operation in January. It’s been a difficult 2020 for the resort, closing March 29 to reopen three months later on June 29. Click here for more information about the resort’s changes to its hours of operation

ROANOKE, Va. – Tourism boards in Southwest Virginia received a financial boost to help attract visitors through the COVID-19 pandemic. The Virginia Tourism Corporation awarded a total of $80,000 to five tourism boards. The awards included:$20,000 for Visit Virginia’s Blue Ridge$20,000 for Botetourt County$20,000 for the Smith Mountain Lake Chamber of Commerce$10,000 to the Town of Rocky Mount$10,000 to the City of SalemVisit Virginia’s Blue Ridge President Landon Howard said his organization’s $20,000 will be spent mostly on online marketing. He believes regional travelers will look to the Roanoke Valley for a getaway. “Those people may not be traveling to Europe for a two or three week vacation, but they will do weekend trips to places like Virginia’s Blue Ridge.”

BEDFORD COUNTY, Va. – We are in the midst of peak fall foliage and that means peak business for some in our area. “It’s been an extremely challenging year,” said Jean Hoell, general manager of the Peaks of Otter Lodge. October typically brings reds and yellows on the trees and for the Peaks of Otter Lodge, that means green. Those customers during peak season help the lodge stay afloat the rest of the year and now, they’re counting on the leaves to build that back. The Peaks of Otter Lodge is booked solid for the next few weekends and will close for the season at the end of November.

There’s no arguing: Fall is one of the most breathtaking seasons in Virginia. Many are choosing to mark the season with a road trip, and the Alleghany Highlands region is a popular choice. Officials with the Omni Homestead Resort said fall is the perfect time to visit Hot Springs. Swann said with more than 2,000 acres, the Homestead has something for everyone this fall, from the Cascades Golf Course, to horseback and carriage rides, to hiking to Falling Spring Falls. Tourism officials said many choose to take their road trip further and make stops in places like Charlottesville, Richmond and Williamsburg.

RADFORD, Va – The City of Radford has a new place to welcome people in an effort to boost tourism. The Information and Visitors Center opened up its new location on West Main Street in hopes of being able to provide information about what the city has to offer. Tourism Director Deborah Cooney says the new venue will allow people to make the most out of their visits to the city. “We promote all the wonderful things to do in Radford to people outside of Radford, to encourage them to come here and enjoy our trails, enjoy the river, enjoy all the local businesses we have,” Cooney said. Although most large events in the city have been canceled this year because of the pandemic, tourism leaders have already started to plan how to safely host events next year.

ROANOKE, Va. – Visit Virginia’s Blue Ridge has just been awarded a $10,000 tourism recovery grant. The organization will use that money to enhance branding efforts, marketing the region as a hub to experience metro-mountain adventure, especially to cities within driving distance. “We’re really working hard to find that balance of inviting people to the region as well as making sure that are residents are safe as well, but it’s all about really helping the businesses sustain and recover from this pandemic,” said Catherine Fox, vice president of public affairs and destination development for Visit Virginia’s Blue Ridge. The Virginia Tourism Corporation has awarded more than $866,000 in marketing grant funds to 90 organizations across the commonwealth.

SMITH MOUNTAIN LAKE, Va. – Smith Mountain Lake’s chamber of commerce received financial assistance Thursday to help the region economically bounce back from the coronavirus. The chamber accepted a $9,995 grant from the Virginia Tourism Corporation to entice visitors to the area. The money will finance a tourism commercial specifically for Virginians, according Smith Mountain Lake’s Regional Chamber of Commerce Executive Director Christopher Finley. “When the commonwealth pivoted back to Phase 2 and Phase 3, vacationers were willing to get out,” Finley said. Those visitors included Terry McGhee, who said he watched Smith Mountain Lake fill up as a child.

NORTH MYRTLE BEACH, S.C. – If you have a trip planned to North Myrtle anytime soon, make sure to pack a mask. The North Myrtle Beach City Council passed an emergency ordinance on Tuesday which requires people to wear masks in certain places, including retail businesses like grocery stores and pharmacies. The ordinance goes into effect at 12 p.m. on Thursday. Plus, all restaurants, retail businesses and government offices must require their employees to wear masks at all times while having face-to-face interaction with the public. Each day of a continuing violation would be considered a separate offense, according to the ordinance.

ROANOKE, Va. – Summertime is here and for many Virginians, that means taking some much-needed time off for a vacation. “I think Virginians can go on their travel vacations, but they just need to use the same good practices that they’ve been using at home,” said O’Dell. AAA spokesman Morgan Dean told 10 News that vacationers need to plan ahead and take extra precautions. Are you or those you’re traveling with high risk or do you live with someone who’s high risk? If you do travel, the CDC says know the restrictions and consider the risks of different transportation.

The Omni Homestead Resort was forced to shut down for three months because of the pandemic. We closed the resort on March 29 and now three months later, June 29, we are reopening to our guests, said Lynn Swann, director of marketing and communications for the Omni Homestead Resort. The resort is also reopening to employees. Changes include barriers separating associates from guests, enforced social distancing, strict cleaning policies, daily health screenings for workers and limited amenities. The Homestead reopening is good news for the entire area, as the resort is Bath County's largest employer.

ROANOKE, Va. – As travel season gets underway and families hit the road, Visit Virginia’s Blue Ridge wants everyone here at home and those visiting to know they’re safe in the Roanoke Valley. That's why VBR is asking businesses to take the "Stay Safe Pledge." The pledge asks businesses to promise to follow recommended guidelines from the CDC and public health officials and post the pledge on their storefront. VBR says that helps create an environment of safety while getting more people back in local businesses. The Visit Virginia’s Blue Ridge visitor’s center will open back-up starting Friday to help people navigate their stay.

ROANOKE, Va. – Tourism in Virginia’s Blue Ridge is starting to rebound now that the state has begun to reopen. Landon Howard, President of Visit Virginia’s Blue Ridge, said Thursday a lot of families from Virginia and North Carolina are asking for information about outdoor activities. Visit Virginia’s Blue Ridge’s visitors center in Roanoke will reopen June 12. According to data provided by Visit Virginia’s Blue Ridge, tourism industry revenue was down an average of 70% over the last three months compared to last year. He’s also still hopeful there will be a strong rebound in tourism in 2021.

Bout tours and cruises at the Soo Locks can give people the experience of being raised and lowered while lounging in the boats.