New River CVB reports visitor gains, passport program success; urges county partnership

Representatives from the New River Convention and Visitors Bureau (CVB) presented their annual report to the Fayette County Commission on Sept. 18, reporting growth in some visitor metrics, expanded marketing partnerships and a successful passport program that is generating location-level visitation data.

Becky, identified as a CVB representative, said the Fayette County visitor center saw a 12% increase in visitors last year, with visitors coming from 46 states and nine countries. The CVB reported top sending states including West Virginia, Ohio, Pennsylvania, North Carolina, Virginia and Florida; top foreign visitors included Canada, France, Germany, Switzerland and the Netherlands.

The CVB said a national park reported 1.8 million visitors in 2024 and that, as of August, the park had recorded about 1.3 million visitors — about 5% ahead of last year at the same point. The bureau also reported increases in digital engagement: guide requests were up 26% and partner clicks (website visitors clicking to lodging partners) increased 158%. The CVB described a passport program that had 2,391 check-ins in Fayette County and noted cooperative advertising reductions when partners work together.

Commissioners thanked the presenters and asked that staff follow up if additional data or feasibility studies are needed for county projects.

Why it matters: tourism is a major local economic sector; the CVB said its marketing and data partnerships help attract visitors and provide metrics counties use for planning and grant work.