Shenandoah tourism office reports $93.2 million in visitor spending, $2.9 million in local tax receipts

John Maynor, director of the Shenandoah Convention and Visitors Bureau, told the City Council on April 22 that visitors generated approximately $93.2 million in direct travel spending for the market last fiscal year and that travel-related activity produced about $2.9 million in local tax receipts.

The numbers were presented as part of the bureau’s annual report. Maynor introduced Cindy Decker of Tourism Economics, who walked council through market metrics including a 13.2% year‑over‑year increase in travel spend, strong website growth and elevated engagement metrics.

“Last year, the market ended with 2,200,000 in hot collections,” Decker said, and she highlighted that the bureau’s site reached about 93,600 users, a roughly 31% increase year over year. She credited targeted marketing, stronger weekend demand tied to local sporting events, and some weather-driven spikes in visitation for much of the gains.

Decker also summarized lodging and booking trends: about $2.5 million in room revenue driven through OTAs, with Expedia accounting for the largest share of room-night volume. On occupancy and demand, Shenandoah’s market-wide occupancy ran in the mid‑60 percent range and Decker said the market performed better than many nearby competitors.

The presentation noted recent marketing partnerships and new international outreach ahead of major regional events. Maynor said the bureau will publish an advocacy video and appendices showing how per-household and per‑property figures were calculated and that the bureau intends to be transparent about its methodology.

Council members asked for clarification on occupancy and comparative metrics; staff provided month‑to‑date figures showing continued demand growth through early 2026. The presentation concluded without vote; the council thanked Maynor and Decker for the report.