Tourism on the rise in the valley following record-breaking travel weekend in the

ROANOKE, Va. (WFXR)– Tourism and travel numbers are soaring across the country, and right here in Roanoke, those numbers are taking flight as well.

Holidays usually mean more travelers, but the numbers were already rising at the Roanoke-Blacksburg Regional Airport even before the July 4th holiday. The airport says travel is up 7% from this time last year.

“The airport in the past has always relied on the business travel, but we have seen an advent of tourism.,” said Executive Director of the Roanoke-Blacksburg Airport Mike Stewart, “Both in a combination of the local effort to promote the outdoors that we have here but also the people seem to be tired of being cooped up in their house, whether that be left over from the pandemic or not.”

Even as prices for everyday necessities stay high, and airfares tick alongside them, it seems people are willing to shell out for a little time away.

“Prices have gone up on an average of 3.3%, but still people are willing to pay,” said Mahmood Khan, Professor of Hospitality and Tourism Management at Virginia Tech.

So, why here? What brings visitors into the valley?

“What sets us apart is that we’re a metro mountain destination,” said Kathryn Lucas, the Director of Public Relations for Visit Virginia’s Blue Ridge, “you’ve got a great home base in Roanoke City that’s got really upscale restaurants and boutique hotels, but it’s located just fifteen minutes away from Appalachian trial hikes or world-class paddling.”

“We live in a great area. We need a strong city of Roanoke to have a strong Roanoke County, and vice versa,” said Eric Sichau, President and CEO of the Roanoke Regional Chamber. “It’s important to continue to remind folks why we’re a destination to live, work, play and raise a family.”

Because, officials say, the more they do that, the more options locals will have to fly to and from Roanoke.

“If we keep growing the passenger numbers that we’re seeing, then I think airlines will get the message,” said Stewart, ” that’s where I continue to push, we’ve got something that’s fantastic here, and the more we can get out and advertise that in areas that people need to fly to get here, that’s gonna continue to grow.”