West Virginia tourism officials are shifting attention from attracting first-time visitors to encouraging travelers to return, as the state reports continued growth in visitor spending and new investments in campgrounds, state parks, and glamping accommodations.
Kayla Kessinger, incoming secretary of the West Virginia Department of Tourism, outlined her priorities Monday during the Governor’s Conference on Tourism in Charleston. She said the state’s next phase of tourism development will focus on repeat visitation, collaboration with communities and tourism businesses, and distributing the economic benefits of travel across the state.
“People across the country are starting to discover West Virginia, really what we’ve all known for a long time, that we are America’s best-kept secret,” Kessinger told tourism professionals gathered for the conference.
“But my challenge is to make sure that secret gets out,” she told West Virginia Explorer News, “that we start shouting it from the rooftops and to build on the foundation that’s already been laid.”
Kessinger said the state needs to continue communicating its tourism offerings while also creating new reasons for travelers to return. She also emphasized the importance of working directly with businesses and organizations in communities throughout West Virginia.
“I’m new to this role, and I believe it is really important for me to learn and listen,” she said.
Kessinger said she plans to travel throughout the state to meet tourism operators and understand the businesses and organizations serving visitors.
“I don’t believe that this next chapter of West Virginia tourism gets written in Charleston alone,” she said. “But it gets written by all of you, all of us together, as we continue to build on the foundations that have already been laid.”
The focus comes as West Virginia reports another year of increased tourism activity. Gov. Patrick Morrisey said during Monday’s conference that the state’s tourism economy generated an estimated $9.4 billion in total economic impact in 2025. West Virginia recorded 78.4 million visitors during the year, with travelers spending $6.8 billion in the state. Overnight travel increased by 2% during the same period.
Morrisey also linked tourism growth to the state’s efforts to attract new residents. He said visitors who experience West Virginia’s communities and outdoor recreation opportunities may eventually consider relocating to the state.
“If people come and experience our great state firsthand, the odds are fairly strong that at some point a percentage of them will say it’s time to move to West Virginia,” Morrisey said.
According to Morrisey, the visitor economy supports 61,728 jobs in West Virginia, or approximately one in every 15 jobs statewide, and generated $643 million in state and local tax revenue.
For outdoor hospitality operators, the state’s emphasis on extending visitor relationships could create opportunities beyond attracting new customers. Repeat visitation can support longer-term demand for accommodations, campsites, glamping units, and other visitor services, while stronger coordination with local tourism organizations can help businesses connect with broader destination marketing efforts.
The state is also continuing to invest in outdoor lodging infrastructure. Morrisey announced more than $2.2 million in improvements at Twin Falls Resort State Park in Wyoming County, including cabin renovations, HVAC upgrades, room refurbishments, and new mattresses. He said additional state park investment announcements are expected in the coming weeks and months.
The governor also announced a new 35-site campground at Lost River State Park, which is expected to open in spring 2027.
The campground development adds to other projects involving outdoor accommodations across West Virginia. A total of 32 upscale glamping sites are planned at Pipestem, Blackwater Falls, Lost River, and Summersville Lake state parks. The state is also developing the new Slabtown Campground at Cass Scenic Railroad State Park.
For campground, RV, and glamping businesses, the developments indicate that West Virginia is continuing to expand its outdoor lodging inventory alongside broader efforts to increase visitation.
The state’s tourism strategy, as presented at the September 22 conference, places additional emphasis on converting that visitor growth into repeat trips and sustained economic activity in communities outside Charleston.
