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Average travel Primary Purpose of Trip party spending: Visit friends/relatives 44%

Other 2% 14% Outdoor recreation $616 3.7 Business 10% per trip in 4% Virginia Nights 15% per trip Personal 11% business Entertainment/ Other sightseeing pleasure/ personal

Top Activities: Travel Party Spending Shopping 30 % Visiting relatives 28 % Rural sightseeing 24 % $0 2% Historic sites/Churches 22 % $1 to less than $100 23% Museums 19 % $100 to less than $250 20% Visiting friends 18 % Fine dining 16 % $250 to less than $500 21% National park/Monuments 14 % $500 to less than $750 11% State park/Monuments 13 % $750 to less than $1000 5% Hiking/Backpacking 12 % $1000+ 19%

Travel Party Travel Party Origin by State Origin by DMA

VA 38 % Washington, DC (Hagerstown) 23 % MD 8 % Roanoke-Lynchburg 8 % WV 7 % Richmond-Petersburg 8 % NC 6 % Norfolk-Portsmouth-Newport News 5 % PA 6 % New York 5 % NY 6 % Philadelphia 4 % FL 3 % Baltimore 3 % SC 3 % Greensboro-High Point-Winston Salem 2 % NJ 2 % Charlotte 2 % CA 2 % Bluefield-Beckley-Oak Hill 2 %

25-34 63 % 29 % 22% Married Traveling with Children 35-44 18-24 14% 16% Average Age: 45 2.7 36% Average travel Annual 19% 15% 45-54 party size household 65+ income of 100K or more 15% 55-64 Planning Month of Travel Sources 21% 12% January 7% February 3% March 7% Destination Search website April 9% engine May 9% 31% June 11% July 12% August 8% Use information % September 9% from friends and 10 relatives. October 11% November 7% Travel provider 10% website (airline, December 8% hotel, etc.)

Planning Time 87 % Travel by owned auto or rental cars

43% consider visiting Virginia less than a month before their visit 6% 52% decide visiting Virginia less Travel by plane than a month before their visit

Top 10 Most Visited Cities Top 10 States Plan to Visit for Leisure in Next 2 Years 25% 22% 21% 19% 19% 18% 18% 45 % 31 % 28 % 15% 15% 14% Virginia Florida Maryland

28% 24 % 18 % North Washington Pennsylvania rg d le .C ke r h ia x l u n il D o te c dr fa ya Carolina D.C. b o sv n es ea n ir o n m te on a h B a Fa R so h t t o c a ex t ri ic lo g R in i l on ar R ar in in A r H h sh W rg F C a Vi % % % % W 18 18 18 18 New York California South Tennessee Carolina

SHENANDOAH VALLEY REGION TRAVEL PROFILE Source: TNS-TravelTrakAmerica, VA Module, FY2019 (N=674) Localities - Augusta, Buena Vista City, Clarke, Frederick, Harrisonburg City, Lexington City, Page, Rockbridge, Rockingham, Shenandoah, Staunton City, Warren, Waynesboro City, and Winchester City.