By Steve Keenan
For The Register-Herald
Canyon Rim — The numbers don’t lie, and the secret is becoming less of one.
Ever-rising tourism-related visitation and economic numbers and continued widespread recognition more and more underscore the impact tourism has in West Virginia, officials say.
On Tuesday, Gov. Patrick Morrisey was joined by federal, state and local officials and members of the public at the Canyon Rim boardwalk area to celebrate the fact that the New River Gorge National Park and Preserve has been named a Best Underrated Travel Destination by U.S. News & World Report magazine.
“I am proud to see West Virginia rightfully at the top of this important list,” Morrisey said in a press release. “The New River Gorge National Park and Preserve showcases some of the best outdoor adventure and charming small towns the Mountain State has to offer.
“West Virginia isn’t just winning the Backyard Brawl, we are leading the nation. We look forward to welcoming more outdoor enthusiasts to Almost Heaven than ever before.”
“West Virginia’s on the rise, and we’re going to continue to rise up, whether it’s the tourism, whether it’s in manufacturing, whether it’s in education,” Morrisey said. “We are working so hard on the fundamentals, and it’s beginning to pay off.”
He also took time to thank those working on the ground, whether it be local businesses, park rangers and staff or others.
“You’re doing something pretty incredible, because people see West Virginia through your eyes when they come and visit.” He also praised West Virginia Department of Tourism Secretary Chelsea Ruby and her team for their “record-breaking” tourism efforts.
The New River Gorge National River was designated as the nation’s newest national park, the New River Gorge National Park and Preserve, in December 2020. Speakers Tuesday continued to praise world-class outdoor recreation such as whitewater rafting, rock climbing and miles of hiking trails, as well as the southern hospitality of uncrowded mountain towns, in attracting a continual stream of visitors to the New River Gorge region.
“The New River Gorge earned the top spot for its dramatic scenery, world-class rafting opportunities and unique perspective on Appalachian history,” Senior U.S. News & World Report Travel Editor Elizabeth Von Tersch said in the release. “The destination offers an outdoorsy experience similar to more frequented parks without the crowds.”
The Best Vacations rankings highlight top destinations for travelers across a wide range of categories. U.S. News & World Report travel editors evaluated more than 1,500 destinations, scoring them on multiple factors, including reader votes within each category. Following last year’s recognition of St. Simons Island, Georgia, the New River Gorge now leads the list of must-visit hidden gems, according to the magazine.
“I’m thrilled to hear this news and continue to be incredibly proud of the growing national recognition West Virginia receives,” Ruby said in the release. “Being named number one on lists like this reflects the hard work of our department, our wonderful partners around the state, and the governor, whose vision and commitment makes achievements like this possible.”
On Tuesday, Ruby said, “I’ve never been more excited or more confident about the direction we’re headed than we are today.”
Citing Americans’ projected travel habits, she pointed out that many families are searching for activities such as hiking, camping, kayaking, rafting, fishing and mountain biking to fill their leisure time. “Every single one of those things can be done right here,” she said.
On top of that, people are looking for “uncrowded places and natural beauty and amazing landscapes.”
“West Virginia’s tourism numbers are booming,” Ruby added. “We continue to see growth outpacing the national rate.”
According to Ruby and Morrisey, the total economic impact of tourism on West Virginia exceeds $9 billion annually, and “more than $1 billion of direct spending is happening in this area right here.”
“People are coming here and having unbelievable experiences, and they keep coming back,” Ruby said.
She also touched on continued investment in the area, including a hotel that is planned to open in Fayetteville this summer.
“Most of all, I’m excited about the way this community responds to tourism,” Ruby said and cited how locals throw open their arms to visitors and give them “tremendous, unbelievable experiences that keep them coming back year after year.”
“Our staff, our partners and the communities around us pour their hearts into protecting this land and welcoming visitors from around the world,” said Eric LaPrice, acting superintendent of the New River Gorge National Park and Preserve. “This honor reflects their work, their pride and their commitment to sharing the very best of West Virginia.
“And, while we’re grateful for the spotlight this gives us, what makes this place special isn’t just the ranking; it’s the beauty, it’s the people who love it, the stories it holds, and the sense of belonging visitors feel when they arrive.
“We look forward to welcoming more travelers to discover what so many here already know: New River Gorge is not just underrated, it’s unforgettable.”
After the ceremony, LaPrice addressed the availability of park staff and resources to work with ongoing high visitation numbers to the area.
“We’re doing the best we can with the resources we have,” he said. “We had a difficult year last year with people retiring, and we’re getting to the point where we’re starting to be able to advertise jobs again, so that’s been good.”
“Our visitation has been growing exponentially year after year, and I’m sure that, with this recognition, people are going to be even more interested in checking it out,” he added.
According to state tourism officials, the Mountain State continues to be featured in top-tier travel publications, including Fodor’s, Garden & Gun, Good Housekeeping, Southern Living, Travel + Leisure, which helps promote West Virginia as a premier year-round travel destination.
Also during the event, Morrisey touched on various topics with the media, including ongoing water issues in southern West Virginia and a recent bill signing that focused on the high school athletics transfer rule.
Read more from The Register-Herald, here.