By Rebecca Barnes, Publisher, Prince William Living
Tourism shapes how communities grow, adapt, and stay resilient. At this year’s VA1 State Tourism Conference, leaders from across Virginia examined shifting visitor behavior and its impact on local economies. For Prince William County, the conference underscored how essential tourism is to the businesses, cultural spaces, and shared experiences residents rely on every day.
A central voice in this conversation is Kevin Costello, Director of Tourism for Prince William County. Costello offered detailed insight into current conditions, long-term planning, and the importance of tourism as a stabilizing force for our community.
Understanding Today’s Visitor Trends
Costello explained that while tourism saw several years of strong recovery, the visitor economy is now entering a period of adjustment. Prince William County is experiencing the same nationwide trend: a softening in visitation and visitor spending, shaped by inflation, slower job growth, and uncertainty tied to federal fiscal conditions.
According to Costello, “The key takeaway from the State Tourism Conference was the importance of being proactive and data-driven. Like Virginia Tourism Corporation, Prince William County’s Department of Economic Development and Tourism is investing in research and long-term strategic planning to strengthen our foundation and position the County for growth as market conditions improve.”
How Visitor Activity Supports Community Spaces
Visitor spending reaches far beyond tourist attractions. Using mobile and financial data from Zartico, the county tracks both visitors traveling more than 50 miles and “local visitors” from within 50 miles who are not county residents. Together, these groups generate approximately 40 percent of all credit card spending in Prince William County so far this year.
Their influence is especially strong in:
Restaurants: 50 percent of all spending
Retail: 45 percent of all spending
Costello emphasized, “These groups generate approximately 40% of all credit card spending in Prince William County year-to-date, including 50% of all restaurant spending and 45% of all retail spending in 2025. These numbers provide a clear indication of how tourism supports restaurants, shops, and attractions that residents enjoy every day.”
Agritourism: Protecting Local Character While Supporting Growth
One of the most relevant discussions at VA1 centered on agritourism, a major area of focus for Prince William County. The county recently engaged Agritecture to conduct a comprehensive agribusiness and agritourism study.
Prince William’s rural landscapes, working farms, heritage sites, and small businesses already attract visitors seeking authentic experiences. Costello noted,
“Prince William County’s rural areas are home to beautiful landscapes, working farms, historic treasures, and vibrant local businesses that make our community truly unique. Agribusiness and agritourism present unique opportunities to build on these strengths, support farmers, expand small businesses, create job,s and attract travelers who are eager to connect with the land and its stories.”
The ongoing study will help guide a strategy that supports farmers, grows small businesses, sustains rural character, and encourages visitors to explore beyond traditional attractions.
Regional Alignment: Stronger Together
Tourism works best when communities collaborate. Prince William County already partners with the City of Manassas through the Steins, Vines, and Moonshine craft beverage trail. Costello sees similar potential in agritourism, noting that farmers’ markets and rural destinations across Prince William County, Manassas, and Manassas Park could form a unified visitor experience.
He also highlighted a vital opportunity discussed at VA1:
“A main takeaway from this year’s State Tourism Conference was the shared recognition that Amtrak is a significant asset for all our localities. As more visitors are becoming price-conscious and are looking for ease of travel, Prince William, Manassas, and Manassas Park become attractive destinations for those traveling by train.”
Joint promotions, destination packages, and coordinated messaging would give visitors a smoother, more appealing way to explore the region.
Tourism as a Community Investment
Tourism is more than an economic strategy; it is a community resource. Visitor spending supports local jobs, strengthens small businesses, and keeps the places we cherish active and well-maintained. As the region navigates a shifting economic landscape, data-driven planning and regional cooperation will continue to play a key role.
Tourism helps sustain the character, culture, and quality of life that make Prince William County feel like home.
Rebecca Barnes is the publisher of Prince William Living. She has spent more than two decades telling the stories of our community and championing the people, businesses, and places that make Prince William County a vibrant region to live, work, and explore.
