Tourism is about more than hotels and attractions. A visitor economy includes every dollar spent by people visiting a community—from restaurants and retail to outdoor recreation and local events. Learn why understanding the visitor economy is essential to building stronger communities and sustainable economic growth.

More visitors are entering Shenandoah National Park through the Front Royal entrance each year, yet many downtown businesses are seeing fewer people walk through their doors. What explains the disconnect? Looking at four years of visitor traffic data reveals an important opportunity for destination development.

Attracting visitors is only the first step. Here’s how small towns and Main Street communities can turn one-time visitors into repeat customers and long-term economic growth.