DATE: Friday, November 14, 1997             TAG: 9711140609

SECTION: BUSINESS                PAGE: D1   EDITION: FINAL  

SOURCE: BY DEBBIE MESSINA, STAFF WRITER 

                                            LENGTH:   50 lines

CORRECTION/CLARIFICATION: ***************************************************************** Virginia's tourism revenue increased from $9.5 billion in 1994 to $9.98 billion in 1995. A story in Friday's Business News contained the wrong figures. Correction published in The Virginian-Pilot, Sat., Nov. 15, 1997, page d2. ***************************************************************** VIRGINIA CLINGS TO STATUS AS POPULAR DESTINATION SCENERY, AFFORDABILITY KEEP OLD DOMINION AMONG THE TOP 10

Virginia held onto its position among the Top 10 tourism states in 1995, with almost $10 million in spending by American travelers.

The state maintained its ranking as No. 10 in domestic traveler spending in the soon-to-be-released Tourism Works For America Council report.

When international dollars are factored in, Hawaii enters the Top 10 and Virginia drops to No. 11.

``Obviously, nobody sneezes at being in the Top 10,'' said Martha Steger, public relations manager for the Virginia Tourism Corp. ``But you're not doing your job if you're happy with where you are.''

The Commonwealth's goal is to make the Top 5 by 2010.

Virginia's tourism revenue increased 5 percent from $9.5 million in 1994 to $9.98 million in 1995, the most recent year data is available to the tourism council. The spending directly generated 168,000 jobs in the state.

The other top states, in descending order, are California, Florida, Texas, New York, Illinois, Nevada, New Jersey, Pennsylvania and Georgia.

Virginia is somewhat at a disadvantage when it comes to traveler spending because some of its most popular destinations - the Blue Ridge Parkway, Shenandoah National Park and the national battlefields - are free or owned by the federal government and therefore do not market themselves. Instead, the state incorporates them in its own marketing.

So it's no surprise that Virginia attracts 4.8 percent of overnight trips, but only 2.8 percent of the money spent.

``What it comes down to is Virginia is a cheap date,'' Steger said.

Steger said the state is counting on some new attractions like Colonial Downs and, in the future, MacArthur Center mall, to draw more cash. ILLUSTRATION: Color file photo

The scenery of the Blue Ridge Mountains is one attraction that helps

keep Virginia among the nation's top tourism states. KEYWORDS: TOURISM

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