Harrisonburg, Virginia Short-Term Rental Market
Shenandoah Valley STRs averaged $262 ADR, 48.5% occupancy and $3,541 monthly revenue in September 2026.
Quick Answer: Harrisonburg, Virginia is an active short-term rental market. average occupancy in the Shenandoah Valley market area is 48%. average monthly revenue in the Shenandoah Valley market area is $3,541. average daily rate in the Shenandoah Valley market area is $262. the top operator in the Shenandoah Valley market area is Evolve with 130 listings. market score is 98/100 (grade A).
Market data reflects the Shenandoah Valley regional market, which includes Harrisonburg. Regulations, taxes, and permit details below are specific to Harrisonburg.
Market Score Breakdown
Five dimensions StaySTRA evaluates per market.
Market Overview
Harrisonburg is the largest city in Virginia’s Shenandoah Valley, with a population of 51,392. The performance figures on this page describe the Shenandoah Valley region STR market, a shared regional series, rather than Harrisonburg alone. Bedroom, channel and listing-type counts and top operator names are tracked at a shared regional level rather than uniquely for Harrisonburg, so this profile omits them.
As of September 2026, the Shenandoah Valley region STR market posted an average daily rate of $262 and occupancy of 48.5%, producing average monthly revenue of $3,541. Entire-place rentals averaged $270 per night, and professionally managed listings averaged $275. Compared with September 2025, occupancy is up 10.0%, ADR is up 4.4% and revenue is up 19.8%. The long-run seasonal average for September is 49.2% occupancy, so the latest month sits close to its normal level.
Over a longer window the market has settled after the pandemic surge. Annual occupancy reached 62.1% in 2021, then eased to 53.6% in 2022, 49.9% in 2023, 48.6% in 2024 and 48.8% in 2025. ADR moved the other way, rising from $225 in 2021 to $250 in 2025 and $258 across the first nine months of 2026. Average monthly revenue for 2026 so far is $3,552, ahead of $3,480 for 2025.
Demand drivers in Harrisonburg include James Madison University, which brings parents, prospective students, alumni and event attendees, along with mountain biking, the Shenandoah River and hiking near Shenandoah National Park. Visitor spending reached a record $243 million in 2024. The typical Harrisonburg home value is $354,251, which sets the entry cost for investors.
Seasonal Patterns
| Month | Occupancy |
|---|---|
| Jan | 39% |
| Feb | 43% |
| Mar | 45% |
| Apr | 52% |
| May | 51% |
| Jun | 54% |
| Jul | 59% |
| Aug | 58% |
| Sep | 49% |
| Oct | 57% |
| Nov | 50% |
| Dec | 45% |
Month-by-month nightly rates and revenue figures for Harrisonburg are available to StaySTRA Pro members. Unlock with StaySTRA Pro or analyze a specific address free.
Top Short-Term Rental Operators in Shenandoah Valley market area
Ranked by total active listings. Useful for understanding the competitive landscape. Operator data is published for the Shenandoah Valley market as a whole, which includes Harrisonburg, so these counts are not Harrisonburg-only figures.
| # | Operator | Listings | Reviews | Rating |
|---|---|---|---|---|
| 1 | Evolve | 130 | 8,129 | ★ 4.69 |
| 2 | TripForth | 123 | 3,960 | ★ 4.62 |
| 3 | Bryce Mountain Escapes | 102 | 1,303 | ★ 4.71 |
| 4 | Be Still Getaways | 51 | 4,986 | ★ 4.92 |
| 5 | Vacay Away Vacation Rentals | 40 | 2,965 | ★ 4.53 |
What Kind of STR Should I Buy in Harrisonburg?
Revenue and nightly-rate breakdowns by bedroom count, property tier, and dwelling type for Harrisonburg are available to StaySTRA Pro members. Unlock with StaySTRA Pro or analyze a specific address free.
Booking Channel Mix
Distribution of bookings across major STR platforms.
| Channel | Share |
|---|---|
| airbnb | 43.2% |
| vrbo | 6.3% |
| both | 50.4% |
Home Value Trends (Harrisonburg)
Typical home values, median sale prices, and the 10-year price trend for Harrisonburg are available to StaySTRA Pro members. Unlock with StaySTRA Pro or analyze a specific address free.
Booking Insights
Booking-window and length-of-stay analysis for Harrisonburg — how far ahead guests book and how to price around it — is available to StaySTRA Pro members. Unlock with StaySTRA Pro or analyze a specific address free.
Short-Term Rental Regulations
Short-term rentals are permitted in Harrisonburg, under a two-tier system adopted on March 26, 2019. Enforcement severity is rated moderate.
A Homestay operates by right, with annual registration only. It requires the operator to live at the property as a primary residence, allows no more than 4 guests, requires stays under 30 consecutive nights, and is limited to fewer than 90 rental nights per calendar year. Homestays are limited to detached houses, duplexes and townhouses.
Anything beyond those limits is a Short-Term Rental and requires a Special Use Permit, reviewed by the Planning Commission and approved by City Council. The SUP application fee is $425 plus $30 per acre. STRs do not require owner occupancy or primary residence, and have no fixed night or guest cap unless City Council attaches conditions. STRs may also operate in multi-unit buildings and accessory buildings. Both types are allowed in all zoning districts where residential uses are permitted.
All operators must register annually with the Department of Community Development for $25 per year, renewed between January 1 and March 1. They must also obtain a city business license, register for state sales tax, and collect and remit the 7.0% transient occupancy tax monthly by the 20th. An STR business license cannot be issued until the SUP is approved.
Because the SUP process is discretionary, new whole-home STRs face council review and possible neighbor opposition, and the city has withheld approval where zoning violations existed. No major regulatory overhaul was found in the last 24 months. Confirm current rules with the city before buying.
Market Comparison
The Shenandoah Valley region STR market earns its revenue through rate as much as volume. September 2026 occupancy was 48.5% with a $262 ADR, and average monthly revenue of $3,541 is supported by those nightly prices. Entire-place listings at $270 and professionally managed listings at $275 sit above the all-listings ADR, and the luxury tier at $418 sits well above it.
Growth is also notable. Revenue is up 19.8% year over year, with occupancy up 10.0% and ADR up 4.4%. In peak months the market runs stronger, with July at 59.5% occupancy and August at 57.8%.
Operator rankings are omitted for the same shared-regional-level reason noted above. Investors benchmarking a Harrisonburg property should compare against the region’s rate and occupancy figures and the city’s permit requirements.
Frequently Asked Questions About Harrisonburg, Virginia
What is the average Airbnb daily rate in the Harrisonburg area?
What is the occupancy rate for short-term rentals in Harrisonburg?
How much revenue does a short-term rental earn per month?
Do I need a permit to run an Airbnb in Harrisonburg?
What is the best time of year for Harrisonburg short-term rentals?
How much does a home cost for a Harrisonburg investor?
How far ahead do guests book, and how long do they stay?
Analyze Harrisonburg Rentals
Use our free calculator to estimate Airbnb revenue for any property in Harrisonburg.
Free Harrisonburg STR Calculator →
