Richmond Region Tourism: 2024 visitor spending up; Hanover sees growth in overnight trips and sports tourism

Katherine O'Donnell, president and CEO of Richmond Region Tourism, presented the organization's annual report and highlighted growth in visitation and local economic impact.

O'Donnell said the Richmond region welcomed over 18 million visitors in 2024 who spent more than $4 billion, a nearly 5% increase over 2023. She told the Board that Hanover County accounted for approximately $240 million in visitor spending in 2024, generating about $11 million in local taxes and supporting roughly 2,400 jobs in the county.

The presentation described the Tourism Improvement District (TID) advertising program'now in its third year'as a driver of the county's recent gains. O'Donnell highlighted digital and out-of-market marketing efforts, including a campaign funded initially with ARPA dollars and continued with TID resources. Examples included wrapped Uber/Lyft vehicles in the D.C. market and a regional billboard campaign stretching from the North Carolina border to Northern Virginia.

Danielle Fitzhugh, Richmond Region Tourism's vice president of community relations, described community-facing programs to prepare local businesses and residents for visitors. She said sports tourism remains a core growth area, citing cross-country events as a "jewel" for Hanover and noting steady year-over-year increases in group and overnight bookings. Fitzhugh also reviewed visitor-center services, digital trails, and an emerging net-zero offset program for large events.

Board members thanked the presenters and noted local initiatives to align county tourism strategy with the regional plan. No formal board action was required.