FISCAL YEAR 2025
EXECUTIVE SUMMARY
The fiscal year of 2025 (July 1, 2024 – June 30, 2025) has been a year of transition, resiliency and continued momentum for VisitNorfolk and the tourism industry. I am grateful for the trust of our Board of Directors, partners and community. Together, we continue to champion tourism as one of Norfolk’s most vital economic drivers and as a source of pride for all who live, work and visit here.
Tourism in Norfolk is thriving. According to the Virginia Tourism Corporation, visitors spent over $1.5 billion in 2024, generating $84.2 million in local tax revenue— saving each Norfolk household more than $1,416 in taxes. Our industry supported 8,600 direct jobs and more than 12,600 jobs in total, highlighting the important role hospitality and tourism play in our workforce and community vitality.
This success is not accidental—it is the result of collaboration and dedication. Our team worked tirelessly to meet ambitious goals across every department while fostering partnerships that move Norfolk forward. A major highlight of the year was the expansion of Cruise Norfolk, with Carnival Cruise Line establishing Norfolk as a year-round cruise destination. We also celebrated the expansion and redevelopment of the Perry Glass Studio and the completion of the reimagined Nauticus renovation—two transformative projects that elevate Norfolk’s reputation as a cultural and waterfront destination.
Our focus is firmly on the future. The path ahead is filled with opportunity—to tell Norfolk’s story in new ways, to elevate the visitor experience, and to ensure that tourism continues to create lasting value for residents and visitors alike.
We say “How Do You Say Norfolk?” with pride, with resilience and with success.
– FRANK REYNOLDS
Interim President & CEO of VisitNorfolk
ABOUT VISITNORFOLK
OUR MISSION & VISION
OUR MISSION:
VisitNorfolk is dedicated to promoting Norfolk as the premier destination, providing unmatched experiences and amenities to both residents and visitors, while driving economic growth through heightened visitation and fostering community prosperity.
VISION STATEMENT:
Community prosperity through the vitality of the visitor economy.
OUR PURPOSE:
– Inspire both residents and visitors to visit Norfolk to enjoy our unique experiences and expansive amenities offered by our city partners.
– Be the go-to resource for residents, visitors and partners on all happenings in the destination.
– Provide community partners with the necessary tools and information to make their products and services competitive.
– Serve as the liaison between partners and constituents that include tourism businesses, customers, local advocates and various government organizations.
LAND ACKNOWLEDGEMENT:
We acknowledge the Indigenous individuals and communities who are the original inhabitants of the land we live on and work on. We recognize the member tribes of the Powhatan Confederacy and all Indigenous community members past and present. We acknowledge and value the Cheroenhaka Nottoway, Chickahominy, Eastern Chickahominy, Mattaponi, Monacan, Nansemond, Nottoway, Pamunkey, Patawomeck, Rappahannock and Upper Mattaponi tribes of Virginia. You are all an important part of this community.
DESTINATION OVERVIEW
WHY TOURISM MATTERS
Representing the third largest economic driver for Norfolk, tourism continues to play an integral role in our economy. The industry employs 8,600 people, is responsible for $1.5 billion in total expenditures and over $84.2 million in revenue for the city. This revenue generated by tourism amounts to a savings of $1,416 for every Norfolk household.*
Jobs in the Tourism and Hospitality Sector
8,600 + Spent by Travelers $1.5+B Total Revenue for the City of Norfolk $84.2MM
FISCAL
Against a backdrop of sluggish industry performance across the region, state and the United States as a whole, Norfolk achieved exceptional growth. Our city achieved a 2.5% hotel occupancy increase and revenue per room of over $82, representing growth rates nearly 3 times higher and 1.5 times higher than the state average, respectively.
YEAR 2025 HIGHLIGHTS Room revenue generated $154.2MM - another record breaking year!
DOMESTIC VISITO R SU MMARY
Most notably, Norfolk enjoyed an increase across the board in Average Length of Stay, Percentage of Overnight Visitors and Percentage of Repeat Visitation. Top domestic visitor origin states and DMAs remained pretty consistent with last year’s, with the exception of South Carolina edging out Ohio. Virginia continues to gain traction (up 3.4%) with Richmond, VA leading the charge (up 3%).
2.4
TRANSPORTATION SUMMARY
Richmond, VA-Petersburg, VA
Washington, DC (Hagerstown, MD) Roanoke-Lynchburg, VA
New York, NY
Philadelphia, PA
Raleigh-Durham (Fayetteville), NC
Baltimore, MD
Charlotte, NC
Atlanta, GA
Norfolk-Portsmouth-Newport News, VA Dallas-Ft. Worth, TX
4,866,945
* From July 1, 2024 to June 30, 2025
Percentage of repeat visitors doubled from 38.2% in the last two years.
MARKETING & COMMUNICATIONS
CAMPAIGN PERFORMANCE OVERVIEW
Our FY2025 campaigns collectively influenced $15 million in Influenced Visitor Spending at a 21:1 rate of return. Impression volume increased by 21% to over 91 million impressions, driving over 454,883 clicks and more than 326,188 conversions. We worked with partners—including the Virginia Tourism Corporation, Norfolk business owners, and local advocates—to further Norfolk’s reach.
319,258
LEISURE TRAVELER CAMPAIGN
Our flagship campaign, How Do You Say Norfolk?, which originally launched in March of 2024, uses the debate over the correct pronunciation as a playful mechanism to promote our city to leisure travelers. This year, the campaign evolved to target users not only based on lifestage and age range, but also based on their interests like Arts & Entertainment or Being on the Water.
The campaign drove 31,912 hotel bookings at a $20 Cost per Hotel booking, which represents a 47% improvement year over year.
GROUP TOUR CAMPAIGN
We adapted How Do You Say Norfolk? to speak directly to the groups segments, targeting folks like tour operators and group tour planners and invited them to bring their next group to Norfolk. In addition to our custom targeting, we worked with partners like the American Business Association and the Student & Youth Travel Association to reach our audience through brands that they’re already engaged with.
THE RESULTS
MEETING & CONVENTIONS CAMPAIGN
Continuing to leverage the momentum of our Meet in the Middle campaign, which positions Norfolk as both the ultimate meetings destination and the most convenient one, we ran a highly targeted campaign encouraging meeting planners to book their next meeting with us. The campaign resulted in a Cost per Acquisition of $0.68 - an 81% improvement year over year.
THE RESULTS
SOCIAL & DIGITAL
New Features
Video content remained a top priority for social channels this year. We collaborated with partners and influencers alike to produce 63 videos highlighting local events, small businesses and general tourism in Norfolk, as well as continuing our in-house weekly series “Things to Do in Norfolk This Weekend,” which continued to perform well. We also revamped our approach on Pinterest and within YouTube Shorts to help the content reach a wider audience, leading to an increase in engagement on both platforms.
Top performing social content includes our Carnival Sunshine Tour Reel, which garnered over 314,000 views on Facebook and also resulted in high website conversions on our Cruise Norfolk page, as well as our Hermitage Museum & Garden “Burden of the Beast” Reel, with over 241,000 views on Facebook and Instagram and more than 10,000 interactions on Instagram.
WEBSITE
789,000+
NORFOLK VISITORS GUIDE
The VisitNorfolk team produces and distributes Norfolk’s Visitor Guide each year. This year, the guide listed over 300 Norfolk businesses and events, with 27 businesses being highlighted with ads. 100,000 copies were printed and the guide was viewed digitally 919 times. The 2025 Visitor Guide was a finalist for Excellence in Print Marketing at the U.S. Travel Association’s ESTO Destination Awards.
PUBLIC RELATIONS
This year, VisitNorfolk hosted 10 writers and influencers in Norfolk, resulting in extensive coverage and features in publications such as Southern Living, Travel Noire, Coastal Virginia Magazine and more. For the first time ever, VisitNorfolk brought Meetings and Conventions planners and writers to the city as part of a Familiarization Tour (FAM). This FAM resulted in coverage in Smart Meetings and Black Meetings and Tourism.
To ensure Norfolk remains top of mind for writers and publications, we actively participated in media marketplaces throughout the region, allowing us the opportunity to speak to writers from publications like The Washington Post, National Geographic, CNN Travel, Women’s Health, USAToday, Travel Noire, Forbes, Lonely Planet, Travel + Leisure, The Local Palate, Garden & Gun and more.
We also worked with local and regional influencers to promote specific messages that aligned with each persona. As part of our goal to further promote accessibility in Norfolk, we partnered with Tara Shetterly to showcase a weekend getaway as a wheelchair user. As the holidays drew near, we partnered with local influencer Stormy Blue to highlight various holiday events.
NORFOLK’S BALANCED
BLEND OF ART—particularly glass art—and military presence provides visitors with a variety of interests and insight into history on many different levels, offering planners a variety of activities unique to the area.
–— Eming Piansay (Smart Meetings)
The population may ebb and flow with the changing of the tides, but this VIRGINIA CITY IS ANCHORED BY A COMMUNITY committed to preserving and reinvigorating a past focused on art, entrepreneurship, and the sea.
–— Katie Strasberg Rousso (Southern Living)
The VisitNorfolk M&C and Tour & Travel teams booked 139,678 definite room nights in FY25, surpassing their goal by 107%, generating $35.7 million in economic spend and supporting 5,919 direct jobs. Growth in group bookings, regional drive markets, and progress toward a year-round cruise destination, combined with strategic marketing and hotel collaboration, reinforced Norfolk’s competitive, walkable waterfront appeal for meetings and leisure travel.
TOP MARKETS, ROOM NIGHTS & LEADS
TOP LOCATIONS OF CLIENTS & ROOM NIGHTS BOOKED
While Virginia and Washington, D.C. remained our top two origin locations for meetings and conventions room nights, Georgia, Colorado and South Carolina were newcomers to the list of top performers. Total Room Nights
IT TAKES A WHOLE TEAM
Our sales team is a skilled and diverse group of professionals, including Meetings & Conventions managers and Tour & Travel managers, each responsible for specific territories and markets nationwide. Team members based in the metro D.C. area focus on securing association and corporate convention business, while our Tour & Travel managers specialize in group tours, consumer travel, and travel agent partnerships.
– 18 Sales Missions
– 56 In-person Site Visits
– 42 Industry Trade Shows, Meetings & Events
– 1,331 Sales Appointments
– 2,091 Prospecting Calls
MELISSA HOPPER, TMP WAS HONORED AS THE INAUGURAL RECIPIENT FOR THE DONNA ALLEN SALES PERSON OF THE YEAR AWARD RECOGNIZING HER OUTSTANDING ACHIEVEMENTS IN SURPASSING HER DEFINITE ROOM NIGHT GOAL.
139,678 Total Definite Room Nights Booked
47,867
91,811
PASSPORT TO FUN
Our sales team continued to focus on promoting Norfolk’s Passport to Fun, which bundles admission to Norfolk’s top attractions alongside discounts towards additional entertainment and shopping. We continue to see tremendous growth, with over 3.5 times sales in FY23.
FAMILIARIZATION TOURS
The VisitNorfolk sales team enthusiastically welcomed 243 attendees through a series of targeted Familiarization (FAM) tours, showcasing the destination’s unique offerings and dynamic events throughout FY25.
PACKAGES
In partnership with Carnival and Cruise Norfolk, we launched a city-wide cruise package offering deals at 13 hotels and 35+ attractions, restaurants, and entertainment venues. Passengers simply show their boarding pass to access offers, with new partners added regularly to enhance the visitor experience.
CRUISE NORFOLK
OVERVIEW
The VisitNorfolk team is dedicated to making Norfolk a welcoming, culturally rich destination for cruise travelers. Across departments, we supported cruise passengers in partnership with industry stakeholders, generating an estimated $330,000 in economic impact from room nights, dining, and attractions.
$330,000
Estimated Economic Impact**
500
Room Nights booked through Cruise Hotel Packages*
CRUISE NORFOLK HUB
+ +
5,100
Participants in Shore Excursions**
*From February 1, 2025 to June 30, 2025 **From July 1, 2024 to June 30, 2025
This year, VisitNorfolk partnered with Nauticus and Cruise Norfolk to launch a traveler-focused online resource highlighting Norfolk as a year-round cruise port. The site features an updated cruise schedule through 2026, FAQs, and curated half- and full-day itineraries that showcase attractions near the port and provide tools for meeting planners and tour operators serving visiting groups.
Additional Support
– A reel featuring a tour of the Carnival Sunshine was one of our top-performing social initiatives this year, with over 314,000 views on Facebook
– The VisitNorfolk sales team attended training with Cruise Norfolk and Carnival Cruise Line to provide support and ensure cohesive messaging across all partners.
– The Visitor Services team greeted over 6,000 cruise passengers on “stop over” days at our port with the Mobile Visitor Center, maps, translators, and directions.
Cruise Norfolk was the top viewed page on the website this year.
DESTINATION SERVICES
HELPING OUR GROUPS
The Destination Experience team continued its mission of connecting meeting planners with the local Norfolk community to enhance both planner and attendee experiences, while driving support for Norfolk’s businesses and local economy. The team worked closely with 155 groups—50 of which were repeat clients, a strong indicator of the team’s success and impact. In addition to servicing these groups, the team played a key role in supporting the Norfolk Tourism Foundation by helping plan and execute the annual Gourmet Golf Tournament and National Travel & Tourism Week awards.
35,000+
Conference Attendees Welcomed
155
Groups Serviced
50
Repeat Groups
NOTABLE EVENTS & FAMILIARIZATION TOURS
– Executed 3 in-person Familiarization (FAM) Tours: Hi Lite Hampton Roads, Carnival FAM, and Meetings & Conventions FAM including the Virginia International Tattoo
– Supported 4 virtual Tour & Travel FAMs
– Planned and executed 5 events: Annual State of Tourism, Norfolk Tourism Foundation’s Gourmet Golf Tournament, MEAC Mayor’s Reception, NATO Festival Parade Seating and National Travel & Tourism Week
VISITOR SERVICES & MERMAID MARKET
WARM WELCOME
The Visitor Services Team greeted and assisted vacationers, business travelers, local residents, and convention-goers alike with curated recommendations. They manned the Main Street Visitor Center and took to the street with the Mobile Visitor Center, traveling over 2,800 miles and attending events throughout Virginia to participate in festivals, parades, and tourism blitzes. We continued to staff the Norfolk International Airport information desk, assisting passengers with both general airport inquiries and specific regional tourism information.
42,404
$43,009
– 4,770 Airport Information Desk Visitors
– 6,664 Cruise Passengers Greeted
– 7,175 Main St Visitor Center Visitors
– 2,011 Virtual / Phone Visitor Requests
– 11,456 Mobile Visitor Center Visitors
– 10,275 Event Visitors
PARTNER & COMMUNITY ENGAGEMENT
COMMUNITY ENGAGEMENT
VisitNorfolk strengthened its role as a connector in the community by actively engaging with civic leagues, business associations, and cultural partners. We attended more than 65 community meetings, supported ribbon cuttings and career fairs, and hosted quarterly educational sessions for tourism-facing businesses. Through close collaboration with the City of Norfolk and neighborhood stakeholders, we shared important information on cruises, events, and development initiatives while promoting local businesses—from boutiques to Black- and veteran-owned shops—helping residents and visitors alike invest in the city’s backbone. We also partnered with the Coastal Virginia Tourism Alliance and the Virginia Tourism Corporation on regional campaigns to promote Norfolk to broader audiences.
TOURISM RESIDENT SURVEY
To better understand community perspectives, VisitNorfolk partnered with Longwoods International and the City’s Communications Department to conduct a Resident Sentiment Survey of more than 400 residents across all five wards. Results show strong support for tourism’s role in Norfolk’s growth, with most residents recognizing the importance of promoting the city as a destination. While only three in ten believe their standard of living is directly improved by tourism spending, six in ten expressed pride in what Norfolk offers visitors, and eight in ten are proud to call Norfolk home. These insights will guide our next strategic plan and help shape new initiatives such as a Resident Tourism Ambassador Training program.
Key Takeaways:
– Most residents support tourism and its planned, sustainable growth
– Pride in Norfolk is high: 8 in 10 residents are proud to call the city home
– Survey insights will inform strategic planning and new community programs
NORFOLK TOURISM FOUNDATION
For over 20 years, the Norfolk Tourism Foundation has supported students, funded scholarships, and strengthened Norfolk’s hospitality workforce. As the Foundation looks ahead, its Board is focused on deepening collaboration with VisitNorfolk and driving high-impact initiatives that will continue to shape a vibrant future for tourism in our community. These initiatives include our Annual Gourmet Golf Tournament, private donations and targeted grant applications.
Corresponding with U.S. Travel’s National Travel and Tourism Week, VisitNorfolk and the Norfolk Tourism Foundation established the Champion of Hospitality Awards to celebrate tourism in our city and to shine a light on the individuals and teams who make Norfolk such a welcoming city to experience.
Peter G. Decker, Jr, Associate of the Year Award Winner
Renee Evans, Executive Museum Director at the Hunter House Victorian Museum
Champion in Hospitality Award Winners:
Candiss Cox, Supervisor at Norfolk Waterside Marriott
Geoffrey Eppley, Virginia Zoo educators and guest engagement team
Mandy Lee, Director of Operations at Armed Forces Reunions
Alayna Craig, Norfolk Admirals office
The Slover Visitor Services & Events Team
Nellie Clinkscales, Executive Housekeeper at Courtyard Downtown Norfolk
Monica Skinner, Dishwasher at Mermaid Winery
Tricia Hodges, Volunteer Coordinator at Norfolk Airport Authority
Noemie and Lola, La Brioche Counter Staff
John Mark Tise, Host at Press 626
Carla Plummer, City of Norfolk Parking
Wilbert Miller, Van Shuttle Driver at DoubleTree Norfolk Airport
Tina Swan, Sales Director at City Cruises
James Bongiovi, Police Officer at Norfolk Police Department
The Seven Venues Production Department
Scan to learn more
FINANCIAL OVERVIEW
In FY25, revenue was derived from diverse sources, including the city outside agency fund, a $1 bed-tax per occupied hotel room, grants, co-op opportunities, and partner contributions for initiatives like the annual City Guide and Celebration of Success. Expenses were allocated by each department to effectively support our organization’s goals and operations. Revenues exceeded expenses, due to savings in personnel costs, resulting in a modest surplus.
MEET OUR TEAM
At VisitNorfolk, we are deeply committed to bettering our community through handson service and team-driven initiatives. From cleaning beaches in Ocean View on Earth Day to participating in quarterly Adopt-a-Spot efforts along W 21st Street, our team takes pride in helping keep Norfolk beautiful. Through our Fun Committee, staff collaborate on fresh ideas to further support and engage with the community. We also value strong partnerships with local businesses and organizations, working together to uplift Norfolk and make a meaningful impact. In addition to these efforts, we are dedicated to fostering an inclusive environment and being a trusted partner in making Norfolk a vibrant place to work, visit, and thrive. Our reaccreditation through the Destination Marketing Accreditation Program (DMAP) from Destinations International reinforces this mission, recognizing our continued adherence to the highest standards in destination marketing and management, and affirming our commitment to accountability, professionalism, and excellence.
EXECUTIVE OFFICE
Frank Reynolds (Interim President & CEO)
Brionna Taylor (Accounting Manager)
Jessica Kelly (Executive Assistant)
MARKETING & COMMUNICATIONS
Sarah Hughes (VP of Marketing & Communications)
James Ball (Digital Content Manager)
Paige Hawsey (Communications Manager)
Valerie Mitchell (Marketing Relations Manager)
Aubrey Hall (Graphic Design Specialist)
Cassidy Marshall (Social Media Specialist)
DESTINATION EXPERIENCES
Maria Herring (VP of Destination Experience)
Barbara Gullickson (Director of Visitor Experience)
Catherine Williamson (Director of Destination Experience)
Jennifer Lopez (Senior Destination Services Manager)
Lisa MacKenzie (Front Desk Advisor)
Heidi Brinker (Destination Experience Coordinator)
SALES TEAM
Dawn Whittaker (Director of Sales)
Rita P. Matthews (Senior Sales Manager)
Vianetta Johnson (Sales Manager)
Sherri Thadeus (National Account Manager)
Melissa Hopper (Associate Director of Tour & Travel)
Dana Howe (Consumer Sales Manager)
Amy Maxwell (Sales Analyst)
Elisabeth Andrew (Sales Assistant)
Lyddy Mendoza (Sales Assistant)
VISITOR INFORMATION SPECIALISTS
Andrea Adams, Angela Cring, Deborah Breen, Chris Stanford, Courtney Hutcheson, Holly Christopher, Jessica Lilla, Kion Gilliam, Leah Robertson, Olivia Perry, Sally Slaughter, Trish Doherty
THANK YOU TO OUR BOARD OF DIRECTORS
VISITNORFOLK BOARD
Jay Hardy Lang, Chair | Hampton University
Omar Boukhriss, Vice-Chair | Omar’s Carriage House
Anne Thuma, Secretary & Treasurer | Hampton Roads Chamber
Jim Carroll, Immediate Past Chair | Community Volunteer
Hon. Kenny Alexander, Ex Officio | City of Norfolk
Patrick Roberts, Ex Officio | City of Norfolk
LaVoris Pace, Ex Officio | City of Norfolk
Andrea Bear, Ex Officio | Norfolk Tourism Foundation Chair
Ted Baroody, Ex Officio | Festevents
Patrick Edwards, Ex Officio | VRLTA Norfolk Chapter
Andrea Bear, Ex Officio | Norfolk Tourism Foundation Chair
Jessica Trotman | Mahoney Richmond, PLLC
Jack Ankerson | Voice of Hampton Roads
Lindsey Janssen | BBL Hospitality
Bernardo Johnson | Bernardo’s Mens Wear
Holly Dalby | AAA Tidewater Virginia
Joey Weinberg | Towne Wealth Management
Dianna Starkey | Virginia Arts Festival
Alan Smith | DollarBank
Lawrence “Larry” Epplein | Norfolk State University
Stephen Kirkland | Nauticus
Charlie Braden | Norfolk International Airport
Georgie Marquez | Andre + Marquez Architects, INC.
Andrew Sinclair | Virginia Port Authority
Duane Gauthier | Commonwealth Commercial
Carlos Clanton | Friends of Portsmouth Juvenile Court Inc.
Careyann Weinberg | Downtown Norfolk Council
Brandan Goodwin | Kaufman & Canoles, P.C.
Robert W. Cross | Virginia Arts Festival
Tom Van Benschoten | Rover Cruises
Erik Neil | Chrysler Museum of Art
Chris Barco | Norfolk Botanical Garden
Shannon Allen | Berkshire Hathaway
NORFOLK TOURISM FOUNDATION BOARD
Andrea Bear, Chair | Bear in Mind Strategies
Chris Conway, Vice Chair | Dominion Enterprises
Barbara Smith, Treasurer | Cherry Bekaert Advisory LLC
Frank Reynolds, Secretary | VisitNorfolk
Jack Ankerson, Chair Emeritus | Voice of Hampton Roads
RADM Jack Kavanaugh, Past Chair | Freemason St.
Dr. Barbara Blake Gonzalez | Old Dominion University
Jay Lang | VisitNorfolk Chair
Phil Decker | Community Volunteer
Richard Diamondstein | Paramount Sleep
Nealy Gihan | Qantm Creative
Matheau Hall | FUTBolr
Terri Ruby | New Horizon Bank
Karla Smith | COVA Brewing Co.
Bruce Watts | Woda Cooper Companies
Patricia Rawls | Community Volunteer
Larry Pendelton | PC Financial Services
York “Kip” Poole | CROP Foundation
Rafaelle Allen | Marathon Development Group
Adale Martin | Norfolk School Board
Kelsey Backe | WHRO