2025 was another record-breaking year for tourism in the Richmond Region according to the latest data from the Virginia Tourism Corporation. Visitors spent an estimated $4.1 billion at local hotels, restaurants, attractions and other places last year, a 4.9% increase compared to 2024.  

“Tourism is a force for good in the Richmond Region, strengthening our economy while supporting the communities we call home,” said Katherine O’Donnell, Richmond Region Tourism president and CEO. “This record year means more support for local businesses and new jobs, and more revenue for our jurisdiction partners. Our regional approach to tourism continues to deliver strong results and is helping us welcome new visitors every day.” 

Richmond Region Tourism represents seven partner localities including Chesterfield, Hanover, Henrico and New Kent counties, the cities of Richmond and Colonial Heights and the town of Ashland. All partner localities saw increases in visitor spending in 2025.  

Visitor spending outcomes include:  

• Tourism-related spending in lodging, food and beverage, retail, recreation and transportation categories generated $194.7 million in local taxes and $114.6 million in state tax revenues. 

• The local tourism industry supported a total of 30,178 jobs in 2025, an increase of 548 positions from the previous year.  

• Revenue generated by visitors helped Virginia households save $1,020 annually on state and local taxes, while helping fund schools, public safety, transportation, and other essential local services. 

The Richmond Region welcomed 19.1 million visitors in 2025, according to figures released earlier this year, a 4.3% increase resulting in approximately 800,000 more visitors compared to 2024. The visitor numbers included 7.3 million overnight trips, a 5.5% year-over-year increase. 

What our partners are saying: 

“Visitor spending continues to be an important part of Chesterfield’s economy, and we’re excited about the momentum we’re seeing in our community,” said J.C. Poma, Chesterfield County’s executive director of Sports, Visitation and Entertainment. “Whether visitors are coming for a sporting event, outdoor recreation, our history, food and entertainment, business or time with family and friends, their spending supports local businesses, creates jobs and generates revenue that benefits the community our residents call home.” 

“Tourism continues to grow and thrive both in Hanover County and throughout the Richmond Region, demonstrating the important impact visitors have on our local economy and the businesses that make our community unique,” said Rachel Smith, executive director of tourism for Hanover County. “Every day, tourism proves that it’s about more than bringing people to a destination; it’s about sharing the stories and experiences that shape our community while creating a lasting economic impact.” 

“Henrico’s outstanding visitor spending numbers reflect the continued strength of our tourism and hospitality industry and the wide range of experiences that bring people to our community,” said Dennis Bickmeier, executive director of the Henrico Sports & Entertainment Authority. “From sports tournaments and special events to our hotels, restaurants, attractions and businesses, visitor spending supports local jobs and generates meaningful economic impact throughout the county. These results are also a testament to the collaboration among Henrico, Richmond Region Tourism and our many partners who work together to make the region a welcoming destination.” 

“Richmond’s story is reaching more people than ever, and visitors are seeing what those of us who call this city home already know: Richmond is a special place,” said Richmond Mayor Danny Avula. “The region’s record tourism numbers, along with Richmond’s continued recognition as a top destination, show the incredible momentum we have right now. And we’re building on it. With a new convention center hotel on the horizon and two transformative Richmond projects moving forward with support from the Commonwealth’s Tourism Development Financing Program, we are making strategic investments that will help us welcome more visitors and create even more opportunities for our local businesses and neighborhoods. Richmond’s moment is here, and we are excited to keep showcasing this great City to the world.” 

Tourism insights: What’s driving the region’s success  

Monthly hotel occupancy in the region outpaced the nation and statewide rates for 11 of the 12 months in 2025.  

Growth in sports tourism, meetings and conventions and group tours, along with strong leisure visitor demand continues to fuel the region’s tourism momentum. 

Sports represents 77% of Richmond Region Tourism’s event bookings, with soccer, basketball, volleyball, softball and lacrosse representing the top sports types.  

North Carolina, New York, Maryland, Pennsylvania and other destinations in Virginia were the region’s top origination markets.  

Richmond Region Tourism maintains an active marketing and sales strategy to recruit events and group tours, as well as advertising and public relations programs to promote the destination to leisure visitors.  

The TID is helping to drive tourism growth for the region by boosting the Richmond Region Tourism’s resources for marketing and sales geared towards increasing room nights as well.  

Approved in 2023, the TID applies a 2% fee on nightly rates at hotels with 41 rooms or more.  

Across leisure marketing, meetings, conventions, sports tourism, and group tours, TID-funded initiatives helped generate thousands of room nights.   

Leisure campaigns generated 58,557 room nights, a 21% increase year over year, while expanding the Richmond Region’s presence across digital, broadcast, travel media, social, and out-of-home channels.  

Approved event incentives grew to 64 events representing 133,054 estimated room nights and $161.2 million in estimated economic impact – an 88% year-over-year increase in economic impact.  

TID results reflect activities from July 1, 2025, through April 30, 2026. 

Direct visitor spending, state taxes and local taxes are shown in millions of dollars for each locality in the Richmond Region Tourism footprint for calendar year 2025. Employment figures represent tourism-supported jobs.