Throughout the fiscal year from July 1, 2023, to June 30, 2024, the City of Norfolk continued to build on its successes, proving that the challenges of 2020 are firmly behind us. With tourism contributing over $1.4 billion in visitor spending in 2023, it remains a driving force for our community. While hotel room demand saw a slight decline, the average daily rate surged by 24.2%, leading to record-breaking hotel revenue. Although the majority of visitors were leisure travelers, the meetings and conventions segment also provided a strong foundation. Our Sales Team generated leads that brought over 63,623 group travelers which included meeting and convention attendees and the Tour and Travel segments. The Destination Services team provided convention planning assistance to 231 meetings, including 45 returning organizations. This resulted in hotel room revenue once against surpassing $209 million.
Norfolk’s latest tourism economic impact continues to show impressive results. Direct spending increased to $1.43 billion, a 6.8% growth. The workforce expanded to 8,500 in direct employment and 12,428 in total tourism and hospitality employment. Visitor-generated taxes reached $97.6 million, saving each Norfolk household $1,364 in taxes.
This ongoing success would not have been possible without the exceptional efforts of the VisitNorfolk team, city support and our dedicated partners.
As VisitNorfolk looks ahead, we recognize that our role goes beyond selling convention space and hotel rooms. We are crafting memorable experiences that showcase Norfolk’s exceptional offerings—from a vibrant culinary scene to world-renowned attractions, museums and historic neighborhoods. Our goal is to create a strong identity for the city as a premier destination.
As a destination management organization, we are a vital community asset. Our mission is to position Norfolk as an attractive travel destination, enhancing its public image as a dynamic place to live, work, play and study. Through destination stewardship and brand elevation, VisitNorfolk will continue to strengthen the city’s economic position and vitality, creating opportunities for all residents. In the coming fiscal year, we will collaborate with key stakeholders to attract travelers seeking relaxation, business opportunities, new experiences and a place to call home.
– KURT KRAUSE President & CEO of VisitNorfolk
ABOUT VISITNORFOLK
To better align our efforts alongside city partners and to enhance our service to the local community, we took the time this fiscal to refine our mission statement and vision.
OUR MISSION & VISION
PREVIOUS MISSION:
To promote Norfolk’s unique experiences and expansive amenities to residents and visitors as the best city of its kind to start, study and stay.
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.
PREVIOUS VISION:
To elevate Norfolk, VA from a “nice to see” destination to a “necessity” destination.
LAND ACKNOWLEDGEMENT
OUR VISION:
Community prosperity through the vitality of the visitor economy.
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 8,500 people, is responsible for $1.4 billion in total expenditures and $68.2 million in direct tax revenue for the city. This revenue generated by tourism amounts to a savings of $1,364 for each Norfolk household.
Jobs in the Tourism and Hospitality Sector 8,500+
by Travelers $1.4+B Saved for Each Norfolk Household $1,364
FISCAL YEAR 2024 HIGHLIGHTS
Since 2019 (our last pre-COVID year), Norfolk has enjoyed 3% growth in hotel room demand. Although occupancy is down slightly at 3.6%, ADR has increased 24.2% to $122.61, leading to an impressive 28% increase in revenue.
Room revenue generated in FY24 was $149.9M, the highest total revenue ever
DOMESTIC VISITOR SUMMARY*
Our top three domestic visitor origin states remained consistent with last year’s, but we see Pennsylvania surpassing Florida for fourth place and South Carolina dropping out of the top 10 to make room for Ohio. When looking at individual metropolitan areas, we again see the top three areas consistent with last year, but see a marked increase in visitors from Roanoke (up 1.4%).
Repeat visitors are up from last year’s rate of 38.2%
2.1
Richmond, VA-Petersburg, VA
Washington, DC (Hagerstown, MD)
New York, NY
Roanoke-Lynchburg, VA Philadelphia, PA
Raleigh-Durham (Fayetteville), NC Baltimore, MD
Norfolk-Portsmouth-Newport News, VA Atlanta, GA Charlotte, NC Pittsburgh, PA
* From July 1, 2023 to June 30, 2024
TRANSPORTATION SUMMARY
225,000
5,000,000
215,619
MARKETING & COMMUNICATIONS
CAMPAIGN PERFORMANCE OVERVIEW
Our FY2024 campaigns collectively generated over 75 million impressions and resulted in over 448,000 clicks and more than 207,000 conversions. We worked with partners like the Virginia Tourism Corporation, Norfolk business owners and advocates alike to ensure the biggest possible impact and that we’re showing off the best that Norfolk has to offer.
321,199
JULY 2023 - DECEMBER 2023
21,788
Aided by the remainder of our ARPA funding, we simultaneously ran our Change Course and City with Bite campaigns to reach our leisure market during July through September of 2023, continuing to hit our audiences with multiple messages to garner the best results. The second flight of the meetings and conventions campaign introduced last year, Meet in the Middle, also ran from July to December of 2023. Just in the first half of the fiscal, we saw 21,634 hotel bookings at a $19 cost per booking.
Visits
JANUARY 2024 - JUNE 2024
With the conclusion of ARPA funded campaigns, we conducted focus groups and training sessions with Norfolk partners to realign our campaign strategy moving forward. We worked with you to identify areas that were lacking in representation and filmed at Norfolk Botanical Garden, Nauticus, Chrysler Museum of Art and Harborfest, to fill those gaps.
How Do You Say Norfolk?
In March of 2024, we launched How Do You Say Norfolk? Using the debate over the correct pronunciation as a playful mechanism to promote our city to leisure travelers. The campaign targets key audience members by both age range and lifestage to ensure we’re serving folks content most likely to hit home — and bring them into Norfolk, VA. As more assets are collected, the campaign will evolve to target users based on their interests like Arts & Entertainment or Being on the Water.
The people I know who grew up in Norfolk/now live there (usually a generation or two ahead of me) all call it Nah-fuk, turning the or into an ahhhl drawl. So when I think of the traditional way to pronounce it, it’s usually that. However, I will always call it Nor-fuk
–— Hannah Leidy (The Local Palate)
You can tell a local from a visitor by the way they pronounce Norfolk. The proper pronunciation is nor-fuk, not nor-folk, nor-fork, nor-foke, or naw-fik. Locals say it’s NOR-FUK
–—Peggy Sijswerda
(Virginia Living)
THE FIRST FLIGHT OF THE CAMPAIGN RAN THROUGH JUNE OF 2024 AND RESULTED IN:
SOCIAL & DIGITAL
New Features
We shifted the social focus to video this year with series like our “Things to Do in Norfolk This Weekend” videos, which was posted weekly and quickly became a fan-favorite, serving as a valuable resource for local business owners to promote events while providing viewers with an easy, engaging guide to weekend activities in Norfolk.
New site content was created to seize every opportunity possible, like the Paul McCartney & Wings article which promoted the Paul McCartney’s first-in-the-nation photo exhibit at the Chrysler Museum by sharing a list of local restaurants and menu items tied to Beatles lyrics and song titles or the cruise visitor guide featuring exclusive discounts for cruise passengers that launched when cruises were diverted from Baltimore to Norfolk.
WEBSITE
569,000 total visitors
26% increase in visitors
19% increase in engagement
SOCIAL ENEWSLETTER
22,300+ new followers
124,800+ total followers
5.7 million+ engagements
Supporting ‘How Do You Say Norfolk’
24 emails sent
18,300+ recipients
36,000+ clicks to the website
Timed to coincide with the launch of the campaign, a new blog outlined all the ways visitors and locals say “Norfolk” and some insight into how pronunciations evolved over time. Our social team hit events like the Virginia International Tattoo to capture live perspectives from attendees and performers, organically creating a fun and inviting atmosphere around the campaign and pushing its reach even further.
PUBLIC RELATIONS
This year, VisitNorfolk successfully brought all Public Relations efforts in-house, a strategic move that not only allowed us to take a more hands-on approach to our media outreach but also resulted in significant financial cost savings. To ensure Norfolk remains top of mind for writers and publications, we participated in and hosted key conferences and events — like an exclusive luncheon in New York City including representatives from AFAR, Travel & Leisure, and Conde Nast Traveler. We hosted 16 travel writers and influencers and earned features in Virginia Living, The Local Palate, Southern Living and more.
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)
ALONG THE ERT PASS
NORFOLK ACCESSIBILITY GUIDE
To ensure all travelers have an unforgettable experience in our city, VisitNorfolk launched a comprehensive accessibility guide. It includes accessible transportation options, wheelchairfriendly accommodations and more than 20 highlighted attractions — including sporting venues and museums — to help create a more inclusive future for visitors.
Norfolk is an imminently bikeable town. As a nod to this, VisitNorfolk rolled out a Bandwango pass that encourages cyclists and walkers to visit participating stores, coffee shops and restaurants along the 10.5-mile Elizabeth River Trail. Those who complete the pass receive a VIP pass with free admission to some of Norfolk’s most sought-after attractions.
SALES AT A GLANCE
During FY24, our Sales Team traveled nationwide, participating in meetings, events, trade shows and appointment-based shows. These dedicated efforts enabled us to book 150,928 definite room nights, generating $1.7 million in local tax revenues and supporting 7,229 jobs in the community
7,229
TOP MARKETS, ROOM NIGHTS & LEADS
The top markets for meetings and conventions bookings stem from national associations, Federal government, and corporate groups. The federal government segment saw tremendous growth at a 96% increase.
TOP LOCATIONS OF CLIENTS & ROOM NIGHTS BOOKED
Our top origin location for meetings and conventions room nights were Virginia, Washington, D.C. and New Mexico, while the locations with the highest number of groups to visit were Virginia, Washington, D.C. and Maryland.
39,888
IT TAKES A WHOLE TEAM
Our sales team is a diverse group of experienced professionals, including meeting convention managers and tour and travel group managers, each assigned to different territories and markets nationwide. We have team members based in the metro D.C. area who focus on association and corporate convention business, while our tour and travel managers concentrate on group tours, consumer travel and travel agents.
– 35 sales missions
– 64 in-person site visits
– 42 industry trade shows, meetings & events
– 1,331 sales appointments
– 2,091 prospecting calls
55,098
150,928
Total Bookings
95,830
SALES
PASSPORT TO FUN
This year, our sales team really focused on promoting Norfolk’s Passport to Fun, which bundles admission to Norfolk’s top attractions alongside discounts towards additional entertainment and shopping. We saw tremendous growth, with sales reaching 1,055 in FY24 as compared to 464 in FY23.
AWARDS & RECOGNITIONS
FRATERNITY EXECUTIVES
ASSOCIATION recognized Norfolk for our 30 YEAR PARTNERSHIP in May 2024
RITA MATTHEWS won the OUTSTANDING AFFILIATE MEMBER AWARD from the Association Executives of North Carolina in July 2023
DESTINATION SERVICES
HELPING OUR GROUPS
The Destination Services team went above and beyond, providing seamless experiences for 231 groups, 45 of which had been to Norfolk before and loved it so much they came back for more. With nearly 50,000 conference attendees, the team generated a 91% satisfaction rate. They successfully executed events such as the Norfolk Tourism Foundation Golf Tournament, Virginia Society of Association Executives (VSAE) 75th Anniversary, the MEAC Basketball Tournament and hosted several FAM tours right here, in Norfolk.
49,390+
Conference Attendees Welcomed
AWARDS & RECOGNITIONS
91 out of 100
Meeting Planner Survey Score
Earned the SUSTAINABLE EVENT PROFESSIONAL CERTIFICATION
VISITOR SERVICES & MERMAID MARKET
A WARM WELCOME
With a mission of encouraging extended stays and return visits, our Visitor Services Team greeted and assisted vacationers, business travelers and convention-goers alike with curated recommendations. They manned the Main Street Visitor Center and took to the street with the Mobile Visitor Center, attending events throughout to participate in events, parades and tourism blitzes.
46,272
Visitors Welcomed
69,269
Events Attended
104 City Guides Distributed
The Mermaid Market, nestled within the visitor center and with online presence, achieved sales of $41,162. Showcasing our community’s talents, the store features local artisan gifts, apparel, locally-crafted food, and Virginia is For Lovers branded merchandise among additional mermaid and coastal themed souvenirs.
In partnership with Norfolk International Airport this fiscal year, our visitor information specialists began staffing the airport information desk on weekday evenings and all day on weekends. The team assists passengers with airport location information, transportation, and airport amenities, along with tourism-related inquiries all while promoting our city and region.
REGIONAL PARTNERSHIPS
COASTAL VIRGINIA TOURISM ALLIANCE
As longtime members of the Coastal Virginia Tourism Alliance, VisitNorfolk was proud to step up its support in FY24 for a CVTA brand campaign that included a new website at VisitCOVA.com. Comprised of eleven DMOs and CVBs across southeastern Virginia, the collective works to create awareness and drive visitation throughout the Coastal Virginia region. Members include Norfolk, Virginia Beach, Chesapeake, Portsmouth, Hampton, Newport News, the Eastern Shore, Smithfield, Suffolk, Williamsburg, and Franklin/Southampton. visitcova.com
AFRICAN AMERICAN HERITAGE TRAIL
At VisitNorfolk, we’re committed to sharing the stories of our region. In collaboration with Virginia Beach Councilwoman, Dr. Amelia Ross-Hammond, Virginia African American Cultural Center, the Coastal Virginia Tourism Alliance, and the Virginia Tourism Corporation, we set out to highlight Hampton Roads’ African American culture and history, capturing the region’s journey, celebrations and lessons.
This past year, we began bringing this vision to life with a concept brochure. Thanks to the support of Delegates Askew and Torian, Senators Lucas and Locke, and Councilwoman Dr. Ross-Hammond, we successfully secured a $100,000 budget amendment through the General Assembly. This is the first time VisitNorfolk has participated and succeeded in securing funding from the General Assembly for a tourism initiative.
Next, we will finalize the inclusion of attractions, historic landmarks and stories across Hampton Roads, along with additional photography and content, to inspire visitors and residents to experience the region’s rich culture. Our mission for the Hampton Roads African American Heritage Trail is to foster understanding, preserve heritage and promote tourism and economic growth.
Unveiling Black History in Hampton Roads
NORFOLK TOURISM FOUNDATION
This fiscal we redefined the mission and vision of the Norfolk Tourism Foundation to more clearly articulate its purpose, emphasizing our commitment to supporting Norfolk’s hospitality and tourism workforce through education, advocacy and industry collaboration.
What does the Foundation do?
Advocacy and Education: The Foundation actively promotes the significance of the hospitality and tourism industry, working to educate stakeholders and the public about its economic impact and career opportunities.
Workforce Development: By identifying hiring needs and placing interns through partnerships with local educational institutions and workforce initiatives.
Internships and Scholarships: The Foundation provides grants, scholarships and paid internships to support education and training for individuals pursuing careers in hospitality and tourism.
Industry Collaboration: The Foundation fosters collaboration among industry partners to pool resources, share best practices and develop comprehensive solutions to workforce challenges.
We secure funding through various initiatives, including our annual golf tournament, the State of Tourism Annual Meeting, private donations and targeted grant applications. These efforts directly support the development of student scholarships and workforce programs, helping to build a stronger tourism industry for the future.
Scan to learn more
To strengthen the hospitality workforce and raise awareness of our industry’s importance, we celebrate Norfolk’s top hospitality professionals through the Champions of Hospitality Awards during the U.S. Travel Association’s National Travel & Tourism Week. This initiative brings the community together to advocate for the industry and recognize its most outstanding contributors.
This year’s winners include:
Peter G. Decker, Jr. Associate of the Year
Award Winner
Mary Buting, Laundry Attendant at DoubleTree by Hilton Hotel Norfolk Airport
Champion in Hospitality Award Winners
Rob Asbury, Bartender at Todd Jurich Bistro
Scott & Corrie Bateman, Co-Founder/Co-Owners of COVA Brewing Company
John Carter, Sales & Catering Coordinator at Hilton the Main
Drazey Carvajal, Front Desk Supervisor at DoubleTree Norfolk Airport
Chrysler Museum Visitor Services Team
Hannah Coats, General Manager & Brew Master at Grain
F.R.E.D. as the Best Tourist Shuttle
Rebecca Kelley, Pastry Chef at The Stockpot Norfolk
Sydney Meers, Chef/Owner of Syd’s FishPig Cafe
Chris Perry, Assistant General Manager at Courtyard by Marriott Downtown Norfolk
Carla Plummer, City of Norfolk Parking
Mary Ryder, Supervisor at Allied Universal Security Services
Lori Santiago, Bell Person at the Hilton Main
Dave Walker, Operations Supervisor at Downtown Norfolk Council
Vinson M. Wilson, Supreme Allied Commander Transformation at ACT/NATO
FINANCIAL OVERVIEW
In FY24, 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 department to effectively support our organization’s goals and operations.
$77,457 | 1.4%
MEET OUR TEAM
VisitNorfolk’s staff embodies the creative, diverse, can-do spirit of Norfolk with its dedication to telling the stories of our city on the water. From the welcoming Visitor Center staff to the dedicated administrative, sales and marketing teams, VisitNorfolk’s team works hard to educate visitors and locals alike on the virtues of Norfolk. The team regularly participates in group outings, community volunteer work and recreational activities to build a stronger community.
EXECUTIVE OFFICE
Kurt Krause (President & CEO)
Jessica Kelly (Executive Assistant)
ADMINISTRATION & FINANCE
Frank Reynolds (Chief Financial Officer)
Brionna Taylor (Accounting Manager)
Sarah Carroll (Director of Human Resources)
NORFOLK TOURISM FOUNDATION
Kelsey Backe (Foundation Director)
MARKETING & COMMUNICATIONS
Sarah Hughes (VP of Marketing & Communications)
James Ball (Digital Content Manager)
Valerie Mitchell (Marketing Relations Manager)
Paige Hawsey (Communications Manager)
Aubrey Hall (Graphic Design Specialist)
Vega Overstreet (Social Media Specialist)
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)
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)
