Published on November 19, 2025
By: Tuhin Sarkar
Norfolk is joining other major Virginia cities such as Richmond, Alexandria, Roanoke, Blacksburg, Chesapeake, and Lynchburg in attracting US domestic tourists this winter. These cities are boosting Christmas trips and contributing to a robust travel economy. As Virginia cities like Norfolk embrace this surge in domestic tourism, they are offering visitors exciting winter experiences, creating new opportunities for travel and economic growth. This collective push is set to enhance tourism, with Norfolk’s offerings adding to the charm of the season. Travel And Tour World urges you to read the full story to discover how Norfolk and other cities are driving this tourism boom.
Travel and tourism pump heart‑pounding energy into Norfolk’s economy. In Virginia’s largest naval city the impact is huge: VisitNorfolk reports tourism generated $84.2 million for the city in FY 2025[1] and an even larger $149.7 million in FY 2023. Officials credit attractions like Nauticus—where you can explore a maritime discovery centre with interactive exhibits, the sailing academy, the schooner Virginia and climb aboard the World War II Battleship Wisconsin. Norfolk’s appeal extends beyond ships; the Norfolk Botanical Garden covers 175 acres with more than 60 themed gardens, 423 070 visitors and a mission to engage communities in environmental actio. The Virginia Zoo sprawls over 53 acres and houses more than 700 animals The city also boasts the Chrysler Museum of Art, a world‑class museum with 35 000 objects, free admission and the only glass studio of its kind, plus the free Hampton Roads Naval Museum and public art along the Elizabeth River Trail. With downtown hotels and boutique inns, Norfolk’s lodging options are as diverse as its attractions.
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Norfolk’s 2025 holiday season will shine brighter than ever. The Grand Illumination Parade—the treasured kickoff to the “Holidays in the City” celebration—returns on Saturday 22 November 2025 with the theme “Winter’s Glow. Thousands will line downtown streets as floats, marching bands and giant balloons usher in Santa. Even bigger is WinterFest on the Wisconsin, a festival at Nauticus that runs 14 November–31 December 2025 with more than two million lights, a new 30 000 sq‑ft Kingdom of the Snow Queen, nightly entertainment with nearly 300 live performances and a riverside light walk[8]. Special nights include Sip & Shop events, harbour‑lights cruises, adults‑only evenings and family nights. For Thanksgiving and Christmas travellers, Norfolk’s hotels will offer packages combining WinterFest tickets with stays at waterfront resorts and boutique properties.
Richmond, the capital of Virginia, is experiencing a surge in tourism. The city saw millions of visitors who contributed significantly to the local economy, supporting thousands of jobs and generating substantial local tax revenue. Richmond’s attractions are a major draw, including the Virginia Museum of Fine Arts (VMFA), one of the largest art museums in the country. With a collection that spans thousands of works, including an impressive array of Fabergé items and significant American and Chinese art, the VMFA draws art enthusiasts year-round.
History lovers are also drawn to the Virginia State Capitol, designed by Thomas Jefferson and opened in 1788. This historic building, the first American state capitol inspired by a classical Roman temple, also boasts an underground extension that adds to its grandeur. For those seeking luxury, the Jefferson Hotel, with its opulent architecture and award-winning dining, has hosted numerous celebrities and U.S. presidents since it opened in the late 19th century. Across the region, nearly 18,000 hotel rooms are available to accommodate the growing number of visitors.
In December 2025, Richmond will be filled with festive spirit. The Dominion Energy Christmas Parade, celebrating its 42nd edition, will take place on Saturday, December 6th. The parade will feature colourful floats, giant balloons, marching bands, and, of course, Santa, as it glides down Broad Street starting from the Science Museum of Virginia. Adding to the holiday magic is the Dominion Energy GardenFest of Lights at Lewis Ginter Botanical Garden. Running from mid-November to early January, this spectacular event will showcase a million twinkling lights, botanical displays, model trains, festive dinners, and warming fires.
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The 2025–2026 theme, “The Elements,” will immerse visitors in enchanting displays inspired by fire, earth, air, water, and the “fifth element” of love. Traditional favourites such as the warming fire pit, s’mores, model trains, and a fairy village will return, along with special nights for adults, dog-friendly evenings, and performances. Hotels like the Jefferson, along with new boutique properties, offer special packages that include GardenFest tickets and shuttle services. For a truly magical winter getaway, visitors can also explore the Virginia Museum of Fine Arts, historic black-history trails, and the Richmond Beer Trail for a taste of local craft brews.
Just outside Washington D.C., Virginia’s historic Alexandria recorded $941 million in tourism spending in calendar 2023, a 17.6 % jump that placed it fifth among Virginia’s 133 localities. Alexandria’s sales, meals and lodging taxes totaled $86 million in FY 2024, with 71 % of revenues paid by visitors, saving residents $822 per household[21]. Lodging tax revenues approached $15 million and revenue per available room (RevPAR) climbed to $118, the highest in its competitive set[22]. Alexandria’s allure lies in its 1749‑founded Old Town, the nation’s third‑oldest historic district. Visitors roam cobblestone streets lined with 18th‑century rowhouses, explore the Torpedo Factory Art Center—a repurposed WWII munitions plant housing 82 artists’ studios—and learn at the National Inventors Hall of Fame and Museum at the U.S. Patent Office[23]. The Key to the City pass gives entry to nine historic sites and discounts at George Washington’s Mount Vernon.
Alexandria is fully embracing the festive season with a range of signature events. The 2025 Holiday Tree Lighting on November 22nd will illuminate Market Square as the mayor, Santa, and Mrs. Claus flip the switch at Alexandria City Hall, officially marking the start of the celebrations. On December 6th, the Potomac River will sparkle with the 25th Annual Alexandria Holiday Boat Parade of Lights, featuring dozens of brilliantly lit boats cruising along the shoreline. Visitors can enjoy a lively Waterfront Park beer garden, food, and various activities during the parade.
Another standout event is the Old Town Alexandria Christmas Market & Holiday Craft Show on December 13th, which will turn John Carlyle Square into a vibrant shopping hub. The market will feature local artisans, carolers, a DJ playing holiday classics, a kids’ ornament-making station, and visits from Santa. With additional festivities like Ice & Lights at Cameron Run and the Scottish Christmas Walk Parade, Alexandria is a must-visit holiday destination. The city’s hotels, from charming riverside inns to luxury boutique properties, will fill up quickly, so savvy travellers should consider booking packages that combine event tickets with historic walking tours and water-taxi passes for the full holiday experience.
In Virginia’s Blue Ridge, centred on Roanoke, tourism reached new heights. Visit Virginia’s Blue Ridge reports direct visitor spending of $923.1 million in 2024, a 4.6 % increase over 2023 and nearly 25 % above 2019 levels. Tourism supported 7 418 jobs and generated $44.6 million in local tax revenue, saving households $347.38. Including indirect and induced effects, the economic impact reached $1.417 billion[. Roanoke’s allure lies in its “Star City of the South” nickname: the Mill Mountain Star atop the Blue Ridge Parkway offers breathtaking views. At Explore Park, visitors find cabins, campgrounds, hiking and biking trails and river access. The region also claims to be America’s East Coast Mountain Biking Capital with over 1 000 miles of trails and was the first East Coast destination designated a Silver‑Level Ride Center by the International Mountain Bicycling Association. Its railroad heritage is preserved at the Virginia Museum of Transportation, while the downtown Taubman Museum of Art and vibrant local breweries round out a rich cultural scene. For lodging, the Hotel Roanoke & Conference Centre—a Tudor‑style landmark built in 1882 with 329 guest rooms and a 63 000 sq‑ft conference centre—offers vintage elegance.
Roanoke’s holiday calendar features the city’s beloved Dickens of a Christmas festival each December, with Victorian‑themed caroling, parades and the lighting of the Mill Mountain Star (official schedule typically announced in autumn). Winter 2025 travellers can sip craft beer at Deschutes Brewery, enjoy ice skating at Elmwood On Ice and savour farm‑to‑table cuisine. Virginia Blue Ridge’s tourism office emphasises market growth from Northern Virginia, Richmond, Norfolk and Washington D.C.; first‑half 2025 lodging demand rose 3 % and revenue 6.9 %[34]. With new boutique hotels and mountain retreats, the region positions itself as a winter wonderland—snowshoeing along the Appalachian Trail, exploring the Blue Ridge Parkway’s winter scenery and sampling holiday menus at farm wineries. Families can pair holiday fun with visits to the Center in the Square science museum and daily performances at the Berglund Center.
Montgomery County—home to Blacksburg and Christiansburg—is an emerging tourism destination. According to the county’s 2024 Economic Impact report, direct visitor spending reached $293.7 million, up 5.1 % over 2023; lodging accounted for $73.7 million, food & beverage $113.2 million, recreation $40.3 million, retail $33.5 million and transport $33 million. Tourism supported 3 044 jobs, generated $148.9 million in labour income and produced $18 million in local taxes]. The star attraction is Virginia Tech, whose main campus spans 2 600 acres with 213 buildings, an airport, Lane Stadium, Cassell Coliseum and the Moss Arts Center. Visitors flock to Hokie football games, experience cutting‑edge performances at the Moss Arts Center and stroll the Hahn Horticulture Garden. The region also boasts the Huckleberry Trail, craft breweries like Rising Silo, outdoor adventures along the New River and pastoral drives through the Jefferson National Forest. The thriving downtown offers farm‑to‑table restaurants and music venues. Hotels range from the Inn at Virginia Tech and Skelton Conference Center to boutique inns and budget options. Winter travellers can combine skiing at Mountain Lake Lodge, holiday shopping in downtown Blacksburg and visits to Christmas craft fairs at Smithfield Plantation.
Chesapeake, nestled between Norfolk and Virginia Beach, offers a slower‑paced escape. The city sits on the Atlantic Intracoastal Waterway and is promoted as a base for bird‑watching, golfing, fishing, biking, hiking and kayaking, along with shopping and global cuisine]. A 2016 report (the latest available) shows that tourism employed 3 288 people and generated $343 million in spending[, saving local households $359.42 in taxes. Chesapeake boasts over 4 000 hotel rooms, with chain hotels and waterfront lodges. The crown jewel for nature lovers is the Great Dismal Swamp National Wildlife Refuge, comprising nearly 113 000 acres of wetlands with 40 miles of trails, Lake Drummond and more than 200 bird species. Visitors can explore via hiking or biking, drive the Dismal Swamp Canal Trail or paddle to the lake. Holiday travellers will find craft fairs, tree‑lightings and small‑town parades across the city’s villages. New boutique hotels and glamping sites along the swamp’s edge are poised to capture the winter travel boom.
Nestled in the foothills of the Blue Ridge, Lynchburg leverages heritage to attract visitors. The city’s FY 2025 Year‑in‑Review notes that tourism supported 3 886 jobs (up 48 from 2023), generated $409.9 million in total visitor spending and produced $27.2 million in state and local taxes[41]. Key attractions include the Lynchburg Museum, which operates the historic Old Court House as both a museum and visitor centre; it invites guests to explore local history and plan adventures[42]. The Old City Cemetery—a 27‑acre garden and history park established in 1806—contains more than 20 000 graves and hosts over 33 000 visitors annually[43]. With five small museums and the state’s largest public collection of antique roses, it is Virginia’s oldest municipal cemetery still in use[43]. Lynchburg’s downtown offers art galleries, craft breweries and the historic Craddock Terry Hotel, a former shoe factory turned boutique inn. Winter 2025 travellers can enjoy the annual Mistletoe Market, candlelight tours of the Old City Cemetery and performances at the Academy Center of the Arts.
Virginia is targeting international markets to boost year‑round tourism. The Virginia Tourism Corporation (VTC) reports that international travel accounted for $1.5 billion in spending in 2024, with visitation at 84 % of 2019 levels and spending at 82 %[44]. VTC expects spending to fully recover by 2029[45]. Canada remains Virginia’s top international market with 389 000 Canadian visitors spending $226 million in 2024[46]. Most Canadians arrive from Ontario and Québec; 91 % drive and they spend 32 % on lodging, 24 % on food and beverage and stay an average 3.7 nights[46]. Overseas, there were 527 700 visitors who spent $1.2 billion, an average $2 317 per visitor with 12.4‑night stays[47]. Top markets include the UK with 58 400 visitors spending $95 million[48], Germany (40 250), France (19 882), India (69 216 visitors spending $124 million and staying 16.8 nights[49]), and Australia. Shopping is the most popular activity (87 %), followed by sightseeing (78 %), national parks (53 %) and visiting small towns (47 %)[50]. To capture this demand, each Virginia city is tailoring packages: Norfolk markets its naval heritage to Canadians; Alexandria and Richmond court UK and German travellers with history and breweries; Roanoke and Blacksburg promote outdoor adventure to Indian and Australian visitors.
The Virginia tourism industry is intensifying marketing ahead of winter 2025. Statewide visitor spending rose 5.4 % in 2024 to $35.1 billion and the state welcomed 114.5 million visitors, generating $3.3 billion in taxes and supporting 328 365 jobs[51]. Spending categories show travellers spending $10.4 billion on transportation, $9.9 billion on food & beverage, $6.6 billion on lodging, $4.6 billion on recreation and $3.6 billion on retail[52]. In the run‑up to Thanksgiving, Norfolk’s Grand Illumination Parade and Alexandria’s Tree Lighting will kick off the season. Early December sees Richmond’s Christmas Parade and GardenFest of Lights, Alexandria’s Boat Parade and Roanoke’s Dickens festival. Mid‑December brings the Old Town Alexandria Market and Roanoke’s holiday markets. Christmas Day and New Year’s Eve packages pair luxury lodging with theatre performances and culinary events. By January, travellers can enjoy ski trips in the Appalachians, Black History Month tours in Richmond and Alexandria, and the early February Lunar New Year festival in Norfolk’s Ghent district. With travellers seeking warm hospitality and authentic experiences, Virginia’s cities promise to deliver record‑breaking winter tourism.
Travel and tourism pump heart‑pounding energy into Norfolk’s economy. In Virginia’s largest naval city the impact is huge: VisitNorfolk reports tourism generated $84.2 million for the city in FY 2025[1] and an even larger $149.7 million in FY 2023[2]. Officials credit attractions like Nauticus—where you can explore a maritime discovery centre with interactive exhibits, the sailing academy, the schooner Virginia and climb aboard the World War II Battleship Wisconsin[3]. Norfolk’s appeal extends beyond ships; the Norfolk Botanical Garden covers 175 acres with more than 60 themed gardens, 423 070 visitors and a mission to engage communities in environmental action[4]. The Virginia Zoo sprawls over 53 acres and houses more than 700 animals[5]. The city also boasts the Chrysler Museum of Art, a world‑class museum with 35 000 objects, free admission and the only glass studio of its kind, plus the free Hampton Roads Naval Museum and public art along the Elizabeth River Trail. With downtown hotels and boutique inns, Norfolk’s lodging options are as diverse as its attractions[6].
Norfolk’s 2025 holiday season will shine brighter than ever. The Grand Illumination Parade—the treasured kickoff to the “Holidays in the City” celebration—returns on Saturday 22 November 2025 with the theme “Winter’s Glow”. Thousands will line downtown streets as floats, marching bands and giant balloons usher in Santa. Even bigger is WinterFest on the Wisconsin, a festival at Nauticus that runs 14 November–31 December 2025 with more than two million lights, a new 30 000 sq‑ft Kingdom of the Snow Queen, nightly entertainment with nearly 300 live performances and a riverside light walk. Special nights include Sip & Shop events, harbour‑lights cruises, adults‑only evenings and family nights. For Thanksgiving and Christmas travellers, Norfolk’s hotels will offer packages combining WinterFest tickets with stays at waterfront resorts and boutique properties.
Richmond, the capital of Virginia, reports booming tourism. Richmond Region Tourism’s FY 2023 report reveals 17.9 million visitors who spent $3.7 billion, generating 29 035 jobs and $176.4 million in local taxes. The visitor spending by locality shows Richmond city at $908 million, Henrico at $1.9 billion and Chesterfield at $601.3 million. Attractions such as the Virginia Museum of Fine Arts (VMFA)—one of America’s largest art museums with 40 000 works, the largest public Fabergé collection outside Russia and major American and Chinese art holdings—draw art lovers year‑round. History buffs flock to the Virginia State Capitol, designed by Thomas Jefferson and occupied in 1788; the building is the first American state capitol modelled on a classical Roman temple and features a 27 000‑square‑foot underground extension. Luxury lodging anchors the experience: the Jefferson Hotel has welcomed celebrities and 13 U.S. presidents since 1895, offering gilded architecture and award‑winning dining. Across the region there are nearly 18 000 hotel rooms to accommodate visitors.
In December 2025 Richmond will be aglow with holiday cheer. The Dominion Energy Christmas Parade marks its 42nd run on Saturday 6 December 2025; floats, giant balloons, marching bands and Santa will glide down Broad Street from the Science Museum of Virginia. Even more dazzling is the Dominion Energy GardenFest of Lights at Lewis Ginter Botanical Garden. The 2025–26 edition runs from 17 November 2025 to 4 January 2026 and features a million lights, botanical displays, model trains, festive dinners and warming fires. The new theme “The Elements” invites visitors to explore displays inspired by fire, earth, air, water and the “fifth element” love. Traditional favourites return: the warming fire, s’mores, model trains and a fairy village, plus adult‑friendly nights, dog‑friendly evenings and performance nights. Hotels like the Jefferson and new boutique properties offer packages with GardenFest tickets and shuttle services. For the ultimate winter break, travellers can add visits to the VMFA, black‑history trails and the Richmond Beer Trail for craft brews.
Just outside Washington D.C., Virginia’s historic Alexandria recorded $941 million in tourism spending in calendar 2023, a 17.6 % jump that placed it fifth among Virginia’s 133 localities. Alexandria’s sales, meals and lodging taxes totaled $86 million in FY 2024, with 71 % of revenues paid by visitors, saving residents $822 per household. Lodging tax revenues approached $15 million and revenue per available room (RevPAR) climbed to $118, the highest in its competitive set. Alexandria’s allure lies in its 1749‑founded Old Town, the nation’s third‑oldest historic district. Visitors roam cobblestone streets lined with 18th‑century rowhouses, explore the Torpedo Factory Art Center—a repurposed WWII munitions plant housing 82 artists’ studios—and learn at the National Inventors Hall of Fame and Museum at the U.S. Patent Office. The Key to the City pass gives entry to nine historic sites and discounts at George Washington’s Mount Vernon.
Alexandria embraces the festive season with signature events. The 2025 Holiday Tree Lighting lights up Market Square on 22 November 2025 (6–8 pm) when the mayor, Santa and Mrs Claus flip the switch at Alexandria City Hall. On 6 December 2025 the Potomac River sparkles during the 25th Annual Alexandria Holiday Boat Parade of Lights, where dozens of brightly lit boats cruise along the shoreline and visitors enjoy a Waterfront Park beer garden, food and activities Another highlight is the Old Town Alexandria Christmas Market & Holiday Craft Show on 13 December 2025, which transforms John Carlyle Square into a shopping extravaganza. The event features local artisans, carolers, a DJ playing holiday classics, a kids’ ornament‑making station and Santa appearances. With Ice & Lights at Cameron Run and the Scottish Christmas Walk Parade also on the calendar, Alexandria’s hotels—ranging from riverside inns to luxury boutique properties—will fill quickly. Savvy travellers should book packages that bundle event tickets with historic walking tours and water‑taxi passes.
In Virginia’s Blue Ridge, centered around Roanoke, tourism has soared to new heights. Visit Virginia’s Blue Ridge reports significant growth in visitor spending in 2024, marking an increase compared to the previous year and a substantial rise from pre-pandemic levels. The tourism sector supported thousands of jobs and generated considerable local tax revenue, which contributed to reducing household costs. When considering both direct and indirect effects, the overall economic impact was impressive.
Roanoke’s appeal lies in its reputation as the “Star City of the South.” The Mill Mountain Star, perched atop the Blue Ridge Parkway, offers stunning panoramic views. At Explore Park, visitors can enjoy a variety of activities, including staying in cabins, camping, hiking, biking, and accessing nearby rivers. The region is also known as the East Coast Mountain Biking Capital, with an extensive network of trails and recognition from the International Mountain Bicycling Association as a Silver-Level Ride Center. The area’s railroad history is preserved at the Virginia Museum of Transportation, while the downtown Taubman Museum of Art and a lively local brewery scene add to the region’s cultural vibrancy. For accommodations, the Hotel Roanoke & Conference Centre—built in 1882 in a Tudor style—offers a blend of historic charm and modern amenities, with spacious guest rooms and a large conference center.
Roanoke’s holiday calendar features the city’s beloved Dickens of a Christmas festival each December, with Victorian‑themed caroling, parades and the lighting of the Mill Mountain Star (official schedule typically announced in autumn). Winter 2025 travellers can sip craft beer at Deschutes Brewery, enjoy ice skating at Elmwood On Ice and savour farm‑to‑table cuisine. Virginia Blue Ridge’s tourism office emphasises market growth from Northern Virginia, Richmond, Norfolk and Washington D.C.; first‑half 2025 lodging demand rose 3 % and revenue 6.9 %. With new boutique hotels and mountain retreats, the region positions itself as a winter wonderland—snowshoeing along the Appalachian Trail, exploring the Blue Ridge Parkway’s winter scenery and sampling holiday menus at farm wineries. Families can pair holiday fun with visits to the Center in the Square science museum and daily performances at the Berglund Center.
Montgomery County—home to Blacksburg and Christiansburg—is an emerging tourism destination. According to the county’s 2024 Economic Impact report, direct visitor spending reached $293.7 million, up 5.1 % over 2023; lodging accounted for $73.7 million, food & beverage $113.2 million, recreation $40.3 million, retail $33.5 million and transport $33 million. Tourism supported 3 044 jobs, generated $148.9 million in labour income and produced $18 million in local taxes. The star attraction is Virginia Tech, whose main campus spans 2 600 acres with 213 buildings, an airport, Lane Stadium, Cassell Coliseum and the Moss Arts Cente. Visitors flock to Hokie football games, experience cutting‑edge performances at the Moss Arts Center and stroll the Hahn Horticulture Garden. The region also boasts the Huckleberry Trail, craft breweries like Rising Silo, outdoor adventures along the New River and pastoral drives through the Jefferson National Forest. The thriving downtown offers farm‑to‑table restaurants and music venues. Hotels range from the Inn at Virginia Tech and Skelton Conference Center to boutique inns and budget options. Winter travellers can combine skiing at Mountain Lake Lodge, holiday shopping in downtown Blacksburg and visits to Christmas craft fairs at Smithfield Plantation.
Chesapeake, nestled between Norfolk and Virginia Beach, offers a slower‑paced escape. The city sits on the Atlantic Intracoastal Waterway and is promoted as a base for bird‑watching, golfing, fishing, biking, hiking and kayaking, along with shopping and global cuisine. A 2016 report (the latest available) shows that tourism employed 3 288 people and generated $343 million in spending, saving local households $359.42 in taxes. Chesapeake boasts over 4 000 hotel rooms, with chain hotels and waterfront lodges. The crown jewel for nature lovers is the Great Dismal Swamp National Wildlife Refuge, comprising nearly 113 000 acres of wetlands with 40 miles of trails, Lake Drummond and more than 200 bird species Visitors can explore via hiking or biking, drive the Dismal Swamp Canal Trail or paddle to the lake. Holiday travellers will find craft fairs, tree‑lightings and small‑town parades across the city’s villages. New boutique hotels and glamping sites along the swamp’s edge are poised to capture the winter travel boom.
Nestled in the foothills of the Blue Ridge, Lynchburg leverages heritage to attract visitors. The city’s FY 2025 Year‑in‑Review notes that tourism supported 3 886 jobs (up 48 from 2023), generated $409.9 million in total visitor spending and produced $27.2 million in state and local taxes. Key attractions include the Lynchburg Museum, which operates the historic Old Court House as both a museum and visitor centre; it invites guests to explore local history and plan adventures. The Old City Cemetery—a 27‑acre garden and history park established in 1806—contains more than 20 000 graves and hosts over 33 000 visitors annually. With five small museums and the state’s largest public collection of antique roses, it is Virginia’s oldest municipal cemetery still in use. Lynchburg’s downtown offers art galleries, craft breweries and the historic Craddock Terry Hotel, a former shoe factory turned boutique inn. Winter 2025 travellers can enjoy the annual Mistletoe Market, candlelight tours of the Old City Cemetery and performances at the Academy Center of the Arts.
Virginia is targeting international markets to boost year‑round tourism. The Virginia Tourism Corporation (VTC) reports that international travel accounted for $1.5 billion in spending in 2024, with visitation at 84 % of 2019 levels and spending at 82 %. VTC expects spending to fully recover by 2029. Canada remains Virginia’s top international market with 389 000 Canadian visitors spending $226 million in 2024. Most Canadians arrive from Ontario and Québec; 91 % drive and they spend 32 % on lodging, 24 % on food and beverage and stay an average 3.7 nights. Overseas, there were 527 700 visitors who spent $1.2 billion, an average $2 317 per visitor with 12.4‑night stays. Top markets include the UK with 58 400 visitors spending $95 million, Germany (40 250), France (19 882), India (69 216 visitors spending $124 million and staying 16.8 nights), and Australia. Shopping is the most popular activity (87 %), followed by sightseeing (78 %), national parks (53 %) and visiting small towns (47 %). To capture this demand, each Virginia city is tailoring packages: Norfolk markets its naval heritage to Canadians; Alexandria and Richmond court UK and German travellers with history and breweries; Roanoke and Blacksburg promote outdoor adventure to Indian and Australian visitors.
The Virginia tourism industry is intensifying marketing ahead of winter 2025. Statewide visitor spending rose 5.4 % in 2024 to $35.1 billion and the state welcomed 114.5 million visitors, generating $3.3 billion in taxes and supporting 328 365 jobs. Spending categories show travellers spending $10.4 billion on transportation, $9.9 billion on food & beverage, $6.6 billion on lodging, $4.6 billion on recreation and $3.6 billion on retail. In the run‑up to Thanksgiving, Norfolk’s Grand Illumination Parade and Alexandria’s Tree Lighting will kick off the season. Early December sees Richmond’s Christmas Parade and GardenFest of Lights, Alexandria’s Boat Parade and Roanoke’s Dickens festival. Mid‑December brings the Old Town Alexandria Market and Roanoke’s holiday markets. Christmas Day and New Year’s Eve packages pair luxury lodging with theatre performances and culinary events. By January, travellers can enjoy ski trips in the Appalachians, Black History Month tours in Richmond and Alexandria, and the early February Lunar New Year festival in Norfolk’s Ghent district. With travellers seeking warm hospitality and authentic experiences, Virginia’s cities promise to deliver record‑breaking winter tourism.
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