Richmond region visitor spending hits a record $4.1 billion in 2025

Visitors spent an estimated $4.1 billion in the Richmond region in 2025, a new record and a 4.9% jump over 2024, according to Virginia Tourism Corporation data released by Richmond Region Tourism. That money went to local hotels, restaurants, attractions, shops and other businesses across the city and surrounding counties.

Richmond Region Tourism covers seven localities: Chesterfield, Hanover, Henrico and New Kent counties, the cities of Richmond and Colonial Heights, and the town of Ashland. Every one of them saw spending go up.

“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.”

Where the money landed

Henrico remains the region’s heavy hitter, with $2.02 billion in visitor spending, up 4.9%. Richmond came in at $1.03 billion, up 5.2%, and Chesterfield posted the fastest growth at 5.6%, reaching $675.5 million.

Hanover, which includes Ashland in the count, hit $251.9 million, up 4.8%. Colonial Heights reached $109.8 million, up 1.6%, and New Kent came in at $31.4 million, up 1.2%.

All that spending generated $194.7 million in local taxes and $114.6 million in state taxes. The industry supported 30,178 jobs across the region in 2025, 548 more than the year before. The state also estimates visitor revenue saved each Virginia household $1,020 in state and local taxes.

The spending figures follow numbers released in May showing the region drew 19.1 million visitors in 2025, about 800,000 more than in 2024, including 7.3 million overnight trips.

Sports keep the hotels full

Youth and amateur sports continue to drive much of the growth. Sports account for 77% of Richmond Region Tourism’s event bookings, led by soccer, basketball, volleyball, softball and lacrosse. Hotel occupancy in the region beat both the national and statewide rates in 11 of 12 months last year.

North Carolina, New York, Maryland and Pennsylvania were the top out-of-state markets sending visitors here, along with other parts of Virginia.

The Tourism Improvement District, approved in 2023, adds a 2% fee to nightly rates at hotels with 41 or more rooms and funds marketing and event recruitment. Between July 2025 and April 2026, TID-backed leisure campaigns generated 58,557 room nights, up 21%, and approved event incentives grew to 64 events with an estimated $161.2 million in economic impact.

“The region’s record tourism numbers, along with Richmond’s continued recognition as a top destination, show the incredible momentum we have right now,” said Richmond Mayor Danny Avula. “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.”

The figures count domestic travelers taking trips of 50 miles or more from home. More information is available from Richmond Region Tourism.