The resort city saw growth in hotel occupancy, average daily rates and revenue over the past year and had stronger numbers than competing markets such as Myrtle Beach and Atlantic City, the director of the Virginia Beach Convention & Visitors Bureau said Tuesday.
“All good news,” Nancy Helman told City Council.
The numbers reflected the fiscal year that ended in June extended through September and are based upon information gathered from 157 participating hotels across the city.
The tourist season came amid a challenging economy and following a difficult spring at the Oceanfront. Before the season had even started, Virginia Beach reeled from two nonfatal shootings and a controversial all-ages temporary curfew.
“Being honest, we had a little bit of a rocky start in April and May, but boy did we come back strong when we really think about it,” Mayor Bobby Dyer said during the meeting.
While the hotel numbers don’t reflect other businesses that rely upon tourism, business leaders said additional marketing by the city helped. According to the presentation Tuesday, a $1 million campaign launched in May resulted in more than 38 million impressions online and generated 180,000 website visits.
Virginia Beach Hotel Association president John Zirkle said after the meeting that the campaign and other efforts by the Convention & Visitors Bureau were successful. He said it was notable that Virginia Beach fared so well compared to other communities that rely upon tourism.
“Overall, it’s been a positive season for us in Virginia Beach,” he said.
Tuesday’s discussion also highlighted the city’s push to increase sports tourism. Helman said tournaments bring people into the city and make a big difference outside the main tourism season.
City Manager Patrick Duhaney said restaurant numbers will be included in a State of Tourism breakfast on Nov. 5, though the numbers are from 2025.
Following the meeting, Martha Davenport, executive director of the Virginia Beach Restaurant Association, said restaurants saw declines this year. Indicators such as the meals tax, which the association wants reduced, don’t give a full picture of what restaurants face.
When those businesses struggle, she said, they may cut staff, reduce entertainment or take a hard look at how they source food.
“It’s a whole ecosystem that Virginia Beach restaurants support that I don’t believe is being taken into account with our city leaders,” Davenport said.
Zirkle said some hotels noticed some travelers were more frugal.
“We did see an interesting, newer trend this year,” he said. “More people coming in with their coolers and not spending quite as much at the hotel restaurants as they have in the past.”
George Kotarides, a restaurateur and founder of the Atlantic Avenue Association, said restaurants and other member businesses reported a soft year.
“You know, many of us are open year-round,” he said, “and we invite folks to come down and park conveniently and enjoy their beach.”
