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Tourism in Henrico County, Virginia soared to new heights in 2023, with visitor spending approaching a record $1.9 billion, according to the latest data from the Virginia Tourism Corporation. This impressive figure marks the highest level of tourism spending for any locality in Central Virginia and places Henrico as the fifth-highest county in terms of visitor revenue across the state. Only Loudoun, Arlington, Fairfax, and the city of Virginia Beach saw more tourist dollars spent in their jurisdictions.
Henrico’s tourism success is largely attributable to the county’s strategic focus on sports tourism and its investments in state-of-the-art athletic fields and facilities. According to County Manager John Vithoulkas, these efforts are the result of a deliberate vision by Henrico’s Board of Supervisors, who have prioritized tourism as a key economic development sector for the region. The county’s investments are paying off, with tourism not only supporting local businesses but also helping fund essential public services that contribute to the high quality of life enjoyed by residents.
Visitor spending in Henrico grew by 9.2% in 2023 compared to the previous year, aligning closely with the statewide growth rate of 9.8%, which led to a record $33.3 billion in visitor spending across Virginia. This consistent growth reflects Henrico’s ability to capture a significant portion of the state’s tourism market, while establishing itself as a premier destination for both domestic and international travelers.
This rapid expansion in visitor numbers and spending underscores Henrico’s growing reputation as a leading sports tourism destination. The county’s extensive network of facilities, including the new Henrico Sports and Events Center, has positioned Henrico as a go-to location for hosting large tournaments, sporting events, and other athletic competitions.
A substantial portion of Henrico’s tourism success can be attributed to the booming sports tourism industry. In 2023 alone, sports tourism generated nearly $72.4 million in economic activity for the county. The opening of the Henrico Sports and Events Center has been pivotal in attracting major tournaments, which in turn draw athletes, families, and spectators from across the country to the region.
Henrico has made strategic investments in several other sports facilities as well. These include first-class athletic fields at RF&P Park, Dorey Park, and Glover Park, all of which have become key venues for hosting regional and national sporting events. The success of these facilities has prompted even further development. A championship pickleball complex at Pouncey Tract Park is scheduled to open in October 2024, and the newly acquired Scott Road Outdoor Athletic Complex is expected to contribute to Henrico’s expanding roster of sports venues.
Additionally, Henrico has committed to a second phase of improvements at Glover Park in Glen Allen, renovations to the county-owned Crossings Golf Course, and the addition of a 1,000-seat mezzanine at the NOVA Aquatics Center at Regency. These developments will enhance Henrico’s ability to host a wider range of sporting events and increase visitor spending in the years to come.
The tourism industry’s positive economic impact on Henrico extends far beyond sports. In 2023, tourism in Henrico supported nearly 10,500 jobs, with a combined payroll income of $610 million. These jobs are spread across various sectors, including hospitality, retail, transportation, and entertainment, all of which benefit from the steady influx of tourists.
Visitor spending also generated significant tax receipts for the county, contributing more than $81 million in local taxes and $45 million for the state. This revenue helps fund critical public services and infrastructure projects that enhance the quality of life for Henrico’s residents, including schools, roads, and public safety initiatives.
The tourism industry’s contribution to the local economy is especially evident in the hospitality sector. Hotels, restaurants, and other service-oriented businesses in Henrico thrive on visitor spending, which boosts overall economic activity. The growth of sports tourism in particular has driven a surge in demand for accommodations, food services, and retail opportunities, creating a thriving ecosystem that supports both the tourism and local business communities.
Henrico County’s success in growing its tourism sector is no accident. The Board of Supervisors and county officials have been working on long-term strategies that position Henrico as a tourism-friendly destination with a focus on both sports and family-oriented activities. The county’s ongoing investments in state-of-the-art facilities and the development of tourism infrastructure ensure that Henrico will continue to be a top destination for travelers in the coming years.
Looking ahead, county officials are optimistic about even more growth in the tourism sector. With the opening of new sports complexes, continued investments in parks and recreation, and the county’s ability to attract large-scale events, Henrico is well-positioned to capitalize on future opportunities. The planned completion of the Pouncey Tract Park Pickleball Complex and upgrades to existing facilities will only enhance Henrico’s appeal as a leading sports destination in Virginia and beyond.
Henrico’s rise as a tourism leader in Virginia is noteworthy, particularly when compared to other high-traffic areas in the state. Only Loudoun, Arlington, Fairfax, and Virginia Beach saw more visitor spending than Henrico in 2023. This achievement places Henrico among the top tourism powerhouses in the commonwealth, even as it competes with some of Virginia’s most established destinations.
Part of Henrico’s success comes from its ability to provide a diverse range of attractions that appeal to various types of visitors. Beyond sports tourism, the county offers a wealth of historical sites, natural parks, and family-friendly activities that draw visitors year-round. This broad appeal helps ensure a steady stream of tourists, regardless of the season or economic climate.
Henrico County’s $1.9 billion in visitor spending in 2023 represents a major milestone in the county’s tourism journey. By focusing on sports tourism and making strategic investments in world-class facilities, Henrico has positioned itself as a leading destination in Central Virginia and one of the top tourism hubs in the state.
As the county continues to expand its tourism offerings and build on the successes of 2023, Henrico is poised for even greater growth in the coming years. With the opening of new sports facilities, ongoing enhancements to parks and recreation centers, and a commitment to providing top-notch visitor experiences, Henrico’s tourism sector will continue to thrive and contribute to the local economy, providing jobs, revenue, and a high quality of life for its residents.
