Richmond tourism is growing — and more events are coming
Add Axios as your preferred source to
see more of our stories on Google.
Illustration: Brendan Lynch/Axios
The Richmond region saw just over 19 million tourists last year.
Why it matters: That's 800,000 more people who visited — and spent money — in the region than the year before.
By the numbers: In total, 19.1 million visitors came to the region in 2025, a 4.3% increase over the previous year, per Richmond Region Tourism.
- That included 7.3 million overnight visits, up 5.5% year-over-year.
- And hotel occupancy rates outperformed the state's and the nation's for 11 of 12 months in 2025.
The fine print: The region includes Richmond, Chesterfield, Henrico and Hanover, plus New Kent, Colonial Heights and Ashland.
The intrigue: The local tourism group credited sports tourism and the extra marketing funding from establishing the region as a Tourism Improvement District with driving the increase.
- The TID is an additional 2% fee that visitors pay on hotel stays within the region, which went into effect in 2023.
- Richmond Region Tourism estimated back then that the fee would bring in around $8.2 million a year and double its marketing budget. They didn't respond to Axios' request for updated figures.
What we're watching: 2026 is shaping up to be another stellar tourism year for the region, the group says.
- RVA has 125 sports tournaments on tap, plus some high-profile events and conventions coming this summer, including the National Speech and Debate Association National Tournament in June. In July, the region is hosting the Travel Blogger Exchange North America and the Virginia Commonwealth Games.
- Overall event and tournament bookings are up 10% year-over-year.