Virginia loves business, and business loves Virginia back.
CNBC named the Commonwealth “America’s Top State for Business in 2024” for the third time in five years. Scoring high in categories that included broadband connectivity, education and infrastructure, that’s six wins overall for Virginia since CNBC launched the study in 2007—more than any other state.
Business and leisure visitors love Virginia, too, spending $33.3 billion in 2023, up 10% over 2022, or $91 million per day.
On an August 2024 webinar from Chmura Economics & Analytics, Dan Roberts, vice president of research and strategy at the Virginia Tourism Corporation, identified “expanding group and business” bookings as a primary growth driver.
Hot markets include Arlington, where midweek hotel occupancies of 90% indicate strong group and demand. Sports tourism is a major play statewide, producing $2.7 billion, or 8% of all visitor spending. Richmond, the state capital, and Williamsburg are seeing particularly strong returns from sports, with investments in new sporting facilities to match.
Both destinations, along with Alexandria, have new CVB leadership in place as of summer 2024.
Katherine O’Donnell, with Richmond Region Tourism since 2002, succeeded 32-year veteran Jack Berry as president and CEO. Todd O’Leary brings 27 years of industry experience, including stints at Sonoma County Tourism, San Francisco Travel Association and VISIT Milwaukee before succeeding Patricia Washington as president and CEO of Visit Alexandria. Following six years as chief marketing officer for the Valley Forge Tourism & Convention Board and four years as president and CEO of Discover Lancaster, both in Pennsylvania, Edward Harris is the new CEO of Visit Williamsburg.
Arriving at this opportune time, the trio shared their outlook, next-phase strategies, benchmarks for success and more with Meetings Today.
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Katherine O’Donnell, President & CEO, Richmond Region Tourism
Having held five different roles at Richmond Region Tourism and working closely with former CEO Berry, Katherine O’Donnell knows the organization’s impacts inside and out, from marketing and sales to sports tourism and the visitor experience.
“I have learned the power of working alongside our community,” O’Donnell said. “Collaboration fuels our success, and as a leader, I welcome new perspectives and partnership ideas.”
Record-setting visitation and rising group demand give her much momentum to build on.
“In 2023, we became the first community in Virginia to pass a Tourism Improvement District (TID),” added O’Donnell, who started her new role right when CNN named Richmond the No. 1 town to visit in America. “TID funds have already unlocked unprecedented opportunities to position the region as a premier tourism destination and compete for group business, including strategies for driving visitation and hotel occupancy.”
Rich in history, culture, dining, award-winning attractions and top-notch facilities, the region’s group strength speaks for itself, which was the title of the bureau’s recent innovative sensory-driven marketing campaign.
Developments such as the City Center Innovation District, a mixed-use destination anchored by a headquarter hotel supporting the Greater Richmond Convention Center, and expansion of the River City Sportsplex, will only enhance the appeal.
“We’re focused on continuing to recruit events that our residents care about by putting the community first,” O’Donnell said. “OutRVA, our program promoting the region to LGBTQ+ visitors, and BLK RVA, highlighting Black culture and businesses, celebrate their 10th and fifth anniversaries this year. Planners want opportunities for attendees to experience a community like a local. Working with our Destination Services team, they can incorporate local businesses, services and authentic experiences into their events.”
With other initiatives that include a recently launched net-zero emissions conferences program, O’Donnell believes that “the best days” for the organization and the region are ahead.
“Harnessing tourism as a force for good and amplifying our impact, we will continue to measure how visitors support our economy and the overall quality of life for our community,” she said.
[Related: Virginia’s Culinary Traditions Create Comforting Connections]
Todd O’Leary, President & CEO, Visit Alexandria
Most recently vice president of marketing and communications for Sonoma County Tourism, Todd O’Leary brings his “brought-up-through-the-ranks experience across multiple disciplines” to his new role.
“My small-town Midwestern roots underpin my strong values of humility, hard work and treating all people with respect,” he said. “Leadership-wise, I stand on giving people the tools they need to do their jobs, supporting and encouraging them, and watching them soar.”
His decision to switch coasts was likewise multi-fold.
“Alexandria is a compelling blend of deep, rich history and a modern, cosmopolitan attitude,” O’Leary said. “While benefiting from being in Washington, D.C.’s orbit, Alexandria has made its own name in recent years as a must-visit city, which we are keen to continue building on.”
He sees many opportunities for meetings and events.
“Being in metro DC means that we host abundant government and association business, as well as higher education,” he said. “With Virginia Tech nearing completion on its Innovation Campus here in Alexandria, we foresee group business among myriad partnership opportunities. With WorldPride coming in 2025, followed by the USA 250 Celebration in 2026, we will look at how our industry can help shape the destination’s continuing growth and evolution.”
In formulating his strategic plan, O’Leary wants to “lean into our strengths as a small meetings and events destination, as well as leverage partnerships that help us connect with folks who aren’t familiar with Alexandria.
Edward Harris, President & CEO, Visit Williamsburg
Growing up in Philadelphia, Edward Harris fondly remembers family trips to Valley Forge, Lancaster and Williamsburg—the three DMOs he was destined to promote and lead.
“I have always been attracted to places of historical importance that offer a variety of activities,” Harris said. “Travel is supposed to be fun, so the stories you tell and tactics you deploy to entice people to visit, stay and return, should bring a smile.”
That is certainly the case returning to Williamsburg.
“I always loved coming here,” Harris said, “but I was taken anew by the architecture, walkability, beautiful landscaping and, of course, the history. Four of our nation’s first five presidents came from Virginia. As CEO, I constantly seek fresh concepts to keep the location rooted in its essential heritage while drawing attention to other opportunities, from fun and excitement to relaxation and education.”
Harris firmly believes in the team approach and creating a work culture where people feel good about “going to work” every day.
“Collaborating with your staff and key stakeholders is essential to coming up with the best ideas,” he said. “That means creating a trusting environment where your team feels empowered to suggest creative new approaches. Data is also critical for making front-end decisions and course-correcting on the back end. Having become a 12-month destination, we constantly measure and evaluate our seasonal campaigns.”
With the team actively pursuing all key group segments, from associations to military reunions, sports will be a new focus with the projected 2026 opening of the new 200,000-square-foot Williamsburg Sports & Events Center.
“We are also one of four key U.S. destinations taking a lead role in commemorating America’s 250th birthday in 2026,” Harris said. “Visitors can experience so many important stories about our nation’s history here in the Historic Triangle of Williamsburg, Yorktown and Jamestown. Groups from around the globe can also unwind at our breweries, wineries, golf courses and Busch Gardens for teambuilding on roller coasters. I am honored to be the CEO of a destination where historic meetings come to life.”
