Visitor spending in Henrico tops $1.9 billion

Visitors collectively spent more than $1.9 billion in Henrico County during 2024 – a total that continued to lead localities in Central Virginia and remained the fifth-highest in Virginia, according to an annual study by Virginia Tourism Corp.

Direct spending by visitors on lodging, meals, transportation and other services in Henrico climbed by 2.6% from 2023 and by 48% from 2021, when travel resumed following the COVID-19 shutdowns. 

Statewide, visitor spending totaled $35.1 billion in 2024, an increase of 5.6%. Henrico’s total followed only those of localities in Northern Virginia and Hampton Roads: Arlington County, Fairfax County, Loudoun County and the city of Virginia Beach.

“Tourism and sports tourism, in particular, continue to drive significant economic growth in Henrico County as well as across our region and commonwealth,” Henrico County Manager John A. Vithoulkas said. “Visitors who travel here for sports, leisure, business and other activities support our restaurants, hotels and other businesses. They provide jobs for our residents and help fund the services that enhance our high quality of life. This extraordinary activity continues to validate the vision of our Board of Supervisors to provide a business-friendly environment, invest in facilities like the Henrico Sports and Events Center and plan for an arena on one of the premier development sites along the Interstate 95 corridor.”

Overall, tourism in Henrico supported nearly 10,500 jobs with a combined payroll income of $628 million in 2024. It also generated tax receipts of more than $83 million for the county and $46 million for the state. The study’s estimates reflect spending by travelers who stayed overnight in paid accommodations or had taken day or overnight trips at least 50 miles from home.

Henrico and 28 other localities in Central Virginia – an area that stretches from Sussex County to the city of Charlottesville – combined to attract $6 billion in visitor spending, supporting nearly 47,000 jobs with an annual payroll of more than $2 billion, according to the study.

The multipurpose Henrico Sports and Events Center opened in late 2023, attracting a steady flow of tournaments, games and other events. Separate from the Virginia Tourism Corp. study, the Henrico Sports and Entertainment Authority recently commissioned Mangum Economics to analyze the center’s impact by reviewing its weekend activity in 2024.

The weekend events attracted an estimated 120,000 visitors, including players, coaches and spectators. About 70% of the visitors came from outside the Richmond area, and the average length of stay was 1.7 nights.

Overall, the 185,000-square-foot facility supported $137.5 million in economic activity, 1,162 full-time-equivalent jobs, $44.6 million in wages and benefits, and $12.8 million in state and local tax revenue, according to the study.

In addition to the Sports and Events Center and other facilities, Henrico’s sports tourism program is supported by a new championship pickleball complex at Pouncey Tract Park, a second phase of improvements at Glover Park that will include an NCAA-regulation baseball complex developed in partnership with Prep Baseball Report and a new 1,000-seat mezzanine at the NOVA Aquatics Center at Regency.