HISTORIC TRIANGLE — A recent meeting to discuss tourism numbers for the year to date left Visit Williamsburg “cautiously optimistic” about how the summer will pan out.
“[Tourism] feels like we’re basically standing at the top of a roller coaster buckled in, we’ve built the track, tested the ride, the weather is looking good, now we’re kind of just waiting for that big, thrilling drop and we’re excited,” said Edward Harris, CEO of Visit Williamsburg. “But we’re hanging on tight because we know that every twist and turn can surprise us.”
Currently, statistics for the year reveal the number of hotel rooms sold were up 3.2% in January in comparison to 2024, however, February and March both saw sharp declines — -7.4% and -4.3%, respectively. Numbers bounced back, showing increases in April and May of 2.2% and 5.9%, respectively. The overall, year-to-date difference, for the year so far is -1.2%, which is why Visit Williamsburg said it is “cautiously optimistic” about summer tourism, particularly with the opening of Busch Gardens Williamsburg’s new Big Bad Wolf roller coaster and a new area at Water Country USA.
“When we look back at what happened in February, March, and then see how we bounce back and see how we’re only down 1.2% — that’s why we’re cautiously optimistic that we can still have a good tourism summer and see some growth year over year by the time we get to the end of the calendar year,” Harris said.
Harris said new attractions such as those at Bush Gardens that Visit Williamsburg can promote help in an environment where consumer confidence is lower than it has been previously. He also notes that the Historic Triangle has always been a family-friendly road trip destination. Visit Williamsburg also plans to bolster tourism by rolling out a summer savings pass with discounts to over 20 different businesses.
The most important data presented, according to Harris, was the data that compared the area to the rest of Virginia and across the United States. That data, which encompasses the full month of April, Harris found very encouraging. Compared to declines across Virginia, the data shows the Historic Triangle is doing very well.
Third-party research by Future Partners for Visit Williamsburg indicates that 1-in-10 individuals have reported changes to their travel plans in the next six months due to concerns about tariffs. The top priorities for consumer savings are using rewards or loyalty programs, as well as booking budget-friendly accommodations. The biggest concern when booking travel plans is choosing a more affordable destination.
To learn more about the Cool Summer Savings Pass with promotions beginning on July 1, visit the Visit Williamsburg official website.
