Henrico County Tourism Spending Reaches 1.9 Billion USD in 2023: A Thriving Sports Hub in Central Virginia

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.