Summer tourism fell flat for much of the region’s destinations.
Travel had reached record highs after the pandemic lockdowns ended. Area tourist spots that welcomed a flurry of visitors for more than two summers in a row saw the crowds taper off in 2024.
“People aren’t traveling as much as they were, for economic reasons,” said Nancy Helman, director of Virginia Beach Convention & Visitors Bureau, in an email. “Post-COVID revenge travel has ended.”
Drivable destinations including Virginia Beach, the Outer Banks and Williamsburg provided safe options for travelers getting back out into the world after pandemic lockdowns. Families also benefitted from stimulus checks, making travel obtainable. But now, the cost of a vacation has increased. Hotel room stays and dining out add up, and people are taking fewer vacations, according to data from Smith Travel Research, which provides marketing data on the hotel industry worldwide.
The J.D. Power study found that the average daily rate for a U.S. hotel room was $158.45 in May, the second-highest month ever recorded, behind $159.01 in October 2023.