Tourism flat this year, but there are gaps in data
Happy Christmas Eve! Tourism data suffers from lack of reporting from timeshares representing 40% of lodging inventory.
Publisher’s note: we will be taking the rest of the week off to spend with family. We wish you a pleasant and peaceful holiday.
Williamsburg tourism remained flat this year from a year ago, according to the CEO of Visit Williamsburg. But it’s hard to tell for sure.
That’s because the 4,000 timeshares in the Historic Triangle do not report their occupancy rates, said Edward Harris, who runs the regional tourism marketing organization. The 6,000 local hotels and motels do.
That leaves a huge hole in the data representing 40% of the area’s lodging inventory. Tourists who stay in time shares still pay the lodging tax and tourism taxes and spend money in the region, so they favorably impact the regional economy.
Harris said even a flat year is reason to celebrate, considering the shocks the economy suffered in 2025.
From poor weather at the start of the year, to the Trump Administration’s spat with Canada -- which reduced visits from our neighbor to the north -- to the impact of the government shutdown on federal employees, local tourism contended with significant headwinds.
Consumer sentiment and inflation have also seen families cut back on their travel, Harris said.
Despite these problems, the third quarter of the year saw a 5% increase in hotel occupancy -- at 59% -- and a 2% increase in average room rates, to $144.72, according to Harris’ figures.
Harris is predicting a significant increase in tourism in 2026.
The nation celebrates its 250th anniversary next summer, and a variety of events have been planned to mark the occasion.
The regional sports center will also be open next summer, and it has begun booking events and sporting leagues whose attendees will stay and spend money in the region, he said.
Site work continues at JCC government center
Top 5 things to do this weekend
Celebration in Lights. Two miles of holiday scenes with 1 million lights now in its 33rd year. Newport News Park. 5:30 p.m. – 10 p.m. Through New Year’s Day. $12 per car.
A Holiday Medley. Dec. 24. Art Museums of Colonial Williamsburg. 4 p.m. $10 adults, $5 children.
Ghosts of Christmas Past. Dec. 26. Art Museums of Colonial Williamsburg. 1:30 p.m. – 2:15 p.m.
Lighting of the Cressets. Strolling musicians on Duke of Gloucester St. Dec. 26 – 27. 6 p.m. – 9 p.m. Free.
A Charles Dickens Christmas. Holiday show pairing the famous author’s writings with Christmas carols of the Victorian era. Dec. 27. Abby Aldrich Rockefeller Folk Art Museum. 4 p.m. – 5 p.m. $10 adults, $5 children.
Passsings
Shirley Stevens Kyle, 90, Dec. 20.
Donald Shaw Kent, 87, Dec. 20.
Susan Lynn Rossi, 83, Dec. 22.
Anna Maria Harrison, 89, Dec. 17.
Spat...lol
Merry, happy, ho-ho-ho to you