Tuesday, March 28, 2023

Visit Williamsburg Invites Tourists To Enjoy “Life. At Your Pace.”

Sign up here for our free newsletter that tells you about the newest stories, three mornings each week.

Sponsored by

WILLIAMSBURG-As the summer travel season approaches, Visit Williamsburg is inviting tourists to experience “Life. At Your Pace.” while vacationing within the Historic Triangle.

Victoria Cimino, CEO of Visit Williamsburg, the area’s official tourism organization, gave business and community leaders an update on Visit Williamsburg’s marketing initiatives during the monthly meeting of the Williamsburg Business Roundtable on Thursday, May 12.

The goal of the organization, which was launched in 2018, is to increase overnight visitation to the region and ultimately generate more tax revenue. During the pandemic, Visit Williamsburg created the “Life. At Your Pace” advertising campaign as a way to promote Greater Williamsburg as a safe destination for travelers. Visit Williamsburg won an award for the campaign in 2021.

“People make travel decisions based on emotions,” Cimino said. “We are our best selves when we are on vacation. People want to go where they have a chance for regrounding. Williamsburg is the place to do just that.”

Three different television ads have been created that are geared toward three different types of travelers: those looking for culture, those who want to see and do, and those who want to relax and go at their leisure.

In addition to the region’s history, Visit Williamsburg is also hyping up Greater Williamsburg’s golf courses, outdoor recreation, and food and beverage scene thanks to partnerships with social media influencers and other media outlets, including National Geographic, Bon Appetit, and Conde Naste.

Ads have also been placed in subway stations and on kiosks in major cities including Washington, DC; Baltimore, MD; New York, NY; Philadelphia, PA; Cleveland, OH; and Boston, MA. Visit Williamsburg expanded its marketing to Boston for the first time in 2022.

So far, the initiatives seem to be working.

“2022 is outperforming 2019, and 2019 was the largest performing year for this area since 2007,” Cimino said. “It’s remarkable.”

Domestic leisure travel to Greater Williamsburg appears to have bounced back, but business travel and international leisure travel remain low. Cimino told those who attended the meeting, which was held virtually, that business travel isn’t expected to pick back up until 2024, while international travel will depend on covid-19 policies.

Visit Williamsburg typically starts its marketing push in February ahead of the summer season. The hope is to keep momentum going throughout the height of the tourist season into the fall and during the holidays.

“The goal is to keep living ‘Life. At Your Pace.’ moving throughout the year,” Cimino said. “There’s a lot of opportunity to have some fun in Williamsburg.”

You must purchase this article or be a subscriber to comment on it.

The Latest News

Registration Open For Volunteer Chesapeake Bay Stewards Class

HAMPTON—The Chesapeake Bay Foundation (CBF) is looking for people to join its VoiCeS (Volunteers as Chesapeake Stewards) adult education course. The VoiCeS program was...

The Edge District Hosting Inaugural Restaurant Week April 1-8

WILLIAMSBURG-To promote the expanding food options in Greater Williamsburg’s Edge District, the district will host its inaugural Restaurant Week from Saturday, April 1 through...

The New Local News Model

On July 1, we started a new way to pay for news. Yes, we want you to subscribe, but we know nobody subscribes to every site they visit just because there's a paywall.

So if you don't want to subscribe (even at the low price of $39.99 for a year), you can pay for access to individual articles. Or just buy a 24-hour pass, as if you were buying a single copy of a newspaper. We use a new payment service called Transact, which lets you pay for individual articles in as little as three seconds. And you will get $3 in credit when you sign up (just an email address, no credit card required), which will let you pay for at least 20 articles.

This is new for everyone, so we're going to ease you into this. Initially, there won't be many articles that you have to pay for. Short ones will always be free. And even the longer stories will let you read the first half or so for free. We'd love to hear what you think, so send us a note at feedback@peninsulachronicle.com.