By: Maria-Paula
Henrico County’s tourist spending hit close to $2 billion last year, a success largely attributed to the county’s thriving sports tourism industry. Data from the Virginia Tourism Corporation ranked Henrico’s revenue as the highest total of any locality in Central Virginia and the fifth-highest total amongst all Virginia counties. Only Arlington, Fairfax, Loudoun counties, and the city of Virginia Beach welcomed more visitor spending than Henrico in the previous year, according to the data.
The data shows that tourists in Henrico spent 9.2% more in 2023 compared to 2022, a growth likened to the statewide growth of 9.8%, which is $33.3 billion in visitor spending statewide Approximately $72.4 million of the $1.9 billion visitors spent in 2023 were directly linked to sporting activities and the enthusiasts they attracted to Henrico.
“Tourism and specifically sports tourism represents a major growth industry in Henrico County as well as our region and commonwealth. Visitor spending supports our restaurants, hotels, and other businesses as well as employment, and it helps to fund services that enhance our high quality of life. The growth that we’ve seen in this economic development sector is no accident. It’s a direct result of the vision of our Board of Supervisors and strategic investments in first-class athletic fields and facilities, including those at RF&P, Dorey and Glover parks and the new Henrico Sports and Events Center,” County Manager John A. Vithoulkas said.
Apart from Henrico being home of the Richmond Raceway and the Country Club of Virginia James River Course, the Henrico Sports and Events Center in the region, which started hosting events in October of 2023, is also a favorite for sports lovers. 
“Those things rolled in together are just really, really pushing this visitor spending to new heights. They’re coming in, they’re staying in our hotels, eating in our restaurants, using transportation services here throughout the county and certainly visiting our attractions,” said Dennis Bickmeier, Executive Director of the Henrico Sports and Entertainment Authority.
Bickmeier shared that one of the things the Board of Supervisors was proud of is that the new building, Henrico Sports and Events Center, is doing what they thought it was going to do, hosting sports lovers. 
“I mean, it is a busy facility with 46 weekends in 2024 booked, and so we are seeing so many out-of-town visitors come and compete here against a lot of our local teams,” Bickmeier added.
Henrico’s Sports and Entertainment Authority expects to open 12 pickleball courts at Pouncey Tract Park in October. It is all about continuing to build momentum and shining the spotlight on local sports opportunities and growth in the sector including the new Scott Road Outdoor Athletic Complex, a second phase of improvements to Glen Allens Glover Park, the renovation of the county-owned Crossings Golf Course and a 1,000-seat mezzanine at the NOVA Aquatics Center at Regency.
In addition to generating tax receipts of more than $81 million for the county and $45 million for the state, tourism in the County of Henrico held up close to 10,500 job opportunities with a combined payroll income of $610 million in 2023, according to the county’s data.