THE VIRGINIAN-PILOT
Copyright (c) 1997, Landmark Communications, Inc.
DATE: Monday, January 20, 1997 TAG: 9701180231
SECTION: BUSINESS WEEKLY PAGE: 9 EDITION: FINAL
SERIES: 1997 FORECAST
SOURCE: BY DEBBIE MESSINA, STAFF WRITER
LENGTH: 74 lines
Local resort officials hope the winds blow more tourists their way in 1997 and not attendance-crippling hurricanes and other foul weather phenomena.
After a mixed bag in 1996, tourism officials hope to capture their share of the 3 to 4 percent growth in travel this year forecast by the Travel Industry Association of America.
Last year, some destinations, such as Virginia Beach, reported record seasons while some others, including Williamsburg and Busch Gardens, suffered declines due largely to inclement weather but also to the Summer Olympics.
``All indicators indicate we'll have another strong tourist season,'' said Ron Kuhlman, marketing and sales director for the Department of Convention and Visitor Development of Virginia Beach. The 1996 summer season at the Beach was the best on record. Year-end results are not yet available.
While there are no new hotels or attractions at the resort this year, Virginia Beach expects the expanded Virginia Marine Science Museum and the GTE Amphitheater to continue to draw visitors to the city.
Additionally, the first phase of a seawall and boardwalk project will be completed by May 1. A new, wider boardwalk stretching from 8th Street to Rudee Inlet as well as a large plaza for special events at Rudee Inlet will greet visitors this summer.
Construction of the hurricane protection project will move from the resort strip north to the residential areas, 43rd to 58th streets, during the summer tourist season, said resort manager Rob Hudome.
Advertising and promotions will continue to tout ``The New Virginia Beach'' and its $100 million of improvements. They include an Atlantic Avenue facelift, the expanded Virginia Marine Science Museum and the new amphitheater.
Nearby in Norfolk, the number of hotel rooms booked are expected to increase slightly or remain steady, said Sam Rogers, Norfolk's marketing director, who oversees the Virginia Waterfront campaign.
Hotel room rates are expected to rise, in part because of an increase in the government travel stipend, bringing greater revenues to the city, Rogers said.
The big draw in 1997 will be the inaugural Virginia Waterfront International Arts Festival in the spring. The 18-day event featuring internationally renowned performers is expected to bring visitors to the area during the off-season.
``Expanding our season is pretty critical,'' Rogers said, adding that his office is working on special events for the fall and winter too.
Rogers said Norfolk will also concentrate on boosting its group tours business and targeting more promotional efforts closer to home for weekend get-aways.
Across the water in Williamsburg, officials are hoping to recover from a disappointing 1996.
David Schulte, executive director of the Williamsburg Area Convention and Visitors Bureau, is hopeful that recent golf course development and new attractions at Busch Gardens Williamsburg and Water Country USA will bring tourist numbers back to 1995's record levels.
The world's largest and fastest inverted roller coaster, Alpengeist, will open in the spring at Busch Gardens. At Water Country USA, the largest attraction yet, Aquazoid, a raft ride through darkened tunnels, will open.
Statewide, the Virginia Tourism Corporation is predicting slow, steady growth in the tourism industry.
One of the biggest trends, said Martha Steger, public affairs director for the state tourism office, is that travelers have become more value conscious.
``The marketplace has become a little more cynical,'' Steger said. ``Consumers expect a lot of value for their dollars.''
Other travel trends include: a declining demand for business travel; an increase in the number of limited service hotels; shorter vacations closer to home; a growing interest in new experiences, and a desire for inclusive pricing or packaging. ILLUSTRATION: [Color Photo]
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KEYWORDS: 1997 FORECAST TOURISM