
DATE: Sunday, September 7, 1997             TAG: 9709050790

SECTION: BUSINESS                PAGE: D10  EDITION: FINAL 

TYPE: HAMPTON ROADS ALMANAC '97

SOURCE: BY DEBBIE MESSINA, STAFF WRITER 

                                            LENGTH:  100 lines

TOURISM VISITORS TO HAMPTON ROADS BRING THE MAKINGS OF VITALITY WITH THEM

Tourism is considered second to the Navy and on par with the ports as a driver of our local economy, according to a local economist.

``Tourism brings new money into our region that wouldn't otherwise be here,'' said John W. Whaley, Hampton Roads Planning District Commission economist. ``It circulates around and makes it possible for the rest of us to have our jobs.''

Visitors to Hampton Roads spend close to $2 billion a year at hotels, restaurants, stores and attractions, according to the Virginia Tourism Corp. The industry directly employs about 34,000, with an annual payroll of about $470 million.

Statewide, tourism is the third-largest retail industry behind food and automotive sales. It's the third-largest employer behind health and business services.

In addition to the money and jobs it provides, tourism brings recognition to the region.

``There's a certain amount of publicity value from having the tourism industry in the region,'' Whaley said.

If the tourism industry somehow vanished, the region's work force would shrink by about 50,000 or 60,000, Whaley said.

``The industry absorbs a lot of people who find the job market very competitive,'' Whaley said. ``It hires people with limited skills, many of whom would be otherwise unemployed.

``Tourism helps us keep our unemployment rate below the national average.''

Despite its benefits, tourism is not a huge growth industry. Gains are incremental.

``It would be a help to the economy if it grew a little faster to help offset the loss from defense cuts,'' Whaley said. ``But it's a very competitive industry.''

The top tourist areas in Hampton Roads are Virginia Beach and Williamsburg/James City County. Norfolk is not far behind, thanks to its year-round meeting and convention business.

``There's a balance between our tourists, convention business and business travel,'' said Sam Rogers, Norfolk's marketing director who oversees the regional Virginia Waterfront tourism campaign. ``It keeps our numbers fairly consistent through the year.''

Virginia Beach's numbers rise fairly steadily each year. Even over the past two years, when hurricane threats turned the strip into a ghost town for a few days, visitors and revenues were up.

``It shows the strength and pulling power of the beach and the region,'' said James B. Ricketts, Virginia Beach Convention and Visitor Development director. ``The improvements we're making in Virginia Beach are really starting to pay off.''

About $100 million has been spent on an Atlantic Avenue facelift, the Virginia Marine Science Museum expansion and the GTE Amphitheater. The Boardwalk is now being replaced and the beach is being widened as part of a $103 million hurricane protection program.

Colonial Williamsburg, on the other hand, is struggling to regain its momentum. Since the 1980s, paid visitation has fallen from 1.2 million to about 940,000 last year.

``We were out-positioned by the competition in many senses,'' said Tim Andrews, public relations director for Colonial Williamsburg Foundation. ``They skillfully and quickly honed in on what people are looking for. We're doing that now, but we probably should have been doing that a few years ago.

``We're working very quickly to make Colonial Williamsburg programming more interactive and more fun.''

Its neighbors, however, Busch Gardens Williamsburg/Water Country USA have posted several record seasons in recent years. The theme parks do not release attendance figures.

Hampton Roads' tourist destinations are looking to a new cooperative spirit to help boost visitation and revenues to the area. This year, for the first time, Virginia Beach and Colonial Williamsburg offered a joint vacation package that includes two days at each location.

``Colonial Williamsburg and other destinations and attractions in the state have come to realize that we are mutually dependent on one another,'' Andrews said. ``We're realizing the whole is stronger than its parts.'' MEMO: BUSINESS ALMANAC ILLUSTRATION: Photo

IAN MARTIN/The Virginian-Pilot

Benjamin Barnes of Danville takes his stepson Jason Washington, 2...

Graphics

Second only to the Navy as an economic force, the tourism

industry brings in $2 billion a year, creates thousands of jobs -

and keeps the unemployment rate low.

If the tourism industry somehow vanished, the region's work force

would shrink by 50,000 to 60,000.

The annual payroll linked directly to tourism is about $470

million.

As Colonial Williamsburg's attendance has fallen, it has focused

on building alliances with other tourist draws.