Williamsburg hotels see Spring Break bump
Plus, you're invited to the Today Show "3rd Hour" broadcast on May 15
Greater Williamsburg recently recorded strong year-over-year growth in hotel performance among Virginia submarkets during the unofficial Spring Break period. The reporting period, which ran from March 29 through April 11, showed the region outperforming both state and national trends at a time when some markets experienced declines linked to shifts in the holiday calendar, according to data from the Virginia Tourism Corporation shared by Visit Williamsburg.
A key measure in the analysis is Revenue Per Available Room (RevPAR), which combines average daily room rates with occupancy levels. Nationally, RevPAR declined 5.1% year over year in early April, influenced in part by the timing of Passover and Easter. In contrast, Williamsburg posted a 43.5% increase in RevPAR for the week ending April 4, followed by a 38.3% gain the next week—both the highest among Virginia submarkets.
Visit Williamsburg President and CEO Edward Harris said in an email that he was “really happy with how Spring Break performed this year.” According to analysis by Virginia Tourism Corporation Senior Research Manager Pratiksha Bhattarai, the region’s growth was driven largely by weekday travel. Weekday RevPAR rose 70.4% year over year during the first week of the period and 58.0% the following week.
Williamsburg’s gains contributed significantly to the broader Hampton Roads region, which saw a 20.9% year-over-year increase. Other major Virginia markets, including Northern Virginia, reported declines over the same timeframe. Tourism officials said the results align with ongoing efforts to reduce seasonality and attract a more diverse mix of visitors. Initiatives such as expanded rail partnerships and increased recruitment of midweek conferences have aimed to boost non-weekend travel and support a more consistent, year-round visitor economy.
The area’s draw reflects a destination mix anchored by Colonial Williamsburg, Busch Gardens, and Water Country USA, confirmed as the region’s top visitor attractions through Visit Williamsburg’s website and in-market device tracking data. Harris noted the theme parks add “fun, connection, and energy” that encourage families to extend trips and return, a dynamic he tied to the upcoming 250th anniversary celebration. Busch Gardens opened for the season in April, with Water Country USA set to follow in early May.
Both parks are operated by United Parks & Resorts Inc., which reported a difficult fiscal 2025, with companywide attendance falling 1.8% and net income declining 26.0% to $168.4 million. The company cited weather, lower international visitation, and cost management issues, and stated it has “moved decisively” to address shortfalls heading into 2026. Park-level data for individual properties was not reported separately.
TODAY Show coming to Williamsburg in May
The 3rd Hour of TODAY is heading to Williamsburg on May 15, 2026, for a live taping billed as “Destination: Williamsburg.” Hosts Al Roker and Dylan Dreyer will tour the area’s historic landmarks, exploring how the region’s past and present intersect. The early morning broadcast, set for 5:30 a.m. EST, will originate from Williamsburg’s cobblestone streets and is open to the public. Space is limited and registration is required to attend the free taping, giving local residents and visitors an opportunity to be part of the live studio audience on location. Register to attend: 3rd Hour of TODAY: Destination Williamsburg
Visit Williamsburg campaign wins national advertising honors
Visit Williamsburg and marketing partner Miles Partnership took home two top honors at the 2026 Internet Advertising Competition (IAC) Awards for their 30-second video “Where America’s Journey Begins,” winning both Best Travel Online Video and Best of Show Online Video across all industry categories. The campaign was designed to reach leisure family travelers in the Northeast interested in history and culture, using cinematic visuals to connect Williamsburg’s historic past with present-day attractions during the America250 celebration.
The video generated more than 7.3 million impressions, an 85.82% video completion rate, and 8,462 conversions across platforms including Connected TV and YouTube. Harris said the recognition reinforces Williamsburg’s position as a destination with a nationally recognized story, adding that bookings for Q2 and Q3 are trending ahead of pace and that partner hotels at Colonial Williamsburg are already sold out for Independence Day weekend.
Great American Birthday Quilt unveiled at Merchants Square
Visit Williamsburg and Steve Prince of the Muscarelle Museum of Art spearheaded the Great American Birthday Quilt, a collaborative nationwide art project marking America’s 250th anniversary. The project collected more than 2,000 quilt blocks from participants in all 50 states, assembled into a finished quilt stretching over 500 feet long and 5 feet wide. The quilt was unveiled April 11 during a live event at Merchant’s Square and has since moved to the Colonial Williamsburg Regional Visitor Center, where it is being displayed in rotating sections through the end of 2026. Following the yearlong display, the quilt will be divided and distributed among museums throughout the Historic Triangle.
The writer used AI tools and these sources:
United Parks & Resorts Inc. Reports Fourth Quarter and Fiscal 2025 Results
Bringing the Nation Together with The Great American Birthday Quilt - Visit Williamsburg
Internet Advertising Competition winner announcement webpage
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