WILLIAMSBURG — Over the past five years, the tourism organization Visit Williamsburg has experienced tremendous growth under the helm of its outgoing CEO, Victoria Cimino.
Cimino, who announced on Jan. 4 that she is vacating her role, reflected on the accomplishments of Visit Williamsburg as she prepares to leave. The organization’s various marketing and sales campaigns have had a positive impact on the Williamsburg area and the economy under her leadership.
Visit Williamsburg, an affiliation of the Williamsburg Tourism Council, is the official destination marketing organization, or DMO, for Williamsburg, Yorktown and Jamestown. As a result of Visit Williamsburg, the region has realized the strongest visitation numbers in over a decade, said the council’s chair, Ruth Larson, who is also chair of the James City County Board of Supervisors.
“Visit Williamsburg’s brand has been brought to life across television, social, digital media, public relations, and more, influencing more than 400,000 trips to the region and hundreds of millions of dollars in spending,” Cimino said. “Through its familiarization tour program, Visit Williamsburg connected hundreds of area businesses to social media influencers and journalists from around the globe.”
In 2021, Cimino was honored by Hospitality Sales & Marketing Association International as one of its “extraordinary minds.” She was among those leaders who were recognized for her efforts in helping to promote Williamsburg as a safe travel destination during the height of the COVID-19 pandemic.
Visit Williamsburg’s successful marketing campaign “Life. At Your Pace.” was launched during the pandemic, winning a number of awards, including from Travel Weekly.
“Visit Williamsburg was one of the first DMOs in the country to relaunch marketing efforts in June 2020, fully recognizing the opportunity to showcase this iconic destination,” Cimino said. “It was important to communicate that when the world was ready to travel again, the region would be ready to welcome them.”
The “Life. At Your Pace.” advertising campaign was created with three different types of travelers in mind: those who want to experience culture, those who like to see and do, and those who prefer to relax and go at their leisure. The campaign, which involves print and television ads mostly along the East Coast within driving distance of Williamsburg, has been a boon for the area, with the hotel industry witnessing a record year in 2023.
“In 2023, the area surpassed 2019 hotel occupancy; 2019 had been the best year in 12 years, making 2023 a year for the history books,” Cimino said.
Cimino said she sees the trend continuing.
“This destination will continue to do great things,” she said. “From the semiquincentennial to the $77 million indoor sports complex, the area is ripe with opportunity.”
Cimino first joined Visit Williamsburg in April 2019. Prior to that, she served as director for the New Hampshire Division of Travel and Tourism Development.
“The team in place at Visit Williamsburg is exceptional,” she said. “It has been a true honor to work with this group of professionals.”
Cimino is planning to relocate to Ohio in February to be closer to family.
With Cimino’s departure, Visit Williamsburg’s chief sales officer, Julia Smyth-Young, will serve as interim CEO until a permanent replacement is found. A national search is underway to find someone that will “continue the upward trajectory we are making in tourism visitation,” Larson said.
The right person will be someone who understands the market and is looking to expand on the relationships in the community, she said.
“We need to ensure that the citizens of Greater Williamsburg understand the gift of tourism and it’s positive impact on our local residents and the quality of life,” Larson added. “Visit Williamsburg is just getting started and we will find the right person to lead the incredible team that is in place towards the future.”
Brandy Centolanza, bcentolanza@cox.net
