Virginia Beach works to woo tourists after curfew, 2 recent shootings
VIRGINIA BEACH, Va. - Out of concerns that perceptions of Virginia Beach as a safe and welcoming destination could be compromised by two recent shootings and an all-ages curfew last month, the city is ramping up its efforts to attract tourists.
On Tuesday, the City Council unanimously agreed to transfer $1 million from a tourism advertising fund to the Convention & Visitors Bureau's operating budget for a marketing "surge" campaign.
Virginia Beach currently spends more than $11 million annually promoting itself as a tourist destination. The additional $1 million will fund an advertising push in new markets within driving and flying distance. It launched Wednesday and will continue through June 30.
"CVB has developed a marketing and public relations strategy to counter negative headlines of the city being unsafe to those who may be looking to plan their vacation," Deputy City Manager Amanda Jarratt told the council.
The department took cues from Myrtle Beach and Panama City Beach, which previously experienced spring break shootings but delayed implementation of a marketing campaign afterward and saw a decline in visitation, Jarratt said.
"Research demonstrates that resort destinations are highly vulnerable to public sentiment during and after disruptive events, and a crisis in tourism can create ripple effects across our economy, and that is something we would very much like to avoid," she said.
Campaign goals include elevating Virginia Beach's profile as a "premier coastal destination offering family-friendly experiences, historic charm and value-driven amenities," according to Jarratt's presentation.
The content of the advertisements were previously developed and will be pushed out to new audiences in New York, Washington, D.C., Philadelphia, Atlanta and Charlotte, among others.
They include promotional banners touting "Things to do in Virginia Beach this May," and a social media ad, "Happiness is endless adventure in Virginia Beach," featuring a video of families enjoying tree climbing at the Adventure Park and a dolphin-watching cruise.
Council members agreed the campaign is necessary for a successful tourist season.
"It's really needed, and it shows we also really care about all those businesses that were impacted," Vice Mayor Rosemary Wilson said.
Two shootings this spring injured 14 people and prompted the city to enact an "imminent threat" curfew that applied to people of all ages for two consecutive weekend nights in April. A judge ultimately stopped enforcement of a planned third night of the curfew.
Resort area businesses felt the impact, losing money as a result of the deserted streets. Some of them are concerned the rest of the season could be affected.
They've been trying to rally customers by promoting events and weekend specials. Bands in the Sand, a new free concert series kicks off Thursday next to the fishing pier, and on Saturday, dozens of venues are participating in a grassroots "Own The Beach" campaign, offering $10 deals on food, parking and attractions.
In a last minute add-on to the upcoming fiscal year budget, the City Council is recommending $500,000 for additional police cameras and lighting in the resort area. The budget vote will be Tuesday.
"We just have to convince folks when they come here that this is indeed the safe city that we say we are," Mayor Bobby Dyer said.
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This story was originally published May 7, 2026 at 6:26 PM.