NORFOLK, VIRGINIA (July 9, 2026) — VisitNorfolk today announced the appointment
of Sarah Hughes as its next President and Chief Executive Officer following a national
search. Hughes, who has served the organization for the past seven years and most
recently as Vice President of Marketing and Communications, officially assumes the role
on July 14, 2026.
Hughes succeeds Frank Reynolds, who has served as Interim CEO since Jan. 17,
2025. Reynolds will remain with VisitNorfolk and transition back into his role as Chief
Financial Officer.
“We are thrilled to welcome Sarah as VisitNorfolk’s next President and CEO,” said Anne
Thuma, Chair of the VisitNorfolk Board of Directors. “It is clear that Sarah possesses the
vision, leadership, and collaborative approach needed to lead VisitNorfolk into its next
chapter. She has played an instrumental role in strengthening our organization, building
meaningful partnerships throughout the community, and elevating Norfolk’s reputation
as a premier visitor destination. The Board is confident that, under her leadership,
VisitNorfolk will continue to grow Norfolk’s visitor economy while advancing the goals of
our new strategic plan.”
Over the past seven years, Hughes has helped shape VisitNorfolk through periods of
significant growth and change, including navigating through a global pandemic,
organizational leadership transitions and development of the organization’s
comprehensive strategic plan. As the Vice President of Marketing & Communications,
she has led award-winning destination marketing initiatives, strengthened VisitNorfolk’s
marketing and communications strategy, expanded partnerships throughout the
community and elevated Norfolk’s profile as a premier destination for leisure travel,
meetings, conventions and cruise visitors. Known for collaborative leadership style,
Hughes has rebuilt and strengthened relationships with tourism partners, city leadership
and community organizations while fostering greater collaboration across the
destination.
Hughes brings more than 14 years of experience in destination marketing,
communications and tourism leadership. She is a graduate of the Hampton Roads
Chamber’s Lead757 class of 2021, was recognized as an Inside Business 40 under 40
honoree in 2025 and named one of CoVaBiz’s 175 Most Influential People in 2026.
Hughes is also expected to complete the Certified Destination Management Executive
(CDME) program through Destinations International later this year, the tourism
industry’s highest individual educational achievement.
“It is an incredible honor to serve as VisitNorfolk’s next President and CEO,” Hughes
said. “Norfolk is a city with extraordinary momentum, and I am grateful for the
opportunity to continue working alongside our Board, staff, city leadership, tourism
partners and the broader community to build on that success. Tourism plays a vital role
in our local economy and quality of life, and I look forward to implementing our new
strategic plan, strengthening partnerships and continuing to showcase everything that
makes Norfolk such a vibrant, welcoming and unforgettable destination.”
Tourism generates $1.5 billion in annual visitor spending in Norfolk and supports more
than 8,600 hospitality and tourism jobs, making it one of the city’s leading economic
drivers. Under Hughes’ leadership, VisitNorfolk will continue its mission of promoting
Norfolk as a premier destination while driving economic growth through increased
visitation and strong community partnerships.
