Virginia Beach Calls for Canadians to Return

Thrill-seeking adventure sports might not be the first thing you think of when you hear of Virginia Beach, but that’s exactly why the tourism board was in town last week.

JACKALOPE is an action sports festival that was based in Montreal, QC for many years and in 2023, organizers reached out to the Virginia Beach Tourism Board to expand in the U.S. A three-year contract was recently signed, adding Mississauga, ON, and upcoming expected locations include Ventura, CA, and Australia.

Virginia Beach is also home to the world’s longest running surfing championships in the world, this year’s 63rd annual East Coast surfing championship. Next September, they’ve announced the world’s largest women’s surfing championship “Supergirl,” will take place with 1,000 female athletes around the world competing in the event that’s focused on female empowerment.

Then there’s the new Atlantic Park, with components scheduled to open later this year, that feature a surf lagoon, shopping, restaurants, live entertainment, and boutique lodging all in one place along the waterfront and only steps from the beach. It’s been created in part, with music icon Pharrell Williams, a Virginia Beach native who has come back to the area to support some non-profit efforts and put his resources into the city.

“I’ve had the pleasure of visiting several times, and I really do love the coastal charm of Virginia Beach, it really is quite special,” Tim Gallant, VP Siren Communications who represents the account in Canada, told us during lunch. “Beyond the amazing boardwalk, there’s just quieter areas to go and seek out; there is something for everyone.”

Although there aren’t any direct flights from Canada, Virginia Beach is about a day’s drive from Ontario and Quebec. Connecting from Toronto in Washington, DC, it’s about a 3.5 flight total, making it a relatively quick getaway. There are direct flights across the border from Buffalo, NY, which has been popular in the past with travellers living in the Niagara region.

But will Canadians return?

“Thank you for coming, I’m very happy to be here,” Erin Goldmeier, Director of Media Relations at Virginia Beach CVB told our group over lunch on Friday at Holt’s Café in Toronto. “I know things have been just indescribable right now, so thanks for taking the time. We’re very appreciative.”

Of course, Goldmeier is referring to the geo-political crisis Canada is having with the U.S that has caused a “steep decline” in visits that started earlier this spring. Virginia Beach misses us and reminds us of their “Loonie Savers” program – a mobile exclusive passport of curated attractions, retailers, restaurants and more, offering deals and discounts to redeem during our visit – and which has been in place long before the current political situation.

“It’s just a nice nod to the Canadian travellers, and it’s not a reactionary to the moment, this is a program that’s been in place for years and years,” says Goldmeier. “The Canadian market has definitely been key to Virginia Beach.”

“This market is important to us, it’s why I’m here. It’s why we’re working to continue the partnerships.”