Sarah Hughes Named CEO of Visit Norfolk

Following a nationwide search, Visit Norfolk has appointed Sarah Hughes as its new president and CEO. Hughes has been with the convention and visitors bureau in Virginia for more than seven years, most recently serving as the vice president of marketing and communications. She is credited with helping the organization navigate the pandemic, developing award-winning marketing initiatives and strengthening partnerships throughout the destination.

Hughes replaces Frank Reynolds, who stepped in as interim CEO in January 2025 when former president and CEO Kurt Krause decided not to renew his contract. Reynolds will transition back to his role as CFO of the organization.

"It is clear that Sarah possesses the vision, leadership and collaborative approach needed to lead Visit Norfolk into its next chapter," said Anne Thuma, vice president of programs and development for the Hampton Roads Chamber and chair of the Visit Norfolk board of directors. "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."

According to Visit Norfolk, the city's tourism industry generates $1.5 billion in annual visitor spending and supports more than 8,600 hospitality jobs. Hughes will lead efforts to further grow the visitor economy and execute the organization's latest strategic plan.

"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," said Hughes. "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."