NORFOLK, Va.—VisitNorfolk has appointed Sarah Hughes as its new president and CEO following a national search. Hughes has served the destination marketing organization for the past seven years, most recently as vice president of marketing and communications. She will assume her new position on July 14.
Hughes succeeds Frank Reynolds, who has served as interim CEO since Jan. 17, 2025. Reynolds will remain with VisitNorfolk as CFO.
“We are thrilled to welcome Sarah as VisitNorfolk’s next president and CEO,” says 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.”
During her seven years with VisitNorfolk, Hughes helped guide the organization through a period of growth and change, including the COVID-19 pandemic, leadership transitions, and the development of its comprehensive strategic plan. As vice president of marketing and communications, she led destination marketing initiatives, expanded community partnerships, strengthened the organization’s communications strategy, and helped elevate Norfolk’s profile for leisure travel, meetings, conventions, and cruise tourism.
Hughes has 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 named an Inside Business 40 Under 40 honoree in 2025, and was recognized as one of CoVaBiz’s 175 Most Influential People in 2026. She is also expected to complete the Certified Destination Management Executive (CDME) program through Destinations International later this year.
“It is an incredible honor to serve as VisitNorfolk’s next president and CEO,” Hughes says. “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.”
