Industry Research

Visit Williamsburg is constantly working with our research partners to measure key performance indicators. Here, you can explore historical data, qualitative and quantitative research, and effectiveness studies.

If you are looking for a specific report or study, but do not see it here, please contact us.

Find Third Party Research here.

Visit Williamsburg's third-party research partner is Strategic Marketing and Research Insights (SMARI), an Indianapolis-based full-service research firm with a focus on travel and tourism. The organization has more than 33 years of proven experience, having worked with 20 state tourism organizations, 38 convention and visitors bureaus, and 23 attractions.

SMARI is responsible for the development and execution of a comprehensive research program, including consumer perception, ad effectiveness/return on investment, monthly trend newsletter, consumer sentiment, and more.

Black Traveler Research Report

There is a growing societal interest in promoting equality, diversity and inclusion and it is one of many important trends in the travel and tourism industry. Visit Williamsburg is interested in understanding how the destination is perceived among different audiences to potentially inform marketing strategies the destination may develop for a variety of minority audiences and travelers who identify as LGBTQ+. Read the full report here.