Katherine O’Donnell Leads Richmond’s Tourism Evolution

O’Donnell’s journey began as a college student who never intended to stay, eventually pivoting from a publications coordinator role to the helm of the organization in 2024. Today, she oversees a complex regional network spanning seven jurisdictions, including the City of Richmond and the counties of Chesterfield, Henrico, Hanover, and New Kent. Her leadership centers on a philosophy of tourism as a force for good, which balances economic generation—responsible for 30,000 local jobs—with the authentic representation of the region’s challenging history.

To achieve this, the organization promotes inclusive initiatives like BLK RVA and OutRVA, ensuring the area’s narrative reflects its African-American and LGBTQI+ communities. This collaborative model extends to operations, where Richmond Region Tourism partners with local entities like the Henrico Sports & Entertainment Authority to market the region as a unified destination. By leveraging data-driven strategies and AI to refine outreach, O’Donnell is steering the region toward a future where cultural heritage and modern innovation coexist. The focus remains on events that resonate with residents, such as the National Ceramics Convention, proving that the most successful tourism models are those that prioritize the people who call the region home.