Sarah Hughes, the 35-year-old Vice President of Marketing and Communications at VisitNorfolk, has been recognized as one of the Top Forty Under 40 by Inside Business in 2025. Her work in the tourism and hospitality industry focuses on showcasing the unique qualities of Norfolk, Virginia, while promoting its visitor economy. Hughes plays a vital role in enhancing the city’s reputation as a vibrant destination, leveraging the area’s natural beauty, world-class attractions, and local culinary offerings.
Hughes has a deep connection to her community. Living in Virginia Beach and working in Norfolk, she enjoys the best of both worlds. Family plays a significant role in her life, as she is grateful for the support of her sister and parents, along with close friends who have become like family. This strong sense of community fuels her passion for her work and volunteer activities.
As Vice Chair of the Coastal Virginia Tourism Alliance, Hughes is dedicated to marketing the region as a cohesive unit. She also contributes to the Hampton Roads Chamber’s communications committee and leads marketing workshops aimed at supporting small businesses. Additionally, her involvement with Destinations International allows her to connect with tourism professionals worldwide. Through VisitNorfolk, Hughes participates in community initiatives, including quarterly cleanups as part of the “Adopt a Spot” initiative with Keep Norfolk Beautiful.
Hughes finds motivation in her work, stating, “Knowing that the work I do helps my community is incredibly rewarding.” She thrives on the creative process and is energized by ideas that foster positive change within Norfolk and the surrounding region.
In mentoring college students through the Greater Norfolk Corp, Hughes aims to support the development of future workforce leaders. Her advice to young professionals emphasizes the importance of patience and curiosity. “Don’t rush time,” she advises. “Embrace what you don’t know and stay curious. There’s always something new to learn.”
Looking ahead, Hughes envisions growing as a leader in the next five years by fostering connected communities and pursuing knowledge that promotes both personal and collective growth. She hopes to inspire others while making a lasting positive impact in her community.
One of her aspirations for the Hampton Roads area is to see it function more cohesively as a single region. “Stronger collaboration across cities would enhance our competitiveness for businesses and talent,” she explains. Hughes believes that better public transportation would facilitate economic growth and improve visitor experiences. “Tourists don’t see city boundaries,” she adds. “They just want a great vacation.”
Hughes identifies the region’s prime location on the East Coast as its greatest asset. “We’re lucky to be surrounded by water, which offers endless opportunities for relaxation and adventure,” she notes. With a vibrant selection of shows, restaurants, and outdoor activities, she finds herself continually inspired by the experiences available in the area.
During her downtime, Hughes cherishes time with family and friends, enjoying celebrations, reading, and discovering new local eateries. She loves the outdoors, whether it’s walking along the water or seeking out picturesque sunsets.
On the other hand, she expresses frustration with a dismissive mindset that resists collaboration. “Everyone has something to teach us,” she insists. Hughes believes that kindness and teamwork are essential for fostering a positive community environment.
As a key figure in Norfolk’s tourism landscape, Sarah Hughes exemplifies the impact of dedicated leadership and community involvement. Her vision for a connected region and her commitment to enhancing the visitor experience position her as a significant contributor to the area’s ongoing growth and success.
