NORFOLK, Va. (WAVY) — More than 100,000 people are expected to attend the Virginia International Tattoo, which last year had an economic impact of more than $20 million and is expected to have a similar impact this year.

Just days away, the Virginia International Tattoo, which began in 1997 with just a single show at Scope Arena, is the unofficial start to our season of festivals. 

Now, more than 20,000 students from the region see the largest Tattoo in North America, and the Virginia Arts Festival expects more than 110,000 people to attend, making it the largest Tattoo in North America. 

“The economic impact last year was estimated to be over $20 million just from that one week,” said Scott Jackson, the director and producer of the Virginia International Tattoo.

Jackson said the show is for all ages and brings in people from all over. 

“We also have multiple NATO countries involved,” Jackson said. “And not only is the cast international, so is the audience. In fact, last year, I think overall at the Arts Festival, we had people come from 49 states and I think 11 international points of origin.”

Bryan K. Stephens, CEO and president of the Hampton Roads Chamber, said it has a collective impact, and the entire region sees benefits. 

“That is huge for the hotels and restaurants and our tourism industry here in Hampton Roads,” Stephens said. “So it’s just not Norfolk, it’s the entire Hampton Roads region.”

One of those places that is bracing for the increase in customers is Waterside. It has a meals voucher program and feeds all the cast. But when people come to see the show, they stop by for a quick bite. 

“We will experience a pretty big jump in business, particularly for the lunches, because most of them tend to come out before the shows,” said Janet Aguilar, Waterside director of marketing. 

Stephens said it is the beginning of the busy season the 757 will start seeing. 

“Tourism is the third pillar of our economy, behind the Department of Defense spending and the Port of Virginia,” Stephens said. “And so any way that we can exploit tourism here in Hampton Roads just really enhances our economy.”

The Virginia Arts Festival said more than 32% of ticket sales come from outside the area, resulting in thousands of visitors touring museums and attractions and going shopping. 

“So we really create[d] a great package,” Jackson said. “The Tattoo [is] the centerpiece, but there’s all these other things to do.”