ROANOKE, Virginia. – Virginia Tourism Corporation is helping the hard-hit tourism industry recover from the COVID-19 pandemic through a new program: the DRIVE 2.0 Statewide Tourism Plan.
Visit Virginia’s Blue Ridge is in the running for a $ 10,000 scholarship.
“You want to see what is growing your region,” said Catherine Fox, vice president of public affairs and destination development.
She said this program comes at a critical point in recovery. Accommodation taxes make up about 90% of Visit VBR’s revenue, which has fallen from 3.4 million to 2.2 million in 2020-2021.
“It was an opportunity for us to build on our limited financial resources,” said Fox of the scholarship program.
After interviewing local officials and other stakeholders in Roanoke City, Salem, Roanoke Counties, Botetourt Counties, and Franklin Counties, they found what attracted visitors: outdoor activities and attractions.
“Our outdoor product, our outdoor recreation, and just nature and nature are just a great way to bring visitors to our region,” said Fox.
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Pulaski County opened its own tourism office in January. Director Peggy White said the DRIVE 2.0 program was instrumental in evaluating their target audience, focusing and creating a slogan: “Play Outside”.
“Since most of our tourism is outdoors,” White said, “we weren’t really affected by COVID in that area. Some of our outdoor locations experienced the best years they have ever had. “
They said DRIVE 2.0 gave them new tools and new strategies to promote tourism.
After interviewing stakeholders and government officials, they both found one thing in common: nature drives people to the area.
Visit VBR plans to use the $ 10,000 for Carvin’s Cove signage and trail development.
Pulaski County Tourism wants to buy merchandise, brand their new slogan “Play Outside” and focus on digital marketing.
“We were really able to find out, ‘Why do people come and why do we want them to come?” White said.
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“We see that summer is going to be strong and people just want to get out and vacation everywhere,” said Fox.
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