WHAT WE DO
Performance measurement and decision support for Virginia’s tourism industry
The VTC Research & Strategy team has two main responsibilities supporting the promotion and development of the Commonwealth’s tourism industry. First, we measure the health, impact, and direction of Virginia’s tourism industry. Second, we support decision making for both VTC and its industry partners across all 133 localities of the Commonwealth by providing insights through products and services around Virginia’s visitors, target markets, and target audiences.
OUR CORE PRODUCTS & SERVICES
Economic Impact
Measuring the value, impact, and trajectory of Virginia’s tourism industry statewide and for all 133 localities, including for major sectors and sub-industries such as meetings and sports
Industry Performance
Reporting on drivers and the performance of Virginia’s tourism industry, including lodging reports and tax revenues
Visitor Intelligence
Behaviors, demographics, and habits of Virginia’s overnight visitors both in aggregate and for major activities and visitor segments
Advertising Strategy
Data to support decision making for marketing for both VTC and its industry partners, including target audiences and target markets
HOW WE WORK WITH OTHER TEAMS
Marketing: Performance analysis and measurement to support decision making around audiences, markets, and budgets.
Partnership Marketing: Data products measuring industry performance and providing visitor intelligence for all 133 Virginia localities