DRIVE 2.0 is a strategic blueprint for promotion and tourism development that will make our communities more competitive in today’s tourism economy. DRIVE 2.0 is a community conversation, with the goal of coming to a consensus for future planning.
How does the original DRIVE Tourism factor into DRIVE 2.0?
DRIVE 2.0 will build upon that direction as well as recognize new assets and new trends to our industry that weren’t as prevalent five years ago. Think craft beer trails, distilleries, Southwest Virginia’s Spearhead Trails, The Virginia Oyster Trail to name just a few.
Virginia has accomplished a lot since the last DRIVE Tourism plan, and it is time to look ahead again when it comes to product development and promotions.
It will address two basic questions:
- What should we be promoting now?
- What should we be building now?
These two questions will be addressed through the lens of a five-year time period throughout the components of DRIVE 2.0.
DRIVE 2.0 content was researched and completed prior to the COVID-19 crisis. Ongoing research shows the information is still relevant and timely for our industry.
How will DRIVE 2.0 be used?
DRIVE 2.0 has three components: A Statewide Plan, ten Regional Plans and five How to Guides that focus on great experiences (product development), unique stories (promotion) and unparalleled support (growth).
Statewide Plan: The result of one-on-one interviews, group listening sessions, and two surveys that engaged more than 750 travel and tourism leaders in the process. It also includes a situation analysis, trends and game plan for Virginia’s tourism industry.
Regional Plans: A plan for each of the ten regions that focuses on changes since the original DRIVE Tourism, a situation analysis, trends and future opportunities.
How to Guides: As a result of industry feedback it became clear that the Virginia tourism industry wants more tools. These guides reflect that.
TELL AND SELL YOUR STORY: Fine-tune your position to effectively promote your story to the right audience.
ENHANCE EXPERIENCES: Develop product to deliver better visitor experiences.
RECRUIT PARTNERS: Identify your MVPs – Most Valuable Partners – and how to recruit new ones.
FIND FUNDING: Your revenue and banking relationships are not the only sources of funds
MAKE THE CASE: Identify the best story to convey the value of tourism to stakeholders
RECOVERY GUIDE: Get a firm grasp of the trends impacting our world unfolding in 2020 and beyond