Virginia’s Statewide Strategic Tourism Plan 2026-2029
Virginia Tourism Corporation (VTC) is partnering with Hunden Partners to update our Statewide Strategic Tourism Plan. This comprehensive plan will guide our efforts in understanding how we can enhance Virginia’s offerings and encourage travelers to extend their length of stay.
Why It Matters
If Virginia continues to rely on past growth trends, we risk falling behind in an increasingly competitive tourism market, missing out on valuable market share and economic benefits. Neighboring states have seen significant growth by investing in tourism infrastructure such as hotels, downtown experiences, and outdoor recreation amenities. Research shows that destinations with strong visitor economies experience stronger overall economic growth, which highlights the need to boost tourism and increase visitor spending.
The Process
Over the next eight months, Hunden Partners will conduct meetings, interviews, and data collection to gather feedback from tourism leaders across the state. Virginia’s tourism industry perspectives are vital to shaping the future of the tourism economy in Virginia.
Get Involved
Your insights are essential to this process. We want to hear your thoughts for the future growth of Virginia’s Tourism Industry.
What’s Next
Findings from the Strategic Tourism Plan will be shared with Virginia tourism industry partners at the 2025 VA-1 Tourism Summit with final plan debut in January 2026. Stay tuned for further updates as the plan progresses.
If you have any questions about the Statewide Strategic Tourism Plan process, involvement, or updates, please reach out to Caitlin Johnson at ccjohnson@virginia.org.