This summer, millions of visitors will enjoy Virginia’s numerous outdoor and natural assets ranging from the beautiful mountains to the winding rivers to the tranquil shoreline. Recently, Virginia’s state tourism development plan, DRIVE Tourism, validated outdoor recreation and natural asset development as a key tourism economic strategy for the Commonwealth.
DRIVE Tourism highlights key areas driving the future of tourism from the industry’s perspective, and has proven itself as an invaluable marketing tool to localities across the Commonwealth, particularly in smaller communities that have limited marketing budgets.
Since 2007, Virginia Tourism Corporation’s Partnership Marketing Development team has supported numerous outdoor recreation initiatives and programs throughout the state, many in conjunction with local, state, and federal partners. These projects have helped boost the economic impact of outdoor recreation in Virginia, contributing $13.6 billion in consumer spending, $923 million in state and local tax revenues, 138,200 direct jobs and $3.9 billion in wages and salaries in 2012.
“Developing new tourism product is a vital part of growing a robust and diversified economy,” said Rita McClenny, president and CEO of Virginia Tourism Corporation. “The Partnership Marketing field team have worked tireless to identify opportunities across the state to help communities grow and flourish. I am so proud of the work they do every day to make Virginia a great place to live, work, and play.”
Many new tourism products across the state have been supported directly by Virginia Tourism Corporation, whether through funding or partnership with other local, state, and federal partners. Soon to be featured on Discovery “Destination America” Channel’s “Fisher’s ATV World,” Spearhead Trails is an exciting new all-terrain/off-highway vehicle trail system in the mountains of Appalachia.
Since opening in summer 2013, the Spearhead trail system has sold 3,500 trail permits to riders of the Mountain View Trail in the small town of St. Paul, Virginia. As a result, private investments such as lodging and other amenities is now reaching $1 million. The Spearhead system is expected to make an economic impact of $43 million and create close to 400 jobs for the region.
The Tobacco Heritage Trail is Southern Virginia’s rail-to-trail for equestrian, bicycle and walking visitors, which celebrates the region’s homey small towns, unspoiled woods and historic tobacco farms. Once complete, the Tobacco Heritage Trail is expected to attract over 197,000 visits a year with potential trail visitor spending an estimated $4.6 million in sales in the region, and creating 61 jobs.
The Upper James River Water Trail is small boat paddling route in the Allegheny and Blue Ridge Mountains. Developed to link communities, attractions, historic sites and parks along the Upper James River of Virginia, the trail is intended to become a key sustainable tourism based economic asset for the region. In 2012, travelers spent more than $51 million in Botetourt County. This created more than 400 jobs, $8 million in wages and almost $1.5 million in local tax receipts.
“Virginia is home to some of the country’s most beautiful and diverse outdoor areas. Having projects like these that boost travel to these areas can only benefit the economy,” said McClenny. “Outdoor recreation is a vital resource for economic growth.”
Learn more about the various tourism economic efforts of the Virginia Tourism Corporation by visiting vatc.org/PAM