Virginia Tourism Corporation

Information for Virginia's Travel Industry

  • about
    • Contact VTC
    • Operations and Finance
    • Virginia Tourism Corporation Board of Directors
    • Employment Opportunities
    • Directions to Virginia Tourism Corporation Office
    • Virginia Film Office
  • marketing
    • Brand Management
      • Brand Campaigns & Initiatives
      • Industry Advertising Co-Op Program
      • Virginia Travel Guide Advertising
      • LOVEwork Reimbursement Program
      • Virginia Is For Lovers Logo Request
      • Creative Services
      • Advertising Opportunities
    • Communications
      • Public Relations
      • Social Media
      • Content Marketing
    • Digital Marketing
      • Marketing on Virginia.org
    • LGBT Marketing and Partnerships
    • Group Tours, Meetings and Sports Marketing
    • Consumer Services and Fulfillment
      • Virginia Welcome Center Services
    • International Sales & Marketing
    • Marketing Operations
  • grants
    • VTC Marketing Leverage Program
    • Tourism Development Financing Program
  • partnership marketing
    • Business Assistance
    • Development Assistance Resources
    • Destination Development Team
    • Workshop and Educational Opportunities
      • Virginia Tourism Orientation Program
    • Tourism Development Financing Program
    • Tourism Zones
    • DRIVE 2.0
    • Adventure Tourism Manufacturing
    • GO Virginia
  • research
    • Economic Impact of Travel
    • Travel Data and Profiles
    • International Travel
    • Black Travel Research
    • Lodging Reports
    • Research Reports
    • Virginia Excise Tax Rates and Collections
    • Research Links
  • essentials
    • Sign Up for the Virginia Travel Post
    • Employment
    • Bulk Publication Order Form
    • LOVEwork Request
    • LOVEwork Reimbursement Program
    • Tourism Industry Contacts
    • Logo Request
    • Photo & Video Guidelines
    • Merchandising
    • Virginia is for Lovers Store
    • VTC Orientation
    • Virginia Film Office
    • Keep Virginia Beautiful
    • Virginia Green
    • VA-1 Tourism Summit
You are here: Home / DRIVE 2.0

DRIVE 2.0

Congratulations to the DMOs in Round 1 DRIVE 2.0 Implementation! 

  • Bristol
  • Charlottesville/Albemarle County
  • Hopewell/Prince George County
  • Nelson County
  • Norfolk
  • Pulaski County
  • Richmond Region
  • Visit Virginia’s Blue Ridge
  • Scott County
  • Tazewell County

DRIVE 2.0 debuted in December 2020. Its implementation will begin in January 2021.

In 2019, Virginia Tourism Corporation (VTC) completed a long-term strategic plan to help increase tourism visitation and spending across the Commonwealth. This plan is titled “Drive 2.0,” and will build on the existing findings and conclusions from the 2013 Statewide Tourism Plan.

This strategic plan is a result of conversations with Virginia’s tourism industry and tourism partners as we look to the future and plan for success. It focuses on answering two key questions:

  1. What should we be promoting?
  2. What should we be building?

The tourism industry is an overly saturated and extremely competitive market. In order to succeed and thrive, Virginia communities must continue to develop new tourism product and focus on winning strategies to evolve and grow. When we increase tourism development, we increase the visitor experience, economic impact to communities and our marketing competitiveness. Drive 2.0 will help us do just that.

After a competitive review process, VTC selected Southeastern Institute of Research, Inc. (SIR) to conduct the research and develop the strategic plan. In 2019, SIR surveyed more than 750 industry partners, and conducted interviews with stakeholders in every region throughout the state. SIR has delivered a comprehensive strategy that is tailored to the individual needs of communities across the Commonwealth, with the goal of increasing visitation and revenue. SIR will also work with VTC during the implementation process of DRIVE 2.0.

DRIVE 2.0 Debut Webinar Recording

DRIVE 2.0

  • What is DRIVE 2.0?
  • Why do we Need a Statewide Tourism Plan
  • Strategic Tourism Plan
  • Regional Plans
  • How to Guides

Implementation

  • Implementation Process
  • DRIVE 2.0 Pre-Qualifier Questionnaire
  • Consensus Meetings
  • Grants
  • DRIVE 2.0 FAQ’s

Contact Us

For more information, please contact: 

Caitlin Castainca Johnson at ccjohnson@virginia.org

Jacob Bower at jbower@virginia.org 

Judy Watkins at jwatkins@virginia.org 

  • Bloglovin
  • Facebook
  • Instagram
  • Pinterest
  • Twitter
  • YouTube

Contact Us
Careers
Virginia is for Lovers Website
Virginia Film Office
Press Room
Log into Administration Tool
Virginia is for Lovers Store
Privacy Policy


VTC Expenditures
View VTC’s Expenditures
eVA Transparency Reports
eva Transparency Reports
  • What is DRIVE 2.0?
  • Why do we Need a Statewide Tourism Plan
  • Strategic Tourism Plan
  • Regional Plans
  • How to Guides

Copyright © 2021 – Virginia Tourism Corporation, 901 E. Cary St., Suite 900, Richmond, VA 23219

(804) 545-5500, webmaster@virginia.org

All rights reserved.

This site uses cookies to enhance the user experience and measure marketing activities.
By continuing to use this website, you agree to their use. To find out more, please see our Privacy Policy
Accept
Privacy & Cookies Policy

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.
Necessary
Always Enabled

Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.

Non-necessary

Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.

SAVE & ACCEPT