In 2019, Virginia Tourism Corporation (VTC) completed a long-term strategic plan to help increase tourism visitation and spending across the Commonwealth. This plan, titled “Drive 2.0,” builds on the existing findings and conclusions from the 2013 Statewide Tourism Plan.
Even though DRIVE 2.0 content was researched and completed prior to the COVID-19 crisis, now more than ever it is imperative that we have a plan that identifies trends impacting our world. If we are going to compete and win, we need a strategic plan that will put Virginia ahead of our competition by focusing on creative tourism development. DRIVE 2.0 positions Virginia communities to grow in directions that should provide greater economic opportunities.
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:
- What should we be promoting?
- What should we be building?
To apply DRIVE 2.0 findings please access the Statewide Strategic Plan, (10) Regional Plans, and (6) How-to-Guides.
DRIVE 2.0 was implemented January 2021 – June 2022 through three grant rounds of workshops with 27 communities. Each community was awarded $10,000 to use towards their hub and spoke plans for Promotion, Product Development or Making the Case/ Advocacy.
DRIVE 2.0 Communities
- Alleghany Highlands
- Arlington County
- City of Bristol
- Charlottesville-Albemarle County
- City of Petersburg
- Eastern Shore of Virginia
- Fairfax County
- Floyd County
- Giles County
- City of Harrisonburg
- Hopewell-Prince George County
- Lexington-Rockbridge Area
- Nelson County
- City of Norfolk
- Northern Neck
- Prince William County
- Pulaski County
- Richmond Region Tourism
- Scott County
- Smithfield-Isle of Wight County
- Smyth County
- Surry County
- Town of Damascus
- Town of Kilmarnock
- Town of Marion
- Town of Saltville
- Visit Virginia’s Blue Ridge
