Virginia Unveils New Statewide Tourism Plan

Governor Spanberger highlights Charlottesville as a model for tourism growth

Apr. 15, 2026 at 7:34pm

Got story updates? Submit your updates here. ›

A highly stylized, geometric illustration depicting the grand scale and sweeping vistas of Virginia's travel destinations, rendered in bold, airbrushed gradients and streamlined forms without any text or identifiable elements.Virginia's new strategic tourism plan aims to elevate the state's competitive edge and boost visitation through targeted investments and regional coordination.Charlottesville Today

Governor Abigail Spanberger unveiled a new four-year strategic tourism plan for the state of Virginia, using downtown Charlottesville as the backdrop. The plan aims to increase investment in tourism product development, target regional opportunities, and strengthen coordination across state, regional, and local partners to grow visitation, extend length of stay, and increase traveler spending.

Why it matters

Tourism is a major economic driver for Virginia, and the new strategic plan is designed to help the state stay competitive with neighboring states that are heavily investing in attractions, infrastructure, and destination development. Charlottesville was highlighted as an example of how strategic tourism investment can benefit a local economy.

The details

The Virginia Statewide Strategic Tourism Plan for 2026-2029 outlines three primary priorities: increasing investment in tourism product development, targeting investments to address regional gaps and opportunities, and strengthening coordination across state, regional, and local partners. The plan includes an evaluation of each region's top Points of Interest and recommendations for new products or enhancements.

  • The new strategic plan was unveiled on April 15, 2026.
  • Charlottesville is celebrating the 50th anniversary of its historic Downtown Mall on July 3rd.

The players

Gov. Abigail Spanberger

The Governor of Virginia who unveiled the new statewide tourism plan.

Rita McClenny

The President and CEO of the Virginia Tourism Corporation.

Juandiego Wade

The mayor of Charlottesville.

Got photos? Submit your photos here. ›

What they’re saying

“I am so excited to be in Charlottesville, certainly a great tourist destination, but also a great place whether it's for education, or employment or a little bit of outdoor sight-seeing. I think Charlottesville is a great location to really highlight of how much tourism can be and is a driver of Virginia's economy.”

— Gov. Abigail Spanberger, Governor of Virginia

“Destinations that invest strategically and align their efforts are the ones that win more visitors. This plan provides a clear, actionable framework to help Virginia grow visitation, extend length of stay, and increase traveler spending while ensuring every locality has the tools they need to succeed.”

— Rita McClenny, President and CEO, Virginia Tourism Corporation

“We're proud to be here in the heart of downtown Charlottesville just steps away from the historic Downtown Mall which is celebrating its 50th anniversary this year. So, come back on July 3rd for the party of the year.”

— Juandiego Wade, Mayor of Charlottesville

What’s next

The new strategic tourism plan outlines priority projects and funding opportunities, ranks initiatives with the greatest statewide and regional impact, and provides a tactical roadmap for recommendation implementation over the next four years.

The takeaway

The unveiling of Virginia's new statewide tourism plan in Charlottesville highlights the city as a model for how strategic tourism investment can drive economic growth and visitation. The plan's focus on regional coordination and product development aims to keep Virginia competitive with neighboring states and capitalize on the state's diverse tourism assets.