Virginia Tourism Authority Operating Plan for the Fiscal Year Ending June 30, 2024
Summary
The Operating Plan of the Virginia Tourism Authority, d/b/a Virginia Tourism Corporation (VTC), for the fiscal year ending June 30, 2024. The introduction states that the General Assembly established the Authority in 1999 and gave it powers to stimulate the tourism segment of the economy. The table of contents lists sections on mission, vision and values, organizational structure, marketing, visitor services, film, partnership marketing, research and pass-through payments. The final section lists pass-through funding included in the appropriation, with fund sources and expenditures each shown as $2,677,556.
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“Virginia Tourism Authority Operating Plan for the Fiscal Year Ending June 30, 2024.”
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VIRGINIA TOURISM AUTHORITY
d/b/a Virginia Tourism Corporation
OPERATING PLAN
FOR THE FISCAL YEAR ENDING JUNE 30, 2024
VIRGINIA TOURISM AUTHORITY
FY 2024 OPERATING PLAN
TABLE OF CONTENTS
I. INTRODUCTION....................................................................................................................................1
II. MISSION, VISION, AND VALUES ......................................................................................................2
III. ORGANIZATIONAL STRUCTURE ....................................................................................................3
IV. STRATEGIC PLAN AND PERFORMANCE MEASURES ............................................................... 4
V. FY 2023 OPERATING FINANCIAL PLAN SUMMARY...................................................................5
VI. EXECUTIVE, OPERATIONS, AND FINANCE ..................................................................................8
VII. MARKETING ..........................................................................................................................................9
VIII. VISITOR SERVICES ............................................................................................................................ 11
IX. FILM ....................................................................................................................................................... 12
X. PARTNERSHIP MARKETING........................................................................................................... 13
XI. PARTNERSHIP MARKETING GRANTS ......................................................................................... 14
XIL RESEARCH
XII. PASS-THROUGH PAYMENTS .......................................................................................................... 15
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2024
–1–
I. INTRODUCTION
The Virginia Tourism Authority d/b/a the Virginia Tourism Corporation (VTC) was established
by the General Assembly in 1999 (§ 2.2-2315 et seq., Code of Virginia) as “…a public body
corporate and as a political subdivision of the Commonwealth.” The Authority was given broad
powers to “…stimulate the tourism segment of the economy by promoting, advertising, and
marketing the Commonwealth's many tourist attractions and by coordinating other private and
public efforts to do the same…” The General Assembly also recognized that the “…film industry
is a legitimate and important part of economic development in the Commonwealth.”
The VTC has a Board of Directors composed of 17 members, including the Lieutenant Governor,
the Secretary of Commerce and Trade, the Secretary of Finance, the Secretary of Natural
Resources, the Secretary of Agriculture and Forestry, and 12 members appointed by the
Governor, subject to confirmation by the General Assembly. The Governor designates the
Chairman of the Board, and the Board may elect one member as Vice-Chairman. The
President/CEO of VTC is appointed by the Governor and serves as the Board’s ex-officio
secretary.
The VTC is headquartered in Richmond. In addition, the VTC operates 12 state welcome centers
located strategically around the state to provide information to people traveling in Virginia.
OPERATING PLAN
This operating plan has been prepared in accordance with Chapter 2 the 2022 Appropriation Act,
which states in part the following:
Prior to July 1 of each fiscal year, the Virginia Tourism Authority shall provide to
the Chairs of the House Appropriations and Senate Finance and Appropriations
Committees and the Director, Department of Planning and Budget a report of its
operating plan.
This document provides summary information regarding VTC’s priorities, how it will accomplish
its objectives, and the resources committed to those efforts.
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2024
–2–
II. MISSION, VISION, AND VALUES
VTC serves the broader interests of the Virginia economy by supporting, maintaining, and
expanding the Commonwealth’s domestic and international travel markets and motion picture
industry, thereby generating increased spending, employment, and tax revenues. VTC develops
and implements programs beneficial to Virginia travel-related and motion picture-related
businesses and consumers.
MISSION STATEMENT:
The Virginia Tourism Authority promotes and develops the tourism and motion picture industries
to stimulate Virginia’s economy and enhance the quality of life of all Virginians.
VISION STATEMENT:
Leading the nation in tourism and motion picture production.
VALUES STATEMENT:
Integrity and Ethics:
Always act ethically and with integrity
Assume positive intent
Be transparent and responsible
People are respected, valued, and appreciated
Accountability:
Be good stewards of taxpayer money
Take personal responsibility
Seek solutions and achieve results
Commit to agency goals
Live our values through our work and in our culture
Humility:
Never underestimate the competition
Be open to new ideas and trends
Be open to change and continuous improvement
Passion:
Be passionate about business, brand, and the Commonwealth
Value, promote, and fiercely protect our reputation
Be proud
Exceed expectations
Promote creativity
Results:
Solutions-oriented operations and organization
Measure success
Continuously evaluate, adapt, and improve
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2024
–3–
III. ORGANIZATIONAL STRUCTURE
VTC’s activities are divided into six programmatic areas. The responsibilities for management of
these areas are vested with the President/CEO and four Vice-Presidents.
1) Executive & Board of Directors
2) Operations & Finance
3) Marketing
4) Research
5) Film
6) Partnership Marketing
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2024
–4–
IV. STRATEGIC PLAN AND PERFORMANCE MEASURES
VTC’s strategic plan identifies the means by which VTC will achieve its stated mission and goals.
The strategic plan also identifies the objectives and strategies associated with the goals. The strategic
plan may be found on VTC’s website (www.vatc.org) or on the Department of Planning and
Budget’s website (www.dpb.virginia.gov). The goals included in the strategic plan are as
follows:
1. Inspire travel to Virginia by strengthening awareness of the Virginia brand and product.
Increase and strengthen the awareness of Virginia as a travel destination.
Make the visitor or potential visitor aware of the many opportunities that the
Commonwealth offers in the way of destinations, family fun, history, and business travel.
2. Increase the economic impact of the tourism and motion picture industries in Virginia.
Attract visitors and motion picture production to the Commonwealth, resulting in greater
economic impact generated by the tourism and motion picture industries.
3. Increase the number of jobs supported by the tourism and motion picture industries in Virginia.
Attract visitors and motion picture production to the Commonwealth, resulting in more
jobs supported by the tourism and motion picture production industries.
4. Increase the tax revenues generated by the tourism and motion picture industries in Virginia.
Attract visitors and motion picture production to the Commonwealth, resulting in greater
tax revenues generated by the tourism and motion picture industries.
5. Provide resources to communities to maximize their tourism potential.
Support the enhancement, expansion, and development of new and existing tourism
products, events, and services.
Strengthen and increase partnerships each year that benefit the tourism industry.
Access new funding and leverage advertising, marketing, and public relations resources
by partnering with tourism organizations, other nonprofit entities, private industry, and
government.
6. Strengthen awareness of the value of tourism as an economic engine for Virginia.
Foster strong working relationships with elected officials and key opinion leaders to gain
support and growth for Virginia’s tourism industry.
VTC also has the following quantifiable performance measures to assess the effectiveness of its
programs in achieving its goals and objectives:
1. Number of digital referrals to industry partners
2. Number of annual website user sessions
3. Amount leveraged for every grant dollar invested
4. Dollar amount of economic impact generated by the motion picture industry
5. Cost per one thousand media impressions
6. Number of Welcome Center visitors
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2024
–5–
V. FY 2024 OPERATING FINANCIAL PLAN SUMMARY
Operating Financial Plan Summary
For The Fiscal Year Ending June 30, 2024
Funds Employment*
Fund Sources
COV General Fund Revenue $24,838,737
VDOT Transfers 1,425,000
Welcome Center/Safety Rest Area Revenue 675,000
Interest on Deposits 379,007
Other Revenues 100,493
Carryover Funds 5,743,259
Total Fund Sources $33,161,496
Expenditures
Executive, Operations, and Finance $1,754,166 7
Marketing 10,525,191 26
Research 869,012 2
Visitor Services 4,210,521 33
Film 1,223,535 4
Partnership Marketing 2,281,944 12
Partnership Marketing Grants 3,876,312 3
Pass-Through Payments 2,677,556
Total Expenditures $33,161,496 85
*Note: VTC employs 42 part-time workers not reflected in the above employment levels.1
FY 2024 General Fund Budget Summary
Amount
Base Budget $23,914,872
Chapter 2 (2022 Appropriation Act) $23,914,872
FY 2024 Central Appropriations distributions (estimated) $923,865
TOTAL FY 2024 GENERAL FUND BUDGET $24,838,737
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2024
–6–
FY 2024 VTC Budget Summary
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2024
–7–
FY 2024 VTC Funding Sources
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2024
–8–
VI. EXECUTIVE, OPERATIONS, AND FINANCE
This function provides oversight through the President/CEO and the Board of Directors. It also
includes administrative and support services such as Board of Directors support, budget development
and monitoring, financial reporting, accounting, procurement, and strategic planning coordination. In
addition, this function oversees the management of the “Virginia is for Lovers” trademarks.
EXECUTIVE, OPERATIONS, AND FINANCE
Operating Financial Plan
Funds Employment
Fund Sources
COV General Fund Revenue $1,754,166
VDOT Transfers --
Total Fund Sources $1,754,166
Expenditures
Salaries, Benefits, and Taxes $1,062,775 7
Wages and Taxes --
Advertising and Promotion --
Missions, Shows, and Events 14,000
Digital Marketing --
Travel 105,716
Services 415,100
Supplies and Materials 29,200
Grants and Pass-Through Payments --
Fixed Asset Payments 42,000
Other Expenditures 85,375
Total Expenditures $1,754,166 7
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2024
–9–
VII. MARKETING
VTC’s marketing activities include a number of programs aimed at promoting Virginia as a premier
travel destination, including brand management, creative services, digital marketing, communications,
global marketing, domestic sales, merchandising, and research. Each program has targeted purposes
and objectives.
Brand Management: The advertising program develops and promotes the Virginia brand through social
media, broadcast, and digital media. The media plan targets frequent travelers within markets that
provide the highest potential number of visitors to Virginia. The media plan includes buy-downs and
cooperative support for Virginia’s tourism industry.
Creative Services: The creative services program provides in-house graphics development and
production services for VTC. VTC’s library of photography, film, videography, and digital graphics
files is managed by creative services.
Digital Marketing: The digital marketing program manages VTC’s three primary websites:
virginia.org, blog.virginia.org, and vatc.org. Virginia.org and blog.virginia.org are trip planning and
travel inspiration websites for consumers, while vatc.org is a business-to-business website for
Virginia’s tourism industry. Digital marketing manages VTC’s internet communications technologies
and develops web-based business initiatives and partnerships. Digital marketing also regularly educates
the industry on the use of online technologies, marketing strategies, and the benefits of full participation
in VTC’s consumer website.
Communications: The communications program is responsible for generating editorial coverage in
targeted national, regional, and in-state publications for promotion of Virginia as a premier travel
destination. Communications also provides VTC with visibility in niche publications to promote
special and unique attractions in Virginia. The program also is responsible for developing talking
points for press conferences and interviews with the Governor and First Lady. In addition, it
disseminates tourism-related news to the Virginia tourism industry and works with the industry on
generating media coverage. Communications also manages VTC’s robust social media program.
Global Marketing: The global marketing program develops and implements integrated and innovative
direct sales, marketing, promotions, and public relations strategies in order to bring more foreign
visitors and vendors to Virginia. The geographic targets are coordinated with air service to gateway
airports and are supported by research.
Domestic Sales: VTC markets the Commonwealth as a premier travel destination to tour operators,
select travel agents, meeting planners, and sports events rights holders. VTC represents the
Commonwealth and provides the Virginia tourism industry with partnership opportunities to collaborate
at professional trade shows, sales missions, site inspection tours, and marketing initiatives strategically
targeting national, regional, and in-state domestic trade markets.
Merchandising: This program oversees the production of official “Virginia is for Lovers” merchandise.
It works with Virginia’s tourism industry to encourage participation in the sale of the merchandise,
which generates royalties that support VTC’s programs as well as strengthening brand recognition.
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2024
– 10 –
MARKETING (CONT’D)
Research: The research program utilizes a wide range of tourism industry data, metrics, and insights
in order to quantify Virginia’s tourism industry. The goals of VTC’s research program are to measure
tourism industry performance, conduct consumer studies, and perform competitive industry analysis.
The research program works with internal and external partners in collecting primary survey data,
developing domestic and international visitor profiles, calculating domestic and international market
shares, guiding digital media analytics, and determining the state and local economic impact of
tourism. The program also provides detailed and timely information for VTC to measure the benefit-
cost ratio of its integrated marketing, digital media, and incentive programs.
MARKETING
Operating Financial Plan
Funds Employment
Fund Sources
COV General Fund Revenue $10,525,191
VDOT Transfers --
Welcome Center/Safety Rest Area Revenue --
Total Fund Sources $10,525,191
Expenditures
Salaries, Benefits, and Taxes $2,790,186 26
Wages and Taxes --
Advertising and Promotion 4,844,733
Missions, Shows, and Events 214,200
Digital Marketing 1,117,000
Travel 260,708
Services 512,514
Supplies and Materials 86,134
Fixed Assets Payments 201,865
Other Expenditures 497,851
Total Expenditures $10,525,191 26
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2024
– 11 –
VIII. VISITOR SERVICES
This program develops overall strategies for sound customer and visitor relations and information
distribution systems. It manages activities aimed at providing superior customer service, evaluating and
improving customer fulfillment functions, and increasing community outreach. VTC works
cooperatively with the Virginia Department of Transportation in the operations of the state’s 12
Welcome Centers to promote and encourage traveler visitation to and within Virginia.
VISITOR SERVICES
Operating Financial Plan
Funds Employment
Fund Sources
COV General Fund Revenue $2,036,683
VDOT Transfers 1,425,000
Welcome Center/Safety Rest Area Revenue 675,000
Other Revenues 73,838
Carryover Funds --
Total Fund Sources $4,210,521
Expenditures
Salaries, Benefits, and Taxes $2,563,300 33
Wages and Taxes 482,385
Advertising and Promotion --
Missions, Shows, and Events --
Digital Marketing --
Travel 66,996
Services 791,996
Supplies and Materials 156,935
Grants and Pass-Through Payments 125,000
Fixed Asset Payments 5,000
Other Expenditures 18,909
Total Expenditures $4,210,521 33
Note: Visitor Services also includes 42 part-time travel counselors at the state’s 12 Welcome Centers.
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2024
– 12 –
IX. Film
The Virginia Film Office is committed to attracting film and video production to Virginia and
supporting the indigenous production industry, with the ultimate goal of bringing economic and
employment benefits to the Commonwealth. Film, video, and multi-media production is a growth
industry worldwide, and the potential economic benefits to the state have increased significantly. The
Virginia Film Office pursues its goals through the creation and implementation of innovative marketing
and development programs, and by delivering exceptional customer service to inspire repeat business.
FILM
Operating Financial Plan
Funds Employment
Fund Sources
COV General Fund Revenue $1,223,535
VDOT Transfers --
Welcome Center/Safety Rest Area Revenue --
Total Fund Sources $1,223,535
Expenditures
Salaries, Benefits, and Taxes $562,046 4
Wages and Taxes
Advertising and Promotion 201,000
Missions, Shows, and Events 12,000
Digital Marketing --
Travel 33,500
Services 120,000
Supplies and Materials 35,989
Grants and Pass-Through Payments 200,000
Fixed Assets Payments 47,000
Other Expenditures 12,000
Total Expenditures $1,223,535 4
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2024
– 13 –
X. PARTNERSHIP MARKETING
Partnership Marketing maximizes the tourism potential of Virginia’s communities through tourism
planning, development, and marketing. Together, these efforts help build vibrant communities for
travelers as well as residents. Partnership Marketing maintains the ongoing State Tourism and
Development Plan.
Planning and Partnerships: Planning and Partnerships provides communities and tourism
entrepreneurs with tourism planning expertise and support. It assists with community planning,
building partnerships, product planning, and identifying funding resources to help grow the
Commonwealth’s tourism industry. It also works closely with Virginia’s localities and attractions to
identify other grant opportunities and options for stretching limited resources to develop and market the
Commonwealth’s tourism product.
Business Development: Business Development is responsible for administering the Tourism
Development Financing Program (TDFP) and the Adventure Tourism Manufacturing (ATM) program.
The TDFP provides gap financing to compensate for a shortfall in project funding in partnership with
developers, localities, and financial institutions, while the ATM program works with the Virginia
Economic Development Partnership to recruit manufacturers of outdoor adventure products.
PARTNERSHIP MARKETING
Operating Financial Plan
Funds Employment
Fund Sources
COV General Fund Revenue $2,281,944
VDOT Transfers --
Welcome Center/Safety Rest Area Revenue --
Interest on Deposits --
Other Revenues --
Carryover Funds --
Total Fund Sources $2,281,944
Expenditures
Salaries, Benefits, and Taxes $1,569,425 12
Wages and Taxes --
Advertising and Promotion 206,000
Missions, Shows, and Events 18,478
Digital Marketing --
Travel 100,350
Services 202,750
Supplies and Materials 37,000
Grants and Pass-Through Payments --
Fixed Assets Payments 18,500
Other Expenditures 129,441
Total Expenditures $2,281,944 12
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2024
– 14 –
XI. PARTNERSHIP MARKETING GRANTS
Partnership Marketing administers VTC’s competitive grant programs. These grants range from strategic
community development grants with the Drive Tourism Initiative to Cooperative Marketing Grants with
the private sector to help businesses and communities thrive.
The Marketing Leverage Program partners with localities and the private sector to stimulate new tourism
marketing initiatives and to extend the “Virginia is for Lovers” marketing efforts. The DMO Marketing
Program awards matching grants to official Virginia Destination Marketing organizations to attract new
travelers. The Special Events and Festivals Program provides matching funds for marketing and
operations expenses that help bring tourists to communities throughout Virginia.
PARTNERSHIP MARKETING GRANTS
Operating Financial Plan
Fund Sources
COV General Fund Revenue $3,876,312
VDOT Transfers --
Welcome Center/Safety Rest Area Revenue --
Interest on Deposits --
Other Revenues --
Carryover Funds $5,743,259
Total Fund Sources $9,619,571
Expenditures
Salaries, Benefits, and Taxes $326,251 3
Wages and Taxes --
Advertising and Promotion 2,500
Missions, Shows, and Events 1,000
Digital Marketing --
Travel 69,000
Services 13,750
Supplies and Materials 15,750
Grants and Pass-Through Payments 9,154,259
Fixed Assets Payments 5,000
Other Expenditures 32,061
Total Expenditures $9,619,571 3
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2024
– 15 –
XII. RESEARCH
The VTC Research & Strategy division is responsible for insight generation, performance
measurement, and overall strategic goal setting processes across the Authority. The division serves both
internal and external partners by helping other divisions, especially Marketing and Partnership
Marketing, with data-driven decision making around audiences, target markets, and marketing
channels, as well as measuring the effectiveness of marketing efforts. To this end, the Research division
maintains ownership of all data & analytics tools and processes for the Authority. Major areas of
responsibility include:
Data analytics and insight generation to support VTC’s Marketing efforts, including brand analysis
& positioning, campaign support, feeder market analysis, and audience segment analysis, persona
development, and targeting insights.
Insight support and performance measurement of Virginia’s travel & tourism industry, including
research for local DMO partners and the VTC Partnership Marketing team. This objective
includes measurement of the economic impact of Virginia visitors on the Commonwealth overall
as well as to local & regional entities, measurement of visitation, visualization of tourism hub &
spokes across industries, and lodging performance reporting and analysis.
Overall goal setting processes for the Authority overall, including objective setting and
measurement.
RESEARCH
Operating
Financial
Plan
Funds Employment
Fund Sources
COV General Fund Revenue $869,012
VDOT Transfers --
Welcome Center/Safety Rest Area Revenue --
Interest on Deposits --
Other Revenues --
Total Fund Sources $869,012
Expenditures
Salaries, Benefits, and Taxes $326,805 2
Wages and Taxes --
Advertising and Promotion --
Missions, Shows, and Events --
Digital Marketing --
Travel --
Services 542,207
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2024
– 16 –
Supplies and Materials --
Grants and Pass-Through Payments
Fixed Assets Payments --
Other Expenditures --
Total Expenditures $869,012 2
XIII. PASS-THROUGH PAYMENTS
The following is a list of pass-through funding included in the appropriation for the Virginia Tourism
Authority.
Funds
Fund Sources
COV General Fund Revenue $2,677,556
Total Fund Sources $2,677,556
Expenditures
Henrico County 150,000
Danville Visitor Center $225,00
Southwest Regional Recreation Authority (Spearhead Trails) 1,100,000
Heart of Appalachia Tourism Authority 300,000
Virginia Sports Hall of Fame 125,000
Special Olympics Virginia 50,000
Promote and Advertise Virginia Parks & Wineries 330,012
Virginia Assoc. of Broadcasters – media in VA/DC/Baltimore 497,544
Carver-Price Legacy Museum 25,000
Total Expenditures $2,677,556
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