Virginia Tourism Authority FY 2026 Operating Plan
Summary
This is the Virginia Tourism Authority d/b/a Virginia Tourism Corporation (VTC) Operating Plan for the fiscal year ending June 30, 2026, prepared in accordance with the 2025 Appropriation Act, which requires a report of its operating plan to the chairs of the House Appropriations and Senate Finance and Appropriations Committees and the Director of the Department of Planning and Budget. The introduction states that the General Assembly established VTC in 1999, that the Board of Directors is composed of 17 members, and that VTC operates 12 state welcome centers. The pass-through payments section lists total fund sources of $3,852,556, including $2,100,000 for the Southwest Regional Recreation Authority - Spearhead Trails.
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“Virginia Tourism Authority FY 2026 Operating Plan.”
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VIRGINIA TOURISM AUTHORITY
d/b/a Virginia Tourism Corporation
OPERATING PLAN
FOR THE FISCAL YEAR ENDING JUNE 30, 2026
VIRGINIA TOURISM AUTHORITY
FY 2026 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 2026 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
XII. RESEARCH…………………………………………………………………………………………….15
XIII. PASS-THROUGH PAYMENTS .......................................................................................................... 15
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2026
–1–
I. INTRODUCTION
The Virginia Tourism Authority d/b/a 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 725 the 2025 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, 2026
–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:
Expand domestic and international in-bound travel and motion picture production to generate
revenue and employment in Virginia.
VISION STATEMENT:
Foster a spirit of partnership within Virginia’s tourism and motion picture industries.
VALUES STATEMENT:
Love is Integrity, Passion, and Results.
Integrity: Be the Best You
• Respect, value, and appreciate others with kindness
• Work through differences
• Be transparent
• Take personal responsibility
Passion: Thirst for Knowledge
• Seek new ideas and fresh thinking
• Stay curious and encourage questions
• Be purpose driven
• Value the people, the brand, and the industry
Results: Move Mountains
• Define, measure, and communicate collective goals
• Continuously evaluate and innovate
• Contribute to the success of others
• Celebrate shared accomplishments
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2026
–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, 2026
–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 objectives included in the strategic plan are as
follows:
1. Maximize Virginia’s tourism potential through job creation
• Support Virginia job growth through executing Tourism Develop Financing Program
projects which address lodging deficiencies in communities with high tourism potential
but inadequate assets.
2. Maximize Virginia’s tourism potential through business assistance
• Support Business growth through various VTC initiatives such as the Marketing
Leverage Grants, Entrepreneur Workshops, Industry education conferences, Community
Planning workshops as well as VTC Orientation business seminars.
3. Accelerate inbound visitor demand
• Increase Target Household Awareness for Flagship Marketing Campaign
• Reach more traveling households within target markets.
• Increase target audience engagement through marketing efforts and visitors to Virginia.
• Accelerate inbound visitor demand to drive a full recovery in total Virginia industry-wide
hotel demand.
4. Maximize Virginia’s content production
• Increase the percentage of VA resident crew on all large-scale productions by 2025
• Increase total number of productions filming and generating jobs, revenue, and economic
impact in Virginia.
VTC also has the following quantifiable performance measures to assess the effectiveness of its
programs in achieving its goals and objectives:
1. Number of TDFP certified projects
2. Number of businesses, entrepreneurs and organizations assisted
3. Overall awareness measurements
4. Number of households reached
5. Number of hotel bookings
6. Number of hotel room nights
7. Number of crew on large-scale productions that are Virginia residents
8. Number of projects filmed in Virginia
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2026
–5–
V. FY 2026 OPERATING FINANCIAL PLAN SUMMARY
Operating Financial Plan Summary
For The Fiscal Year Ending June 30, 2026
Funds Employment*
Fund Sources
COV General Fund Revenue $27,109,572
VDOT Transfers 1,425,000
Welcome Center/Safety Rest Area Revenue 612,500
Other Revenues 703,500
Total Fund Sources $29,850,572
Expenditures
Executive, Operations, and Finance $2,353,623 7
Marketing 10,651,440 25
Research 1,071,226 3
Visitor Services 4,384,905 39
Film 1,261,853 4
Partnership Marketing 2,372,071 12
Partnership Marketing Grants 3,902,898 3
Pass-Through Payments 3,852,556 -
Total Expenditures $29,850,572 93
*Note: VTC employs approximately 36 part-time workers not reflected in the above employment levels.
FY 2026 General Fund Budget Summary
Amount
Base Budget $26,139,929
Chapter 725 (2025 Appropriation Act) $26,139,929
FY 2025 Central Appropriations distributions $375,388
FY 2026 Central Appropriations distributions (estimated) $594,255
TOTAL FY 2025 GENERAL FUND BUDGET $27,109,572
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2026
–6–
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2026
–7–
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2026
–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 $2,023,623
Other Revenues 330,000
Total Fund Sources $2,353,623
Expenditures
Salaries, Benefits, and Taxes $1,196,600 7
Wages and Taxes --
Advertising and Promotion --
Missions, Shows, and Events 32,000
Digital Marketing --
Travel 89,000
Services 466,023
Supplies and Materials 26,000
Grants and Pass-Through Payments --
Fixed Asset Payments 256,000
Other Expenditures 288,000
Total Expenditures $2,353,623 7
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2026
–9–
VII. MARKETING
VTC’s marketing activities include several 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 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, 2026
– 10 –
MARKETING (CONT’D)
MARKETING
Operating Financial Plan
Funds Employment
Fund Sources
COV General Fund Revenue $10,431,440
Other Revenues 220,000
Total Fund Sources $10,651,440
Expenditures
Salaries, Benefits, and Taxes $3,300,139 25
Wages and Taxes --
Advertising and Promotion 4,695,336
Missions, Shows, and Events 344,200
Digital Marketing 1,044,660
Travel 268,138
Services 526,945
Supplies and Materials 79,900
Fixed Assets Payments 158,119
Other Expenditures 234,003
Total Expenditures $10,651,440 25
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2026
– 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 $2,418,905
VDOT Transfers 1,200,000
Welcome Center/Safety Rest Area Revenue 612,500
Other Revenues 153,500
Total Fund Sources $4,384,905
Expenditures
Salaries, Benefits, and Taxes $3,189,985 39
Wages and Taxes 459,864
Advertising and Promotion --
Missions, Shows, and Events 3,300
Digital Marketing --
Travel 121,121
Services 421,685
Supplies and Materials 134,907
Grants and Pass-Through Payments --
Fixed Asset Payments 30,059
Other Expenditures 23,984
Total Expenditures $4,384,905 39
Note: Visitor Services also includes 36 part-time travel counselors at the state’s 12 Welcome Centers.
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2026
– 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 $1,261,853
Total Fund Sources $1,261,853
Expenditures
Salaries, Benefits, and Taxes $630,028 4
Wages and Taxes 10,700
Advertising and Promotion 206,625
Missions, Shows, and Events 13,500
Digital Marketing --
Travel 34,000
Services 81,500
Supplies and Materials 48,500
Grants and Pass-Through Payments 200,000
Fixed Assets Payments 18,000
Other Expenditures 19,000
Total Expenditures $1,261,853 4
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2026
– 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 $2,372,071
Total Fund Sources $2,372,071
Expenditures
Salaries, Benefits, and Taxes $1,751,218 12
Wages and Taxes --
Advertising and Promotion 217,075
Missions, Shows, and Events 21,850
Digital Marketing --
Travel 126,300
Services 153,999
Supplies and Materials 37,893
Grants and Pass-Through Payments --
Fixed Assets Payments 16,750
Other Expenditures 77,250
Total Expenditures $2,372,071 12
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2026
– 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 $3,902,898
Total Fund Sources $3,902,898
Expenditures
Salaries, Benefits, and Taxes $334,780 3
Wages and Taxes --
Advertising and Promotion 10,000
Missions, Shows, and Events --
Digital Marketing --
Travel 44,000
Services 42,000
Supplies and Materials 6,200
Grants and Pass-Through Payments 3,411,000
Fixed Assets Payments 5,000
Other Expenditures 54,918
Total Expenditures $3,902,898 3
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2026
– 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. The research program utilizes a
wide range of tourism industry data, metrics, and insights in order to quantify the impact of Virginia’s
tourism industry. 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, audience segment analysis, 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 $1,071,226
Total Fund Sources $1,071,226
Expenditures
Salaries, Benefits, and Taxes $522,505 3
Wages and Taxes --
Advertising and Promotion --
Missions, Shows, and Events --
Digital Marketing --
Travel 12,671
Services 518,050
Supplies and Materials --
Grants and Pass-Through Payments --
Fixed Assets Payments 9,000
Other Expenditures 9,000
Total Expenditures $1,071,226 3
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2026
– 16 –
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 $3,627,556
VDOT Transfers 225,000
Total Fund Sources $3,852,556
Expenditures
Henrico County 150,000
Danville Visitor Center 225,000
Southwest Regional Recreation Authority - Spearhead Trails 2,100,000
Heart of Appalachia Tourism Authority 450,000
Special Olympics Virginia 50,000
Promote Virginia Parks 100,000
Virginia Association of Broadcasters – media in VA/DC/Baltimore 627,556
Carver Price Legacy Museum 25,000
City of Norfolk – Nauticus to support education programming 125,000
Total Expenditures $3,852,556
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