Virginia Tourism Authority FY 2027 Operating Plan
Summary
Virginia Tourism Authority d/b/a Virginia Tourism Corporation (VTC) Operating Plan for the fiscal year ending June 30, 2027. It states that the General Assembly established VTC in 1999, that the Board of Directors has 17 members, and that VTC operates 12 state welcome centers. The FY 2027 operating financial plan lists total fund sources of $38,009,851 and total expenditures of $38,009,851, with a total FY 2027 general fund budget of $34,909,351. Pass-through payments total $8,652,556 and include $3,000,000 for the LIV Golf Tournament in Gainesville, Virginia and $2,100,000 for Spearhead Trails. The plan also sets out strategic objectives, performance measures and sections on marketing, research, visitor services, film and partnership marketing grants.
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“Virginia Tourism Authority FY 2027 Operating Plan.”
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VIRGINIA TOURISM AUTHORITY
d/b/a Virginia Tourism Corporation
OPERATING PLAN
FOR THE FISCAL YEAR ENDING JUNE 30, 2027
VIRGINIA TOURISM AUTHORITY
FY 2027 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 2027 OPERATING FINANCIAL PLAN SUMMARY ...................................................................5
VI. EXECUTIVE, OPERATIONS, AND FINANCE ..................................................................................8
VII. MARKETING ..........................................................................................................................................9
VIII. RESEARCH ........................................................................................................................................... 11
IX. VISITOR SERVICES ............................................................................................................................ 12
X. FILM ....................................................................................................................................................... 13
XI. PARTNERSHIP MARKETING........................................................................................................... 14
XII. PARTNERSHIP MARKETING GRANTS ......................................................................................... 16
XIII. PASS-THROUGH PAYMENTS .......................................................................................................... 17
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2027
–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 1 the 2026 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, 2027
–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, 2027
–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, 2027
–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. Accelerate inbound visitor demand
• Increase Target Household Awareness for Flagship Marketing Campaign
• Reach more traveling households within target markets
• Drive hotel bookings directly through VTC’s campaigns to Virginia properties
• Accelerate inbound visitor demand to drive a full recovery in total Virginia industry-wide
hotel demand.
2. Maximize Virginia’s tourism potential
• 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
• Support new product development through the Tourism Development Financing Program
3. Maximize Virginia’s content production
• Increase the percentage of VA resident crew on all large-scale productions
• Increase total number of productions filming and generating jobs, revenue, and economic
impact in Virginia
4. Lead through data-driven decisions
• Make data accessible and actionable for both internal teams and industry partners
• Ensure decisions are aligned, effective, and focused on driving growth across Virginia’s
tourism economy
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, 2027
–5–
V. FY 2027 OPERATING FINANCIAL PLAN SUMMARY
Operating Financial Plan Summary
For The Fiscal Year Ending June 30, 2027
Funds Employment*
Fund Sources
COV General Fund Revenue $34,909,351
VDOT Transfers 1,425,000
Welcome Center/Safety Rest Area Advertising Revenue 710,000
Other Revenues 975,500
Total Fund Sources $38,009,851
Expenditures
Executive, Operations, and Finance $2,367,150 7
Marketing 12,259,968 25
Research 1,103,128 3
Visitor Services 4,578,430 41
Film 1,257,755 4
Partnership Marketing 2,367,845 12
Partnership Marketing Grants 5,423,019 4
Pass-Through Payments 8,652,556 -
Total Expenditures $38,009,851 96
*Note: VTC employs approximately 40 part-time workers not reflected in the above employment levels.
FY 2027 General Fund Budget Summary
Amount
Base Budget $34,185,719
Chapter 1 (2026 Appropriation Act) $34,185,719
FY 2027 Central Appropriations distributions (estimated) $723,632
TOTAL FY 2027 GENERAL FUND BUDGET $34,909,351
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2027
–6–
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2027
–7–
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2027
–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 $1,987,150
Other Revenues 380,000
Total Fund Sources $2,367,150
Expenditures
Salaries, Benefits, and Taxes $1,226,622 7
Wages and Taxes --
Advertising and Promotion --
Missions, Shows, and Events 39,000
Digital Marketing --
Travel 88,000
Services 439,528
Supplies and Materials 52,000
Grants and Pass-Through Payments --
Fixed Asset Payments 260,000
Other Expenditures 262,000
Total Expenditures $2,367,150 7
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2027
–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 that develops and promotes the Virginia brand through
paid digital media channels targeting markets with the highest potential of visitors to Virginia.
The media plan includes buy-downs and cooperative support for Virginia’s tourism industry. This team
is also responsible for social media strategies and content generation for owned social
channels (IG, FB, YouTube, Pinterest, etc).
Creative Services: The creative services program provides in-house graphic development and
production services for VTA and manages a library of photography, film, videography, and digital
graphics files for use in paid, owned & earned channels.
Digital Marketing: Manages VTA’s primary websites: Virginia.org and VATC.org that consist of trip
planning, travel inspiration, and business-to-business web content for Virginia’s tourism industry.
They also manage VTA’s Internet communications technologies, innovation and develop web-based
business initiatives and partnerships.
Communications: Strategic communications for the agency, including public relations, community
relations, and Virginia is for Lovers blog. Specifically, they are responsible for generating editorial
coverage in key markets to promote Virginia as a premier travel destination. Additional responsibilities
include developing talking points for press conferences and interviews with the Governor and
First Lady, Secretary of Commerce and Trade, and VTA’s President & CEO. They also disseminate
tourism-related news to the Virginia tourism industry and work with the industry on generating
media coverage.
Global Marketing: 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: Markets the Commonwealth as a premier travel destination to tour operators, select
travel agents, meeting planners, and sports events rights holders. VTA 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, 2027
– 10 –
MARKETING (CONT’D)
MARKETING
Operating Financial Plan
Funds Employment
Fund Sources
COV General Fund Revenue $11,839,968
Other Revenues 420,000
Total Fund Sources $12,259,968
Expenditures
Salaries, Benefits, and Taxes $3,541,053 25
Wages and Taxes --
Advertising and Promotion 5,804,983
Missions, Shows, and Events 346,317
Digital Marketing 885,285
Travel 229,018
Services 957,501
Supplies and Materials 69,901
Fixed Assets Payments 192,893
Other Expenditures 233,017
Total Expenditures $12,259,968 25
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2027
– 11 –
VIII. RESEARCH
The Research Division guides data-driven decision making across the organization and throughout
Virginia’s tourism industry. It informs the Authority’s strategic direction by helping to set and evaluate
organizational objectives and performance targets, conducting competitive and market analyses, and
assessing the potential impact of proposed programs and policies. The division maintains a suite
of core weekly, monthly, and annual reporting products that track the health and trajectory of Virginia’s
tourism economy while assessing the effectiveness of VTA’s core strategies, ensuring that
leadership decisions across the organization are grounded in credible, timely intelligence.
Equally focused on serving both internal and external stakeholders, the division provides insights that
help the Authority’s teams plan, measure, and optimize performance while equipping destinations,
localities, and industry partners with the data they need to compete effectively and reach the right
audiences. As a sharing organization, the Research Division is committed to making tourism data
accessible, actionable, and transparent; turning insight into collaboration that drives growth for the
Commonwealth’s tourism industry.
RESEARCH
OPERATING FINANCIAL PLAN
Funds Employment
Fund Sources
COV General Fund Revenue $1,103,128
Total Fund Sources $1,103,128
Expenditures
Salaries, Benefits, and Taxes $551,382 3
Wages and Taxes --
Advertising and Promotion --
Missions, Shows, and Events --
Digital Marketing --
Travel 12,600
Services 514,434
Supplies and Materials --
Grants and Pass-Through Payments --
Fixed Assets Payments 13,968
Other Expenditures 10,744
Total Expenditures $1,103,128 3
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2027
– 12 –
IX. VISITOR SERVICES
Visitor Services 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.
Fulfillment: Provides information to, and responds to inquiries from, consumers seeking information on
travel and tourism in Virginia. Telephone and Internet inquiries are answered by a consumer services
center and VTA publication requests are processed by a fulfillment house that provides storage,
processing, delivery, and freight services. In addition, VTA operates a full-service distribution center to
process customized and bulk orders and to manage the mailing needs of VTA and the Virginia
Economic Development Partnership.
Welcome Centers: Virginia’s welcome centers are designed to be first-stop destinations for the traveling
public, strategically and conveniently located throughout Virginia on major arterial highways. VTA
provides a broad array of services to visitors, including personal travel counseling, informational
materials, transportation maps, and lodging reservation assistance. In addition, the welcome center
program serves Virginia’s tourism industry by promoting a variety of destinations and attractions
through advertising opportunities, product demonstrations and exhibits, and the distribution of travel
publications.
VISITOR SERVICES
Operating Financial Plan
Funds Employment
Fund Sources
COV General Fund Revenue $2,492,930
VDOT Transfers 1,200,000
Welcome Center/Safety Rest Area Revenue 710,000
Other Revenues 175,500
Total Fund Sources $4,578,430
Expenditures
Salaries, Benefits, and Taxes $3,461,780 41
Wages and Taxes 439,854
Advertising and Promotion --
Missions, Shows, and Events 2,650
Digital Marketing --
Travel 96,801
Services 413,340
Supplies and Materials 106,389
Grants and Pass-Through Payments --
Fixed Asset Payments 38,634
Other Expenditures 18,982
Total Expenditures $4,578,430 41
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, 2027
– 13 –
X. 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 $1,257,755
Total Fund Sources $1,257,755
Expenditures
Salaries, Benefits, and Taxes $663,129 4
Wages and Taxes --
Advertising and Promotion 209,000
Missions, Shows, and Events 11,500
Digital Marketing 1,500
Travel 36,000
Services 70,500
Supplies and Materials 39,000
Grants and Pass-Through Payments 200,000
Fixed Assets Payments 13,000
Other Expenditures 14,126
Total Expenditures $1,257,755 4
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2027
– 14 –
XI. PARTNERSHIP MARKETING
Partnership Marketing maximizes the tourism potential of Virginia’s communities through strategic
tourism planning and focused tourism product development. Together, these efforts help build vibrant
communities for travelers as well as residents.
Tourism Planning: VTA provides communities and tourism entrepreneurs with tourism planning
expertise and support. It assists with strategic planning, product planning, and identifying funding
resources (including grant opportunities and other options for stretching limited resources) to develop
and market the Commonwealth’s tourism product.
State Tourism Plan: VTA has developed a comprehensive 2026-2029 state tourism plan, which
provides a thorough assessment of the tourism needs in each of Virginia’s 10 tourism regions. This
plan provides a competitive analysis of the state, including recommendations on increasing visitation
through focused product development, promotions, and policies to support the power of the “Visitor
Economy”.
Cooperative Marketing Grants: Industry partners need help in extending their limited marketing
investments. VTA’s grants program provides supplemental financial assistance to Virginia destination
marketing organizations and tourism businesses. The competitive grants application is a public-private
process designed to leverage scarce resources, promote the Virginia is for Lover’s brand, encourage the
creation of partnerships and enhance the development and marketing of Virginia’s tourism assets.
Tourism Development Financing Program: In areas of the Commonwealth where there is deficiency in
lodging, VTA helps to administer and promote a financing program for qualified tourism-related
development projects (the Tourism Development Financing Program/TDFP). This program provides
gap financing to compensate for a shortfall in project funding in partnership with developers, localities,
and financial institutions.
Drive Tourism Initiative: Communities across Virginia can participate in the Drive Tourism workshops,
which focus on building competitive destinations with a goal of increased travelers, as well as
extending average length of stay and daily expenditures. In the past 4 years, more than sixty
communities have participated in this program to help build vibrant communities that appeal to
travelers as well as residents.
Destination Marketing Managers: Partnership Marketing employs Destination Marketing Managers
who live in areas with high potential to assist those regions with strategic planning, development, and
co-operative marketing.
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2027
– 15 –
PARTNERSHIP MARKETING (CONT’D)
PARTNERSHIP MARKETING
Operating Financial Plan
Funds Employment
Fund Sources
COV General Fund Revenue $2,367,845
Total Fund Sources $2,367,845
Expenditures
Salaries, Benefits, and Taxes $1,762,480 12
Wages and Taxes --
Advertising and Promotion 232,325
Missions, Shows, and Events 17,330
Digital Marketing --
Travel 118,300
Services 89,914
Supplies and Materials 33,100
Grants and Pass-Through Payments --
Fixed Assets Payments 16,600
Other Expenditures 97,796
Total Expenditures $2,367,845 12
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2027
– 16 –
XII. PARTNERSHIP MARKETING GRANTS
Partnership Marketing administers VTC’s competitive grant programs.
The Marketing Leverage Program: Reimbursable grant program to leverage existing marketing funds.
Requires a research-based and measurable marketing plan designed to drive tourism to Virginia.
Virginia DMO Marketing Grants Program: Matching grants awarded to official Virginia Destination
Marketing Organizations for marketing expenses that show positive and significant economic impact on
tourism and must include marketing plans designed to drive visitation to Virginia.
Virginia Special Events and Festivals Program: Matching grants for marketing and operations expenses
for Virginia based special events and festivals that help bring tourists to communities throughout the
Commonwealth.
DRIVE Tourism Grants: Grants awarded to Virginia Destination Marketing Organizations for program
specific projects to create community-based strategies to increase locality competitiveness as a travel
destination.
Virginia Sports Incentive Grant Program: Matching grants awarded to Virginia localities, tourism
organizations, and sports authorities to grow and support sports tourism across the Commonwealth.
PARTNERSHIP MARKETING GRANTS
Operating Financial Plan
Fund Sources
COV General Fund Revenue $5,423,019
Total Fund Sources $5,423,019
Expenditures
Salaries, Benefits, and Taxes $463,493 4
Wages and Taxes --
Advertising and Promotion 5,000
Missions, Shows, and Events --
Digital Marketing --
Travel 44,000
Services 26,126
Supplies and Materials 6,200
Grants and Pass-Through Payments 4,655,200
Fixed Assets Payments 205,000
Other Expenditures 18,000
Total Expenditures $5,423,019 4
VIRGINIA TOURISM AUTHORITY
Operating Plan
For the Fiscal Year Ending June 30, 2027
– 17 –
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 $8,427,556
VDOT Transfers 225,000
Total Fund Sources $8,652,556
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
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
LIV Golf Tournament in Gainesville, Virginia 3,000,000
Golf Tournament in GO Region 1, 2, or 8 500,000
Blue Highway Festival 100,000
Virginia Sports Hall of Fame 200,000
Museum of Black Women Innovators 1,000,000
Total Expenditures $8,652,556
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