THE MOUNTAIN WAY 2025-2026 VISIT VIRGINIA’S BLUE RIDGE
PROGRESS REPORT
BOTETOURT COUNTY
CITY OF ROANOKE
CITY OF SALEM
FRANKLIN COUNTY
ROANOKE COUNTY
TOURISM BOOSTS LOCAL ECONOMY & TAX SAVINGS Marketing, PR & Sales efforts by Visit VBR inspire visitors to come to our region.
VisitVBR. com
Visit VBR is funded by
out-of-town visitors through a portion of the hotel occupancy tax.
Visitors patronize small businesses like restaurants, breweries,
shops, outfitters & more.
Visitor spending enhances our quality of life by supporting events,
businesses, arts venues & more that might not otherwise thrive.
$972.5 MILLION generated in
LOCAL DIRECT VISITOR SPENDING A NEW RECORD AND 5.3% INCREASE OVER 2024 Spending by Category:
FOOD & BEVERAGE
$296.5 MILLION
2
LODGING
$191.0 MILLION
RETAIL
RECREATION
$95.6 MILLION
THE MOUNTAIN WAY
$117.9 MILLION
TRANSPORTATION
$271.4 MILLION
OVER $10.5 MILLION generated through
HOTEL OCCUPANCY TAX Visit VBR is funded through a portion of this tax.
2019-2020
2020-2021
2021-2022
2022-2023
2023-2024
2024-2025
2025-2026
THANK YOU FOR VISITING VIRGINIA’S BLUE RIDGE
Because of local taxes paid by visitors, each household in Virginia’s Blue Ridge
Visitor spending supports
7,542 JOBS
Saved $366.85.
in Virginia’s Blue Ridge.
IT ALL ADDS UP TO RECORD SPENDING
TRAVEL EXPENDITURES IMPACT LOCAL ECONOMY: Direct Impact + Indirect & Induced Impact = Total Impact
$0
MILLIONS
2020
2021
$493.9
$474.4
DIRECT SPENDING INDIRECT & INDUCED
Definitions:
2022
2023
2024
$972.5
$923.1
$827.2
$677.7
$280
$1,356.6 B
$1,490.9 B
Direct Impacts: economic value created by visitors at the point of transaction in key travel sectors
$332.67
$560
$826
$493.11
$840
$394
$1,071.6 B
$1,120
$442.1
$1,269.3 B
$882.2
$1,400
$1,417.0 B
$518.4
$1,680
2025
VisitVBR.com · 2025-2026 PROGRESS REPORT
Indirect Impacts: additional economic value created as goods and services are purchased as inputs in key travel sectors Induced Impacts: additional value created from wage income (direct or indirect) from spending in key travel sectors
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KEY PERFORMANCE INDICATORS (KPI) - MARKETING & PARTNERSHIP
2,866,234
2,102,203
UNIQUE VISITORS (USERS) TO VISITVBR.COM
8,202,436
WEBSITE ENGAGED SESSIONS
SOCIAL MEDIA ENGAGEMENTS
WEBSITE ATTRIBUTION OBSERVED 223,928 VISITS TO DESTINATION (SOURCE: TOURISM ECONOMICS)
2025 HOLIDAY CAMPAIGN October – December 2025:
Launched the inaugural Visit VBR Holiday Campaign – promoting the Roanoke Region as a holiday destination in markets
2-3 hours from Roanoke. Generated over 40 million impressions and Visit VBR’s website experienced a 64% YOY traffic increase during the campaign. The region saw a 4.9% YOY increase in hotel room demand and 6.9% YOY increase in hotel room revenue during the month of December.
2026 SPRING CAMPAIGN February – April 2026: Visit VBR implemented a record-setting spring 2026 marketing campaign in the target markets of Northern VA/Washington, DC, Richmond, and Norfolk-Virginia Beach. The campaign generated more than 894,000 visits to the Visit VBR website and over 88 million impressions.
Campaign generated over 25,999 observed visits to the destination ROANOKE RIVER
EXPLORE PARK
(Observed Visits through June 30, 2026 | Source: Tourism Economics Attribution Data)
COMMUNITY RELATIONSHIPS:
1,473 PARTNERS DESTINATION VBR: SMALL BUSINESS TOURISM CONFERENCE, MAY 2026
4
11,501 VISITORS TO
4,118
VISITOR CENTER
VISITOR CONNECTIONS AT EVENTS THE MOUNTAIN WAY
KEY PERFORMANCE INDICATORS (KPI) - PUBLIC RELATIONS
306
ARTICLES PRODUCED
NOT INCLUDING LOCAL MEDIA
160
NUMBER OF MEDIA HOSTED/VISITED
224
MEDIA OUTREACH PITCHES
NOTABLE EVENTS/ACCOMPLISHMENTS:
OUTDOOR WRITERS ASSOCIATION OF AMERICA Secured 100th anniversary conference for August 2027 following year-long bid process. 300 attendees, including 200 travel and outdoor writers, will spend time in the region gathering story ideas.
METRO MOUNTAIN GROUP MEDIA TOURS Visit VBR’s public relations team hosted 2 group media tours (October 2025, April 2026) highlighting the region’s unique metro mountain blend of attractions and activities. As a result, 40 articles have been generated so far.
Notable Articles: America’s Best Towns To Visit
The South’s Most Underrated City
VisitVBR.com · 2025-2026 PROGRESS REPORT
Best Destinations for Fall Foliage
5
KEY PERFORMANCE INDICATORS (KPI) - SALES MEETING & CONVENTION SALES ECONOMIC IMPACT:
15,549 TOTAL BOOKED ROOM NIGHTS
$14,810,021 DIRECT VISITOR SPENDING
62 MEETINGS BOOKED
SPORTS SALES ECONOMIC IMPACT:
131,242 $20,151,504 HOSTED DIRECT PARTICIPANTS
VISITOR SPENDING
85 EVENTS
43,846 TOTAL
BOOKED
BLUE RIDGE MARATHON
ROOM NIGHTS
2026 VT HOKIE INVITE SOFTBALL TOURNAMENT
NCAA DIII WOMEN’S SOCCER NATIONAL CHAMPIONSHIP
6
USA CYCLING ENDURANCE MOUNTAIN BIKE NATIONAL CHAMPIONSHIPS
THE MOUNTAIN WAY
BOARD OF DIRECTORS · VISIT VBR STAFF · VBR FOUNDATION BOARD OF DIRECTORS: Mark S. Lucas
Sunny Shah
Kimberly Blair
Richard L. Caywood, P.E.
Mill Mountain Technologies Chair
Baymont Inn & Suites Salem Vice Chair
Carilion Clinic Foundation Secretary
County of Roanoke Vice Chair
Susan E. Short, Ph.D.
Virginia Tech Treasurer
W. Lee Wilhelm, III
Ryan Bell
William Farrell
Sam Lionberger
James E. Smith, Sr.
Douglas Blount
Kenneth Lanford
Michael Maxey
Mike Stewart
Alexander Boone
Gary Larrowe
Jim McAden
John Carlin
Sherman Lea
Dr. John Randolph Clements
Stephen Lemon
Christopher Dorsey
Annette Lewis
Jennifer Eddy
Peter Lewis
Roanoke Higher Education Center County of Roanoke
McNeil Roofing, Inc. Past Chair
Berglund Automotive Group Lanford Brothers Company, Inc.
ABoone Homes, LLC
County of Botetourt
Carilion Clinic City of Salem
Roanoke Blacksburg Airport Commission
Lucas Thornton
Hist:Re Partners, LLC
Valmarie H. Turner
Martin, Hopkins & Lemon, P.C.
David Robertson
Christopher L. Whitlow
Total Action for Progress (TAP) Retired
John Shaner
Barton J. Wilner
ADMINISTRATION
Raina Peterson
President
Holly Marden
RBC Wealth Management Robertson Marketing, Inc. City of Salem Parks & Recreation
City of Roanoke
County of Franklin
Entre Computer Center
Eric Sichau
Roanoke Regional Chamber of Commerce
VISIT VIRGINIA'S BLUE RIDGE STAFF:
Landon Howard
Appointed by the City of Roanoke
Allison Oakey
Apple Ridge Farm
Eddy Alexander
Former President of Roanoke College Former President of Balzer and Associates, Inc.
Former Mayor of the City of Roanoke
WSLS-TV 10 (NBC)
Lionberger Construction Company
VISIT VIRGINIA'S BLUE RIDGE FOUNDATION TRUSTEES:
Marketing Coordinator
Events Coordinator [part-time]
Danielle Hart
Operations Director/Assistant to the President
SALES & MARKETING Debora Wright
Chief Strategist, Vice President
David Aldridge
Vice President of Marketing
Kathryn Lucas
Director of Public Relations
Shannon Terry
Director of Marketing
Jennifer Hayward
Social Media & Content Manager
Paige Thompson
Meeting Sales & Services Director
Grace Needham
Public Relations Manager
Amanda Koury
Sports Services Manager
DESTINATION DEVELOPMENT
Established November 15, 2016
Liz Long
Community Relations Director
VISITOR CENTER
W. Lee Wilhelm, III McNeil Roofing, Inc. President
Lisa Wagner
Visitor Center Specialist Lead
Kimberly Blair
VISITOR SERVICES SPECIALISTS
Susan E. Short, Ph.D.
Marlene Efkeman Debra Finney Linda Franklin Ray Keys Jon Osborn (Volunteer) Wayne Sanburn
Carilion Clinic Foundation Secretary Virginia Tech Treasurer
Christopher Dorsey City of Salem
Gary Larrowe
County of Botetourt
Christopher L. Whitlow County of Franklin
Sunny Shah
Baymont Inn & Suites Salem
Richard L. Caywood, P.E.
ADMINISTRATION
Mark S. Lucas
Visit Virginia’s Blue Ridge
County of Roanoke
Mill Mountain Technologies
Landon C. Howard
Barton J. Wilner
Entre Computer Center
Valmarie H. Turner City of Roanoke
OUR MISSION:
Visit Virginia’s Blue Ridge works to enhance the region’s economic vibrancy and quality of life through collaboration, coordination, advocacy and promotion of our attractions, people and authentic culture and experiences.
OUR VISION:
Virginia’s Blue Ridge will be locally, regionally, nationally and internationally recognized for its inspiring and vibrant mix of outdoor adventure, culture, and its easy access to a diverse set of unforgettable metro mountain experiences.
VisitVBR.com · 2025-2026 PROGRESS REPORT
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ONE REGION. ONE STORY. A STRONGER FUTURE. Visit Virginia’s Blue Ridge and the Roanoke Regional Partnership joined forces with Resonance, a thirdparty expert, to develop a cohesive Regional Destination Alignment Plan — bringing together the voices, strengths, and aspirations of our region to create a shared vision for the future. This was more than a planning exercise. It was a collaborative process designed to better understand how our region is perceived, what makes it distinctive, and how we can work together to strengthen its position as a destination to visit, live, work, and grow. The process engaged stakeholders, residents, and feeder markets through 30+ interviews, seven round tables with 56 participants, a six-region benchmark analysis, and a survey that generated more than 1,350 responses, including over 900 from community members. The result is a stronger foundation for telling our story — and putting that story to work.
This collaborative effort will help us:
• Attract visitors and talent by positioning the Roanoke Region in Virginia’s Blue Ridge with a more compelling, unified story that highlights the experiences, opportunities, and quality of life that set us apart. • Support local employers with tools and resources to promote the region as a destination for living and working, helping strengthen recruitment and retention efforts. • Bring our identity together by connecting our economic, cultural, outdoor, and educational assets that reflect our region’s unique strengths and create a stronger sense of place.
By aligning destination marketing and economic development, we can move beyond promoting individual assets to telling one powerful regional story — one that inspires people to visit, encourages them to stay, and helps our communities thrive.
VISIT VIRGINIA’S BLUE RIDGE
101 Shenandoah Ave. NE – Roanoke, VA 24016-2044 – 540.342.6025
VISITVBR.COM