MANASSAS, VA - MAY 7, 2017 - Each May, tourism offices across the country celebrate the travel industry during National Travel & Tourism Week (May 7-13, 2017). But in Northern Virginia, five destinations have been coming together year-round for more than a decade to promote “Virginia’s Cultural Region” in both domestic and international markets.
These five destinations – Arlington, Fairfax, Loudoun and Prince William counties along with the City of Alexandria – comprise the Northern Virginia Visitors Consortium (NVVC), and while they typically compete for tourism dollars, they choose to harness the power of regionalism to fulfill the visitor’s needs and expectations to the greatest degree possible – allowing a seamless travel experience throughout Northern Virginia.
The group’s efforts are working. Due to the continued work of the individual jurisdictions, coupled with the innovative marketing and sales efforts by NVVC, tourism revenue in Northern Virginia continues to climb. In 2015, tourism in Virginia generated $23 billion – and the first, second and third highest contributors of that tourism economy were Arlington, Fairfax and Loudoun counties, respectively. In fact, all five NVVC destinations are represented in the state’s top 10 tourism revenue drivers – accounting for approximately 40 percent of the state’s overall tourism economy.
In recent years, NVVC has focused on cultivating the lucrative drive-markets of Canada, and the group is heavily involved in the upcoming IPW tradeshow in nearby Washington, DC. Yet, continued success and expansion in the international marketplace requires dedicated financial, marketing and sales support from both NVVC members and the Virginia Tourism Corporation.
The conversation of true regionalism is getting louder, and the tourism industry is starting to see it as a major business opportunity. Northern Virginia has been implementing this strategy for more than a decade and will continue to embrace this successful and innovative way of collaborating. What’s good for one is good for all.
Discover Prince William & Manassas is the Convention and Visitors Bureau marketing Prince William County and Manassas, Virginia as a destination for leisure and business travelers, group tours, weddings, meetings and events. For more information, please visit discoverpwm.com or follow us on Twitter @DiscoverPWM