Creating a strategic roadmap to strengthen Southwest Virginia’s economy through destination development, asset-based investment, and regional collaboration.
“This is an exciting moment for Southwest Virginia. Destination Southwest Virginia, a signature project of Friends of Southwest Virginia, is leading a coordinated, region-wide approach to destination development, something our region has not undertaken at this scale in nearly two decades. Through this work, we will gain a deeper understanding of the assets that shape our communities and the role they play in driving economic growth.
– Kim Davis, Executive Director, Friends of Southwest Virginia
Plan Purpose
Destination Southwest Virginia is a regional initiative led by Friends of Southwest Virginia to strengthen the economy by building on the region’s cultural, heritage, and outdoor assets. Serving 19 counties and four cities, the project is funded by the Appalachian Regional Commission and the Tobacco Region Revitalization Commission.|
Through asset mapping, economic analysis, and stakeholder engagement, the initiative will evaluate the creative economy, document its impact, and create a clear framework for investment, collaboration, and long-term growth.
The final plan will deliver actionable recommendations and a 10-year roadmap to guide decision-making, strengthen partnerships, and support sustainable destination development across Southwest Virginia.
Goals
IDENTIFY: Inventory and map the cultural, heritage, and outdoor recreation assets that shape Southwest Virginia’s identity and contribute to the region’s economy.
LISTEN: Engage local governments, partner organizations, business owners, tourism leaders, creatives, educators, and community stakeholders to understand regional strengths, challenges, and opportunities for future growth.
ANALYZE: Evaluate the economic impact of Southwest Virginia’s creative economy over the past decade, including its contributions to jobs, entrepreneurship, visitation, and broader regional vitality.
UNIFY: Strengthen collaboration across communities and sectors to better connect regional assets, support shared priorities, and build momentum around a more coordinated destination development strategy.
ACT: Develop a shared vision, practical set of recommendations, and a 10-year strategic roadmap that guides investment, decision-making, partnerships, and long-term implementation across the region.
Process
March – May 2026
Project Launch
Create a project identity and communications approach that builds awareness and encourages participation across the region. A project website, engagement video, and supporting materials will provide information and updates throughout the planning process.
April – August 2026
Discovery and Analysis
Build a regional asset inventory and analyze economic and demographic data to better understand Southwest Virginia’s creative economy, opportunities, and challenges.
June 2026 – February 2027
Community Engagement
Gather input from leaders, partners, businesses, and community stakeholders across the 19 counties and four cities through in-person meetings, regional workshops, and a regional community survey.
March – May 2027
Plan Development
Develop a set of actionable recommendations and a 10-year roadmap informed by research and stakeholder input to strengthen partnerships, guide future investment, and support growth in tourism and the creative economy.
February – May 2027
Dashboard and Planning Tools
Create a publicly accessible dashboard that highlights regional assets, economic insights, and strategic priorities. The dashboard will serve as a practical tool for planning, collaboration, and future investment across Southwest Virginia.
Creating a strategic roadmap to strengthen Southwest Virginia’s economy through destination development, asset-based investment, and regional collaboration.
