CHARLOTTESVILLE, VA (CVILLE RIGHT NOW) – Gov. Abigail Spanberger used downtown Charlottesville as the backdrop, at Level 10 in a 2nd Street office building with a view of the city and Blue Ridge, to unveil a major statewide tourism plan.

“I am so excited to be in Charlottesville, certainly a great tourist destination, but also a great place whether it’s for education, or employment or a little bit of outdoor sight-seeing,” Spanberger said after the Wednesday morning unveiling of the Virginia Statewide Strategic Tourism Plan for 2026-2029. “I think Charlottesville is a great location to really highlight of how much tourism can be and is a driver of Virginia’s economy.”

Spanberger, along with Virginia Tourism Corporation President and CEO Rita McClenny, unveiled “a comprehensive roadmap designed to guide tourism growth, sharpen the Commonwealth’s competitive edge, and increase both visitation and traveler spending over the next four years.”

The Governor said three primary priorities are outlined in the plan, which include increasing investment in tourism product development, targeting investments to address regional gaps and opportunities, and strengthening coordination across state, regional, and local partners.

The plan includes existing product promotion which “evaluates each region’s top Points of Interest (POIs) and assesses how well existing assets align with traveler preferences and competitive destinations.”

Then there’s future product development which, “analyzes competitive gaps, recommends new products or enhancements, and identifies each region’s direction for the next three years.”

The first phase was of the plan was dividing into regional tourism areas, of which Charlottesville and Albemarle are part of the Virginia Piedmont region.

“Destinations that invest strategically and align their efforts are the ones that win more visitors,” said McClenny. “This plan provides a clear, actionable framework to help Virginia grow visitation, extend length of stay, and increase traveler spending while ensuring every locality has the tools they need to succeed.”

The new strategic plan “outlines priority projects and funding opportunities, ranks initiatives with the greatest statewide and regional impact, and provides a tactical roadmap for recommendation implementation.”

She noted the plan also underscores the increasingly competitive nature of the tourism industry, as neighboring states continue to invest heavily in attractions, infrastructure, and destination development to capture greater market share.

“Virginia is competing against 49 others states for business, for talent, for outside investment, and during the course of my Administration I want us to dominate all of them,” the Governor said.

Charlottesville mayor Juandiego Wade praised the view from Level 10 and noted one of the city’s big upcoming events.

“We’re proud to be here in the heart of downtown Charlottesville just steps away from the historic Downtown Mall which is celebrating its 50th anniversary this year,” Wade said. “So, come back on July 3rd for the party of the year.”

Level 10 view
View from Level 10 balcony