This October the efforts of many became a reality as the Southwest Virginia Cultural Heritage Foundation unveiled the new branding for Southwest Virginia. Southwest Virginia’s counties and cities collected almost $25 million in local travel related tax revenue in 2015, which further illuminates the increasing role that tourism plays in Southwest Virginia’s economy.  Virginia Tourism Corporation has worked alongside the Southwest Virginia Cultural Heritage Foundation for months to develop the regional brand that will help businesses, local governments and citizens promote the quality of life and opportunities that the New River Valley has to offer as a great place to visit for a week’s vacation – or to make a home for a lifetime.

Todd Christensen, Director of the Southwest Virginia Cultural Heritage Foundation, stated that the Southwest Virginia branding effort began with the initiation of The Crooked Road in 2003. He added that “For the past several years, the Southwest Virginia Cultural Heritage Foundation has acted as a facilitator to involve scores of collaborative partners in developing an open access brand.” With travel expenditures in Southwest Virginia increasing by 52% and a revenue increase of almost $337 million since 2004, stakeholders from around the Commonwealth of Virginia recognized a need to partner together to produce a region-wide initiative in Southwest Virginia.

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