Shenandoah Valley

Shenandoah Valley

SHENANDOAH VALLEY — The Shenandoah Valley Travel Association (SVTA) announces it has received $25,000 from the Virginia Tourism Corporation Marketing Leverage Program grant fund to promote travel to the Shenandoah Valley.

SVTA partnered with Staunton CVB, Front Royal CVB, Shenandoah Valley Music Festival, Museum of the Shenandoah Valley, Luray Caverns, and Delaware North at Shenandoah National Park on its successful grant application to the Virginia Tourism Corporation.

The“Epic Experiences Ahead” campaign targets Millennials and Baby Boomers by promoting authentic, off the beaten path experiences that reflect the Shenandoah Valley’s core identity, encouraging passionate travelers who are interested in creating memories that will last a lifetime.

Visitors will be encouraged to come back to the Valley again and again, to try out new experiences in one of the most beautiful landscapes of America.

“At SVTA, we are passionate about the importance of travel and tourism to our region,” says Julie Armel, past president of SVTA and Director of Marketing for the Museum of the Shenandoah Valley. “The Shenandoah Valley’s travel, tourism and hospitality industry continues to grow, and we are thrilled to be a part of telling the Valley story, targeting new visitors, and reaching out to a new generation of travelers.”

Research shows that every VTC dollar invested in grants resulted in $16 of direct visitor spending. Marketing campaigns that received Marketing Leverage Grants have increased visitation by 15%.

“With this grant, we will be able to supercharge the Shenandoah Valley’s travel marketing through a digital-first marketing campaign that is supported by a fully integrated, multi-platform strategy,” said John Shaffer, Director of Public Relations for Luray Caverns.

Virginia ranks eighth in the nation for domestic traveler spending, and the Shenandoah Valley is one of the state’s “Top 10” most visited areas, according to the Virginia Tourism Corporation. The Shenandoah Valley region encompasses fourteen counties in central and western Virginia, stretching from the Winchester area in the north to the Roanoke region in the south.

The VTC Marketing Leverage Program is designed to stimulate new tourism marketing and increase visitor spending to boost economic growth. The grants are able to help local and regional tourism entities attract more visitors by leveraging local marketing dollars.

“The tourism industry continues to be one of the fastest-growing and most innovative industries in Virginia, proving to be an instant revenue generator year after year,” says Virginia Governor Northam, adding that tourism alliances like SVTA create “inventive, strategic marketing initiatives to showcase the many lures that Virginia has to offer.”

About Shenandoah Valley Travel Association (SVTA)

Founded in 1924, SVTA is one of the oldest regional tourism promotional organizations of its kind in the United States. The association promotes the tourism assets of the beautiful and historic Shenandoah Valley to the rest of the world. SVTA is a membership-based organization that receives no lodging or meal tax revenues. The Shenandoah Valley encompasses fourteen counties in Virginia and two counties in West Virginia, stretching from Harper’s Ferry in the north to Roanoke in the south. In addition to local and regional tourism bureaus, the Shenandoah Valley Travel Association partners with U.S. Travel, Virginia Tourism Corporation, West Virginia Tourism, and Capital Region USA (CRUSA) to advance travel and tourism to the area.

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