27 May Press Release: Friends of Southwest Virginia Launches Destination Southwest Virginia, Invites Public to Help Shape Region’s Future
FOR IMMEDIATE RELEASE
CONTACT:
Ryan Vaughan
Marketing Manager
Friends of Southwest Virginia
rvaughan@myswva.org
Friends of Southwest Virginia Launches Destination Southwest Virginia, Invites Public to Help Shape Region’s Future
Major regional planning effort seeks community input to guide tourism, outdoor recreation, arts, culture, and economic development across 19 counties and four cities
ABINGDON, VA (Wednesday, May 27, 2026) – Friends of Southwest Virginia has launched Destination Southwest Virginia, a regional destination development initiative designed to strengthen the region’s economy by leveraging its tourism, outdoor recreation, arts, culture, and heritage assets.
Funded by the Appalachian Regional Commission and the Virginia Tobacco Region Revitalization Commission, the initiative will serve 19 counties and four cities across Southwest Virginia and establish a shared vision and strategic roadmap for the region’s future growth.
Friends of Southwest Virginia is partnering with Destination by Design, a nationally recognized destination planning and community development firm, and Headwaters Economics to conduct a comprehensive assessment of the region’s assets, visitor economy, market opportunities, and economic impact. The project will identify strategies to strengthen communities, support local businesses, enhance visitor experiences, attract investment, and increase economic opportunity throughout the region.
The initiative represents the first comprehensive regional destination development planning effort of this scale in nearly two decades and will provide communities with a coordinated framework for future growth and investment.
“Southwest Virginia is home to world-class outdoor recreation, rich cultural traditions, vibrant downtowns, and authentic experiences that continue to attract visitors from across the country,” said Kim Davis, Executive Director of Friends of Southwest Virginia. “Destination Southwest Virginia provides an opportunity to take a comprehensive look at our strengths, identify new opportunities, and create a roadmap that helps communities, businesses, and regional partners work together to grow the visitor economy while preserving the character and authenticity that make this region special.”
The project will include extensive research, asset mapping, economic analysis, stakeholder interviews, focus groups, and community engagement activities. Findings will be used to develop a 10-year strategic plan focused on destination development, tourism growth, outdoor recreation, arts and culture, workforce development, entrepreneurship, infrastructure investment, and regional collaboration.
As part of the planning process, Friends of Southwest Virginia is encouraging residents, business owners, community leaders, tourism partners, outdoor recreation enthusiasts, artists, and stakeholders throughout the region to participate in a regional survey. Community feedback will play a critical role in shaping priorities and recommendations for the final plan.
The initiative will be completed through five phases: project launch, discovery and analysis, community engagement, plan development, and implementation planning. The project will also include the creation of a publicly accessible online dashboard featuring regional assets, economic data, and strategic insights to support future planning and decision-making.
For more information and to take the regional survey, visit www.destinationswva.org