30 Jan Press Release: Friends of Southwest Virginia Launches Regional Tourism Workforce Training Initiative

Posted at 09:56h in Press by

FOR IMMEDIATE RELEASE

CONTACT: Ryan Vaughan

Marketing Manager

Friends of Southwest Virginia

rvaughan@myswva.org

 

Friends of Southwest Virginia Launches Regional Tourism Workforce Training Initiative

The initiative strengthens the region’s creative economy by investing in workforce development and tourism capacity.

ABINGDON, Va. (Friday, Jan. 30, 2026) – Friends of Southwest Virginia is pleased to announce the launch of a comprehensive Regional Tourism Workforce Training Initiative across Southwest Virginia. This initiative supports the organization’s broader mission to strengthen the region’s creative economy by investing in workforce development, enhancing visitor experiences, and building long-term capacity within the tourism sector.

The initiative will deliver high-quality professional development and customer service training for frontline tourism employees while expanding regional knowledge of Southwest Virginia’s attractions, experiences, and communities. By fostering a welcoming, service-oriented culture, the program aims to enhance visitor satisfaction and encourage longer stays, while also strengthening collaboration and shared regional identity among tourism partners. Participants will be equipped with practical marketing tools and resources to more effectively promote the region and elevate the overall visitor experience across Southwest Virginia.

“The launch of the Regional Tourism Workforce Training Initiative represents an important step forward in strengthening hospitality and tourism collaboration across Southwest Virginia,” said Kim Davis, Executive Director of Friends of Southwest Virginia. “By investing in the people who shape the visitor experience every day, we are expanding our collective ability to market Southwest Virginia as both a world-class destination and an exceptional place to live, work, and explore.”

Funded through the Appalachian Regional Commission (ARC) and GO Virginia, the Regional Tourism Workforce Training Initiative is part of a broader creative economy and destination marketing initiative designed to strengthen Southwest Virginia’s cultural and economic vitality. This initiative supports efforts to build a sustainable creative economy, highlight the region’s rich heritage and natural assets, create jobs, and welcome new visitors and businesses.

A Request for Proposals (RFP) is now open for qualified firms interested in completing the initiative. Firms are encouraged to review and apply at www.friendsofswva.org/opportunities