Goochland County has received $10,000 through Virginia Tourism Corporation’s DRIVE Tourism+ program, a tourism promotion and development grant program designed to help Virginia communities enhance their competitiveness, boost tourism spending, and extend visitor length of stay through targeted promotion and product development strategies.
To build on these strategies, Goochland County plans to use the awarded funds for tourism promotion and product development to strengthen and leverage existing tourism assets in the county. With extensive outdoor recreation opportunities and a robust park system, Goochland is exploring products that would enhance these offerings for both tourism and resident quality of life.
DRIVE Tourism+ builds on the DRIVE 2.0 Statewide Strategic Plan to enhance tourism development, assets, and entrepreneurial opportunities within Virginia. Following their participation in the program, communities received the foundation for a competitive tourism promotion and product development plan, including specific action steps, success factors, timelines, priorities, and identified partners to support project success.
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“We are very grateful to our tourism partners at Virginia Tourism Corporation for providing us an opportunity to accelerate our tourism initiatives and increase awareness throughout the region and Commonwealth about what Goochland has to offer,” said Nora Amos, Goochland director of economic development. “With over 40 miles of shoreline along the James River, we will look to increase access and activate river usage for all.”
“Tourism is about creating unforgettable experiences that inspire visitors to stay longer and engage more deeply with the places they visit,” said Rita McClenny, president and CEO of Virginia Tourism Corporation. “The DRIVE Tourism+ program will help these destinations take a more intentional approach to tourism promotion and product development, using data, planning, and local partnerships to strengthen their visitor offerings and remain competitive in today’s travel marketplace.”
Goochland County is filled with hidden gems and tourism opportunities for everyone to enjoy. Visitors can sip on a beverage from one of Goochland’s 10-plus craft beverage manufacturers, float down the James River, or go back in time with a movie at the Goochland Drive-In. When you are in Goochland, you are not far from finding fun.
Established to meet the increasing consumer demand for travel across the Commonwealth, the DRIVE Tourism+ program allows destination marketing organizations to use awarded funds for tourism promotion and development projects that will have an immediate impact within their communities. Participating communities utilized current travel data, trends, and research to develop their plans, and held workshops to gather input from the public and stakeholders on how the plans could attract new travelers and boost economic activity.
Since launching the Explore Goochland website and brand in 2023, Goochland has seen consistent growth in tourism. In 2024, Goochland’s direct impact total spending from tourism increased by 15.10% to $59.2 million. When indirect impacts are included, the total impact of tourism in Goochland was $102.2 million and supported 672 jobs.
For more information or to explore more visitor offerings from Goochland County, visit ExploreGoochland.com. To learn more about Virginia Tourism Corporation’s DRIVE Tourism+ program, visit www.vatc.org/drivetourism/drivetourismplus/.
Goochland County is located in the heart of Central Virginia, situated between Richmond and Charlottesville. The county offers an exceptional quality of life, a rich history, and a welcoming community across 289 square miles of scenic rural countryside. Goochland’s tourism scene features the Goochland Craft Beverage Trail with more than 10 award-winning wineries, breweries, cideries, and distilleries; outdoor recreation including James River access; charming shopping and farmers markets; and family-friendly attractions.
Virginia is for Lovers is one of the most iconic and recognizable travel brands in the world. Using that brand equity, Virginia Tourism Corporation is charged with promoting the Commonwealth as a premier travel destination by showcasing all there is to love in a Virginia vacation. The dollars spent by travelers fuel the economy, provide jobs for Virginians, and improve communities across the state. Tourism helps make Virginia a place to live, work, and vacation. Learn more at virginia.org.
