The Shadow
ALLEGHANY HIGHLANDS, Va. (VR) — The Alleghany Highlands recently welcomed nearly 40 tourism professionals from across the Commonwealth for a three-day, Virginia Tourism Experience-driven familiarization tour designed to showcase the region’s assets and strengthen its presence as a premier
travel destination.
The tour brought together representatives from Virginia Welcome Centers statewide, frontline ambassadors who engage with thousands of travelers each year and play a critical role in shaping visitor itineraries. Unlike destination-specific marketing efforts, these representatives promote travel across all of Virginia, making their firsthand knowledge of the Alleghany Highlands a powerful tool for future visitation.
Hosted by the Alleghany Highlands Chamber of Commerce & Tourism, the immersive experience highlighted the region’s diverse offerings from outdoor recreation and scenic landscapes to arts, culture, dining, and vibrant downtowns.
Over the course of three days, participants explored many of the area’s signature outdoor attractions and experiences. The itinerary included guided adventures at Douthat State Park, biking along the Jackson River Scenic Trail, and visits to Lake Moomaw, Falling Spring Falls, and Humpback Bridge.
The tour also showcased the region’s arts and cultural assets, including experiences at the Clifton Forge School of the Arts, Make Room Covington, Alleghany Highlands Arts & Crafts Center, Discovery Center, Historic Masonic Theatre and guided tours through the historic downtowns of Clifton Forge and Covington, highlighting the community’s unique character and growing creative economy.
“This type of tour represents true tourism development,” said Josh Taylor, Executive Director of the Alleghany Highlands Chamber of Commerce & Tourism. “By bringing these key tourism representatives into our community and allowing them to experience it firsthand, we’re not just promoting the
Alleghany Highlands, we’re creating informed advocates who will share our story with travelers from across the country.”
In addition to outdoor recreation and cultural experiences, the tour featured local dining, lodging, and hospitality partners, including stays at numerous area bed and breakfasts and visits to locally owned restaurants and attractions. These interactions provided participants with a deeper understanding of the region’s offerings and the authentic experiences available to visitors.
The impact of the tour extends far beyond the three-day visit. With each Welcome Center representative interacting with thousands of travelers annually, the knowledge and connections gained during the experience will directly influence travel recommendations and visitor decisions in the months and years ahead.
“This is a long-term investment in our tourism economy,” Taylor added. “It’s about building relationships, increasing awareness, and ensuring that when someone asks, ‘Where should we go in Virginia?’ the Alleghany Highlands is part of that conversation.”
The success of the tour was made possible through collaboration with area localities, local businesses, community partners, and regional stakeholders who helped showcase the best of the Alleghany Highlands.
As the region continues to build on its momentum, initiatives like this reinforce the Chamber’s ongoing commitment to not only promoting the Alleghany Highlands, but actively developing it as a destination.
For more information about visiting the Alleghany Highlands, go to visitalleghanyhighlands.com
