richmond region

Richmond Region Tourism required a platform to build consensus amongst regional stakeholders to define the priorities for the destination and organization.


Tourism in Richmond, Virginia is a regional effort, and Richmond Region Tourism works in partnership with the counties of Chesterfield, Hanover, Henrico, New Kent, Powhatan, the City of Richmond and the Town of Ashland to promote the Richmond Region to the world. Working with such a diverse set of stakeholders can often make consensus building difficult. A scenario model and destination assessment was utilized to help set priorities for the destination and organization.


In consultation with the client, we developed a customized DestinationNEXT Assessment for the region. The survey was pushed out to key industry and community leaders and more than 200 responses were received. Particular focus was given to ensuring representation from the various counties and city stakeholders that represent the region.


The results of the DestinationNEXT Assessment placed the destination in the Destination Trailblazer scenario, with above average scores for destination strength and community support. The assessment outlined a set of key opportunities for the region which were then prioritized by the organization. The top priority was the development of a tourism master plan for the region, which the organization initiated in 2018. Another key opportunity was the development of a headquarters hotel in the region. The organization was able to utilize this stakeholder consensus in advocacy efforts with public and private sector leaders.