The Commonwealth of Virginia is seeking a vendor to develop a comprehensive tourism strategic plan. The selected vendor will be responsible for conducting an in-depth inventory of tourism assets, which includes attractions, events, event spaces, lodging, cultural and heritage resources, natural amenities, wineries, breweries, restaurants, and recreational opportunities throughout the state.

Key deliverables will include recommendations for updates to branding elements such as logo, tagline, and messaging, ensuring alignment with established brand guidelines. The vendor will also identify peer or competing destinations to perform benchmarking and provide a comparative analysis, highlighting Virginia's competitive strengths and areas for improvement. The scope of work includes developing a project work plan and methodology, completing an asset inventory and benchmarking analysis, providing visitor profiles and trend reports, and summarizing stakeholder engagement.

Additionally, the vendor will deliver a comprehensive SWOT and gap analysis, a draft tourism strategic plan, and a final polished, public-facing strategic plan document. The contract is expected to last one year, and all vendor questions related to this engagement must be submitted by December 22, 2025.