HD21 - Promotion of Tourism in Virginia
Executive Summary: The joint subcommittee recommends the following adjustments to the fiscal year 1988 budget of the Division of Tourism: a. That the domestic advertising budget be increased by $4.1 million dollars to retain the desired share of voice in six traditional markets, to expand to new markets, and to add specialty market coverage. b. That the support services be increased by $432,000, including two new positions, for public relations, enhanced market research, computer development and operational costs. c. That a new program for meetings and conventions be established at a cost of $550,000 and two new positions. d. That a new program for international promotion be established at a cost of $250,000. e. That six positions be added at a cost of $180,000 to serve as tourism development specialists, working with local and regional groups and state entities which require technical and organizational assistance to successfully market their attractions as tourist destinations. f. That the Washington, D.C. sales office be re-opened at a cost of $150,000 and two new positions. g. That the operating hours of the welcome centers be extended to 7:00 p.m. during peak season on a pilot basis, at a cost of $50,220. h. That the Division of State Parks and Recreation be appropriated $325,000 to develop, in conjunction with the tourism development specialists and other outdoor agencies, an outdoor recreation campaign that would increase state park visitation and utilization of other outdoor resources, especially during off season. In addition, the joint subcommittee recommends that the Division of Tourism, the Virginia Community College System, and the Vocational and Adult Education Division of the Department of Education work cooperatively in developing curriculum and course offerings that will better prepare the work force for jobs in the tourist-related industry. Lastly, the joint subcommittee recommends that the Division of Tourism remain within the Department of Economic Development, but that the Division be recognized as a coequal division within the Department. The Director of the Department should strive to allocate equal attention to the activities of all Divisions. The Division of Tourism's requirements for automation, relocation and administrative support from the Department should not be overlooked. Given the significant increases in programmatic funding recommended above, the Department should consider increases in the administrative and management staff as a top priority. If these improvements have not been implemented within the next two years, the joint subcommittee recommends that full consideration be given to the creation of a new department - the Department of Tourism. |
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