About Visit Virginia’s Blue Ridge 

Visit Virginia’s Blue Ridge (Visit VBR) is the official destination marketing organization for the Roanoke Region in Virginia’s Blue Ridge. Through collaboration, promotion, sales, visitor services, advocacy, and destination development, Visit VBR works to grow the region’s visitor economy and strengthen Virginia’s Blue Ridge as a place to visit, live, work, and enjoy. 

Our work connects visitors with the people, places, businesses, and experiences that make the region distinctive while helping generate visitation, visitor spending, and economic opportunity throughout the communities we serve. 

Our Mission 

Visit Virginia’s Blue Ridge works to enhance the region’s economic vibrancy and quality of life through collaboration, coordination, advocacy, and promotion of our attractions, people, and authentic culture and experiences. 

Our Vision 

Virginia’s Blue Ridge will be locally, regionally, nationally, and internationally recognized for its inspiring and vibrant mix of outdoor adventure, culture, and easy access to a diverse set of unforgettable Metro Mountain experiences. 

What We Do 

Visit VBR brings together destination marketing, public relations, meetings and sports sales, visitor services, community partnerships, research, and destination development to increase awareness of the Roanoke Region and create opportunities for tourism-related growth. 

We work collaboratively with local governments, hospitality and tourism businesses, attractions, community organizations, and other regional partners to tell a compelling story about Virginia’s Blue Ridge and connect potential visitors with experiences throughout the region. The organization serves the Cities of Roanoke and Salem and the Counties of Botetourt, Franklin, and Roanoke. 

Tourism Strengthens Our Region 

Tourism is an important part of the regional economy. Visitor spending supports local businesses, creates jobs and wages, generates local and state tax revenue, and contributes to amenities and experiences that enhance quality of life for residents. 

Visit VBR works to grow that impact by inspiring travel to Virginia’s Blue Ridge and encouraging visitors to stay longer, explore more of the region, and support local businesses and communities. The organization measures its success through indicators such as lodging demand, transient occupancy tax collections, visitor spending, and other measures of tourism's economic impact. 

Working Together for Virginia’s Blue Ridge 

Tourism is a regional effort. Visit VBR works alongside public- and private-sector partners to strengthen the visitor experience, support the hospitality industry, increase awareness of the region, and identify opportunities that can move the destination forward. 

Through this collaborative approach, Visit VBR helps connect the distinctive communities and experiences of the Roanoke Region under the Virginia’s Blue Ridge brand while advancing a shared vision for the region’s future. 

Learn More About Visit VBR 

Staff 
Meet the Visit Virginia’s Blue Ridge team and learn more about the people working to promote and support the region. 

Board of Directors
Meet the community, government, and tourism industry leaders who provide leadership and oversight for Visit Virginia’s Blue Ridge. 

Destination Vision 2030 
Learn about the long-term vision and priorities developed to support the continued growth and development of Virginia’s Blue Ridge as a destination. 

Economic Impact / Progress Report 
View the latest Visit VBR Progress Report and learn more about the performance and economic impact of tourism in the region. 

E-Newsletter 
Sign up for the monthly Visit Virginia’s Blue Ridge e-newsletter for destination inspiration, upcoming events, and ideas for exploring the region. 

Jobs 
View current employment opportunities with Visit Virginia’s Blue Ridge.