Roanoke, VA—Feb. 3, 2026— Visit Virginia’s Blue Ridge (Visit VBR) is celebrating the success of its first-ever regional holiday marketing campaign, which drove increased tourism demand, record digital engagement, and hotel performance that significantly outpaced state and national averages during the 2025 holiday season.

The holiday campaign ran from October 15 through December 15, 2025, with a $200,000 investment designed to showcase Virginia’s Blue Ridge as a distinctive metro mountain holiday getaway. The campaign targeted drive-market visitors within 2 - 3 hours of Roanoke, highlighting seasonal experiences and events, shopping, and arts and culture across the region.

Holiday Tourism Performance Surpassed Benchmarks

During December 2025, hotels across Roanoke City, Salem, Roanoke County, and Botetourt County saw significant, measurable gains tied to the campaign period:

  • 83,321 rooms sold, a 4.9% year-over-year increase
  • $8.69 million in room revenue, a 6.9% year-over-year increase

By comparison, the statewide average grew just 0.7% in room demand and 0.1% in revenue, while national averages were flat or declined, underscoring Virginia’s Blue Ridge’s strong holiday performance.

Record-Setting Digital Reach and Engagement

The campaign delivered broad visibility and engagement across digital platforms:

  • 40+ million impressions
  • 1.5+ million digital engagements
  • 292,000+ unique users and 392,000+ website visits to Visit VBR
  • 64% year-over-year increase in website traffic during the campaign
  • 826,000+ video views across YouTube, connected TV, and social media
  • 547,000+ email opens through owned and partner email campaigns

Exceptional Growth in Target Drive Markets

Website traffic from key target markets increased dramatically during the campaign window, signaling strong interest and intent to travel. Notable increases included:

  • Staunton: +309%
  • Harrisonburg: +265%
  • Charlottesville: +238%
  • Winston-Salem: +231%
  • Greensboro: +220%

As Visit VBR looks ahead, the success of its holiday campaign establishes a strong foundation for expanding seasonal marketing efforts and continuing to position Virginia’s Blue Ridge as a year-round destination—especially during traditionally competitive holiday travel periods.

***Dropbox of Campaign Imagery***

MEDIA CONTACT 
Kathryn Lucas 
Director of Public Relations, Visit VBR
klucas@visitvbr.com | 540-342-6025 ext. 129

About Visit Virginia’s Blue Ridge (VBR)
Visit VBR is the official destination marketing organization for Virginia’s Blue Ridge, which includes the Cities of Roanoke and Salem and the Counties of Botetourt, Franklin, and Roanoke. The region is easily accessible via the Roanoke-Blacksburg Airport (ROA), Interstate 81, and Amtrak’s northeast regional route. Virginia’s Blue Ridge (VBR) is nestled in the heart of the Blue Ridge Mountains and along the Blue Ridge Parkway, providing a metro mountain mix of exciting outdoor adventure with refined culture.  For more information, go to www.VisitVBR.com.