Jill Howard

The Tourism Works program, initiated by the West Virginia Department of Tourism, is designed to prepare for and support an anticipated increase in job opportunities within the state's tourism industry, with 21,000 annual openings projected through 2030. Funded by a $5.1 million grant, the program's primary goals are to Train Your Team, Educate Our Communities, and Shape Our Future, ensuring West Virginians acquire the necessary skills for tourism roles and businesses can effectively upskill their existing staff.

The strategic plan for the West Virginia Tourism Office focuses on revitalizing the state's tourism industry by addressing declining economic impact and adapting to modern advertising practices. Key areas of focus include enhancing brand awareness, unifying the state's messaging, fostering industry development through collaboration and support, improving customer service, and optimizing funding and resource allocation. The plan aims to leverage West Virginia's natural beauty and recreational opportunities to capture a larger market share and increase tourism revenue.

The Tourism Advisory Council meeting covered several topics including the establishment of the new Tourism Advisory Council, meeting schedules, roles and responsibilities, reimbursement policies, and a report from the West Virginia Department of Tourism covering economic impact, visitation, advertising performance, public relations, brand partnerships, and new initiatives like the West Virginia Waterfall Trail. Additionally, the council discussed workforce development initiatives, the Governor's Conference on Tourism, international development, and the establishment of the Workforce Committee and the Economic Development Committee.

The Tourism Advisory Council convened to discuss various topics, including updates on the West Virginia tourism industry's performance in the first quarter of the year, highlighting visitor rates, social media success, and public relations efforts. The council also reviewed the Economic Development Tax Credit and the rollout of the Almost Heaven Brand merchandising in WV State Parks. Presentations were given on the Governor's School for Tourism, with discussions on curriculum development and student preparation. Additionally, the council discussed workforce training programs and an upcoming in-person meeting at the Governor's Conference on Tourism.

The meeting included a tourism report from the second quarter of 2024, which showed significant recovery in visitor spending since the pandemic. There was also discussion of new marketing agency changes, with Miles Partnership focusing on brand marketing, the Zimmerman Group overseeing public relations, and Artisan Council specializing in social media marketing. An international tourism presentation highlighted strategies for international marketing, and there was a recap of the Governor's School on Tourism. The council was updated on workforce initiatives, including tourism education in all 55 counties and the addition of new tourism-related programs at colleges and technical schools.