(Danville) — Danville Tourism officials have launched an effort to get more people involved in welcoming folks to the region.
Tourism Director Lisa Meriwether tells River City TV the program, called, “I Am Tourism,” will give locals in-depth knowledge of attractions, dining, shopping, and lodging options in Danville and Pittsylvania County. This will create “tourism ambassadors.” “We want our locals to be able to have a voice and to tell their stories and to create a sense of pride about where they live,” Meriwether tells River City Television.
They’ll begin with a half-day workshop August first where you’ll get the local angle and the state angle on efforts to get more visitors who stay longer and spend more money while they’re here. “They’re going to be hearing from representatives from the Virginia Tourism Corporation,” Meriwether said. “They’re going to talk about the importance of tourism to Virginia’s overall economic development efforts.”
The ambassadors will also get a guided bus tour of the Danville area, led by Joyce Wilburn. “Even if you’re a long-term resident of Danville, there are things here that maybe you can learn more about,” Meriwether says. “We can shine a light on things that our visitors are enjoying while they’re here.”
And once the the new ambassadors are in place, Meriwether says there’s multiple ways they can help boost Danville’s tourism efforts. “Perhaps you would like to volunteer for some of the many events that are taking place here in Danville and Pittsylvania County throughout the year. Maybe you’d like to come out to the Danville Visitor’s Center and spend a couple of hours once a month,” Meriwether suggested. “It will help you understand what our travel counselors do all day.”
The training is free and open to the public, but space is to limited to 50 people per workshop and two per business. “It enriches our visitors’ experiences when we can have those authentic heart-felt stories shared with our visitors,” Meriwether said. “It just gives a great sense of community.”
Meriwether says they plan to train more ambassadors in the future with similar workshops held every quarter.
Meriwether was named director of the newly-created Danville Tourism Division in late 2021. Since then she’s led efforts to create a tourism branding strategy for Danville and Pittsylvania County while reaching out to new visitors. Her division has also developed the city’s first-ever comprehensive tourism guide.
Danville’s former Tourism Division operated out of the Department of Parks and Recreation. It focused primarily on tourism within the city limits. It promoted the Riverwalk Trail and Daniel Dan Park, helped develop events like the Bright Leaf Brewfest, and assisted with Festival in the Park and other events.
The new department was resurrected in 2021 and is under Danville’s Department of Economic Development. It operates out of the Visitor’s Center off of the Danville Expressway. Meriwether says the division more accurately reflects tourism’s potential impact on the city, and beyond.
A report last year from the Virginia Tourism Corporation showed the City of Danville generated $112.7 million in direct visitor spending last year. Pittsylvania County took in $31.5 million. That is a 12.7% increase over 2021 for Danville, and a 9.3% increase for Pittsylvania County.