Research

In June 2024, the CACVB Board approved a long-term tourism master plan to help increase tourism and its economic impact across the Charlottesville/Albemarle region. We partnered on this initiative with SIR, a Richmond-based strategy and research firm, who conducted interviews and an online survey of our partners as part of this assessment.

SIR Past and Prospective Visitor Profile

We are thrilled to announce our first-ever Tourism Master Plan - Destination 2045: Crafting Our Tourism Future Together.

We embarked on this tourism master plan with the belief that there is a shared vision for our future. Over the last year, we have discovered that all our stakeholders desire a balance of quality of life and economic sustainability that honors our landscapes, highlights our culture, and makes everyone feel welcome. This plan is crafted in a way that brings in diverse perspectives and provides a 20-year plan that will build our community, provide economic opportunity, and guard our environment for generations to come.

Read the full tourism master plan below.

Tourism Master Plan

CACVB Strategic Plan
The tourism master plan will be executed in a series of 3-year strategic plans, the first of which was passed by the CACVB board in October 2024. You can find the current CACVB strategic plan here.

Economic Impact
The Virginia Tourism Corporation releases locality-based economic impact reports annually. It also provides weekly lodging reports and consumer research. Click here for more information.

STR Reports
STR releases monthly reports on occupancy rates, average daily rate (ADR) and revenue per available room (RevPAR) for the 50+ hotels in our area. Please see below for the latest trend charts.