By: Sydney Webb, PhD, BTA Content Strategy and Research Director
My head is still spinning from all the ideas, energy, and connections at the 2025 West Virginia Governor’s Conference on Tourism. One thing is clear: WV tourism isn’t just strong—it’s thriving.
Here are my top 6 takeaways…
- Visitors Are Spending More—WV Is Cashing In
- Pitching with Purpose
- Content Creators Need Freedom
- AI Isn’t Coming—It’s Here
- Expect the Unexpected
- Play to Your Strengths
Travelers nationwide are willing to spend up to $6,000 on their trips, and West Virginia is reaping the benefits. Why? We have a rare combination: four-season natural beauty and affordability. When you can hike, bike, ski, raft, geocache or simply soak up the views without draining your wallet, the Mountain State becomes irresistible.
Generic pitches don’t cut it. The pros stressed tailoring outreach to match the publication’s focus. If a media outlet loves “Top 10” lists, give them WV’s “Top 10 Most Instagrammable Waterfalls.” Doing your homework pays off.
Itineraries should cover the essentials—addresses, timing, points of interest—but leave room for creators to wander, discover, and fall in love with WV on their own terms. Their authentic experiences drive authentic storytelling.
AI is already shaping tourism marketing, from itinerary planning to search. The message was loud and clear: if your website, photos, or listings are outdated, AI-powered tools won’t find—or feature—you.
Whether it’s a state fair or a major sporting event, the takeaway was simple: plan for curveballs. Volunteers, backup plans, and flexibility aren’t “nice to haves”—they’re survival strategies.
Every professional in the tourism industry brings unique skills to the table. When teams align those strengths—whether it’s sales, storytelling, or strategy—destinations shine brighter.
West Virginia’s tourism future looks brighter than ever—and it’s no surprise that our partners are leading the way. A special congratulations to our client, Visit Mountaineer Country CVB, for being recognized with multiple awards at the 2025 Governor’s Conference on Tourism. Their hard work, creativity, and dedication to showcasing the best of the Mountain State are setting the bar high for the industry. At BTA, we’re proud to celebrate their achievements and excited to see how they continue to drive tourism forward in West Virginia.