City of Roanoke anticipates record tourism revenue growth

During a recent government meeting, officials highlighted significant growth in tourism revenue for the city of Roanoke, projecting collections to rise from $10 million to approximately $11 million in the coming year. This increase is attributed to the robust performance of the travel and tourism sector, with expectations for lodging tax collections to exceed $1.3 billion statewide.

The discussions also touched on the competitive landscape, particularly in comparison to Asheville, which retains 100% of its lodging tax revenue. Officials emphasized the importance of strategic marketing and collaboration among local businesses to enhance Roanoke's appeal as a tourist destination.

Board composition was another focal point, with a current total of 36 members representing various localities, including Roanoke City, Roanoke County, and surrounding areas. The aim is to ensure diversity and a wide range of perspectives to guide regional marketing efforts. The meeting introduced new leadership, with Mark Lucas set to become the new board chair and Sonny Shaw as vice chair.

Additionally, the strategic planning process was discussed, with governance being a key topic. Officials reiterated the importance of continuity in leadership roles and the necessity of the city manager's approval for board nominations. The meeting underscored Roanoke's commitment to economic development, building on a comprehensive strategic plan established in 2019 that extends beyond mere revenue generation.