Virginia’s new 2025 tourism data shows visitors spent $98.2 million in Warren County. But a deeper look at where that money was spent reveals something even more important: our biggest tourism opportunity may not be attracting more visitors, but getting more economic value from the visitors already here.

The biggest mistake local tourism boards make may be confusing destination marketing with destination development. Attracting visitors matters—but what happens after they arrive can matter even more.

Destination websites aren't going away, but their role is changing. As AI reshapes how travelers discover and plan trips, tourism websites may evolve from digital visitor guides into the information infrastructure—and digital concierge—for an entire destination.

Wayfinding is no longer just about signs. Today, visitors use their phones to find parking, restaurants, attractions, events, trails, and what to do next. Digital wayfinding is already changing how people discover and navigate destinations—and communities need to start treating it as part of their visitor infrastructure.

What if Turnmeyers became more than a store? Over the past several months, an experiment called Back Porch Apparel has grown into something much bigger. Here's my dream for transforming Turnmeyers into The Back Porch Company — a retail brand, gathering place and destination built right here in downtown Front Royal.

Tourism is about more than hotels and attractions. A visitor economy includes every dollar spent by people visiting a community—from restaurants and retail to outdoor recreation and local events. Learn why understanding the visitor economy is essential to building stronger communities and sustainable economic growth.

Shenandoah National Park welcomed more visitors in 2024 than at any point in the past seven years. So why does neighboring Page County generate significantly more lodging, retail, and recreation spending than Warren County? The data reveals an opportunity—not to choose between destination marketing and destination development, but to strengthen both.

Marketing brings visitors. Destination management gives them a reason to stay, return, and tell others. Understanding the difference is essential to building stronger communities and stronger tourism economies.

A million visitors may sound impressive, but visitor counts don't tell the whole story. Communities that attract overnight guests often generate significantly greater economic impact because those visitors stay longer, spend more, and experience more. Here's why length of stay may be the most important tourism metric of all.

Tourism success isn't measured by likes, clicks, or followers—it's measured by stronger local businesses, longer visitor stays, and economic growth. In this article, I explore how Warren County and the Town of Front Royal can work together to eliminate duplication, focus on their unique strengths, and build a unified destination strategy that benefits residents, businesses, and visitors alike. Rather than debating who should lead tourism, it's time to ask how we can create a destination that neither organization could build on its own.

Tourism isn't just about advertising. It's about creating a destination where people want to spend more time, explore more places, and support more local businesses. Here's why the visitor economy of Front Royal and Warren County is much bigger than marketing—and why understanding that difference matters for our future.

Front Royal Town Council made a significant decision regarding data centers following a five-hour public hearing attended by hundreds of residents. While I fully support the decision to prohibit data centers within the town limits, I believe the conversation must now shift toward investing in tourism, destination development, and quality-of-life initiatives that strengthen Warren County's long-term economic future.

The convenience economy has quietly transformed how people shop, travel, and spend time. Small towns are now competing against entire systems built around speed and convenience.

Strong local economies are rarely built on a single industry. The communities that succeed long-term usually build balanced economic ecosystems instead.

Tourism and manufacturing are often treated like competing visions for a community. The strongest local economies usually understand why both matter.

Most tourism strategies fail because communities mistake activity for strategy. Real destination development is far more serious—and competitive—than many people realize.