The funding is part of ARC’s Appalachian Regional Initiative for Stronger Economies (ARISE), which focuses on creating economic opportunities across the Appalachian region. This specific project is expected to impact 30 organizations, 250 businesses, and 350 workers while enhancing over 40,000 linear feet of trails connected to the Parkway.

Collaboration for Regional Prosperity

The Blue Ridge Parkway Foundation, in partnership with Friends of Southwest Virginia, will work closely with communities and organizations to implement strategies outlined in the "Blue Ridge Rising" community action plan. This collaborative plan is designed to support regional business growth, improve broadband access, develop the tourism workforce, and enhance coordination between tourism leaders.

“Ultimately, the Parkway experience is much larger than the Parkway itself, from the scenic views that are mostly in private hands to local cuisine, lodging, music, crafts, and more,” said George Ivey, director of Blue Ridge Rising at the Blue Ridge Parkway Foundation. “And all that visitation provides a tremendous boost to local businesses.”

The Parkway attracts 16.7 million visitors each year, who spend about $1.4 billion in the surrounding areas, supporting more than 19,000 local jobs. “We believe we have many great opportunities to strengthen those bonds between the Parkway, visitors, and local communities,” Ivey said. 

Economic Growth through Marketing and Tourism Expansion

One of the main priorities of the grant and the action plan is to enhance marketing efforts to connect Parkway visitors with the surrounding communities. “Marketing ranks as the top priority in the action plan,” said Ivey. “We want to establish better ways to connect potential and current Parkway visitors with the gateway communities surrounding the Parkway.”

This initiative includes the development of a regional tourism website, market segmentation strategies, and curated travel itineraries. Visitors will also benefit from increased Wi-Fi access along the Parkway and improved signage to guide them to local attractions.

In addition to traditional tourism, Ivey emphasized the potential of niche tourism markets. “We see a lot of potential to grow dark sky tourism,” he said, citing the Parkway’s high elevations and rural settings, which provide excellent stargazing opportunities. This idea is supported by local assets like the Pisgah Astronomical Research Institute in Brevard and Mayland’s new observatory and planetarium in Spruce Pine. The goal is to create unique travel itineraries that attract "astrotourists" who typically stay overnight, contributing to mid-week bookings in local accommodations.

Promoting Business Retreats and Expanding Regional Appeal

The plan also targets business tourism, particularly promoting the Parkway corridor as a destination for corporate retreats. “We really do have a great mixture of venues and adventure options to catalyze inspiration, teamwork, and fresh thinking,” Ivey said. Promoting business retreats is expected to help boost mid-week tourism and support regional economic stability, especially in off-peak seasons.

Ivey pointed out that fostering collaboration among local businesses is critical for long-term success. “Our unified regional voice is essential to secure new resources and address policy issues that affect the entire region,” he said.

Building Sustainable Tourism Infrastructure

While marketing and business development take center stage, other themes in the Blue Ridge Rising action plan focus on sustaining the region’s natural resources and workforce. Protecting scenic views and maintaining the Parkway’s natural beauty are essential to preserving the visitor experience. Additionally, workforce education initiatives will provide hands-on training to prepare the next generation of workers in tourism, natural resources, and hospitality.

Ivey emphasized the importance of building the capacity needed to implement these plans: “Making sure we have the resources to implement all these great ideas is crucial to ensuring the long-term success of tourism in this region.”

Looking Ahead: A Collaborative Future

The ARC grant represents a significant step forward in revitalizing and expanding tourism across the Blue Ridge Parkway corridor. By investing in infrastructure, workforce development, and marketing, the Blue Ridge Parkway Foundation is paving the way for increased tourism, business growth, and economic prosperity for local communities in Appalachian North Carolina and Virginia.

Learn more at ARC.gov.