Goochland County Wins $10,000 DRIVE Grant to Expand Outdoor Tourism

Goochland County has received $10,000 through the Virginia Tourism Corporation’s DRIVE Tourism+ program to promote tourism and develop outdoor products that strengthen the county’s existing attractions. County leaders say the funds will be used to leverage park assets and expand access to the James River, an area with more than 40 miles of shoreline that county officials see as central to both visitor appeal and resident quality of life.

The DRIVE Tourism+ program builds on the statewide DRIVE 2.0 strategic plan and provides participating communities with a framework for competitive tourism promotion and product development. That framework includes specific action steps, success factors, timelines, priorities, and identified partners to guide implementation. Participating localities used current travel data, trends, and public workshops to shape plans that aim to attract new travelers and increase economic activity.

Goochland’s economic development office framed the grant as a way to accelerate regional awareness of the county’s outdoor offerings. “We are very grateful to our tourism partners at Virginia Tourism Corporation for providing us an opportunity to accelerate our tourism initiatives and increase awareness throughout the region and Commonwealth about what Goochland has to offer,” said Nora Amos, Goochland Director of Economic Development. “With over 40 miles of shoreline along the James River we will look to increase access and activate river usage for all.”

Tourism already plays a measurable role in the local economy. Since launching the Explore Goochland brand and website in 2023, the county recorded a 15.10% increase in direct tourism spending in 2024, raising direct impact spending to $59.2 million. When indirect impacts are included, the total impact of tourism in Goochland was $102.2 million in 2024, supporting 672 jobs. Those figures underline how modest investments in promotion and product development can amplify economic returns for small communities.

The county highlights several draw factors that the grant can build on, including more than 10 craft beverage makers, float trips on the James River, and the Goochland Drive-In. State tourism officials emphasized the program’s emphasis on data and partnerships. “The DRIVE Tourism+ program will help these destinations take a more intentional approach to tourism promotion and product development, using data, planning, and local partnerships to strengthen their visitor offerings and remain competitive in today’s travel marketplace,” said Rita McClenny, President and CEO of Virginia Tourism Corporation.

For residents and small businesses, the immediate effects could include better river access, stronger marketing for local producers, and more visitors during shoulder seasons. Goochland officials say the grant-funded work will proceed through the DRIVE plan’s action steps and community workshops. For more information or to explore visitor offerings, visit ExploreGoochland.com. The county expects the effort to roll into larger promotional campaigns that aim to extend visitor stays and increase spending, translating a $10,000 grant into broader economic momentum for Goochland.