Governor Abigail Spanberger announced the appointment of Heather Barrar as Virginia's first Director of Outdoor Recreation, a position focused on growing the outdoor recreation economy and supporting communities that rely on tourism.
Barrar will develop a statewide outdoor recreation economy strategy based on feedback from local leaders and communities, integrating conservation, economic development, tourism, and workforce development. The announcement was made at Danville's new Riverfront Park, which opened in May and connects to the 13-mile Riverwalk Trail.
According to the U.S. Bureau of Economic Analysis, outdoor recreation generated $14.4 billion in value added to Virginia's economy in 2024, supporting over 126,000 jobs, the governor said. The economic data underscores the significance of outdoor recreation to the state's economy.
"Virginia is fortunate to have incredible outdoor spaces, from the Blue Ridge Mountains to the Eastern Shore's beaches, and miles of multiuse trails in our towns, cities, and counties," Spanberger said.
Spanberger signed Executive Directive 3 to establish a statewide process ensuring the outdoor recreation economy strategy reflects the needs of local communities across Virginia. The directive creates an Outdoor Recreation Stakeholder Advisory Group, co-chaired by Barrar and First Gentleman Adam Spanberger, with 25 stakeholders and representatives from 10 state agencies.
This fall, Barrar will embark on a statewide listening tour visiting all 10 tourism regions, with sessions scheduled from October 14 through November 16.