In early 2021, Richmond Region Tourism undertook a destination image and perception research study with Longwoods International to inform a marketing strategy designed to propel the destination through and beyond the pandemic.

This study was inclusive of not only a foundational image evaluation, but also custom content looking at the influence of social justice movements, monument removal, and COVID-19 on the perceptions of the Richmond Region as a tourism destination. Specifically, this study dug into perceptions of feeling welcome in the Richmond Region and how local initiatives impacted these perceptions.

The study undertaken by Richmond Region Tourism and Longwoods International was timely, but also valuable in guiding ongoing tourism initiatives to drive economic development by the organization.