Virginia Appointed First Director of Outdoor Recreation
Governor Abigail Spanberger created the new position to boost the state's growing tourism and recreation economy.
Updated on Sept. 29, 2026 in People
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Governor Abigail Spanberger has appointed Heather Barrar as Virginia's first Director of Outdoor Recreation. The new role aims to expand the state's outdoor economy and support tourism-reliant communities.
Why it matters
The appointment and a new executive directive seek to formalize and grow an industry that serves as a significant economic driver for the state. By coordinating across various agencies and stakeholders, the initiative targets long-term growth for regions dependent on public land tourism.
Outdoor recreation added $14.4 billion in value to the state economy and supported over 126,000 jobs in 2024. A newly formed advisory group includes 25 stakeholders and 10 state agencies to oversee the strategy development.
The players
Abigail Spanberger
She is the Governor of Virginia who issued the executive directive and appointed the first state director for outdoor recreation.
Heather Barrar
She is the newly appointed first Director of Outdoor Recreation for the state of Virginia.
Adam Spanberger
He is the co-chair of the newly established Outdoor Recreation Stakeholder Advisory Group.
The details
The initiative stems from Executive Directive 3, which tasks the new advisory group with developing a statewide strategy. Director Heather Barrar and co-chair Adam Spanberger will lead a listening tour across 10 tourism regions to gather input from local stakeholders.
Timeline
2024: Economic impact data for the sector was recorded.
September 29, 2026: Governor Spanberger announced the new position and directive.
October 14, 2026: The statewide listening tour is scheduled to begin.
November 16, 2026: The listening tour will conclude.
Market Landscape
This appointment marks a shift toward formalizing state-level management of the outdoor recreation sector as a key competitive industry. The move positions Virginia to better compete for tourism dollars against neighboring states that have already established dedicated recreation offices.
Residents and business owners in tourism-dependent communities can participate in the upcoming listening tour to provide direct feedback on state policy. The initiative may lead to new infrastructure or marketing investments in local outdoor assets, directly affecting small business revenue in these areas.
The takeaway
The creation of this role signifies a commitment to treating the outdoor economy as a critical sector for the state's financial future. Stakeholders in outdoor-dependent regions should monitor the listening tour schedule to ensure local priorities are included in the new statewide strategy.
Further reading
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Should your state government prioritize investment in outdoor recreation to stimulate economic growth?
