Transforming Tourism Recovery.

Written By Esra Calvert

How Arlington Convention & Visitor Service achieved 3x growth through data-driven strategy.

Arlington Convention and Visitors Bureau (ACVS) needed to accelerate its post-pandemic recovery while building a foundation for sustainable growth. As the destination marketing organization for Northern Virginia's technology corridor, they faced the challenge of returning to pre-pandemic performance levels by 2025.

Challenge

ACVS needed to transform its approach to data analytics and strategic planning, requiring a framework that could:

  • Drive measurable tourism recovery

  • Enhance visitor engagement

  • Strengthen community partnerships

  • Safeguard travel and tourism jobs

Solution

Through a partnership with Esra Calvert Consulting, ACVS implemented a comprehensive data-driven strategy that combined traditional methodologies with advanced analytics:

  • Conducted 20+ stakeholder interviews

  • Developed integrated data analysis framework

  • Created market opportunity mapping

  • Established performance metrics system

Results

The strategy delivered exceptional results across key metrics:

  • Exceeded recovery targets

  • Strengthened local economic partners

  • Aligned tourism with economic development

  • Achieved sustainable growth across sectors

  • $4.4 billion in visitor economy spending realized

  • 48,000 room nights generated

  • 3X group sales achieved [+$20m + 36k room nights]

ACVS's success demonstrates how integrated data analytics and strategic planning can transform an organization's approach to decision-making, leading to concrete results and sustainable growth. 

"Our strategic planning journey has been a huge evolution. Esra's strategic insights work planted the seed as a foundation helping everything to sit together after that."

— Emily Cassell, Director of Arlington Convention and Visitors Service

Esra Calvert