The Charlottesville-Albemarle Convention and Visitors Bureau (CACVB) is charged with the integrated management and marketing of the Charlottesville/ Albemarle County visitor experience. The primary function of the organization is to increase the revenues, employment and taxes generated by tourism for the city and county and its stakeholder partners. The primary elements of these efforts include visitor services, marketing communications, promotions, tourism-related advocacy and economic development.

The CACVB strategic plan was developed to respond to the continual need to improve the organization so it can be as effective as possible in delivering services for its funding partners, the City of Charlottesville and Albemarle County. The attached plan outlines the core elements of the Charlottesville
Albemarle Convention and Visitors Bureau strategic direction in guiding its organizational improvement. The plan is inclusive, as it is based on stakeholder participation. It is also results-focused, with the intent of increasing the overall effectiveness of the organization and the resulting competitiveness of the destination.