Virginia Appoints First Outdoor Recreation Director, Launches Statewide Strategy with Listening Tour and Advisory Group

Virginia Governor Abigail Spanberger announced on September 29, 2026, the establishment of the Commonwealth's first-ever Director of Outdoor Recreation, Heather Barrar, alongside the signing of Executive Directive 3. This directive initiates a statewide process aimed at developing a comprehensive outdoor recreation economy strategy. The new role and accompanying process are designed to enhance local outdoor recreational opportunities, strengthen the outdoor recreation economy, and support communities across Virginia that rely on tourism and natural assets for economic development.

The establishment of this position and strategy comes at a time when Virginia's outdoor recreation economy is a significant economic driver, generating $14.4 billion in 2024. This sector supports numerous jobs and businesses, while also playing a vital role in conservation efforts, public health initiatives, and community resilience. The new initiative seeks to provide dedicated leadership and a coordinated statewide approach to translate these natural assets into sustainable economic growth, increased tourism, and enhanced workforce attraction across the Commonwealth.

Responsibilities of the Director of Outdoor Recreation

As Virginia's inaugural Director of Outdoor Recreation, Heather Barrar is tasked with a broad mandate to develop and implement a comprehensive statewide outdoor-economy strategy. This strategy, as outlined by the Virginia Secretariat of Natural and Historic Resources, will integrate various critical sectors, including conservation, economic development, tourism, public health, workforce attraction, and recreation planning.

Executive Directive 3 further details Barrar's specific duties, positioning her as a central figure in Virginia's outdoor recreation landscape. She will serve as the Commonwealth's primary liaison to the outdoor recreation industry at local, state, and national levels. This includes representing Virginia in regional and national partnerships, such as engaging with organizations like the Confluence of States. A key responsibility involves conducting a statewide stakeholder engagement process to ensure the strategy reflects the diverse needs and perspectives of communities across Virginia, a process that will include convening a stakeholder advisory group.

The Statewide Process: Listening Tour and Advisory Group

Executive Directive 3 establishes a structured statewide process to ensure that Virginia's outdoor recreation economy strategy is inclusive and responsive to local communities. A primary component of this process is a statewide listening tour, which Director Barrar will lead. The tour's purpose is to gather input directly from communities, partners, and outdoor enthusiasts across all 10 of Virginia's tourism regions, ensuring that the strategy reflects local needs and perspectives.

Director Barrar emphasized the importance of this initial phase, stating that "Listening and learning is the first priority in my role in these first few months." This direct engagement is crucial for understanding the unique challenges and opportunities present in different regions, which will then inform the broader strategy. To further support this engagement and the development of the outdoor economy strategy, Executive Directive 3 also establishes Virginia's Outdoor Recreation Stakeholder Advisory Group.

Key Stakeholders Driving the Strategy

The Outdoor Recreation Stakeholder Advisory Group, co-chaired by Director Heather Barrar and First Gentleman Adam Spanberger, is central to the new statewide process. This group comprises 25 stakeholders, bringing together a broad spectrum of interests and expertise to ensure a well-rounded and effective strategy for the Commonwealth. The diverse composition of the group is intended to foster comprehensive input and collaboration.

The advisory group includes individuals with backgrounds in the outdoor industry, business, conservation, economic development, outdoor user groups, tourism, outdoor programming, workforce development, health, planning, and local government. This wide array of perspectives is vital for addressing the multifaceted nature of outdoor recreation. Additionally, the group incorporates representatives from 10 different state agencies, ensuring inter-agency coordination and a holistic approach to developing and implementing outdoor recreation initiatives across Virginia.

Virginia's Outdoor Recreation Strategy: Key Dates

The initial phase of Virginia's outdoor recreation strategy development includes a defined timeline for stakeholder engagement and reporting, providing clear milestones for the initiative.

Event: Statewide Listening Tour

Date/Period: October 14 through November 16, 2026

Key Action: Director Heather Barrar will visit all 10 tourism regions across Virginia to gather input from communities, partners, and outdoor enthusiasts. This tour is the first priority of Executive Directive 3, aimed at ensuring the outdoor recreation strategy reflects local community needs and perspectives.
Event: Submission of Strategy Work Plan and Stakeholder Report

Date/Period: By April 1, 2027

Key Action: The Director is charged with submitting a comprehensive strategy work plan and a report detailing findings from the statewide listening tour and the Outdoor Recreation Stakeholder Advisory Group to the Governor's office. This report will guide future efforts to leverage outdoor recreation as a driver of economic development.

Next Steps for Virginia's Outdoor Recreation Economy

Virginia communities and stakeholders should prepare to engage with the statewide listening tour to ensure their needs and perspectives are reflected in the developing outdoor recreation strategy. The launch and progress of the statewide listening tour, followed by the submission of the strategy work plan by April 1, 2027, will serve as measurable indicators of the initiative's initial success and direction.