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New Tourism Campaign Focuses on Black Experience

Courtesy of BLK RVA



A new tourism campaign has launched this week in Richmond.  It focuses on Black-owned businesses and Black-centered events. 

The idea began years ago, when Richmond started making top tourism lists and RVA became the hip moniker for Virginia’s capital city. 

Enjoli Moon, one of the founders and organizers of the effort, says she and others began to notice that the city’s African-American residents weren’t often included in that vision. So they formed BLK RVA. 

“This is a campaign to ensure that black entrepreneurship is elevated in a way that when tourists come through this area those businesses get the same level of visibility as some of the other businesses that have helped to make Richmond the vibrant place that it is,” says Moon. 

BLK RVA is a community-led effort, backed by Richmond Region Tourism. A new website and advertising campaign is targeted at residents and visitors. The website lists upcoming events, dining options, and stores. 

The campaign’s organizers also purposefully worked with local black-owned businesses to build the effort. Ryano Graphics created the logo and branding.

It’s not just a feel good-effort, Richmond Region Tourism is also hoping it’s good business. In 2018 the tourism industry brought $26 billion into the state and localities are competing for those dollars. 


This report, provided by Virginia Public Radio, was made possible with support from the Virginia Education Association.


Mallory Noe-Payne is a Radio IQ reporter based in Richmond.