
                         Roanoke Times
                 Copyright (c) 1995, Landmark Communications, Inc.

DATE: TUESDAY, May 11, 1993                   TAG: 9305110041
SECTION: BUSINESS                    PAGE: B6   EDITION: METRO 
SOURCE: DANIEL HOWES STAFF WRITER
DATELINE:                                 LENGTH: Medium

TOURISM GROUPS MERGING

Virginia's major tourism groups are banding together in hopes of becoming a more powerful lobbying force in Richmond and elsewhere around the state.

The merger of four trade associations - the Virginia Hospitality and Travel Association, Virginia Hotel and Motel Association, Virginia Restaurant Association and Virginia Travel Council - has been approved by each group's members and should be completed by Jan. 1.

The move comes as travel and tourism issues have garnered increasing attention from state and local legislators, primarily because they are being asked to fund marketing campaigns for various attractions, even regions.

This morning, the combined annual meeting of the four groups will be briefed on the merger, including a proposed administrative structure, plans for marketing and publications and suggestions for conducting a nationwide search for a chief staff officer.

"It is going to come together," Jean Guthrie, a spokeswoman for the hospitality and trade group, said Monday during a break from its annual meeting at the Roanoke Airport Marriott hotel. "The votes have been taken to merge."

The travel council, hotel group and its restaurant counterpart would become part of a renamed Virginia Hospitality and Travel Industry Association. The consolidation is intended to improve operating efficiency for members and, especially, strengthen the industry's clout statewide.

"We're getting all these gnats together and what do we end up with? A hornet, I guess," said David Saunders, a Roanoke developer who also sits on the governor's Tourism and Travel Services Advisory Board.

"Legislatively, it's wonderful. The main reason [to merge] is to get more political power. For the industry, it's great."

Guthrie said the merger also should help industry efforts to monitor increases in lodging, meals and admissions taxes by various Virginia localities - a move opposed by the industry unless the increase is dedicated to tourism promotion.

Roanoke County recently increased its lodging, meals and admissions tax from 2 percent to 5 percent. The entire 3 percentage-point increase - about $300,000 annually - is being devoted to various tourism efforts in the Roanoke Valley.

by CNB