A brand is born
The story behind Visit SoSi
Last year, the Virginia Tourism Corporation, the organization behind the iconic "Virginia is for Lovers" brand, named the City of Danville the fastest-growing tourism destination in the Commonwealth for 2024. That distinction puts the region ahead of well-known destinations like Charlottesville, Richmond and Roanoke.
So, what is drawing visitors to Danville, and what is keeping them here longer? It is easy to assume the answer begins and ends with Caesars Virginia, but the data tells a broader story. Visitors are venturing beyond one attraction, exploring local restaurants, outdoor recreation, arts and culture and experiencing Southern Virginia like never before.
That momentum is why Visit SoSi came to life.
Launched in spring 2023, the Visit SoSi regional tourism brand was created as community leaders recognized that Danville and Pittsylvania County were on the brink of something special.
People are also reading…
A playful nod to "So Much to Do, So Much to See," and to Southside Virginia itself, Visit SoSi brings together the City of Danville and Pittsylvania County under one umbrella. The result is a unified story that highlights the attractions, experiences and unexpected delights waiting in the region.
Through creative visitor guides, branded merchandise, a comprehensive website, stakeholder training opportunities, a Tourism Master Plan and more, this brand brings the region’s story to life for those discovering Southern Virginia for the first time.
Big changes, big opportunities
New developments continue to reshape the region, fueling economic growth and enhancing quality of life for residents and visitors alike.
In late 2025, Caesars Virginia officially opened its doors as a full-scale resort and casino, featuring lodging, gaming and dining options including Ramsay’s Kitchen. Since opening, Caesars Virginia has generated more than $54 million in gaming revenue for the City of Danville, supporting community enhancements such as the construction of three new splash pads, a Public Arts Commission, public safety initiatives and more. To view a full list of casino funding projects, visit https://www.danville-va.gov/2508/Casino-Funding.
As visitation grows, so does the need for lodging. The Danville Hotel Collection, established in early 2026, brings together three sister properties, The Bee, The Holbrook and The Laurel, offering visitors a range of boutique experiences rooted in local character.
On May 1, 2026, the Riverfront Park made its debut, with a 14-foot otter sculpture, picnic areas, playground equipment and water features, and a scenic river overlook along the Riverwalk Trail.
New projects continue to be announced, including a Hyatt Studios hotel overlooking the Dan River, adding more options for travelers discovering Southern Virginia.
You are tourism
Whether you have lived in Danville your entire life, grew up just outside of the county line or recently moved here for work or family, you play a role in telling Southern Virginia’s story.
To put it simply: You are tourism.
Every shared photo, recommendation to a friend and story told over coffee contributes to how visitors see the region. Your voice influences what people discover, how they feel when they arrive and what they remember after they leave.
Our role in regional tourism
Many factors drive visitation to the region, and the Danville Office of Economic Development & Tourism works closely with city departments, partners, event promoters, businesses and community members to amplify awareness of the things to do and see here.
Maura Gest, Executive Director at Irving Convention & Visitors Bureau, summarizes this idea best, "If you build a place people want to visit, you build a place where people want to live. If you build a place where people want to live, you’ll build a place where people want to work. If you build a place where people want to work, you build a place where business needs to be. If you build a place where business has to be, you’ll build a place where people have to visit."
Our work is rooted in this philosophy; we desire to cultivate a region that welcomes the next generation of visitors, students, families and businesses.
