CLIFTON FORGE -- The timing from an economic standpoint couldn't have been worse, but a regional plan unveiled Friday to promote tourism in the Alleghany Highlands may be the first real sign that the struggling localities there are interested in working together for a change.

At Dabney S. Lancaster Community College, U.S. Rep. Rick Boucher, D-Abingdon, unveiled the Highlands' new tourism campaign: "Virginia's Western Highlands ... Your Next Adventure is Just Around the Bend."

The regional plan will promote outdoor recreation, local crafters and other amenities in the counties of Bath, Craig, Highland, Alleghany; the towns of Clifton Forge and Iron Gate; and the city of Covington. Specific landmarks will include The Homestead, Douthat State Park, Lake Moomaw and access to the James, Cowpasture and Jackson rivers.

But the chances of substantial state or local funding in the immediate future appear questionable, given Gov. Tim Kaine's announcement Thursday of $350 million in spending cuts aimed at reducing the state's worst revenue shortage in six years.

"That's just one of those things," said Dave Kleppinger, executive director of The Alleghany Highlands Economic Development Corporation, of the timing of Friday's announcement. "This date was set probably two months ago."

Bernard "Mac" Campbell, a member of the Alleghany County Board of Supervisors, and Clifton Forge Mayor Annette Anderson praised the regional effort but wouldn't commit to any figure for tourism in next year's fiscal budgets.

"It will be a struggle," Campbell said. "There's a number of initiatives like this that can really make a difference, but those budget cuts to the localities are really hurting us as far as just sustaining services that we're expected to maintain."

Kleppinger said that when local government and regional economic development officials sat down together months ago, they were aware of the downturn in the economy and are prepared to develop the tourism plan slowly.

The regional slogan and a dedicated tourism Web site were created in part with a $25,000 federal grant that Boucher helped secure from the Appalachian Regional Commission. The Roanoke Valley-Alleghany Regional Commission also took part with the localities in the steering committee that created the plan.

The chambers of commerce in the various localities and the nonprofit Alleghany Foundation also will be asked to help fund the tourism effort.

The regional plan calls for spending $40,000 the first year on advertising, marketing, signage, a travel guide and public relations. The budget increases to $50,000 the second year and $60,000 in the third year. The plan doesn't call for hiring staff initially. Instead, it suggests forming a committee -- composed of one member from each locality and an at-large member -- who will make budget and marketing decisions.

An influx of tourist dollars could be the shot in the arm that the struggling area needs to get back on its feet. In recent years, the region has suffered from a declining work force and a growing elderly and low-income population that have made it harder to pay for basic infrastructure needs, most notably schools.

In the past, the individual localities have been largely territorial and unwilling to work together.

Kleppinger said he's been encouraged lately by two hotel prospects that appear interested in the area and a refreshing attitude of local government officials working together on the tourism committee.

"There's been a lot of camaraderie in the process" he said. "It's been very good."

"The major challenge is making sure each locality that participates is comfortable that its own unique assets receive proper prominence," Boucher said.

"I think this campaign is destined to be one of the most successful regional efforts that we have anywhere in Virginia."

Tom Kirlin opened Riders Up! Outfitters, a canoe livery and outfitter business in Clifton Forge last year, but as a small business owner can't afford to advertise as much as he'd like to. He and Lisa Jacenich, who runs Chi Experience!, a visual arts business in Highland County, said the tourism campaign can give them the regional attention they need to succeed.

"If people don't know we exist, they won't come," Jacenich said.