April 2, 2025 TnH Global

Virginia Tourism Corporation Leads Marketing Mission to India

Mission Visited New Delhi and Mumbai, Highlighted Virginia’s Extensive Tourism Assets, and Encouraged Partnerships with Indian Travel Trade.

Virginia tourism partners and representatives from the Virginia Tourism Corporation recently conducted a five-day tourism marketing mission in India from March 24 to 28. Rita McClenny, President and CEO of Virginia Tourism Corporation, was accompanied by CEO of Visit Fairfax, Barry Biggar, along with additional representatives from Visit Fairfax, Luray Caverns, Visit Williamsburg, and the Virginia Tourism Corporation. The delegation, led by Sartha Global Marketing LLP, visited New Delhi and Mumbai.

Rita McClenny, President and CEO of Virginia Tourism Corporation

Between one-on-one business meetings and hosted networking events, the delegation met with more than 100 representatives of the Indian travel trade and media throughout the mission, seeking to further tourism and travel connections between India and Virginia.

Virginia, known for its iconic ‘Virginia is for Lovers’ brand, which speaks to a visitor’s love of travel with those they love, is looking to attract more holidaymakers from India to Virginia. The state on the U.S. East Coast is an attractive travel destination for tourists from around the world, and India ranks as a top overseas inbound market for Virginia. From the famous Shenandoah National Park and the Blue Ridge Mountains in the west to the long sandy beaches along the Atlantic coast and the Chesapeake Bay in the east, there is a wide range of attractions, culinary hotspots, and sites of significant American history across the entire state.

“Virginia truly is for lovers – lovers of life and memorable times with friends and family,” said Rita McClenny. “Our scenic beauty and diverse landscape make for the ideal backdrop for outdoor adventure and superior luxury stays, while our tantalizing culinary offerings and immersive cultural and historical experiences ensure there is always something new and exciting to discover. We are thrilled to be here and show more Indians the exciting potential of a Virginia holiday.”

In addition to travel trade business meetings, McClenny and CEO of Visit Fairfax Barry Biggar conducted interviews with trade media representatives to illustrate the Commonwealth’s extensive tourism assets to prospective travelers.

“Trade and media missions boost the profile of Virginia and enhance its position in the global tourism market,” said Barry Biggar. “Through face-to-face meetings, we can really showcase our extraordinary tourism experiences and help build strong, lasting relationships with tour operators, travel agents, and media representatives from around the world.”

In 2023, India was Virginia’s second-largest overseas market for inbound tourism, with more than 53,000 visitors who spent $91 million in the Commonwealth. Estimates for the final 2024 visitation numbers point to 61,500 inbound Indian visitors to Virginia, a roughly 15% increase from 2023. Additionally, preliminary spending data shows that Indian visitors spent approximately $105.6 million in Virginia in 2024. Visitor volume and spending from Indian travellers have grown significantly in recent years, with Indian visitation increasing by 76% and spending rising by 26% compared to 2019 levels. In 2019, India ranked fifth in visitor volume for Virginia, behind Canada, the UK, China, and Germany. By 2024, India has moved up to second place, trailing only Canada. This rapid growth and increasing interest in Virginia make India an attractive market for the state’s tourism efforts. Virginia Tourism Corporation has maintained Sartha Global Marketing LLP as in-country representatives since 2018.