Mission Aims to Highlight Virginia’s Extensive Tourism Assets and Encourage Partnerships with Indian Travel Trade
In an effort to tap into the growing Indian tourism market, the Virginia Tourism Corporation (VTC) recently led a dynamic five-day marketing mission across India. Running from March 24 to 28, the mission aimed to showcase the state’s extensive tourism offerings, foster connections with the Indian travel trade, and bolster Virginia’s position as a top travel destination for Indian holidaymakers.
At the helm of the delegation was Rita McClenny, President and CEO of VTC, alongside Barry Biggar, CEO of Visit Fairfax. Representatives from several key Virginia tourism partners, including Visit Williamsburg, Luray Caverns, and Visit Fairfax, joined the trip, which was organized in collaboration with Sartha Global Marketing LLP. The group visited two of India’s most prominent cities, New Delhi and Mumbai, engaging with over 100 travel professionals and media representatives through a series of one-on-one business meetings and networking events.
Known for its iconic and timeless “Virginia is for Lovers” slogan, the state is eager to draw more Indian travelers to its scenic shores. With its diverse blend of natural landscapes, rich cultural history, and culinary delights, Virginia is a state that appeals to those seeking outdoor adventure, family-friendly vacations, or immersive historical experiences.
“Virginia truly is for lovers – lovers of life, and memorable times with friends and family,” McClenny said during the mission. “From the peaks of the Blue Ridge Mountains to the sandy beaches of the Atlantic coast, we offer a unique mix of natural beauty, luxury accommodations, and world-class attractions that make for the perfect vacation. We are excited to share these offerings with the Indian market, which has shown increasing interest in visiting Virginia,” 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. “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, “she added.
In addition to travel trade business meetings, McClenny and CEO of Visit Fairfax Barry Biggar
will conduct interviews with trade media representatives to illustrate the Commonwealth’s
extensive tourism assets to prospective travelers.
The mission comes at a time when India has solidified its place as one of Virginia’s most important overseas tourism markets. In 2023, Indian visitors accounted for Virginia’s second-largest overseas inbound market, with more than 53,000 Indian travelers spending $91 million in the state. Preliminary estimates for 2024 show a 15% increase in visitor numbers, with about 61,500 Indian tourists expected to visit Virginia and contribute an estimated $105.6 million in tourism spending.
This surge in Indian visitation reflects broader trends, with Indian tourism to Virginia rising sharply in recent years. Since 2019, Indian visitors have increased by a striking 76%, and spending has grown by 26%. In fact, India has moved from fifth place in 2019 in terms of visitor volume to second place by 2024, surpassing countries like the UK, China, and Germany. This dramatic shift underscores the growing importance of the Indian market in Virginia’s tourism strategy.
“Face-to-face meetings with trade professionals and media allow us to directly showcase the extraordinary experiences Virginia has to offer,” said Barry Biggar, CEO of Visit Fairfax. “These trade missions not only enhance Virginia’s visibility but also help establish meaningful, long-term relationships with tour operators, agents, and media outlets across the globe.”
The Virginia Tourism Corporation’s ongoing partnership with Sartha Global Marketing LLP, which has been instrumental in managing the state’s marketing efforts in India since 2018, has played a key role in expanding the state’s presence in the Indian market. Through this collaboration, Virginia has been able to more effectively tailor its tourism outreach, ensuring that Indian travelers understand the diverse array of experiences the state offers.
“Virginia’s tourism market continues to grow at a remarkable pace, and India is a critical component of that expansion,” said McClenny. “This mission has provided us with an excellent opportunity to strengthen our ties with the Indian travel industry and media, ensuring that Virginia remains at the forefront of Indian travelers’ minds when planning their next vacation.”
For Virginia, the Indian market is not just about tourism numbers—it’s about fostering lasting relationships and creating meaningful experiences that will draw travelers back again and again. As the mission concluded, it was clear that Virginia’s appeal to Indian visitors is only set to grow, with the state positioned to become an even more prominent player in the global tourism market in the years to come.
