The Virginia Tourism Corporation’s Global Markets Division has hosted its inaugural Come Find Your Virginia Global Travel Forum, bringing together destination marketing organisations, tourism suppliers, international representatives, receptive and international tour operators, and trade media from six key inbound markets. The first-of-its-kind event aimed to strengthen international business relationships, support destination education and create opportunities to promote Virginia to global travellers.
The week-long forum began in Tysons, Northern Virginia, with customised activities for different participant groups. Tour operators and trade media explored attractions in Fairfax County, while local tourism suppliers participated in the International Inbound Travel Association’s (IITA) Inbound Insider Steps to Success education programme. Participants also received market updates from representatives based in the UK, Germany, France, Canada, Australia and India, alongside industry presentations by research firm iolite and Brand USA. The day concluded with a Dirty Dancing-themed networking event sponsored by Mountain Lake Resort, the Blue Ridge Mountains property featured as Kellerman’s in the film.
On the second day, participants attended one-on-one business appointments and industry briefings from the Metropolitan Washington Airports Authority (MWAA) and United Airlines. Discussions covered international travel trends, market opportunities and air connectivity. More than 500 direct business meetings were held during the forum, enabling tourism suppliers to present their products, discuss itinerary ideas and explore opportunities to incorporate more Virginia experiences into international travel programmes. Dedicated media appointments and a press briefing also connected local tourism partners with international journalists.
Following the two-day programme, nearly 40 buyers and media representatives travelled across Virginia to experience more of the state’s tourism offerings. The familiarisation visits were hosted by Virginia partners and forum sponsors, including Visit Williamsburg, Visit Virginia Beach, City of Lynchburg and Visit Loudoun. The programme was designed to give international participants first-hand exposure to the state’s attractions and experiences while building connections with local tourism businesses.
Rita McClenny, President and CEO of Virginia Tourism Corporation, said the inaugural forum demonstrated the value of bringing different segments of the international tourism industry together to conduct business. She noted that hosting participants in Virginia and allowing them to experience its tourism products first-hand helped showcase the destination’s appeal. The state is known for its ‘Virginia is for Lovers’ brand and offers a diverse range of experiences, from Shenandoah National Park and the Blue Ridge Mountains to Atlantic coast beaches, Chesapeake Bay, culinary attractions and sites associated with American history. Its location near Washington Dulles International Airport also supports access for international visitors.
Heidi Johannesen, Managing Director, Global Markets, Virginia Tourism Corporation, said events of this scale help raise Virginia’s profile in the international tourism market and build long-term relationships that create business opportunities for the state and its partners. She thanked the event’s sponsors, particularly Ink Global and United Airlines, for supporting the inaugural forum. The initiative forms part of Virginia’s efforts to strengthen engagement with overseas travel trade partners and expand the destination’s presence across its key international markets.