Virginia tourism partners and representatives from the Virginia Tourism Corporation will conduct a five-day tourism marketing mission in India from June 1 to June 5, 2026
Managing Director of Global Markets for Virginia Tourism Corporation, Heidi Johannesen, will be accompanied by representatives from Visit Fairfax, Luray Caverns, Visit Williamsburg and the Virginia Tourism Corporation. The delegation, led by Sartha Global Marketing LLP, will visit Mumbai and New Delhi.
Between one-on-one business meetings and hosted networking events, the delegation will meet with more than 100 representatives of the Indian travel trade and media over the course of 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 Heidi Johannesen. “Our scenic beauty and diverse landscape make for the ideal backdrop for outdoor adventure and superior luxury stays, while our tantalising 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, especially on the eve of America’s 250th anniversary.”
In addition to travel trade business meetings, Johannesen will conduct interviews with trade media representatives to illustrate the Commonwealth’s extensive tourism assets to prospective travellers.
“Trade and media missions boost the profile of Virginia and enhance its position in the global tourism market,” said Johannesen. “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 2024, India was Virginia’s largest overseas market for inbound tourism with more than 69,000 visitors who spent $124 million in The Commonwealth. Estimates for 2025 visitation numbers point to a decrease in Indian visitors to Virginia, with total inbound visitation at 65,295. Additionally, preliminary spending data shows Indian visitors spent approximately $112 million in Virginia in 2025.
While visitation by Indian travellers to Virginia in 2025 is down, as is Indian visitation to the U.S. as a whole, visitor volume and spending from Indian travellers have grown significantly in recent years. In 2019, India ranked fifth in visitor volume for Virginia, behind Canada, the UK, China, and Germany. By 2025, India will have moved up to first 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.
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