India has been identified as a strategic marketplace for Virginia Tourism. What makes India important for Virginia Tourism?
India has been a market that we’ve been invested in since 2018 when we retained Sartha Global Marketing. Just for comparison’s sake, in 2019, India was our fifth-largest market. With the preliminary figures that have just come out for 2025, India has now moved into our second-largest market, only to Canada.
If you look at it from an overseas perspective, India is now Virginia’s largest market. We welcomed nearly 65,000 Indian travellers in 2025, according to the preliminary figures. The final figures won’t be out until later this summer. It continues to show steady growth for us, and the interest is there. I think the vacation offerings that Virginia has are a perfect match for what the Indian traveller is looking for.
How can Indian visitors take an interest in Virginia? Can you share some of the destinations and experiences available?
As far as our offerings in Virginia, what makes Virginia so unique is that we are a second- or third-time destination for the Indian traveller.
We understand that when Indian travellers come to the United States, they’re going to do the big cities first, and that is great because they’re not going to get that experience in Virginia. What they’re going to get in Virginia is that authentic American experience.
Virginia offers everything from the beautiful Blue Ridge Mountains. We have more miles of the Appalachian Trail in Virginia and the Shenandoah National Park. Then, just a few hours east of that, on our coastal side of the state, we offer travellers the Atlantic Ocean, Virginia Beach, and the beautiful Chesapeake Bay.
In between, there is everything from urban destinations in Northern Virginia close to Washington, D.C. We have nearly 400 wineries throughout the state, and we’re also the birthplace of country music.
A lot of people don’t know that about Virginia.
The country music industry actually started in Virginia, and we are home to the Birthplace of Country Music Museum in Bristol, Virginia.
With the FIFA World Cup and America 250 approaching, what opportunities do these events create for Virginia Tourism?
Virginia is the birthplace of America. A lot of people think of other destinations as being the birthplace, but it started in Virginia.
In 1607, the first permanent English settlers came to Jamestown, and that’s where it all began. There are other cities that obviously played a pivotal role in our independence, but without Virginia, it wouldn’t have started. As we say, “America Made in Virginia.”
As far as the FIFA World Cup is concerned, we are not hosting any of the large matches, but what Virginia does offer is a perfect destination for travellers either pre- or post-game.
Visitors will watch the matches in the bigger cities, but they’ve travelled a long distance, and we want to give them something else to experience afterwards. That’s what Virginia offers.
We’re easily accessible via Amtrak from New York or Philadelphia. Travellers can get on the train and come directly into Virginia. The first stop will take them to Alexandria, Virginia, and from there they can use our metro system to travel throughout Northern Virginia or further into the state.
Amtrak has done a great job investing in Virginia, so there is excellent railway accessibility throughout both the eastern and western parts of the state.
Road trips are becoming increasingly popular. Why is Virginia considered a self-drive destination?
Virginia is a self-drive destination because you wouldn’t want to come here and not experience everything the state has to offer.
When visitors land at Washington Dulles International Airport, which many people don’t realise is actually located in Virginia, we’re about 45 minutes west of Washington, D.C.
Travellers can easily pick up a car at the airport and drive down the western part of the state to explore the mountain region. They can visit the southwest part of the state and experience its rich musical heritage, travel down the eastern side to Richmond, our capital city, or head to the Tidewater region where they can explore the Historic Triangle of Williamsburg, Jamestown, and Yorktown.
They can also continue to Virginia Beach and experience our beautiful coastal region.
Virginia played a key role in America’s history. Why is VA250 particularly significant for the destination?
Without Virginia, we wouldn’t be where we are today.
People came to Virginia, landed in Virginia, settled in Virginia, and it all started in Virginia.
What are some of the most impressive experiences visitors can enjoy in Virginia?
It depends on what the traveller is looking for, but one of the most unique experiences that you won’t get anywhere else is going out into the waterways with Captain Chris.
He is a local oysterman in the Virginia Beach area who has dedicated the second part of his life to preserving the bay, oysters, and sustainability. He was a firefighter in his first career and later decided to invest himself in conservation efforts.
He now takes guests out on the water and teaches them about oyster farming, oyster cultivation, and the important role oysters play in keeping the bay clean.
Once he has shared his knowledge, he shows visitors how to shuck oysters and the proper way to eat them. Guests can also bring along Virginia wine and enjoy fresh oysters paired with local wines.
There is no better way to experience Virginia.
How do you plan to strengthen engagement with the Indian travel trade?
We will continue our strong investment in the marketplace. We will continue working closely with Sartha Global Marketing and the travel trade to enhance the travel products we offer in Virginia.
We will also continue working with the media to build awareness. Virginia still has a great deal to showcase, and there is an awareness-building process we need to continue.
Through the assistance of Sartha Global Marketing and through partnerships with media professionals like yourself, we hope to achieve that goal.
To add to that, we work on several levels of promotion. The first is education, leading to product development so that people have products to sell for Virginia.
We also undertake missions, trade interactions, and familiarisation trips. Lastly, we work with tour operators through cooperative marketing programmes to promote Virginia through mass media and travel trade media.
That is the current strategy, and we will continue building on it.
One of the other important aspects is accessibility. Washington Dulles International Airport is connected to many international destinations. From India, travellers generally need only one connection. As an example, we connected through Frankfurt, Germany. It was seamless and very easy.
We also hope to welcome Air India back to Washington Dulles International Airport when the time is right. Due to current geopolitical situations and global challenges, the service had to be suspended.
However, it remains very easy for Indian travellers to reach Virginia with a single international connection.
Luxury travel is growing rapidly from India. How is Virginia Tourism responding to this trend?
We have launched the “Come Find Your Virginia” campaign, which is centred around our luxury offerings.
We have developed a programme highlighting 16 properties across Virginia that provide unique luxury experiences.
Depending on where visitors travel within the state, they can enjoy luxury experiences that are truly off the beaten path.
For example, in the southwest part of Virginia, visitors can stay at Primland, nestled in the Blue Ridge Mountains. The resort spans over 12,000 acres and offers outdoor activities, spa experiences, and golf.
On the coast, travellers can stay at The Cavalier in Virginia Beach, a historic luxury property located directly along the Atlantic Ocean and the Virginia Beach boardwalk.
Tier II cities are becoming an important source market in India. What is your perspective on this trend?
We are absolutely a Tier II destination.
As I mentioned earlier, we want to be the destination Indian travellers visit after they have experienced the major cities because Virginia offers that authentic American experience.
I do not think there is another state in the U.S. that can truly provide that type of experience.
When we talk about Tier II cities in India, we approach them through trade publications whose distribution reaches these markets. We also maintain and continuously refine a strong database that includes travel agencies from Tier II cities.
In addition, we conduct educational programmes and participate in industry events and missions. Through Brand USA missions, agents from Tier II cities are able to interact directly with us and gain first-hand information.
These cities are becoming increasingly important because there is tremendous potential. Travellers have the knowledge and the spending power. What they need is the right information and access to Virginia.
In all honesty, that is exactly our target market. Those travellers are the perfect match for Virginia.
Going forward, what is your vision for Virginia’s presence in the Indian market?
Our vision is to continue increasing the number of Indian visitors travelling to Virginia.
The first step is increasing awareness of what Virginia has to offer, and we count on the trade, consumer media, and publications like yours to help us achieve that.
India is already our number one overseas market, which is fantastic, but we would love to multiply those numbers significantly.
Within the next few years, we would love to see 80,000 to 100,000 Indian visitors travelling to Virginia. That would make us very happy.
What is your message to the Indian travel trade?
Come and talk to us. Pay attention to Virginia.
It is very easy to overlook Virginia and focus only on the major gateway cities that travellers naturally gravitate toward.
Virginia is an easy destination to add to itineraries that include New York, Boston, Philadelphia, or destinations in the American South.
Add Virginia to your itineraries. Let travellers get a taste of Virginia because once they do, they will want to come back again and again.
How is Virginia different from other U.S. destinations?
Virginia offers the complete package.
One of our biggest strengths is our diversity. There are not many states where you can experience both mountains and beaches within just a few hours’ drive.
For example, travellers can visit in the fall, enjoy spectacular autumn colours in the mountains, and still spend time relaxing on the beach.
We refer to ourselves as a Goldilocks state not too hot and not too cold — making Virginia a true year-round destination.
Beyond that, we offer incredible outdoor recreation. I challenge people to find an outdoor activity that cannot be enjoyed in Virginia because of the diversity of our landscape.
In addition to outdoor experiences, visitors can enjoy history, wine, culinary experiences, scenic drives, cities, small towns, and music.
There is simply so much to offer in Virginia, and not many states can match that depth and diversity of product.
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