New Delhi: The Virginia Tourism Corporation is leading a five-day tourism marketing mission in India from June 1 to June 5, 2026, as part of its efforts to strengthen travel and tourism ties with one of its most important overseas markets.
The delegation, led by Heidi Johannesen, Managing Director of Global Markets at Virginia Tourism Corporation, includes representatives from Visit Fairfax, Luray Caverns, Visit Williamsburg and the Virginia Tourism Corporation. Organised with support from Sartha Global Marketing LLP, Virginia’s in-country representative in India since 2018, the mission covers Mumbai and New Delhi.
During the visit, the delegation is scheduled to meet more than 100 representatives from the Indian travel trade and media through one-on-one business meetings, networking events and media interactions. The initiative aims to promote Virginia’s diverse tourism offerings and encourage stronger partnerships with Indian tour operators, travel agents and media stakeholders.
Known globally for its iconic “Virginia is for Lovers” brand, the U.S. state is positioning itself as a compelling destination for Indian holidaymakers. Located on the East Coast of the United States, Virginia offers a wide range of travel experiences, from the Blue Ridge Mountains and Shenandoah National Park to Atlantic coast beaches, Chesapeake Bay, culinary destinations, luxury stays, outdoor adventures and landmarks connected to American history.
“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.”
Johannesen added that trade and media missions play a key role in raising Virginia’s international profile and strengthening its position in the global tourism market.
India has emerged as a major source market for Virginia tourism. In 2024, India was Virginia’s largest overseas inbound tourism market, with more than 69,000 visitors spending $124 million in the Commonwealth. Preliminary estimates for 2025 indicate a slight decline, with Indian visitation expected at 65,295 and visitor spending estimated at approximately $112 million.
Despite the dip in 2025, Virginia Tourism Corporation noted that Indian visitor volume and spending have grown significantly in recent years. In 2019, India ranked fifth in visitor volume for Virginia, behind Canada, the United Kingdom, China and Germany. By 2025, India had moved up to become Virginia’s leading overseas market, behind only Canada overall.
The mission comes at a time when India is increasingly being viewed as a priority market by global tourism, hospitality and lifestyle brands. Alongside destination marketing efforts such as Virginia’s India outreach, international hospitality players are also expanding their focus on the Indian market.
