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Virginia targets Indian tourists as second‑largest international source market: Report
Virginia is strengthening tourism outreach in India after becoming its largest overseas market, aiming to increase overnight stays and visitor spending.
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IANS - Mon, 08, Jun 2026
- 14:24 EDT
- 101
Representative image / AI image/IANS
Virginia Tourism Corporation is stepping up engagement with India’s travel trade to boost overnight stays and visitor spending after India became the US state’s second‑largest international source market and its largest overseas market, a new report has said.
Preliminary estimates showed that Virginia welcomed just over 65,000 Indian visitors in 2025, generating about $112 million in visitor spending.
In 2024, the state recorded over 69,000 Indian arrivals and roughly $124 million in spending.
Heidi Johannesen, managing director, global markets, Virginia Tourism Corporation told Indian travel partners during a visit that the slight moderation in arrivals is due to broader geopolitical developments and visa-related challenges.
The tourism officials said their priority is to broaden awareness among Indian tour operators and travel advisors of Virginia’s attractions beyond the popular Luray Caverns caves, which many Indian visitors currently visit as a day trip from the Washington, DC, area without overnight stays.
Christi Braginton, director – global markets, Virginia Tourism Corporation, said that the state’s wider offerings include Mount Vernon, Monticello, Virginia Beach, Williamsburg and Fairfax County but visitors are mostly unaware of them. The officials said Virginia’s tourism proposition extends from mountains and beaches to vineyards, culinary experiences, theme parks and some of the most significant historical landmarks in the United States, according to the report.
To improve awareness, VTC runs co-operative marketing campaigns, trade and consumer media outreach, social media initiatives and direct engagements with Indian travel partners.
The officials also said that visitors should come to Virginia if they "want to experience that true depth of independence" in the ongoing celebrations marking 250 years of American independence. "Major commemorative activities are planned around Colonial Williamsburg, including fireworks displays, historical presentations and re-enactments," the report noted.
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