By Rita McClenny, President & CEO, Virginia Tourism Corporation
We are incredibly honored and proud to call Virginia the birthplace of America. When we travel abroad to recruit visitors, we lead with our nation’s story—and then connect it to the endless experiences travelers can enjoy here. History is our cornerstone, but it’s woven together with outdoor adventure, culture, and community.
Ask anyone what comes to mind when they hear “Virginia,” and the number one answer is history. And when we mention “Virginia is for Lovers,” people immediately recognize it. It’s one of the most enduring tourism slogans in the world. When it was first launched in 1969, the original line was “Virginia is for History Lovers.” That spirit still guides us today, especially as we prepare for America’s 250th anniversary. Our commemorative slogan of America. Made in Virginia. speaks perfectly to that heritage.
We view this milestone as a statewide commemoration. Every one of Virginia’s 90+ counties has a role to play in telling its story. We like to say that history isn’t confined to 1776, but it’s happening every day in Virginia. To empower local storytelling, we created the VA250 Tourism Marketing Program, encouraging local committees to develop creative ideas that highlight their communities. Eligible projects can receive up to $10,000 in funding, and the response has been tremendous. With $500,000 allocated, the program runs twice a year and has already received dozens of thoughtful applications.
Signature 250 Events
Beyond community projects, we’re also preparing a series of major signature events. The Virginia International Tattoo in Norfolk is a breathtaking spectacle of precision and pageantry, featuring more than 800 military musicians and performers. Sail 250 will celebrate our rich maritime history with a tall ship festival, sailing the Chesapeake Bay and Potomac River. Stops will include Norfolk, Hampton, Alexandria, Richmond, Cape Charles, Portsmouth, and Virginia Beach, and these destinations are hosting family-friendly festivals and opportunities for visitors to engage with the crews and learn about maritime history.
In Colonial Williamsburg, we’ll present “250Years of Forming a More Perfect Union,” a grand celebration with fireworks, live performances, and the participation of guests from around the world. We’re also spotlighting our many presidential homes like Mount Vernon and Monticello to Montpelier, Highland, and the Woodrow Wilson Presidential Library and Museum. With seven presidents hailing from Virginia, our presidential legacy runs deep.
For the group travel community, these milestones offer exciting new ways to package and experience Virginia. Group travelers are drawn to places where history, lodging, dining, and recreation come together—and we do that exceptionally well. In 2024, group travel to Virginia generated more than $1.6 billion, supported 13,000 jobs, and paid $507 million in wages. We fully recovered from pre-pandemic levels by 2023, and forward bookings remain strong.
History is the anchor, but itineraries here are dynamic. Groups can visit the homes of presidents, explore the Blue Ridge Parkway, or follow the Crooked Road Music Trail, a 300-mile route through Southwest Virginia celebrating the birthplace of country music. In 2027, we’ll mark the 100th anniversary of the first country music recording in Bristol. This is a fitting reminder that history is alive in every corner of our state.
We’ve also invested in legacy experiences that will live on well beyond 2026. The American Revolution Museum at Yorktown, a $50 million project completed in 2007, continues to tell the powerful story of independence and the birth of America. Our mobile VA 250 museum, meanwhile, is traveling seven days a week to schools, libraries, and community fairs across Virginia. It’s our way to bring history directly to people where they live and visit.
Looking ahead, we know that keeping history relevant requires creativity. The die-hard history enthusiasts are aging, so we must make history experiential and interactive for younger audiences. People today expect engagement—they want to touch, hear, and experience. That’s why projects like the mobile museum are so valuable. They make history tangible and, in a sense, fun.
Our hope is to inspire visitors and residents alike to gain a deeper appreciation for our shared story. In Virginia, there’s always an anniversary to celebrate, always a pivotal moment to rediscover. And as America turns 250, we invite the world to experience where it all began.
Learn more at virginia.org/groups/VA250.
Rita D. McClenny serves as the President and CEO of the Virginia Tourism Corporation(VTC), the state agency responsible for promoting the Commonwealth as a premier travel destination and film production location. VTC’s mission is to increase domestic and international visitation and motion picture production, generating revenue and creating jobs throughout Virginia.
Under her leadership, Virginia’s tourism industry has experienced steady 5.4% year-over-year growth. The agency has earned several industry accolades, including the U.S. Travel Association’s Mercury Award and Afar Magazine’s Distinguished Destination Award.
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