In 2023, the state welcomed approximately 53,000 Indian visitors. This number increased to over 61,000 in 2024, and the tourism board anticipates at least 5% growth moving forward. Preliminary data provided by Virginia Tourism Corporation also indicates that Indian visitors spent approximately USD 105.6 million in Virginia in 2024. The Indian market has seen substantial growth in both visitor volume and spending, moving up as the second largest overseas market.
Virginia, a state in the Southeastern U.S., is gaining traction among the Indian travellers, driven by a notable surge in arrivals from the country which is now the world’s leading outbound travel market. While the travel brand ‘Virginia is for Lovers’ has gained a strong recognition among its key source markets, India now ranks as the second-largest, surpassing countries like Germany and France, with only the UK ahead.
In 2023, the state welcomed approximately 53,000 Indian visitors. This number increased to over 61,000 in 2024, and the tourism board anticipates at least 5% growth moving forward. Preliminary data provided by Virginia Tourism Corporation also indicates that Indian visitors spent approximately USD 105.6 million in Virginia in 2024. The Indian market has seen substantial growth in both visitor volume and spending, with a 76% increase in arrivals and a 26% rise in expenditure compared to 2019. In 2019, India ranked fifth in visitor numbers behind Canada, the UK, China, and Germany. By 2024, it has surged to the second position.
A major catalyst in this surge, said Rita McClenny, the President and CEO of Virginia Tourism Corporation, is the improved air connectivity between India and Virginia. “The launch of Air India’s non-stop flights starting in April, operating five times a week, will further make travel easier for Indian tourists. Discussions are also underway with other airlines to further enhance the connectivity. While non-stop flights are beneficial, we also recognise that many visitors plan multi-city trips before reaching Virginia. Our focus remains on improving accessibility and ease of travel for Indian visitors,” she told T3 in an exclusive interaction.
“Virginia is easily accessible from major international airports including Dallas, and the state’s infrastructure ensures smooth travel experiences. We promote Virginia as a comprehensive destination, not just a stopover. The extensive Amtrak network and the Metropolitan Transit further system allow travellers to explore various parts of the state seamlessly,” she added.
Visit Fairfax CEO Barry Biggar also emphasised the need for two-way traffic to boost airline capacity and attract more Indian visitors to Washington, D.C., and Fairfax County, highlighting that the airport currently operates at just 65% capacity, leaving ample room for growth. “We recognise the immense potential of the Indian market, given the significant number of Indian students, business travelers, and families visiting friends and relatives in our region. With a unique blend of history, technology, shopping, and multicultural experiences, the region presents immense potential for Indian travellers. To tap into this market, Visit Fairfax is actively engaging with travel agents, tour operators, and media while making frequent visits to India to enhance awareness and drive tourism opportunities,” he told T3.
Strengthening the Trade Ties
To penetrate deeper in the India market, Virginia is actively implementing targeted promotional strategies which includes airline partnerships, collaborations with Indian tour operators, and curated travel packages. Digital campaigns and interactive itineraries are being leveraged as well to engage potential travellers, while educational training programs ensure that Indian travel professionals are well-versed with Virginia’s tourism offerings, said McClenny who was speaking to T3 on the sidelines of a five-day tourism marketing mission in India from March 24-28.
This delegation led by Sartha Global Marketing LLP, includes representatives from Virginia Tourism Corporation besides McClenny, Visit Fairfax CEO, delegates from Luray Caverns and Visit Williamsburg. They will visit New Delhi and Mumbai and engage with the Indian travel trade and media through one-on-one meetings and networking events.
McClenny further spoke about the long-standing trade relationships with India, particularly with businesses from Mumbai and Delhi. “Several Indian companies from these cities have expanded their presence in Virginia, engaging in commerce, exporting, and importing. These economic ties encourage business travel and strengthen tourism as professionals visit for work and explore the state during their stay.”
Besides business travel, Visiting Friends and Relatives segment (largely due to the presence of Indian students and families in Virginia) remains strong and Indian weddings too is witnessing growth. “Initially, Indian weddings in the U.S. were not a major focus due to long-haul travel constraints. However, with the growing Indian community in Virginia, many families find it convenient to host weddings here. This segment is expanding as visa processing times improve, allowing for larger wedding groups to travel,” she added.
From YOLO to all-season charm: Why Virginia resonates with Indian Tourists
The appeal of Virginia, said McClenny, extends across different demographics. “YOLO culture is shaping travel choices, and Virginia’s diverse offerings, from adventure and culture to culinary delights, make it an ideal destination for Indian tourists seeking memorable experiences. Millennials and Gen Z travellers are drawn to experiential tourism, leveraging social media to share their journeys, while baby boomers and families appreciate the educational and historical aspects. The state’s distinct four-season appeal ensures that visitors can experience varied landscapes and activities year-round, making it an attractive destination for repeat visits,” said McClenny, emphasising that this versatility is precisely why Virginia is committed to positioning itself as a leading U.S. destination for Indian travellers.
When asked about what all diverse attractions or experiences resonate with the Indian travellers in Virginia, she further shared, “Adventure seekers can explore the scenic landscapes of Northern Virginia, while cultural enthusiasts can immerse themselves in the historic “Crooked Road” music trail or relax along the Atlantic coastline at Virginia Beach. Culinary tourism is another highlight. Additionally, the Historic Triangle of Colonial Williamsburg, Jamestown, and Yorktown will play a central role in the 250th commemoration of the American Revolution in 2026, providing an enriching historical experience.”