Creating A Beautiful Place

Being vision-driven, strategic thinker, and goal-focused with a proven history of excellent team leadership and achievements, Rita McClenny, President & CEO of Virginia Tourism Corporation, has been setting the standards and maximizing returns to harness her team strengths to improve corporation-wide performance. For the steadfast leader, collaboration can build consensus among executive teams and stakeholders to promote transparency and influence positive change, which has been repeatedly proven. “Clear and effective communication with a wide range of stakeholders, including employees, customers, shareholders and regulators, is key,” she explains. “I also stay true to myself and lead by example, knowing that I am being looked out for and sometimes seen as an example for others.”

She maintains a willingness to learn and creative thinking, self-development, and change that builds and rebuilds businesses to maintain curiosity about the latest trends in the industry, to properly serve customers, encouraging her team to deliver excellence.

Rita advises everyone to be willing to take on new things even within their current role – gaining expertise in several areas will serve them well down the road. “Set clear goals and communicate often,” says Rita, who encourages a culture of collaboration and open communication, fostering an environment where team members feel comfortable sharing their ideas and opinions. She promotes a sense of ownership and accountability by delegating responsibilities based on individual strengths and providing necessary support and resources.

“Embracing team members’ ideas and energy is very important for me. Empowering and building a culture of trust and passion to bring ideas to test and launch in the spirit of the Virginia is for Lovers brand and building deep meaningful partnerships across the Commonwealth of VA has always been my key motive,” adds Rita. “Listening and providing the openness for others to take calculated leaps is my key quality. I always treat employees like owners and demonstrate their value as an individual. Asking for feedback and how to problem solve without borders, just reasonable boundaries is essential. As a leader we must always ask for new ideas, always.”

Virginia Tourism Corporation’s mission is to expand domestic and international inbound travel and motion picture production to generate revenue and employment in Virginia. Their marketing is designed to create visitor travel, and all their programs are built on data, analytics, and research. “Our work to create vibrant communities through superior marketing assets. Building on our 54-year brand identity and showing consumers why Virginia is for Lovers through creative campaigns and associate its relevance with travel to Virginia,” she says proudly. “The future of travel is bright in Virginia. Our ideal location on the East Coast and access to international markets through Dulles Airport generate more inbound travel to Virginia. Each year businesses are investing in the development of new experiences and building tourism assets to market around the globe. We are keeping Virginia a fresh and exciting destination with abundance.”

Facts About Virginia

The slogan “Virginia is for Lovers” suggests romance, but that isn’t all Virginia is about. We love mountains, history, beaches, music, cuisine, and more. Virginia will provide every visitor with a memorable experience to write their own story, no matter their interests, and share those experiences with loved ones.

Culinary: Food & Drink

Virginia offers culinary delights for every palate – from vine-ripened produce picked fresh from the rich fields of the Shenandoah Valley to the sustainably farmed Chesapeake Bay oysters. Virginia-crafted beverages have a deep history dating back to our country’s first settlers.

Luxury Travel

Distinctly elegant. Historically relevant. Escape to a Virginia mainstay and immerse yourself in a historical experience you won’t find anywhere else. Centuries-old architecture reimagined for today’s guests welcomes you in settings from the Blue Ridge Mountains foothills to the Atlantic Ocean's salty shores.

Charming Small Towns and Vibrant Communities

The phrase “small town” evokes nostalgia, authenticity, and heartfelt warmth in many of us. They are authentic, accessible, friendly, and stocked with locally owned businesses. These communities allow you to get off the crowded highway, park the car and walk, ride a bike, or even kayak through downtown.

Music Heritage

Virginia is the birthplace of country music and home to Bluegrass, old-time legends, and contemporary virtuosos. The sounds of country music beat strong in the Southwest Virginia area, connected by The Crooked Road — Virginia’s Heritage Music Trail. The Crooked Road winds through almost 300 miles of scenic terrain in Southwest Virginia, including 19 counties, four cities, and 54 towns.