Interview: Virginia Tourism CEO on Using Love to Sell a State
Skift Take
It's near impossible to measure the exact influence a slogan has on getting tourists to a destination, but Virginia is certainly making the most of its catchphrase by getting small businesses onboard and creating revenue opportunities.
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Editor’s Note: Skift is publishing a series of interviews with CEOs of destination marketing organizations where we discuss the future of their organizations and the evolving strategies for attracting visitors. Read all the interviews as they come out here.
This continues our series of CEO interviews that began with online travel CEOs in Future of Travel Booking (now an e-book), and continued with hotel CEOs in the Future of the Guest Experience series (which is also an e-book).
Virginia is not necessarily thought about as the world’s sexiest destination, but its proximity to the country’s capital and diverse attractions ranging from significant historical sites to renowned nature preserves consistently draws travelers from the U.S. and abroad.
When it comes to marketing Virginia, the now-famous slogan “Virginia Is for Lovers” has reached recognition unmatched by any destination besides Las Vegas’ “What Happens Here, Sta
