The Southern state of Virginia, now represented in the UK by SLC Representation, is hoping to boost its profile as both an essential stop on a Southern touring route and as a standalone holiday destination.
The Virginia Tourism Corporation says it has teamed up with the agency to improve both trade knowledge and confidence when selling the state known as “Old Dominion”.
Virginia, which has provided more presidents than any other region of the U.S. (eight were born in the state), is known for its nation-forming historic sites, Civil War battlefields, wineries, beaches, mountains, musical heritage and luxury retreats.
SLC is taking the reins at a significant moment: 2026 is the 250th anniversary year for America and no state has more to offer visitors looking to explore that period of the country’s colonial history.
Key sites include Williamsburg, which was capital of the Virginia Colony from 1699 to 1780 and today is the world’s largest living history museum. In its historic district actors in period costume depict daily colonial life in the streets, stores and workshops.
Another essential stop is George Washington’s Mount Vernon, the first President’s home near Alexandria that features a mansion, gardens, tomb, museum and distillery.
Trade opportunities
Virginia is keen to highlight that the trade has opportunities to sell it as a standalone destination, and not merely as a stop on a regional road trip.
“Virginia’s diverse landscapes are brilliant for U.S. road trips: from the Blue Ridge mountains to the Atlantic coast to city views,” said SLC’S Clara Buckland, UK Rep for Virginia.
“Whether flying non-stop into Virginia’s Washington Dulles International Airport, heading north from Tennessee and the Carolinas or travelling south from New York and Washington, DC, Virginia is conveniently located.”
Visitors who delve further into the state will uncover historic luxury resorts such as Salamander Middleburg, in the heart of Virginia’s horse and wine country, just one hour from Washington, D.C.; The Inn at Little Washington, a world-renowned culinary destination with a Michelin three-Star restaurant in the Virginia countryside; and Primland Luxury Blue Ridge Mountain Resort, near the state border with North Carolina.
Key historic sites include Manassas National Battlefield Park, where on July 21, 1861, the Union and Confederate armies clashed for the first time on the fields overlooking Bull Run in fighting that dispelled all notions of a quick Civil War. The two sides fought a second bloody battle a year later on the same site.
Visitors can also drive the 330-mile Crooked Road, a heritage music trail that winds through the Appalachian Mountains, connecting historic towns and venues where traditional bluegrass and country music still thrive.
A beach holiday is on offer at Virgina Beach, which has the longest pleasure beach in the world with 35 miles of beachfront and a three-mile boardwalk, while cities demanding a stopover include Richmond and Roanoke.
Among the attractions in Richmond,, the state capital, are the American Civil War Museum and a thriving craft beer scene, while Roanoke, the gateway to the Blue Ridge Mountains, is visited for activities like hiking – lovers of the outdoors can take on the largest stretch of the Appalachian Trail through the Blue Ridge Mountains – mountain biking, paddling and more.
Virginia’s biggest surprise to international visitors is perhaps its thriving viticulture scene: the state has more than 300 wineries, with many framed by mountain views.
The state’s wine country, in Loudoun County, is a short drive from Washington Dulles International Airport.
Heidi Johannesen, Managing Director, Global Markets at Virginia Tourism Corporation, commented: “The UK plays a very important role for Virginia as the top overseas inbound market for our Commonwealth.
“Working hand in hand with our trade and media partners in market is crucial to driving awareness of our wide variety of attractions.
“We look forward to strengthening current relationships and forging new partnerships that will assist us in inspiring more people to spend their vacation in our diverse state and discover why Virginia is for lovers of everything you love in an ideal holiday.”
A UK trade mission with key trade and media partners is planned for the week starting February 23, 2026.
For more information please contact Caleb Tutt: Caleb@slcrepresentation.com
