Virginia Capitol Connections, 2025 Annual Magazine 17 Keeping “Virginia is for Lovers” Fresh Since its debut in 1969, “Virginia is for Lovers” has become one of the most enduring and beloved tourism slogans in the world. However, for McClenny, the challenge is not reinventing the phrase; it is ensuring it continues to resonate in a rapidly changing world. “We have a beloved brand that is recognized globally,” she explains. “The key is to keep it relevant by understanding who our audience is today and speaking in a voice that connects with them.” “We look at the audience and speak in a voice that is relevant to today’s consumer,” she says. That means targeting adventurers, small-town seekers, food and wine enthusiasts, and outdoor lovers alike. It also extends to the business community, as Virginia attracts conferences, meetings, and potential corporate relocations. The brand’s strength lies in its adaptability. Whether visitors come for relaxation, adventure, culture, or cuisine, they connect their experience to the larger story of Virginia. Many turn their trips into traditions, sharing them via social media and inspiring the next wave of travelers. A Future for All Virginians For McClenny, promoting Virginia means promoting every corner of the Commonwealth, from the bustling streets of Richmond to the quiet coves of the Eastern Shore. Her team works closely with rural communities, providing resources like strategic planning, marketing support, and entrepreneurial workshops. International outreach is another priority, with targeted marketing in countries like Canada, the United Kingdom, Germany, France, India, and Australia. “When you are ready to return, please come,” she says of longtime Canadian visitors whose numbers dipped during recent political and policy shifts. Inclusivity is also central to her vision. Marketing materials reflect a diverse range of travelers, and the state’s tourism website highlights accessible properties to meet different lifestyle needs. “The visitor experience is for all humankind,” McClenny says. Beyond the Job Title Behind the CEO title is someone with a deep love for nature and a broad global perspective. Growing up on a Virginia farm instilled in McClenny a strong work ethic and a connection to the outdoors. “Being raised on a farm taught me the value of hard work and a connection to the land,” she says. Her worldview expanded through international travel with her family, including trips to Africa with her missionary father. “Those experiences opened my eyes to different cultures and ways of life,” she reflects. Outside of work, she still finds herself drawn back to the outdoors, whether it is horseback riding or playing polo. Both give her energy and inspiration. She credits her mother, though, as having the greatest impact on her life and leadership. “She is the kindest, most thoughtful person I have ever known,” McClenny says. “If I can be like her, even in a small measure, I would have succeeded.” Together, these experiences shape the way she leads, with perspective, humility, and heart. Charting the Road Ahead Looking ahead, McClenny sees opportunity on the horizon. The combination of a strong, beloved brand and travelers’ renewed thirst for adventure positions Virginia to keep growing its tourism footprint. “People want to do the things they love with the people they love. Virginia is ready to welcome them,” she says. From the farm fields to film sets, and now to the forefront of a multibillion-dollar industry, Rita McClenny has spent her life putting Virginia on the map. And if her vision is any indication, the best is yet to come. Miranda Wynne is a student at the University of Virginia majoring in History and Global Public Health. She is an intern at David Bailey Associates. Rita McClenny in the Apple Blossom Festival. V
RkJQdWJsaXNoZXIy NjQ0MA==