TYSONS, VA — While the number of Canadian arrivals may be softening, Virginia is very much keeping out its welcome mat, with a strong commitment to its largest international market and new opportunities for the Canadian travel trade.
The message came through loud and clear at the inaugural ‘Come Find Your Virginia Global Travel Forum,’ a week-long event Oct. 19-25 that brought together international buyers, trade media and Virginia tourism partners for business appointments, market updates and destination experiences.
“Canada is incredibly important to the state of Virginia for inbound travel,” said Rita McClenny, President and CEO, Virginia Tourism Corporation (VTC), in speaking with Travelweek.
“We encourage Canadians to visit us and explore everything Virginia has to offer, and we recognize that Canada is our number one international market.”
The 2026 ‘Come Find Your Virginia Global Travel Forum’ took place in Tysons, VA
CANADA STILL COUNTS
According to VTC’s figures, Virginia welcomed 298,000 Canadian visitors in 2025, with Ontario and Quebec accounting for 77% of the total. Of these arrivals, 77% travelled by road, while 23% arrived by air. Leisure remains the primary reason Canadians visit Virginia, with travel occurring year-round.
Virginia anticipates a modest increase in Canadian visitation in 2026, surpassing the levels seen in 2024 and 2025. McClenny remains optimistic about the market’s recovery.
“We maintained our presence in Canada. We never turned off,” she said, noting that Virginia has consistently engaged with its leading international source market.
“The relationship is strong, and I believe it will only become stronger in the years to come,” she added.
When asked about the political climate, border experience and exchange rate, McClenny acknowledged the challenges. She pointed to the ongoing interest in travel and Virginia’s proximity to Canada as reasons for optimism, and said that while fuel can affect the preference for road travel, she doesn’t view this factor as permanent.
Rita McClenny, President & CEO, Virginia Tourism Corporation
APPOINTMENTS WITH PURPOSE
This first forum, held in Tysons, VA, connected Virginia destination marketing organizations and tourism suppliers with over 40 international tour operators, travel professionals, receptive tour operators and trade media members. There were reps from six key inbound markets: Canada, the UK, Germany, France, Australia and India.
With more than 500 one-on-one meetings, participants introduced products, discussed itineraries and explored ways to add Virginia experiences to international travel programs.
For Virginia suppliers, the format provided direct access to international buyers without travelling abroad. Visiting operators met local partners to evaluate how attractions, accommodation, and destinations could fit into future itineraries.
“The inaugural Global Travel Forum demonstrated the value of bringing multiple segments of the international tourism industry together for business,” said McClenny. “Having them all here in Virginia to experience the product firsthand while talking shop allowed us to truly showcase why Virginia is for lovers.”
Reps from six key inbound markets, including Canada, the UK, France and more, attended the Virginia forum
A FRESH LOOK BEYOND THE GATEWAY
The forum also provided firsthand destination experiences. Tour operators and media explored Fairfax County, while a ‘Dirty Dancing’-themed networking event sponsored by Mountain Lake Resort highlighted the property that portrayed Kellerman’s Resort in the 1987 film.
Following the two-day program, participants continued exploring with hosted visits supported by Visit Williamsburg, Visit Virginia Beach, the City of Lynchburg and Visit Loudoun. The destination program showcased potential itineraries spanning American history, culinary stops, Atlantic beaches, the Chesapeake Bay, Shenandoah National Park and the Blue Ridge Mountains.
Heidi Johannesen, VTC’s managing director of global markets, told Travelweek that bringing the industry together can help turn relationships into business opportunities.
“By uniting all facets of the international tourism world, we can build strong relationships that create better business opportunities for Virginia and all its partners,” she said.
For Canadian advisors who have yet to explore the state, or have not visited recently, McClenny encouraged them to take a fresh look at the state for clients planning a family road trip or arriving by air. With visitors already travelling year-round, the goal ahead is to rebuild interest and encourage Canadians to explore more of what Virginia has to offer.
The message here, as McClenny put it: “I think it’s time to change your perspective and take a new look at Virginia.”
Brigitte Belanger-Warner, Canadian Media Relations and Marketing Specialist for Virginia Tourism Corporation
‘THE DECADE OF DULLES’
Washington Dulles International Airport (IAD)is gearing up for an exciting new phase with a US$22 billion capital program aimed at enhancing the passenger experience and strengthening its role as a gateway to Virginia.
Presented at the forum as ‘The Decade of Dulles,’ the program calls for more than five million square feet of new and renovated space. Plans include modernized security screening and expanded AeroTrain connections, while preserving the airport’s iconic main terminal.
For Canadian advisors, the investment creates a good gateway for itineraries that combine visits to Washington, D.C., with extended stays in Virginia. Current figures show that Dulles serves 69 international and 98 domestic nonstop destinations and ranks second in the country for on-time departures.
The airport’s direct Metrorail connection gives visitors easy access to Washington, D.C., without renting a car. Clients heading farther into Virginia can arrange onward transportation to Colonial Williamsburg, Shenandoah National Park, Northern Virginia wine country or the coast.
Additionally, located on the airport campus, the Smithsonian National Air and Space Museum’s Steven F. Udvar-Hazy Center is an excellent stop for itineraries. Home to the space shuttle Discovery and a Concorde, it offers a great option for families and aviation enthusiasts, with time before or after arrival.
A ‘Dirty Dancing’-themed networking event sponsored by Mountain Lake Resort highlighted the property that portrayed Kellerman’s Resort in the 1987 film
UNITED BUILDS ON CANADIAN CONNECTIONS
United Airlines is expanding its operations at Dulles, aligning network growth with investments in its Virginia hub. A United rep described Dulles as one of UA’s fastest-growing hubs.
Of note for Canada: among United’s new international routes in 2026 are seasonal nonstop services linking Dulles with Halifax and Quebec City, both of which launched in May with 1x flights. An October announcement from Air Canada and United confirmed increased service from Quebec City–Dulles for summer 2027, further strengthening access from one of Virginia’s key Canadian source markets.
On the ground, the new Concourse E will add 14 new United gates, provide direct AeroTrain access, and house United’s second-largest lounge in the world.
Sarah Morissette, SM Voyages, Quebec
TRADE SUPPORT
To help advisors build their knowledge of Virginia as a destination, VTC offers ongoing online training and local Canadian representation in both English and French.
Travel advisors can contact cadencemediasbb@gmail.com for trade support.
For more information, visit virginia.org.
Lead image caption: Virginia Tourism Corporation’s Brigitte Belanger-Warner, Canadian Media Relations and Marketing Specialist (left) and Rita McClenny, President & CEO (right) (lead image courtesy Annie Cicvaric; all other photos courtesy Virginia Tourism Corporation)
