Sisterhood Spotlight
President and CEO of the Virginia Tourism Corporation
Providing more than 210,000 jobs in our growing labor market and generating billions in revenue, tourism is a critical part of what makes Virginia thrive. Thanks to Rita’s standout work and leadership, the Commonwealth continues to lead as a top destination to live, work, travel, and do the things we love.
As President and CEO of Virginia Tourism and the past Director of the Virginia Film Office, you are an admired industry professional in some of the largest revenue generators for Virginia. What inspired you to pursue this line of work?
I love Virginia first and foremost, growing up on our family farm, I always understood how special the land is and how Virginia is a commonwealth filled with abundant treasures and natural assets. The work is about marketing our State’s legendary history, attractions and natural scenery with travelers from around the world and Virginia to experience as a destination for leisure and business travel.
The Virginia Tourism Corporation proudly states Integrity, Passion and Results as integral values to the corporation. What does this look like at Virginia Tourism and why are these specific characteristics so important?
These values guide our daily decisions, behaviors and how we meet our customers everyday through Virginia Tourism’s mission. Embodied in integrity is listening, understanding and transparency. Our passion comes through as proud Virginians promoting creativity, our reputation as a stellar agency and delighting our customers. Results are vitally important to measure our success and provide value that capitalizes on our strengths in the marketplace.
How did you overcome the challenges of the COVID-19 pandemic, and how have you seen Virginia Tourism grow and adapt since then?
VTC overcame the challenges of COVID by adapting to the difficult circumstances of an industry shutdown. Our agency utilized technology, communication tactics and we were creative in every way possible. After the pandemic, we deployed marketing funds to 133 localities across Virginia to accelerate the industry’s economic recovery. Those efforts were wildly successful and the state has recovered visitor spending to over $30 Billion in 2023. We are extremely proud of our resilience and fortitude. We never gave up or ceased marketing Virginia’s tourism assets domestic and internationally.
Did you always know you wanted to be an industry leader? Who and what inspired you throughout your career to get to where you are today?
My inspiration comes from my upbringing to always do my best, show leadership, speak up, sit in the front of the class, be first to raise your hand to volunteer and assist others. My parents instilled these attributes from a very young age. I had a blessed and glorious childhood filled with joy and love. We were taught to believe in God and walk with confidence.
What is the best piece of advice you have ever been given, and how have you applied it in your life? (in and out of the workplace!)
Think before you speak, simple advice yet highly effective. I use this lesson every day of my life.
In turn, do you have any wisdom for Virginia's Women+girls just getting started their careers or education?
The world around us is complex and filled with choices every day we walk this earth. My suggestion is to take personal accountability very serious and know that words matter. Always have a solution if you want to make a difference in the world. Humility is a character trait that opens our hearts and minds to new ideas and our ability to change for continuous improvement. Serve as a consistent steward of your personal brand. Always do your best.
About Rita D. McClenny
Rita D. McClenny serves as president and CEO of the Virginia Tourism Corporation, a state agency charged with marketing the Commonwealth as a premier travel destination and film location. The mission of VTC is to expand domestic and international in-bound travel and motion picture production to generate revenue and employment in Virginia. A native Virginian, Ms. McClenny received a Bachelor of Science degree in Economics from Fisk University. She was born and raised in Southampton County and presently resides in the City of Richmond. Under Rita’s leadership tourism has grown 5% year-over-year and the agency has received several industry awards: among them U.S. Travel Association’s Mercury Award and Afar Magazine’s Distinguished Destination Award. Rita has been recognized as a Virginia Business Top 500 Leader in the Commonwealth three years in a row (2021-2023). Tourism and film are instant revenue generators for Virginia. In 2022, tourism in Virginia generated $30 billion in direct spending, supported more than 210,000 jobs, and provided $2.2 billion in state and local taxes. Virginia was named a top state to both vacation and retire in 2023.