Issue link: https://digital.copcomm.com/i/1544721
B M & T ••• May/June 2026 ••• www.blackmeetingsandtourism.com 15 In the heart of Richmond, Rita D. McClenny is steering Virginia's tourism industry toward a brighter future. As president and CEO of the Virginia Tourism Corporation (VTC) for 14 years, McClenny is passionate about showcasing the state's rich history, vibrant culture, and stunning landscapes. VTC is a state agency charged with marketing the Commonwealth as a premier travel destination and film loca- tion. Under McClenny's leadership, tourism has grown 5% year-over-year, and the agency has received several industry awards: among them, the U.S. Travel Association's Mercury Award and Afar Magazine's Distinguished Destination Award. A proud Virginia native, McClenny's journey began in Southampton County, where her roots run deep. She went on to earn a B.S. degree in economics from Fisk University, laying the groundwork for future leadership roles. McClenny, a collaborative and inclusive leader, works with a "very talented, excellent team" to drive success in VTC's mis- sion: increasing inbound travel to Virginia, domestic and inter- national tourism, and recruiting motion picture and film pro- duction to the Commonwealth. "We do it through marketing, our partnerships, and our various programs that are related to cooperative marketing, grants, and all the things that we believe will stimulate the tourism and hospitality economy," she said. McClenny and her team's efforts have put Virginia on the map as a must-visit destination. Whether you're a history buff, outdoor enthusiast, or film fan, Virginia, which boasted 44.7 million visitors in 2024, has something for you. Appointed over the years by five governors, McClenny brings 20 years of experience as the state's film commissioner to her role as president and CEO. The film commissioner posi- tion, she said, helped her understand what was needed to be a successful president/CEO at VTC. "When I served as film commissioner, I viewed filmmakers as super tourists," said McClenny, who was the longest consis- tently-serving Black film commissioner in the country, with a statewide portfolio. "I say that because they would engage all of the primary components. They needed lodging. They needed all aspects of transportation, air, road, train, cruise, every ele- ment, and also they had a big need for infrastructure with respect to setting up businesses that were suited to produce movies." Since 1969, 'Virginia's For Lovers' has been the brand. Building on that slogan, McClenny, who was recently named one of 10 'Women Who Drive Richmond 2026,' draws on her lifelong connection to Virginia to create unforgettable experi- ences. "I'm a Virginian," said McClenny, who has also been one of the 'Top 500 Leaders of Virginia' for four years. "I know Virginia in every way that makes a difference to the traveler." For anyone who has not visited Virginia, McClenny, a charismatic and knowledgeable ambassador for the state's cul- ture and history, is quick to highlight some of Virginia's top attractions. "Virginia is ideally situated on the East Coast, in the mid-Atlantic," she said. "We are on the Atlantic Ocean and A CONVERSATION WITH RITA D. MCCLENNY LEADING THE WAY: BY DARLENE DONLOE