Virginia is looking to reach out to the LGBT community for tourism purposes. The new campaign is welcoming all people within the lifestyle to enjoy themselves by visiting the state.
The campaign includes a new landing page on the Virginia Tourism Corporation’s homepage that includes information about museums, wineries, parks and other LGBT-friendly attractions in the state. It also contains hotel and event listings and Virginia is for Lovers PRIDE merchandise that is for sale.
The Virginia campaign comes on the heels of the North Carolina anti-lgbt “Bathroom Bill” which could result in the loss of nearly $5 billion a year according to the Williams Institute at the UCLA School of Law. "The Virginia Tourism Corporation notes tourists spent $23 billion in the state in 2015. The tourism industry also supports more than 200,000 jobs in Virginia and generates $1.6 billion in state and local taxes a year.“
The identification of LGBT individuals as a possible revenue generator is smart. Reaching out to a community currently experiencing discrimination in a neighboring state is also intelligent and should help Virginia attract new tourism customers. Only time will tell the true benefit, but for now Virginia is expertly position for a huge revenue increase.