SLC Representation appointed as UK & Ireland representative for the State of Virginia
Wednesday, 02 Dec, 2025
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The Virginia Tourism Corporation has appointed SLC Representation as their new UK agency, continuing the successful promotion of the state in the UK and Irish markets.
SLC is a full-service agency specializing in tourism across the globe and operating in the United Kingdom, Ireland, Europe, and Australia.
The move comes ahead of a pivotal year, as the USA commemorates its 250th anniversary. A moment which will see Virginia take center stage through its iconic sites, from Colonial Williamsburg, the world’s largest living history museum, to George Washington’s Mount Vernon. The state has already been named by Frommer’s as one of the ‘Best Places to Go in 2026’.
SLC will continue to elevate the globally recognized Virginia is for Lovers brand by working closely with trade partners and UK media to highlight Virginia’s distinct and diverse attractions on the East Coast.
From outdoor adventures in Shenandoah National Park and the Blue Ridge Mountains in the west, to beach holidays in Virgina Beach, city breaks in the state’s capital of Richmond, and wine country retreats in Loudoun County, mere minutes from the main point of entry Washington Dulles International Airport in Dulles, Virginia.
Plans are already in place to host a UK mission to engage with key trade and media partners week commencing 23 February 2026.
Heidi Johannesen, Managing Director, Global Markets at Virginia Tourism Corporation explains why having a dedicated UK agency is so important and what UK trade can expect during the upcoming mission.
“Securing SLC Representation marks an important step in our international strategy, with the goal of strengthening the state’s visibility around the globe. The UK and Irish markets play a very important role for Virginia as two of the top inbound markets for our Commonwealth. Working hand in hand with our trade and media partners in market is crucial to driving awareness of our wide variety of attractions. We look forward to strengthening current relationships and forging new partnerships that will assist us in inspiring more people to spend their vacation in our diverse state and discover why Virginia is for lovers of everything you love in an ideal holiday.”
Mala Mistry, PR Director at SLC Representation, commented:
“SLC is thrilled to be making our first step into the US market with such a brilliant partner. Virginia’s rich history and stunning landscapes make it a compelling destination for British travelers. To add to this, the milestone anniversary coming up next year is the perfect moment to showcase Virginia’s story and inspire visitors to experience the state’s unique blend of heritage and modern charm.”
For more information about Virginia and upcoming anniversary events, visit www.virginia.org.
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