Barry Biggar, president/CEO of the No. 2 generator of Virginia's tourism expenditures, the Fairfax County Convention & Visitors Corp., addresses the importance of both electronic media and international marketing.
"Visit Fairfax" brand spent $450,000 in 2011 on interactive marketing.
"Two years ago the amount was little more than half that.
We're learning to market not by demographics but by psychographics, as we have to understand visitors' motivations to offer them a total experience."
says Fairfax also has learned to connect directly with international tourism.
The county supported the VTC's
international marketing with Maryland and D.C., through the Capital Region USA (CRUSA) tourism-marketing consortium.
According to Biggar
, "D.C. gets about 70 percent of the international business among the three jurisdictions in CRUSA.
In the past 2½ years we've met directly four or five times annually with major inbound operators in important overseas markets to extol our product - ranging from George Washington's Mount Vernon to the Udvar-Hazy Center
[at the National Air and Space Museum] and Tysons Corner, the sixth- or seventh-largest retail shopping area in the nation."
also extols the importance of Asian markets - specifically the Republic of China, a marketing effort McClenny says the VTC
fully supports: "It's Virginia's new number one international market.