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Virginia is looking to appeal to the lesbian, gay, bisexual, transgender and queer  travel community by launching a new campaign to attract visitors.

For the campaign, Virginia Tourism Corporation has swapped the traditional red heart in its classic Virginia is for Lovers logo with a rainbow heart.

Several US states have come under fire for introducing anti-trans ‘bathroom bills’ over the last year, including neighbouring North Carolina.

While those states have suffered a fall in tourism and a loss of big business, this state is taking the opportunity to entice the pink pound.

Democrat Terry McAuliffe, the Governor of Virginia, has released a positive video encouraging all LGBT tourists to visit them.

“A vacation in Virginia is all about doing the things you love to do with the ones that you love, and we are thrilled to offer this new resource for the LGBT community, their friends, and their families, to help them plan the perfect vacation in Virginia,” said Rita McClenny, president and CEO of Virginia Tourism Corporation. “Travellers to Virginia can experience our legendary historic attractions, more than 280 wineries and 160 craft breweries, outdoor recreation, amazing dining scene, the arts, beautiful beaches, and so much more. We look forward to welcoming all travelers to the Commonwealth to discover for themselves why Virginia is for Lovers.”

A message on the VTC website for LGBT travellers features a welcome message from Governor McAuliffe:


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