Virginia Tourism Corp. taps new marketing VP

Virginia Tourism Corp. on Thursday announced that it has named Catherine “Cat” Marshburn as vice president of marketing.

In the role, Marshburn will lead the agency’s marketing strategy and manage the brand, overseeing domestic and international marketing campaigns and engaging stakeholders to increase awareness and drive visitors to Virginia. She also will serve on VTC’s executive committee.

“Cat is a strategic and visionary leader whose collaborative spirit and data-driven approach will further elevate the Virginia is for Lovers brand,” Virginia Tourism President and CEO Rita McClenny said in a statement. “Her extensive experience and creative mindset will help us connect with new audiences, strengthen our partnerships and position Virginia as a top choice for travelers from around the world.”

Marshburn was most recently corporate vice president of marketing for United Parks and Resorts, where she led marketing efforts across 12 major theme parks, including Busch Gardens Williamsburg. She previously held leadership roles at SeaWorld Parks & Entertainment, Busch Gardens and Busch Entertainment, where she successfully expanded international reach and increased guest engagement, visitation and revenue.

“It’s an honor to join the VTC team and help tell the story of this remarkable commonwealth and the people who make it so special,” said Marshburn. “Virginia is a place I’ve come to love, and I’m excited to help share all that it offers with travelers near and far.”

Marshburn has a bachelor’s degree in organizational communications from the University of Central Florida.

A state agency, Virginia Tourism is charged with promoting Virginia as a travel destination. In August 2024, VTC reported that Virginia’s tourism industry generated a record high $33.3 billion in visitor spending for the previous year, an annual increase of nearly 10%.