The Loudoun Convention & Visitors Association (Visit Loudoun) is the destination management organization for Loudoun County and its incorporated towns. As the primary programmatic arm for Loudoun’s travel and tourism promotion, it leads the Loudoun tourism industry to work together to generate visitor spending by developing and implementing comprehensive destination management programs. It is a self-governing private not-for-profit corporation with a Board of Directors elected by dues paying members.

Visit Loudoun was established in 1995 as the Loudoun Tourism Council to support the preservation, utilization, and enhancement of Loudoun's unique historic, cultural, and natural tourism assets to ensure community well being and sustainable economic returns including tax revenues, employment, business profitability, and return on investment. Today, Visit Loudoun has a signed Memo of Understanding with Loudoun County to perform core tourism services and works with the industry to implement a county-wide Tourism Destination Strategy.

Vision & Mission

Vision Statement
Visit Loudoun’s vision for tourism in Loudoun is to be a “must visit” destination supported by the community that recognizes the economic and quality of life benefits that come from sharing our home with visitors.  We seek to be the preferred East Coast wine country experience.

Mission Statement
The mission of Visit Loudoun is to generate economic benefits for Loudoun County and its jurisdictions through marketing Loudoun as a visitor destination.


Visitors  - As a marketing and sales organization, Visit Loudoun works to attract all types of visitors, increase the duration of their stay, maximize the economic impact from their spending, improve their overall experience, and impact their intent to return.

The Tourism Industry  - As the industry leader, Visit Loudoun supports all tourism businesses from large hotels to small retail businesses and service providers with sales, marketing, and service opportunities. It keeps the industry abreast of industry trends, market research, and local and regional issues and opportunities.

The Community  - As a community steward, Visit Loudoun works to generate tax revenues and enhance the quality of life for the entire community. It attracts visitors who spend their time and money here but do not require schools and other public services.

Policy Makers  - As the industry advocate, Visit Loudoun offers policy makers  tourism industry expertise and perspective, and communicates the industry’s needs in terms of tourism development and sustainability.

Board of Directors

The Board of Directors of Visit Loudoun is responsible for the programmatic and fiscal integrity of the corporation. They elect, evaluate, and counsel the Chair, Vice Chair, Secretary, and Treasurer; provide planning and guidance for the work of the organization; approve its policies; assist in securing the financial resources required to sustain and increase tourism programs; and share responsibility for effective recruiting and retention programs. Visit Loudoun dues paying members elect board members during their annual meeting each year after a thorough nominating process has been completed. Board members are elected to three year terms so that approximately one-third of the board members join the board of directors at any given time.

Visit Loudoun Board Members are recruited through a deliberate process to develop strong leadership for policy guidance for Visit Loudoun. The board members represent large and small tourism related businesses from all sectors of the tourism industry as well as marketing and other professional fields. Tourism is a countywide program and the board members are also selected with consideration of the different geographies within Loudoun and its towns and diversity.

The board meets at 3:30pm on the 4th Wednesday of every month at the Visit Loudoun offices. The November and December barod meetings take place on the 3rd Wednesday of the month due to the holidays. All board meetings are open to the public; the schedule is posted on the Loudoun County Government Events Calendar


Chair: Herbert E. Glose, Corporate Operations Project Manager, B.F. Saul Company Hospitality Group
Vice Chairr: Shye G. Gilad, President & CEO, ProJet Aviation​,
Treasurer: Paul Cerula, Principal, Global Periscope LLC
Secretary: Jordan Harris. General Manager, Tarara Winery

Board Members  (and Committee Chairs)
Paige Buscema, President & CEO, Eyetopia Inc.
Christopher (Chris) Coles, General Managerr, Washington Dulles Airport Marriott
Reggie Cooper, General Manager, Salamander Resort & Spa
Beth Erickson, President & CEO, Visit Loudoun
Laura Fletcher, General Manager, Holiday Inn Leesburg
Anna Gebert, Account Director,  Tourism Toronto
Bruce Gemmill, Sr. Vice President, John Marshall Bank
Jacqueline B. Gosses, Regional Manager, Homewood Suites/Hampton Inn & Suites Leesburg
Jo Ann Hazard, Owner, Middleburg Country Inn
Robert (Bob) Lazaro, Director of Regional Energy Planning, Northern Virginia Regional Commission
Frank McNally, Volunteer, National Air & Space Museum-Steven F. Udvar Hazy Center
Jason Miller, Co-Owner, The Wine Kitchen
Frank Milligan, Executive Director, Morven Park
Amy Marasco Newton, Owner, Fieldstone Farm Bed & Breakfast
Mike Peverill, President & CEO, Pev’s Paintball
Jim Ruedinger, Vice President Mid-Atlantic & Southeast, Hostelling International USA
Melanie A. Schmidt, Sr. Director Public Affairs & Business Development, The Medical Spa at Nova
LaMott K. Smith, Jr., Principal & Partner, Raspberry Golf Management
Rosanna Smith, Owner, Bella Villa Antiques
Peter Wood, Chair, Middeburg Arts Council

Ex-Officio Members
Christopher U. Browne, Vice President & Airport Manager, Dulles International Airport
Grafton deButts, Director of Membership & Brand Strategy, Loudoun County Chamber of Commerce
Marantha D. Edwards, Director of Economic Development, Town of Leesburg
Julie Grandfield, Assistant County Administrator, Loudoun County
Todd Henkle, Treasurer, Loudoun Wineries Association
Cynthia C. Pearson, Economic Development Coordinator, Town of Middleburg
​Carol Welti, Chair, Loudoun Destination Foundation
William (Bill) Wilkin, Chair, Loudoun County Heritage Commission




The Visit Loudoun Board of Directors is a working board and has standing and special committees made up of Visit Loudoun board members, Visit Loudoun partners, and other qualified individuals that do the board's work between board meetings. Committee activities include but are not limited to conducting research, investigating, and evaluating board issues. Each committee reports their findings and recommendations at board meetings for refinement and decision-making by the full board.

The current Visit Loudoun committees include:
Audit/Human Resources
Destination Development
Annual Meeting & Tourism Awards
Tourism Marketing Leverage Fund Review
Marketing/Sales Advisory
Sports & Events Commission Advisory
Weddings Advisory
Visit Loudoun also establishes work groups/ad hoc committees on an as needed basis.

The Executive Committee meets at the Visit Loudoun office on the 2nd Tuesday of every month at 8am at the Visit Loudoun offices. All committee meetings are open to the public; the schedule is posted at the beginning of the month in the Visitors Center.

For more information and to learn more about serving the tourism industry and Visit Loudoun on the board or a committee, contact Greg Harp at  or 703.669.2008.


Visit Loudoun is mostly funded by Restricted Transient Occupancy Tax, a dedicated room tax collected by county accommodations that is required by state code to be reinvested in tourism promotion. It also receives funding from membership dues, participation fees for such things as cooperative programs, and by the towns of Middleburg and Leesburg. Visit Loudoun also receives cash and in-kind services from tourism businesses to host programs for the tourism industry and to host group travel decision makers and travel and lifestyle media. The public/private partnership for funding tourism promotion enables tourism to thrive in Loudoun County and its jurisdictions.