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Richmond, VA – Virginia Tourism Corporation (VTC) today announced the release of Heart & Soul, a four-part video series that tells the stories of Virginians and the communities they call home. Available on YouTube, the series is part of VTC’s broader Heart & Soul campaign, which showcases Black culture and travel experiences across the Commonwealth.
Each episode features a different Virginia destination through the perspective of a local creator, who takes viewers along to some of their favorite restaurants, museums, events, and other cultural experiences. The series highlights the unique character of four Virginia localities – Charlottesville, Norfolk, Richmond, and Roanoke – while offering an authentic look at Black culture and community in each destination.
In 2021, VTC partnered with local creators to create city guides focused on Black travel experiences. Heart & Soul brings those guides to life by reconnecting with the creators who originally curated them and inviting viewers to experience their hometowns through their eyes. Each episode was produced by VTC’s in-house creative team.
“Travelers often discover a destination in the most meaningful ways through the people who call it home, and Heart & Soul offers that perspective firsthand,” said Rita McClenny, President and CEO of Virginia Tourism Corporation. “Each creator offers a personal connection to the places and traditions they love, inviting viewers to connect with their communities and discover new reasons to explore Virginia for themselves.”
Heart & Soul is part of VTC’s broader marketing efforts to inspire travel to Virginia by sharing authentic stories and experiences from communities across the Commonwealth.
Heart & Soul Episodes
Episode 1: Paris Sutherlin, Richmond
Born and raised in Richmond, Paris Sutherlin is a flight attendant and a full-time content creator whose creativity never stops. While her career takes her around the world, she says coming home to Richmond always feels like a “big hug after a long stretch of time away.” Her travels have given her the opportunity to experience other cultures and expand her worldview, but Richmond will always be home.
Episode 2: Jarrell Williams, Norfolk
Jarrell Williams is a storyteller, host, and creative marketer behind the award-winning Nomarama brand, which celebrates culture, travel, food, and community. He has hosted numerous shows and helped develop dozens of authentic campaigns to inspire curiosity, connection and joyful exploration.
Episode 3: Xavier Duckett, Roanoke
Xavier Tramaine Duckett is a community leader, artist, entrepreneur, traveler and mentor based in Roanoke, VA, where he was raised in a culture of service, generosity, and love for community. After finishing his football career at Old Dominion University, Xavier moved back to Roanoke in 2015 with a mission to give back and help uplift his hometown. He recognized the need for local youth empowerment programs and founded nonprofit The Humble Hustle Co. with that in mind. Xavier continues to use his diverse experiences to impact youth and inspire others.
Episode 4: Matt Harmon, Charlottesville
Matt Harmon is a Charlottesville-based entrepreneur and the founder of Harmony Wine. His journey began with a simple mission: to make wine feel less intimidating, more inclusive, and accessible to everyone. That passion has since evolved into curating elevated experiences that bring people together through wine, craft cocktails, music, and culture.
To watch all four episodes of Heart & Soul and to learn more about Black travel and culture in Virginia, visit heartandsoul.virginia.org.
About Virginia Tourism Corporation
Virginia is for Lovers is one of the most iconic and recognizable travel brands in the world. Using that powerful brand equity, Virginia Tourism Corporation (VTC) is charged with promoting the Commonwealth as a premier travel destination by showcasing all there is to love in a Virginia vacation. The dollars spent by travelers fuel the economy, provide jobs for Virginians, and improve communities across the state. Simply put, tourism helps make Virginia a great place to live, work, and visit. Learn more at virginia.org.
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