3 Southern Women Changing the Way We Travel

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Get to know three faces of the Southern travel industry: Rochelle Hicks of Mississippi, Rita McClenney of Virginia, and Dalaney Thomas of Arkansas. These powerhouse women are leading the charge for their home states — and we’re ALL reaping the benefits.

Rochelle Hicks | Director of Tourism, Visit Mississippi

I grew up in Natchez, Mississippi and Vidalia, Louisiana. 

I have been in Mississippi most of my life and have been working at Visit Mississippi since August of 2023.

Tourism has been part of my story for as long as I can remember. Growing up in the Natchez area, I saw firsthand how visitors contribute to local communities and economies. My parents owned a gift shop, which gave me an early appreciation for hospitality and the importance of creating memorable experiences.

After college at the University of Louisiana, I began my career in tourism marketing at Lady Luck Casino in Natchez. From there, I spent more than a decade with the Ridgeland Tourism Commission, later served as executive director of the Mississippi Tourism Association, and worked in nonprofit advancement before joining Visit Mississippi in August 2023. Across each role, my focus has remained the same: showcasing the people, places, and experiences that make Mississippi special.

What do you love most about working in the travel industry? 

Travel creates joy, meaningful connections, and lasting memories. It also helps preserve and share the traditions that make Southern communities unique. From family-owned restaurants and local festivals to historic downtowns and live music venues, tourism supports local businesses, creates jobs, and strengthens communities across Mississippi. Introducing someone to the state for the first time and watching them experience our culture and hospitality is incredibly rewarding. As Mississippi’s 4th largest industry, tourism is also a powerful economic driver that supports local businesses, creates jobs, and strengthens communities across our state. 

What’s one thing you wish more people knew about your state? 

I wish more people realized how deeply Mississippi has influenced Southern and American culture. As the birthplace of America’s music, our state has roots in blues, country, gospel, and rock and roll that continue to shape artists and genres around the world. Mississippi is also home to an extraordinary literary legacy, influential civil rights history, diverse landscapes, and culinary traditions that reflect generations of cultural exchange.

What often surprises first-time visitors is the depth and authenticity of the experiences they find here. From the Delta and the Gulf Coast to small towns and vibrant cities, each region offers its own stories, traditions, and sense of place. Most importantly, Mississippi is defined by its people. The warmth, generosity, and genuine hospitality you encounter here leave a lasting impression and turn visitors into lifelong ambassadors for our state.

You’re hosting a first-time visitor who only has ONE DAY in the state of Mississippi. What’s the ultimate itinerary? 

We would start the day in Natchez or Vicksburg with a spectacular sunrise over the mighty Mississippi River and a tour of these two beautiful historic cities. From there, we’d travel through the Delta to experience the birthplace of the blues in Clarksdale, stopping to experience the Mississippi Blues Trail along the way and making a stop at Grammy Museum Mississippi. We’d enjoy lunch featuring authentic Mississippi cuisine at a fun local eatery or one of our Michelin recognized restaurants. We would then make our way to the Capital city to visit the Mississippi Civil Rights Museum in Jackson for an unforgettable look at our state’s history and impact. We’d finish the day with live music and dinner on our the Mississippi Gulf Coast enjoying a gorgeous sunset while dining on incredible local seafood. It’s impossible to see everything Mississippi offers in one day, but you can certainly experience the culture, history, music, and hospitality that define our state and you should definitely plan to stay for several days! 

Best piece of advice:

Relationships matter. Treat people with kindness, stay curious, and never underestimate the power of listening.

Favorite travel hack: 

I recommend downloading destination apps and building a flexible itinerary that leaves time for unexpected discoveries.

Favorite recent read (or podcast!): 

My latest read is The Calamity Club by Kathryn Stockett, the Mississippi-born author best known for The Help. I enjoy books that blend compelling characters with a strong sense of place — especially stories that capture Southern life, a sense of community, and personal journeys.

My favorite podcast (shameless plug) is Visit Mississippi’s “Mississippi on the Map”. It highlights the people, places, stories, and experiences that make our state unique while exploring Mississippi’s role as the Birthplace of America’s Music.

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Rita McClenney | President & CEO of Virginia Tourism Corporation

Where are you from originally? Southampton County, VA

How long have you been based in Virginia, and when did you start working with Virginia Tourism Corporation? 

I am a Virginian born and raised in Southampton County, I lived in New York, Atlanta and Los Angeles for periods of time. My heart is and always has remained in Virginia. 

Tell us briefly about your background leading up to your time at VTC.

I was the Film Commissioner for the State of Virginia for 20 years recruiting film, movies and TV series to the Commonwealth. Some of my favorite productions were Minority Report, Steven Spielberg’s Lincoln, Hannibal and John Adams

What do you love most about working in the travel industry? 

Travel connects people to places and to one another, and I’m inspired by the role tourism plays in telling Virginia’s story, inviting visitors to experience the state while supporting local businesses and destinations. Working in tourism and travel allows me to highlight what makes Virginia unique, strengthen communities across the Commonwealth, and share the pride we have in this place with the world.

What’s one thing you wish more people knew about your state? 

Virginia has something for everyone to experience on vacation or while traveling for business or educational purposes. Virginia is the site of the FIRST Thanksgiving at Berkeley Plantation . Virginia is home to the FIRST black cultural center, Jackson Ward in Richmond, Virginia 

You’re hosting a first-time visitor who only has ONE DAY in the state of Virginia. What’s the ultimate itinerary? 

Coffee in the Vibe District, Virginia Beach take a bicycle ride on the boardwalk, surf if that your jam at the Atlantic Surf Park (24/7). Drive across the Chesapeake Bay bridge lunch at the Bridge Café (atop the bridge) amazing view. Visit Chincoteague Island to see the Assateague ponies across the water. Spend the evening with on a dead rise boat to go with a waterman to harvest oysters and roast them upon returning paired with a Virginia Rose’ wine from Dog and Oyster. 

Best piece of advice:

Someone may not remember what you said, they will however always remember how you made them feel

Favorite recent read (or podcast!): 

Atlas Obscura – finding hidden travel gems and oddities

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Dalaney Thomas | Director of Arkansas Tourism

Where are you from originally? 

Little Rock, AR

How long have you been based in Arkansas, and when did you start working with Arkansas Tourism? 

I am proud to call Arkansas home for my entire life. Growing up here gives me a deep appreciation for my work. I’ve been with the Arkansas Department of Parks, Heritage and Tourism since 2023. 

Tell us briefly about your background leading up to your time at Arkansas Tourism. 

For the last decade, my work has focused on strengthening and supporting The Natural State’s tourism and hospitality sector. Before joining Arkansas Parks, Heritage and Tourism, I led the state’s marketing efforts at our advertising agency, collaborating closely with partners across the industry. 

That shift provided a unique blend of perspectives and relationships that ultimately prepared me to step into the Tourism Director role as a trusted collaborator and leader committed to championing Arkansas’ story.

What do you love most about working in the travel industry? 

The people. Arkansans are some of the kindest individuals you’ll meet, and when you look specifically at the people who make up our travel industry, you find an incredible combination of warmth, hospitality, creativity, and innovation. Tourism is Arkansas’ second‑largest industry, with more than 70,000 people working across tourism and hospitality. What I love most is knowing that my work ultimately supports them.

What’s one thing you wish more people knew about your state? 

Arkansas is known as The Natural State for a reason, and the broader outdoor community has taken notice. We’re home to America’s first national river, the Buffalo National River; the oldest federally protected land in the National Park System, Hot Springs National Park; Stuttgart, the Duck Capital of the World; Bentonville, the Mountain Bike Capital of the World; and waterways and national forests lands that offer some of the premier natural spaces in the country. 

More people should know how varied and accessible Arkansas’s outdoor experiences are. The state has a long tradition of adventure, and our recreation offerings have grown significantly in recent years. Whether you’re an experienced outdoorsman or someone who just wants an easy way to get outside—with great Southern food and comfortable lodging close at hand—Arkansas is a place for you. And you’re welcome here.

You’re hosting a first-time visitor who only has ONE DAY in the state of Arkansas. What’s the ultimate itinerary? 

Asking a tourism director to pick just one thing to do is a bit like asking someone to choose a favorite child—but if I had to pick an experience that would make a first‑time visitor want to return, I’d send them to Petit Jean State Park, Arkansas’ first state park.

Located less than an hour from Little Rock, Petit Jean offers sweeping views of the Arkansas River Valley and a remarkable range of experiences in one place. Arkansas State Parks celebrated its centennial in 2023 and is continuing to invest in new offerings at this flagship park. 

Visitors can take on classic hikes like the trail to Cedar Falls—one of Arkansas’ most impressive waterfalls — or opt for guided adventures through Frontier Climbing, which helps guests experience the outdoors safely and confidently. This summer, the renovated Petit Jean Lodge will reopen with refreshed comfort and charm. The park is also debuting Arkansas’s second Via Ferrata — the only one located inside a state park anywhere in the country — adding a standout new way to explore the landscape. And with mountain bike trails currently under development and slated to open this fall, Petit Jean’s lineup of adventure options continues to grow.

Petit Jean has a little bit of everything: outdoor beauty, accessible adventure, and memorable experiences for any type of traveler. It’s the kind of place that turns a one‑day visit into plans for a longer return trip.

Best piece of advice:

The best advice I’ve ever received is to limit the use of “I.” We succeed as a team. It may sound simple, but in professional environments, using “we” reinforces that progress is shared and that every win is the result of partnership. Tourism, especially, is built on collaboration—no single person carries the work alone. That mindset has stayed with me throughout my career: don’t take the credit, celebrate as a team. It creates trust, camaraderie, and a stronger industry overall.

Favorite recent read (or podcast!): 

In the summer, I always find myself reaching for an Emily Henry novel — they’re my go‑to warm‑weather reads. On a very different note, I also highly recommend The Anxious Generation by Jonathan Haidt. He makes a compelling case that the rise in mental health challenges in teens is tied to the shift from play‑based to phone‑based childhoods. It’s a thought‑provoking read that underscores just how important it is to spend time off our screens and outdoors.

Favorite vacation destination (outside of Arkansas): 

My husband and I love visiting national parks across the country. Two of my favorites have been the Kenai Fjords in Alaska and Zion National Park in Utah. 10 out of 10 recommend.

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