The Virginia Tourism Corporation (VTC) on Friday announced the official launch of an LGBT tourism marketing effort.

The announcement comes a day before Saturday's Virginia Pride Festival in Richmond, which will feature national acts such as Mary Lambert.

At the festival, VTC will unveil a signature LOVEwork, a work of art with the word “LOVE,” and Virginia is for Lovers PRIDE merchandise.

For the campaign, VTC has switched out the traditional red heart in its classic Virginia is for Lovers logo with a rainbow heart.

A landing page on VTC's website for LGBT travelers features a welcome message from Governor Terry McAuliffe.

“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. “Travelers 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.”

The U.S. LGBT travel industry is estimated to be worth $57 billion, VTC said.