Virtual exchange (VE) is an educational practice that involves the engagement of groups of learners in extended periods of online intercultural interaction and collaboration with international peers as an integrated part of their educational programs and under the guidance of educators and/or facilitators. Despite more than 20 years of research and recent large-scale initiatives such as Erasmus+ Virtual Exchange, this approach remains relatively unknown and often misunderstood in international education. Based on the qualitative and quantitative data of an Erasmus+ KA3 "European Policy Experiment," which brought together practitioners, researchers, and ministerial policy makers from five European countries and autonomous regions, this article examines the challenges involved in implanting and upscaling an innovative practice such as VE in university internationalization practices. A case study from a Spanish regional autonomy, which took part in the project, is used to highlight barriers to take-up and integration at classroom, institutional, and policy levels. The data also provide a clear illustration of how an international practice such as VE can gain recognition and support though the coordination of bottom-up and top-down initiatives.