Virginia awards $2M for tourism marketing initiatives
Governor Youngkin announces over $2 million in grants for tourism programs, aiming to boost Virginia’s economy with a $4.7 million impact by 2026.
VIRGINIA, USA — Governor Glenn Youngkin on Tuesday announced more than $2 million in matching grant funds for 197 local tourism programs across Virginia, part of a public-private initiative expected to generate more than $4.7 million in tourism marketing and event production through 2026.
The funding comes through three programs administered by the Virginia Tourism Corporation (VTC): the Marketing Leverage Program, the Destination Marketing Organization Grant Program, and the VA250 Tourism Marketing Program. Combined with more than $2.74 million in local matching funds, the grants aim to increase visitation, promote overnight stays, and support 1,130 small businesses and nonprofits across all nine GO Virginia regions.
“Virginia’s tourism industry is a powerful engine of economic opportunity, creating jobs, supporting small businesses, and showcasing the best of every corner of the Commonwealth,” Youngkin said in a statement. “These targeted grants are strategic, results-driven investments that foster public-private partnerships to boost local economies and strengthen Virginia’s position as a premier travel destination.”
The grant programs focus on collaborative marketing under the Virginia is for Lovers brand and follow a hub-and-spoke model that encourages local cities, counties, tourism bureaus, museums, and attractions to apply for funds jointly.
Each grant has a specific goal:
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The Marketing Leverage Program reimburses marketing expenses for travel-related businesses and attractions.
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The DMO Grant Program supports destination marketing groups that demonstrate significant economic tourism impact.
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The VA250 Program promotes Virginia’s role in the upcoming 250th anniversary of American independence with research-based marketing focused on history and culture.
“Tourism provides a necessary pathway to employment in Virginia, creating opportunities for students, seasonal workers, and hospitality professionals alike,” said Secretary of Commerce and Trade Juan Pablo Segura. “These grants not only attract more visitors, but they help sustain the thousands of jobs that power our hotels, restaurants, attractions, and main streets across the Commonwealth.”
VTC will continue accepting applications in additional rounds through 2025 and 2026. Interested organizations can learn more at vatc.org/grants.
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