Governor Glenn Youngkin announced the allocation of over $2 million in matching grant funds to 197 local tourism programs across Virginia. These grants are funded through the Virginia Tourism Corporation’s Marketing Leverage Program, Destination Marketing Organization Grant Program, and VA250 Tourism Marketing Program.
The initiative aims to combine state funds with local tourism marketing campaigns to boost visitation and traveler spending through 2026. Local partners will contribute more than $2.74 million to match the grant funding, generating a total of over $4.76 million for new marketing efforts focused on increasing overnight visits across all nine GO Virginia regions. This effort is expected to benefit 1,130 small businesses and nonprofits statewide.
“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,” said Governor Glenn Youngkin. “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 are administered by the Virginia Tourism Corporation and aim to increase visitor spending by leveraging limited marketing dollars through partnerships while promoting the “Virginia is for Lovers” brand. The hub-and-spoke tourism model allows various entities such as cities, counties, convention bureaus, chambers of commerce, museums, attractions, cultural events, and other non-profits and businesses in Virginia to collaborate for funding applications.
Each program serves a specific purpose in enhancing tourism growth:
– The Marketing Leverage Program offers reimbursable grants that help leverage existing marketing funds available to Virginia travel industry partners.
– The Virginia DMO Grant Program provides funds for destination marketing organizations (DMOs) with expenses that have significant economic impacts on tourism.
– The VA250 Tourism Marketing Program supports research-based marketing linked to America’s 250th commemoration under the theme “America: Made in Virginia,” aiming to highlight the state’s cultural and historical heritage.
“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 thousands of jobs that power our hotels, restaurants, attractions, and main streets across the Commonwealth.”
Additional rounds for these grant programs will be open throughout 2025 and 2026. Interested organizations can find more information at vatc.org/grants.
A full list of grant recipients is available online.
