Governor Glenn Youngkin has announced the allocation of over $2 million in matching grant funds to 197 local tourism programs across Virginia. The funding is provided through the Virginia Tourism Corporation’s Marketing Leverage Program, Destination Marketing Organization Grant Program, and VA250 Tourism Marketing Program.
The aim of these grants is to combine state resources with local marketing campaigns to boost visitation and traveler spending through 2026. Local partners will contribute more than $2.74 million, leading to a total of over $4.76 million in new marketing initiatives and event production aimed at increasing overnight stays in all nine GO Virginia regions. This effort is expected to benefit 1,130 small businesses and nonprofits throughout the state.
Governor Youngkin stated, “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.” He emphasized that these grants are strategic investments designed to enhance local economies and reinforce Virginia’s reputation as a top travel destination.
The grant programs are administered by the Virginia Tourism Corporation (VTC) with an emphasis on increasing visitor spending by leveraging limited marketing budgets through partnerships. The initiative extends the “Virginia is for Lovers” brand to attract more visitors using a hub-and-spoke tourism model where local entities form partnerships to apply for funding. These partners include cities, counties, convention bureaus, chambers of commerce, museums, attractions, cultural events, and other tourism-related organizations.
Secretary of Commerce and Trade Juan Pablo Segura remarked on the broader impact of tourism: “Tourism provides a necessary pathway to employment in Virginia… When we invest in tourism, we’re also investing in Virginia’s workforce and economic resilience.”
The VTC plans additional rounds for its Marketing Program grants throughout 2025 and 2026. Interested organizations can find more information on vatc.org/grants.
A complete list of grant recipients is available online.
