A total of 88 special events and festivals across Virginia will receive $885,733 in matching grant funds as part of the Virginia Tourism Corporation’s Special Events & Festivals Sponsorship Program, Governor Glenn Youngkin announced. The initiative aims to boost overnight visitation and increase traveler spending throughout the Commonwealth in 2026.
Governor Youngkin stated, “Special events and festivals play a vital role in Virginia’s long-term growth by strengthening our visitor economy, celebrating our communities, and bringing people together across the Commonwealth. By pairing state resources with private investment, we are helping signature events expand, drive overnight visitation, support jobs, and showcase everything that makes Virginia a premier destination—from our vibrant arts and music scene to our agritourism, history, and outdoor experiences.”
The program uses a public-private funding model where local partners will contribute more than $4.8 million to match the state grants. This approach is expected to generate over $5.68 million for marketing and event production activities aimed at increasing tourism in 2026. In total, these awards will benefit 526 tourism-related partners statewide.
The sponsorship program is structured to maximize limited marketing budgets through partnerships that encourage overnight stays by visitors attending special events or festivals. It also extends the reach of the “Virginia is for Lovers” brand across various regions. Each GO Virginia region receives an allocation of 20 percent of available funds to ensure broad support for events.
Funding applications require collaboration among four entities—such as cities, towns, counties, destination marketing organizations, restaurants, museums or attractions—using a hub-and-spoke model designed to promote multi-day itineraries. The main event serves as an anchor while encouraging visitors to explore local businesses and attractions beyond the festival itself.
Secretary of Commerce and Trade Juan Pablo Segura said: “Tourism is the front porch of economic development in Virginia, and special events and festivals play a critical role in driving overnight visitation. With a projected cumulative attendance of more than two million visitors, these events offer an unparalleled opportunity to introduce Virginia to families, friends, and prospective workers—showcasing the experiences and quality of life that help strengthen our workforce and economy.”
Additional rounds for VTC grants are scheduled throughout 2026. Organizations interested in applying can find details at vatc.org/grants while travelers planning their trips can visit virginia.org for information on upcoming events.
A complete list of grant recipients is available online.
