More than 100 local tourism programs in Virginia will receive over $625,000 in matching grants to support marketing efforts aimed at increasing travel during the shoulder season, according to an announcement from Governor Glenn Youngkin. The funding is expected to generate more than $1.3 million in new marketing initiatives and benefit over 600 tourism partners across the state.
Governor Youngkin stated, “Virginia’s recent record-breaking tourism numbers reflect the strength and potential of this industry to drive economic growth across the Commonwealth. These grants will expand that impact by helping destinations and small businesses market themselves more effectively, thrive during the shoulder season, and welcome travelers year-round. From small towns to big cities, and from outdoor recreation to cultural and historic treasures, these programs will showcase the very best of Virginia as we build momentum toward the VA250 commemoration. With this milestone on the horizon, we have a unique opportunity to share Virginia’s history, natural beauty, culinary excellence, and craft beverage traditions with visitors from across the nation and around the world.”
The grant awards are funded through three programs managed by the Virginia Tourism Corporation (VTC): the Microbusiness Marketing Leverage Program, VA250 Tourism Marketing Program, and Vacation Starts with VADMO MMLP Co-op Program. Local partners have contributed more than $729,000 in matching funds.
Each program has a specific focus: The Microbusiness Marketing Leverage Program assists small tourism-related businesses with fewer than 20 full-time employees in expanding their marketing efforts during off-peak months; Vacation Starts with VA DMO MMLP Co-op Program helps destination marketing organizations run targeted campaigns using VTC’s resources; while the VA250 Tourism Marketing Program promotes awareness for Virginia’s role in American independence ahead of its 250th anniversary.
Secretary of Commerce and Trade Juan Pablo Segura commented on the importance of these partnerships: “Leveraging public-private partnerships is a model that works well for Virginia. Channeling dollars back into our cities, counties, and towns through tourism marketing grants is an instant revenue generator. With tourism as the front door of economic development, these grants are a critical part of Virginia’s growth strategy to increase revenue and create jobs. From part-time, front-line jobs for students to full-time executive positions in hospitality, Virginia is leading the way in activating tourism as an economic development strategy.”
Additional grant opportunities will be available quarterly starting in 2026 for organizations interested in applying.
For further information about upcoming grant opportunities or recipients of current awards visit vatc.org/grants.
