RICHMOND, Virginia – Governor Glenn Youngkin announced that 104 local tourism programs will receive more than $625,000 in matching grants to encourage travel during Virginia’s shoulder seasons, supporting more than 600 tourism partners statewide and generating over $1.3 million in new marketing initiatives.
“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,” Youngkin said. He highlighted Virginia’s small towns, cities, outdoor recreation sites, and historic and cultural attractions as key features for tourism growth ahead of the VA250 commemoration of the 250th anniversary of American independence. The funding comes through three programs administered by the Virginia Tourism Corporation: the Microbusiness Marketing Leverage Program, the VA250 Tourism Marketing Program, and the Vacation Starts with Virginia Destination Marketing Organization Marketing Leverage Program Co-op Program. Local partners contributed more than $729,992 in matching funds.
The Microbusiness Marketing Leverage Program supports small tourism-related businesses with 20 or fewer full-time employees in promoting themselves during the off-peak season from September through May. The Vacation Starts with Virginia Destination Marketing Organization Marketing Leverage Program Co-op Program assists destination marketing organizations in executing targeted, research-driven campaigns using the Virginia Tourism Corporation’s Vacation Starts with Virginia brand and toolkit.
The VA250 Tourism Marketing Program builds awareness for Virginia’s cultural and historical legacy under the theme America: Made in Virginia in advance of the 250th anniversary of American independence.
“Leveraging public-private partnerships is a model that works well for Virginia,” said Secretary of Commerce and Trade Juan Pablo Segura. “Channeling dollars back into our cities, counties, and towns through tourism marketing grants is an instant revenue generator. Tourism supports jobs ranging from part-time front-line positions to full-time executive roles in hospitality.”
The Virginia Tourism Corporation will open additional marketing grant programs quarterly in 2026. Organizations and businesses interested in applying can visit vatc.org/grants. A full list of grant recipients is available on the website. The Virginia Tourism Corporation oversees the Virginia is for Lovers brand, promoting the Commonwealth as a premier travel destination. Tourism spending fuels the economy, provides jobs, and strengthens communities. More information is available at virginia.org.
