What is the Virginia Tourism Corporation Marketing Leverage Program?
The Virginia Tourism Corporation is offering these grant funds to spur economic activity and overnight travel across the Commonwealth. This program is designed to create public private partnerships and leverage matching marketing dollars to promote Virginia as a vibrant destination with robust visitor experiences. All funded programs must use the Virginia is for Lovers logo on advertising and marketing materials. Further information on this requirement can be found in the program Terms and Conditions.
Opens: February 10, 2026. Closes: March 19, 2026
Who is eligible: Virginia travel industry partners including small businesses, DMOs, private sector attractions, accommodations, museums, lodging and events. Note: DMOs must choose the DMO Marketing Program OR the Marketing Leverage Program. A letter of support from local or regional DMO is required. A lodging partner letter of support is required. A list of official DMOs can be found at www.vatc.org/dmolist.
Award Tiers: Tier One: 1:1 minimum cash match for award of up to $20,000
Tier Two: 2:1 minimum cash match for award of up to $30,000
For information and questions, please email VTCMLPGrant@virginia.org. For a full overview of VTC’s available funding programs, please visit www.vatc.org/grants.