between-intakes State Grant

Virginia Tourism Corporation Marketing Leverage Program (MLP)

Virginia Tourism Corporation (VTC)

Up to $30,000 (2:1 match)

Visit official program ↗ Get early access to matching

The short version

VA tourism marketing grant up to $30K

VTC's Marketing Leverage Program provides tourism marketing matching grants of up to $30,000 to Virginia tourism-related businesses, DMOs, and regional industry associations. For-profit businesses including hotels, attractions, and event organizers are eligible. Two tiers: Tier One offers up to $20,000 with 1:1 cash match; Tier Two offers up to $30,000 with 2:1 cash match. A DMO support letter and a lodging partner letter are required. The 2026 application window (February 10 – March 19) has closed; 2027 cycle expected in early 2027.

Funding type: Grant
Level: State
Amount range: $30,000
Realistic amount: Tier One awards of $15,000–$20,000 are typical for for-profit applicants. Tier Two ($30,000) is more common for DMOs and…
Deadline: 2026 cycle closed March 19, 2026. Awards announced May 2026. Next cycle expected January–March 2027.
Status: between-intakes
States: VA
Payment model: reimbursement

Who qualifies

For-profit Virginia tourism-related businesses including hotels, small businesses, private sector attractions, accommodations, museums, lodging, and events
Business or organization must be located in Virginia
Eligible applicants must obtain a letter of support from the local or regional Destination Marketing Organization (DMO)
A lodging partner letter is also required (demonstrating connection to the overnight visitor market)
DMOs applying for this program cannot also apply for the separate DMO Marketing Program in the same cycle
All funded marketing must incorporate the Virginia is for Lovers logo on advertising and marketing materials
Tier Two applicants must document a 2:1 cash match commitment

Hard requirements

Location restriction: Virginia
Restricted to industry: tourism-related business

What it covers

Eligible expenses

Digital advertising (search, display, social media) targeting visitors to Virginia
Print advertising in regional and national travel publications
Travel trade marketing (FAM trips, trade show participation, travel agent outreach)
Video and photography production for marketing campaigns
Public relations and media outreach targeting travel editors
Co-op advertising with the VTC or other Virginia tourism partners

Ineligible expenses

Capital improvements or infrastructure
Event operational costs (staffing, food and beverage)
General business marketing not focused on tourism visitation
Expenses not on the VTC MLP Eligible Items approved list
Match contributions that are in-kind rather than cash (Tier Two requires cash match)

How to apply

1

Secure DMO support letter and lodging partner letter

Contact your local or regional DMO to request a letter of support. Identify a lodging partner (hotel, B&B, or other overnight accommodation) and obtain their partnership letter. These letters are required and take time to arrange — start early.
2

Develop Virginia-focused tourism marketing proposal

Create a marketing plan that promotes Virginia tourism and drives overnight visitation. Define target markets, marketing channels, budget (grant request + match), and measurable outcomes. Marketing must incorporate the Virginia is for Lovers brand.
3

Submit application during the annual window (January–March)

Complete the VTC online application form during the February–March application window. Attach DMO letter, lodging partner letter, marketing plan, and budget documentation.
4

Implement approved marketing and submit final report

Upon award notification (typically May), execute the approved marketing activities. Submit a post-project report with actual expenditures, marketing results, and documentation of Virginia is for Lovers logo usage.

Industry & certifications

NAICS codes: 721110, 713110, 711310

Insider tip

The DMO support letter is a gatekeeping requirement — without a cooperative local DMO, for-profit applicants can't proceed. Establish that relationship early. In 2026, 197 programs received awards, suggesting good acceptance rates for well-prepared applications.

Deadline & timing

Annual program with February–March application window. The 2026 cycle (February 10 – March 19) has closed and awards announced. For-profit applicants should plan to apply in January–March 2027. Awards typically announced in May following the close of applications. 197 local tourism programs received awards in the 2026 cycle — $2.2M total.

Programs that stack well

Virginia Tourism Corporation Microbusiness Marketing Leverage Program (MMLP)

Related programs

Last reviewed 2026. GrantCompass is an independent funding-discovery tool and is not affiliated with any government agency. Always confirm details on the official program page.