Virginia Tourism Corporation Marketing Leverage Program (MLP)
Virginia Tourism Corporation (VTC)
Up to $30,000 (2:1 match)
Researched for this program: 6 rejection traps · 5 required documentsWhat decides this award ↓
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
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.
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