active State Grant

Virginia Tourism Corporation Microbusiness Marketing Leverage Program (MMLP)

Virginia Tourism Corporation (VTC)

Up to $5,000 (1:1 match)

Visit official program ↗ Get early access to matching

The short version

Tourism marketing grant for VA microbusinesses

VTC's Microbusiness Marketing Leverage Program provides up to $5,000 in matching tourism marketing grants to Virginia's smallest tourism-related for-profit businesses — restaurants, food trucks, craft breweries, distilleries, wineries, boutique lodging, B&Bs, and small attractions with 20 or fewer full-time employees. Grantees must contribute a 1:1 cash or in-kind match. Marketing must target shoulder-season visitation (September–May). Applications open June 23, 2026.

Funding type: Grant
Level: State
Amount range: $5,000
Realistic amount: Awards are typically at or near the $5,000 maximum — the program is not competitive in the traditional sense. All eligib…
Deadline: Applications open June 23, 2026. Closes July 30, 2026. Annual cycle.
Status: active
States: VA
Payment model: reimbursement

Who qualifies

For-profit tourism-related business in Virginia with 20 or fewer full-time equivalent employees
Eligible business types: restaurants, food trucks, small attractions, craft breweries, distilleries, wineries, boutique lodging, bed & breakfasts
Business must be based and operating in Virginia
Marketing project must target shoulder-season tourism visitation (September through May)
Must contribute a 1:1 cash or in-kind match for the grant amount
Chambers of Commerce, PDCs, and Main Street organizations may apply on behalf of microbusinesses
Officially designated Destination Marketing Organizations (DMOs) are NOT eligible for this program (they must use the separate MLP program)

Hard requirements

Location restriction: Virginia
Restricted to industry: tourism-related small business (restaurant, brewery, winery, lodging, attraction)
Max 20 employees

What it covers

Eligible expenses

Digital advertising (Google Ads, social media paid advertising, display ads) targeting Virginia tourism audiences
Print collateral (brochures, rack cards) placed in tourism-relevant distribution points
Social media content creation and promotion
Email marketing campaigns
Photography and video production for marketing materials
Shoulder-season event promotion (September–May)

Ineligible expenses

Infrastructure, signage, or capital improvements
Event operational costs (staffing, food and beverage for events)
General business marketing not focused on tourism visitation
Marketing for peak summer season (June–August) travel
Expenses not on the VTC MMLP Eligible Expenses list

How to apply

1

Review MMLP Eligible Expenses document

Download the MMLP Eligible Expenses list from vatc.org before starting your application. Only expenses on the approved list qualify — digital ads, print collateral, social media promotion, and targeted tourism marketing are typically covered.
2

Develop shoulder-season marketing proposal

Create a marketing plan focused on September–May visitation. Define target markets, media channels, budget breakdown (grant request + your match), and measurable objectives (e.g., estimated visitor reach, impressions).
3

Submit online application (June 23 – July 30, 2026)

Complete the application on the VTC online portal. Attach the marketing plan, budget, and any supporting documentation. Applications received outside the window are not accepted.
4

Implement marketing and submit post-grant report

Upon award, execute the approved marketing plan. VTC typically requires a final report documenting actual spend, results, and Virginia is for Lovers logo usage where applicable.

Industry & certifications

NAICS codes: 722511, 722513, 312120, 312140, 721191

Insider tip

The shoulder-season (Sept–May) focus is a real requirement — applications proposing summer marketing are rejected. Breweries, wineries, and B&Bs in non-peak locations do well here. Plan the marketing campaign first, then apply.

Deadline & timing

Annual program with a single application window per year. This is the 2026 grant cycle window. Applications are submitted through the VTC online portal at vatc.org. Contact VTCMLPGrant@virginia.org for questions.

Programs that stack well

Virginia Tourism Corporation Marketing Leverage Program (MLP)

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.