Virginia Tourism Corporation Microbusiness Marketing Leverage Program (MMLP)
Virginia Tourism Corporation (VTC)
Up to $5,000 (1:1 match)
Researched for this program: 5 rejection traps · 4 required documentsWhat decides this award ↓
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
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.
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