Virginia Tourism Corporation

Virginia's tourism agency, offering marketing grants to tourism businesses

Government AgencyDMV-wide

About Virginia Tourism Corporation

What it is

Virginia Tourism Corporation (VTC) is the Commonwealth's tourism marketing and development organization, headquartered in Richmond. It runs the Virginia is for Lovers brand and the consumer site Virginia.org, and its industry site, vatc.org, serves as a resource hub for travel businesses, destination marketing organizations (DMOs), attractions, events and localities. VTC also houses the Virginia Film Office and operates Virginia Welcome Centers.

What it offers founders and small businesses

For founders running hospitality, food and beverage, retail, experience or event businesses, VTC's most practical tools are its grant programs and marketing services:

Microbusiness Marketing Leverage Program: reimbursable grants of up to $5,000, with a 1:1 cash or in-kind match, for tourism businesses with 20 or fewer full-time equivalent employees, focused on September to May visitation.
Marketing Leverage Program: reimbursable grants of up to $20,000 (1:1 cash match) or $30,000 (2:1 cash match) for partners with research based, measurable marketing plans. Applicants need support letters from a local or regional DMO and a lodging partner.
Virginia Special Events and Festivals Program: marketing and production funding for established events with at least 500 attendees.
Marketing services: free listings on Virginia.org, an industry advertising co-op program, Virginia Travel Guide advertising, Virginia is for Lovers logo use and the LOVEworks reimbursement program.
Research and training: economic impact studies, travel data and visitor profiles, lodging reports, workshops and a tourism orientation program.

Who it is for

VTC primarily serves the travel industry: small tourism businesses, DMOs, attractions, lodging, museums, events and festivals, plus localities and economic development organizations pursuing tourism projects. Larger developers can work with localities on the Tourism Development Financing Program for hotel gap financing, and business groups can form Tourism Improvement Districts. Film and media producers can work with the Virginia Film Office.

How to engage

Start by getting your business listed on Virginia.org through the Get Listed page, then connect with your local DMO, which is often required for grant support letters. Sign up for VTC grant updates, since grant rounds open for limited windows (the 2026 Microbusiness round ran June 23 to July 30, 2026). Applications are submitted through an online portal, and questions go to vtcgrants@virginia.org. Regional Destination Development Managers can advise on tourism product and partnerships.

Why it matters in the DMV ecosystem

Northern Virginia has a large hospitality, events and visitor economy tied to the DC region. VTC's small grants and marketing channels give early stage consumer and experience businesses in Virginia a way to reach travelers and stretch limited marketing budgets with state matching funds.

Programs

Microbusiness Marketing Leverage Program (MMLP)
Reimbursable marketing grant of up to $5,000 with a 1:1 cash or in-kind match for tourism businesses with 20 or fewer full-time equivalent employees, focused on September to May visitation.
Marketing Leverage Program (MLP)
Reimbursable grant of up to $20,000 (1:1 cash match) or $30,000 (2:1 cash match) for travel industry partners with research based, measurable marketing plans.
Virginia Special Events and Festivals Program
Marketing and production funding of up to $5,000, $10,000 or $20,000 by attendance tier for Virginia events with at least 500 attendees and two years of attendance since 2022.
Industry Advertising Co-Op Program
Co-op advertising opportunities that let partners buy into VTC marketing campaigns.
Get Listed on Virginia.org
Lets tourism businesses list themselves on Virginia.org, the official consumer tourism website.
Tourism Development Financing Program
Tax rebate program where the state, locality and developer each cover a third of a hotel developer's gap financing; a locality's economic development authority is the applicant.
Tourism Improvement Districts
Framework for tourism businesses in a zone to collect a visitor fee that funds tourism marketing and development through a governing board of participating businesses.
Virginia Film Office
VTC office that supports film and media production in Virginia.

Who it serves

Virginia tourism and hospitality businesses, DMOs, attractions, events, localities and economic developers looking for marketing support, grants, research and tourism development tools.

Frequently asked questions

Does it cost anything to work with VTC?

Listing on Virginia.org and many resources are offered to industry partners, while grants require matching funds: 1:1 cash or in-kind for the Microbusiness program and 1:1 or 2:1 cash for the Marketing Leverage Program. Advertising and co-op programs are paid opportunities.

Is my small business eligible for a VTC grant?

Tourism related businesses with 20 or fewer full-time equivalent employees, such as restaurants, food trucks, boutique retail, breweries, wineries, small attractions and B&Bs, can apply to the Microbusiness Marketing Leverage Program for up to $5,000.

How and when do I apply?

Grants open in limited rounds and are submitted through an online portal. The 2026 Microbusiness round ran June 23 to July 30, 2026 and the Marketing Leverage Program round ran February 10 to March 19, 2026. Sign up for grant updates on vatc.org and email vtcgrants@virginia.org with questions.

Do I need a DMO letter of support?

For the Marketing Leverage Program, yes: applicants need a letter of support from a local or regional DMO and a lodging partner.

Where is VTC located?

VTC is at 901 E. Cary St., Suite 900, Richmond, VA 23219.