Virginia Tourism Corporation Marketing Leverage Program is a grant from the Virginia Tourism Corporation that funds marketing initiatives to promote Virginia as a travel destination and spur economic activity and overnight travel across the Commonwealth. The program offers two award tiers: Tier One provides up to $20,000 with a 1:1 minimum cash match, and Tier Two provides up to $30,000 with a 2:1 minimum cash match.

This is a reimbursement program with no upfront funding. Eligible applicants include Virginia travel industry partners such as small businesses, DMOs, private sector attractions, accommodations, museums, lodging, and events. All funded programs must use the Virginia is for Lovers logo on advertising and marketing materials.

The application period runs from February 10 to March 19, 2026, with awards announced in May 2026. Eligible expenses cover the period from December 1, 2025 through October 31, 2027.

VTC Marketing Leverage Program - Virginia Tourism Corporation Virginia Tourism Corporation Information for Virginia's Travel Industry Virginia Tourism Corporation Board of Directors Directions to Virginia Tourism Corporation Office Consumer Services and Fulfillment Bulk Publication Order Form Virginia Welcome Center Services Virginia is for Lovers Store Brand Campaigns & Initiatives Industry Advertising Co-Op Program 2026 Virginia Travel Guide Advertising LOVEworks Reimbursement Program Virginia Is For Lovers Logo Request Advertising Opportunities Get Listed on Virginia.

org Group Tours, Meetings and Sports Marketing (VTC) Microbusiness Marketing Leverage Program (DMO) VA DMO VSWVA Co-Op Program Virginia DMO Marketing Grants VTC Marketing Leverage Program Virginia Special Events & Festivals Program Tourism Development Financing Program Destination Development Managers Workshops and Educational Opportunities Virginia Tourism Orientation Program Tourism Development Financing Program Tourism Improvement Districts (TIDs) Virginia’s Statewide Strategic Tourism Plan 2026-2029 Economic Impact of Travel Economic Impact of Meetings, Conventions, and Group Travel Economic Impact of Sports Tourism Virginia Excise Tax Collections Tourism Industry Contacts Bring LOVEwork to Your Destination or Event Virginia Is For Lovers Logo Request VA-1 Governor’s Tourism Summit You are here: Home / Grant and Funding Sources / VTC Marketing Leverage Program VTC Marketing Leverage Program What is the Virginia Tourism Corporation Marketing Leverage Program?

The Virginia Tourism Corporation is offering these grant funds to spur economic activity and overnight travel across the Commonwealth. This program is designed to create public private partnerships and leverage matching marketing dollars to promote Virginia as a vibrant destination with robust visitor experiences. All funded programs must use the Virginia is for Lovers logo on advertising and marketing materials.

Further information on this requirement can be found in the program Terms and Conditions. Opens: February 10, 2026. Closes: March 19, 2026 Who is eligible: Virginia travel industry partners including small businesses, DMOs, private sector attractions, accommodations, museums, lodging and events.

Note: DMOs must choose the DMO Marketing Program OR the Marketing Leverage Program. A letter of support from local or regional DMO is required. A lodging partner letter of support is required.

A list of official DMOs can be found at www. vatc. org/dmolist.

Award Tiers: Tier One: 1:1 minimum cash match for award of up to $20,000 Tier Two: 2:1 minimum cash match for award of up to $30,000 For information and questions, please email [email protected] . For a full overview of VTC’s available funding programs, please visit www. vatc.

org/grants . Spring 2026 Marketing Leverage Program Application Please note that text fields are limited to 1000 characters which is approximately 120 words. Please be succinct, but detailed in your responses.

NOTE: Should you need to save and continue your application at any time, please click the Save and Continue link at the bottom of the page. This field is hidden when viewing the form Before you can continue to the application, please acknowledge the following (Click the checkmark and it will turn blue): I understand this is a reimbursement program and no funds will be granted up front.

I understand I need to use the Virginia is for Lovers logo on marketing and advertising materials where required as listed in the program Terms and Conditions and that I need to submit proof of marketing activities and proof of payment to qualify for reimbursement.

I understand that this program is for eligible expenses incurred between December 1st, 2025 – October 31st, 2027, and that my reimbursement requests must be submitted no later than by December 31, 2027. I understand that I am permitted two reimbursements during the program period and that an interim and final report are required.

Applicant Organization Name * EIN # * Only one application permitted per EIN #” Application Organization Street Address * Alabama Alaska American Samoa Arizona Arkansas California Colorado Connecticut Delaware District of Columbia Florida Georgia Guam Hawaii Idaho Illinois Indiana Iowa Kansas Kentucky Louisiana Maine Maryland Massachusetts Michigan Minnesota Mississippi Missouri Montana Nebraska Nevada New Hampshire New Jersey New Mexico New York North Carolina North Dakota Northern Mariana Islands Ohio Oklahoma Oregon Pennsylvania Puerto Rico Rhode Island South Carolina South Dakota Tennessee Texas Utah U.S. Virgin Islands Vermont Virginia Washington West Virginia Wisconsin Wyoming Armed Forces Americas Armed Forces Europe Armed Forces Pacific Town Name (if applicable) Applicant Locality * If a town or DMO, please select the county where the town is located.

Accomack Albemarle Alexandria Alleghany Amelia Amherst Appomattox Arlington Augusta Bath Bedford Bland Botetourt Bristol Brunswick Buchanan Buckingham Buena Vista Campbell Caroline Carroll Charles City Charlotte Charlottesville Chesapeake Chesterfield Clarke Colonial Heights Covington Craig Culpeper Cumberland Danville Dickenson Dinwiddie Emporia Essex Fairfax Fairfax City Falls Church Fauquier Floyd Fluvanna Franklin Franklin-City Frederick Fredericksburg Galax Giles Gloucester Goochland Grayson Greene Greensville Halifax Hampton Hanover Harrisonburg Henrico Henry Highland Hopewell Isle Of Wight James City King And Queen King George King William Lancaster Lee Lexington Loudoun Louisa Lunenburg Lynchburg Madison Manassas Manassas Park Martinsville Mathews Mecklenburg Middlesex Montgomery Nelson New Kent Newport News Norfolk Northampton Northumberland Norton Nottoway Orange Page Patrick Petersburg Pittsylvania Poquoson Portsmouth Powhatan Prince Edward Prince George Prince William Pulaski Radford Rappahannock Richmond Richmond-City Roanoke Roanoke-City Rockbridge Rockingham Russell Salem Scott Shenandoah Smyth South Boston Southampton Spotsylvania Stafford Staunton Suffolk Surry Sussex Tazewell Virginia Beach Warren Washington Waynesboro Westmoreland Williamsburg Winchester Wise Wythe York Go Virginia Region # * Information can be found at https://www.

dhcd. virginia. gov/gova.

Please enter a number from 1 to 9 . Virginia State House of Delegates District # * Information can be found at https://whosmy. virginiageneralassembly.

gov/. Virginia State Senate District # * Information can be found at https://whosmy. virginiageneralassembly.

gov/. U.S. House of Representatives (Congress) District # * Information can be found at https://whosmy. virginiageneralassembly.

gov/. Business/Organization Type * Small Business (Retail) Small Business (Outfitter/Tour Guide) Small Business (Lodging) Small Business (Restaurant/Food Truck) Small Business (Other) Small Museum/Gallery Officially Recognized DMO Planning District Commission Virginia Main Street Org National Main Street Org Economic Development Authority Local Government Econ Dev Office How many full-time employees do you have?

* How many part-time employees do you have? * Amount of Requested Funds * Use whole numbers only. Please refer to the maximum award for your attendance in the program Terms and Conditions.

Requested funds must equal to total of reimbursable marketing plan found in step 5 of application.

Applicant Contact Information Applicant Organization Contact Name * Contact Mailing Address * State / Province / Region Marketing Initiative Focus * Arts & Culture Culinary History Music Outdoor Recreation Fall/Winter Holiday Marketing initiative Name * Marketing Program Start Date – Not before 12/1/2025 * Marketing Program End Date – Not after 10/31/2027 * Is your business, event, or destination listed on Virginia.

org (This is not required at time of application, but must be completed before requesting reimbursement.) * If yes, please provide your Virginia. org listing URL.

Goals and Partnerships (25 Points) What do you want to accomplish with your requested funds? * How will you measure your progress?

* Performance Outcome #1 * # of Room Nights Meals Tax Revenue (if a restaurant) # of Customers # of Tickets Sold Annual Sales Sales Tax Revenue (if retail) # of Visitors # of Event Attendees Occupancy Tax Revenue (if lodging) # of Facebook followers # of Instagram followers # of Website views Performance Baseline (now) * Performance Goal (End of your program) * Performance Outcome #2 * # of Room Nights Meals Tax Revenue (if a restaurant) # of Customers # of Tickets Sold Annual Sales Sales Tax Revenue (if retail) # of Visitors # of Event Attendees Occupancy Tax Revenue (if lodging) # of Facebook followers # of Instagram followers # of Website views Performance Baseline (now) * Performance Goal (End of your program) * Please refer to application instructions to understand VTC Hub & Spoke Model.

Partner #1: Lodging Partner * If the applicant is the lodging partner, please put the name of your property.

Business/Organization Category * Lodging Activity Attraction Restaurant Craft Beverage/Wine/Spirits Boutique Retail Outdoor Recreation Business/Organization Category * Lodging Activity Attraction Restaurant Craft Beverage/Wine/Spirits Boutique Retail Outdoor Recreation Business/Organization Category * Lodging Activity Attraction Restaurant Craft Beverage/Wine Boutique Retail Outdoor Recreation Business/Organization Category * Lodging Activity Attraction Restaurant Craft Beverage/Wine/Spirits Boutique Retail Outdoor Recreation Business/Organization Category * Lodging Activity Attraction Restaurant Craft Beverage/Wine/Spirits Boutique Retail Outdoor Recreation How will you and your partners work together to achieve your goals?

Please list exactly what each partner and spoke is doing to support this marketing initiative. * What marketing message will help you and your partners achieve your visitation/visitor spending goals? Think about how you will motivate travelers to come to your business, events, or destination.

* Research/Data (25 Points) What research/data did you use to set your goals? What did the research tell you? * What research/data did you use to develop your marketing message?

What did the research tell you? * You must choose one out of state market and one in-state metro market Out of State Target Market * Baltimore, MD New York, NY Philadelphia, PA Cleveland, OH Columbus, OH Harrisburg, PA Nashville, TN Pittsburgh, PA Atlanta, GA Charlotte, NC Chicago, IL Other What research/data are you using to choose this target market? What did the research tell you?

* In-State Large Metro Target Market * Washington D. C. Hampton Roads Richmond Roanoke-Salem Bristol Charlottesville Northern Virginia Harrisonburg Other What research/data are you using to choose this target market?

What did the research tell you? * Select Your Target Audience * You must choose one of the three audience choices: Looking at vatc. org/research, tell us what research you used to identify your target audience.

* Please tell us about any additional research you are using. Marketing Plans (50 Points) AS A REMINDER, please refer to the terms and conditions and program instructions to correctly complete the following marketing plans. Cash Match Marketing Plan * Cash Match Marketing Plan (This is your match.

This grant requires a 100% cash match. For Media Type, please select from the following: Social, Digital, Print, Agency, Influencer, Website, Radio, TV or Other Services. DO NOT put Vendor name in your Marketing Plan.

Please no commas or dollar signs in your marketing plan amounts and please tab through the fields for totals. Max 15 lines. Use (+) to add lines to your marketing plan.

Media Type and Description Target Market and Demographic Ad Placement Date Amount/Value Total Cash Match Marketing Plan * VTC Reimbursable Marketing Plan * Reimbursable Marketing Plan (This is what you would like be reimbursed by VTC. Be sure to review the eligible expenses list. Ineligible items will not be reimbursed.)

For Media Type, please select from the following: Social, Digital, Print, Agency, Influencer, Website, Radio, TV or Other Services.

Please no commas or dollar signs in your marketing plan amounts and please tab through the fields for totals Media Type and Description Target Market/Demographic Ad Placement Date Amount Total Reimbursable Marketing Plan * BONUS POINTS: VIFL Activation Type (5 Bonus Points) How will you integrate the Virginia is for Lovers brand and Virginia Tourism Corporation services/opportunities in your marketing and advertising materials?

The offering of booth space, press passes, and other opportunities for VTC content acquisition is encouraged. However, attendance cannot be guaranteed. Lodging Partner Letter of Support (Required) * Max.

file size: 100 MB. Letter of Support from local or regional DMO (Required) * Max. file size: 100 MB.

Please attach any additional information such as scope of work for web development, scope of work for photography, videography, influencers, supplemental research or any additional information you would like to share. (Optional) Your application information is saved on our server as you enter it. If you need to leave the application, scroll to the bottom of the application and click “Save and Continue Later”.

You will receive a unique URL that will allow you to go back into the application to make edits. BE SURE TO COPY THIS URL SO THAT YOU CAN GO BACK TO EDIT YOUR APPLICATION! You also can enter your email address and have the link sent to you.

You will need to follow this procedure each time you leave the application in order to save your work. Once you are ready to submit the Final Version , you will acknowledge the Acceptance of Terms. A SUBMIT button will appear At that point you may submit your application.

Please note that once you submit, you will NOT be able to make any revisions to your application. Applications are due by 5:00 PM on Thursday, March 19, 2026. NO extensions to this deadline will be possible.

Award announcements will be made May 2026. Acceptance of Terms * I understand that by submitting this application that I am agreeing to the full program Terms and Conditions. I have read and agree to the terms and conditions.

Submission Confirmation * I understand that my application is not fully submitted until I see the final submission screen and receive a . pdf of my application in my inbox (usually within 30 minutes.) If I do not receive the PDF of my application within 24 hours, I will contact VTC at [email protected] .

Marketing Leverage Program MLP Application Word Template MLP Sample Letter of Support MLP Webinar Recording, Passcode: b&d&lN%1 VTC Reimbursement Instructions VTC Grant Marketing and Production Plan Revision Form Grant Extension Request Form Grant and Funding Sources What do you need help with? Grant Number (if applicable) Virginia is for Lovers Store (804) 545-5500, [email protected]