ALEXANDRIA, VA — Virginia will award more than $2.2 million in matching grant and sponsorship funds to 143 local tourism programs across the commonwealth, including two in Alexandria.
Gov. Abigail Spanberger made the announcement Thursday during National Travel and Tourism Week. She said the funding is intended to support tourism marketing efforts and local economies in communities across Virginia.
Among the grant recipients is Alexandria’s Aslin Beer Company, which received a $10,000 grant for its live music programming, and the non-profit business league Visit Alexandria, which got $30,000 for its Unlock More Stories, which highlights unique individuals, businesses and events in the city.
The grants are awarded through the Virginia Tourism Corp.'s Marketing Leverage and Destination Marketing Organization Marketing Programs, according to a release. Local partners will commit $4.3 million to match the grant funds, generating $6.5 million in new marketing and event production initiatives. In total, the awards will affect 858 localities, businesses and organizations that partner with the tourism corporation.
"The strength of Virginia's tourism industry is critical to local economies across every region of our Commonwealth," Spanberger said. "From rural communities to our urban centers, this funding will showcase the full breadth and beauty of our home while supporting jobs, expanding opportunities for small businesses, and driving economic growth statewide."
The Virginia Tourism Corp. said its tourism marketing and sponsorship programs are meant to pair local marketing investments with state funds, support tourism promotion efforts and encourage overnight stays and visitor spending.
The Marketing Leverage Program is a reimbursable grant program for Virginia travel industry partners, including small businesses, destination marketing organizations, attractions, accommodations and events, according to the release. The Virginia DMO Marketing Program provides funding to destination marketing organizations for initiatives intended to drive visitation to Virginia.
"These VTC grant programs help amplify Virginia's visibility, attract new visitors, and encourage longer stays," Secretary of Commerce and Trade Carrie Chenery said. "On the heels of our Statewide Tourism Strategic Plan launch, we are proud to partner with regional, local, and private partners to invest in innovative and community-based solutions that drive tourism and sustained economic growth across the Commonwealth."
Rita McClenny, president and CEO of Virginia Tourism Corp., said, that effective tourism marketing is key to turning interest into visitation into economic impact.
"These programs give our partners the tools to tell more compelling stories about their destinations, connect with travelers in meaningful ways, and inspire deeper exploration across Virginia," she said.
The full list of recipients is available here. Virginia Tourism Corp. plans to open a Microbusiness Marketing Leverage Program grant round in summer 2026, a Virginia Special Events and Festivals Program in late 2026 for 2027 events, and the next rounds of the Marketing Leverage and Virginia DMO Marketing programs in February 2027.
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