Virginia Governor Abigail Spanberger has announced more than $2.2 million in tourism funding to support local marketing initiatives and strengthen economic growth across the Commonwealth. The funding, released during National Travel and Tourism Week, will support 143 tourism-related programs through grants and sponsorships managed by the Virginia Tourism Corporation.
The tourism funding is expected to generate more than $6.5 million in combined marketing and event initiatives through partnerships between state and local organizations. Local businesses, tourism agencies, attractions, accommodations, and event organizers will contribute approximately $4.3 million in matching investments, creating broader promotional campaigns designed to attract more visitors to Virginia.
According to state officials, the programme will support more than 850 tourism partners across the state, including local governments, small businesses, and community organizations. The initiative aims to increase overnight stays, encourage visitor spending, and strengthen local economies in both rural and urban regions of Virginia.
State leaders emphasized that tourism remains an important economic driver for communities throughout the Commonwealth. The funding will help destinations promote local attractions, cultural experiences, events, and outdoor activities while expanding the visibility of Virginia’s tourism brand in domestic travel markets.
The funding is being distributed through two primary programmes. The Marketing Leverage Program supports tourism businesses and organizations by matching their marketing investments with state funding. The Destination Marketing Organization Marketing Program provides additional support for regional tourism campaigns that demonstrate measurable economic benefits and visitor growth potential.
Officials from the Virginia Tourism Corporation explained that the grants are designed to maximize tourism promotion through public-private partnerships. The programmes help tourism organizations reach new audiences, encourage repeat visitation, and create stronger regional tourism campaigns that contribute to long-term economic development.
The state also announced upcoming tourism funding opportunities for smaller businesses and event organizers. A Microbusiness Marketing Leverage Program is expected to launch during summer 2026 to support seasonal marketing campaigns, while additional grant rounds for festivals, special events, and tourism marketing initiatives are planned for 2027.
Through these investments, Virginia aims to strengthen its tourism industry, support local employment, and encourage sustainable economic activity across communities throughout the Commonwealth.
