VTC Marketing Leverage Program

The Virginia Tourism Corporation (VTC) administers the Marketing Leverage Program (MLP), a competitive grant opportunity aimed at bolstering economic development through tourism across the Commonwealth of Virginia. VTC, as the state’s tourism agency, is dedicated to enhancing Virginia’s visibility as a premier travel destination. The MLP achieves this by encouraging public-private marketing partnerships that increase overnight visitation and generate visitor spending in Virginia’s communities. The MLP’s structure is designed to maximize the impact of marketing investments by requiring participating applicants to contribute matching funds. This approach enables the state to leverage private sector resources, thus extending the reach of promotional campaigns that align with VTC's branding. Awardees are mandated to incorporate the "Virginia is for Lovers" brand in all advertising and promotional materials, a unifying requirement that strengthens statewide tourism identity and messaging. Further branding guidelines and requirements are detailed in the program’s Terms and Conditions, available via the official VTC grants page. The Spring 2026 round of the Marketing Leverage Program opens on February 10, 2026, and closes on March 19, 2026. Applications must be submitted within this period; no extensions or rolling deadlines are permitted. The program is not recurring and has no announced subsequent rounds beyond this call. Applicants must include specific documentation, including a letter of support from their local or regional Destination Marketing Organization (DMO), as well as a lodging partner letter. These letters are mandatory and ensure alignment with regional tourism priorities and accommodations infrastructure. Applicants are also reminded that DMOs may only apply to either the MLP or the DMO Marketing Program, not both. Eligible applicants include a wide range of Virginia-based tourism stakeholders such as small businesses, museums, lodging providers, attractions, and events organizers. These entities must be directly involved in the promotion of travel within the state. The grant is structured in two tiers based on matching requirements: Tier One awards up to $20,000 with a 1:1 minimum cash match, while Tier Two awards up to $30,000 with a 2:1 minimum cash match. All matching contributions must be in cash; in-kind services or goods are not eligible toward the required match. Applications are submitted through VTC’s grants portal, where fields are limited to 1,000 characters per entry, reinforcing the need for concise and direct responses. Detailed guidance, as well as additional support materials and a list of official DMOs, can be accessed at www.vatc.org/grants. Questions regarding the program may be directed to the official grant email, [email protected]. Staci Martin, the Grants Director, also serves as a primary contact and may be reached at [email protected] or 757-390-7330.