Visit Marshall Hotel Occupancy Tax (HOT) Fund Grant Program

The City of Marshall, Texas, through its tourism department Visit Marshall, administers the Hotel Occupancy Tax (HOT) Fund Grant Program to promote tourism and support the local hotel and convention industry. Funded by revenue collected under Texas Tax Code Chapter 351, this program enables non-profit and for-profit organizations to apply for financial support for events, festivals, and projects that directly increase overnight stays and contribute to the economic vitality of Marshall’s hospitality sector. The HOT Fund Grant Program reimburses approved applicants for eligible expenses that align with the state’s mandated uses of hotel occupancy tax revenue. These include marketing and promotional efforts targeting audiences outside a 50-mile radius of Marshall; advertising campaigns; promotion of the arts; historical restoration and preservation; convention center and visitor center development; transportation to/from hotels and venues; and signage directing visitors to key attractions. Importantly, all promotional material and event websites must link to Visit Marshall platforms and feature local lodging options, emphasizing the centrality of hotel-related impact in grant justification. Grants are awarded based on the potential of the event to generate meaningful overnight hotel stays. Applicants must apply per event or project and not as an organization as a whole. Scoring is based on criteria such as the quality and reach of the marketing plan, estimated attendance and tourism impact, focus on external audiences, and the historical performance of the event in driving hotel bookings. Applications must include a detailed budget, marketing strategy, schedule of activities, and prior-year hotel stay metrics if available. All funding is disbursed on a reimbursement basis. Grant recipients must submit detailed final reports that include documented proof of expenses, evidence of overnight stays through surveys or confirmed room bookings, and demonstrate adherence to stated goals. Awarded funds must be used within the calendar year and reimbursed only for advertising that reaches beyond Marshall’s immediate area. Events with strong tourism potential are prioritized, while community-focused events without overnight draw are considered ineligible. The application period for 2026 opened on January 15, 2026, and all materials must be submitted by 5:00 p.m. CST on February 27, 2026. The Visit Marshall Advisory Board reviews and scores all eligible submissions and provides recommendations to the Marshall City Council, which makes final funding decisions. Contact information for assistance includes Visit Marshall’s main line at 903-934-7901 and email contact [email protected]. Visit Marshall, as the tourism arm of the City of Marshall, is dedicated to promoting the city’s historic charm, cultural assets, and unique events. This grant program reinforces its mission by incentivizing initiatives that increase visibility, attract visitors, and support local businesses through direct tourism-driven investment.