Virginia DMO Marketing Grants

The Virginia DMO Marketing Grant, administered by the Virginia Tourism Corporation (VTC), is designed to support officially recognized Destination Marketing Organizations (DMOs) in promoting their destinations. The goal is to drive overnight visitation and generate significant economic impact by supplementing existing local marketing budgets, not replacing them. This competitive program is structured to fund strong marketing proposals that emphasize new or expanded initiatives based on tourism research. For Spring 2025, the grant pool totals $850,000 with 40 awards anticipated. Applicants can request up to $20,000, contingent on providing a minimum 50% match in either cash or in-kind contributions, aligned with eligible marketing expenses. Reimbursement is granted post-expenditure upon submission of proper documentation. Matching contributions may include paid, earned, or owned media, and all reimbursable items must incorporate the “Virginia is for Lovers” branding in specific formats as detailed by VTC. Eligibility is exclusive to DMOs officially recognized by VTC as of December 31, 2024, supported by a locally passed resolution. Applicants must possess a Federal Employer Identification Number (FEIN). Applications are limited to one per FEIN, and must include at least one lodging partner. Partners must be tourism-oriented entities that are open and operational, excluding vendors, cannabis businesses, and most personal wellness providers unless part of a tourist lodging resort. Acceptable reimbursable expenses include a range of marketing initiatives such as digital, social, print, and streaming advertising; hiring consultants or influencers; app and website development (excluding maintenance); and select promotional items and signage. Certain limits apply—for instance, only 10% of funds may be used for promotional items or event liability insurance. All expenses must fall between December 1, 2024, and October 31, 2026. Applications must be submitted online during the official window, from February 11 at 9:00AM to March 13 at 5:00PM. Late submissions are not accepted. Final reports must be submitted alongside or prior to final reimbursement requests, which are due by October 31, 2026. Applications are evaluated on partnerships, research justification, marketing strategy, and bonus points for innovation, with awards based on overall merit and regional funding caps. Interested applicants can contact the VTC Grants Team at vtcdmogrant@virginia.org, or reach out directly to team members: Staci Martin (smartin@virginia.org), Noah Salaah ad-Deen (nsaddeen@virginia.org), or Shruthi Manimaran (smanimaran@virginia.org). Detailed application instructions, sample applications, and webinars are available at www.vatc.org/grants.

Proposals should be detailed, supported by data, and clearly explain the economic impact and marketing approach. Avoid assumptions about the reviewers’ familiarity with your destination. Utilize VTC’s research portal for justification.