(VTC) Vacation Starts with VA DMO MMLP Co-Op Program

The Vacation Starts with VA DMO MMLP Co-Op Program is a competitive, reimbursement-based marketing grant initiative administered by the Virginia Tourism Corporation (VTC). Designed to stimulate tourism within Virginia, the grant supports Destination Marketing Organizations (DMOs) in executing strategic marketing campaigns that drive visitation during the off-season, specifically between September and November 2025. VTC is offering $375,000 in total funding with the goal of awarding up to 100 proposals, structured across four tiered funding levels. The tiers range from $1,250 to $30,000, each tied to specific marketing strategies, including social media, digital advertising, influencer collaborations, and a Philadelphia market-focused initiative. Eligible applicants are VTC-recognized DMOs as listed on vatc.org/dmolist. Applicants must demonstrate economic impact and tourism outcomes through detailed marketing proposals and partnerships with at least three small tourism-oriented businesses using VTC’s “hub and spoke” model. A lodging partner—such as a hotel, bed & breakfast, resort, or state park—is required to be included in the proposal, with contributions or collaborations clearly outlined. Applicants must also possess a Federal Employer Identification Number (FEIN) or a Social Security Number (if a sole proprietor) and may not be vendors of marketing-related services. The grant is reimbursement-based for Tiers 1 and 2, requiring awardees to spend their own funds and then submit proof for reimbursement. For Tiers 3 and 4, VTC directly pays vendors upon invoicing the awardee for their matching share. All applicants must be able to provide a cash match equal to the awarded amount. While owned or earned media do not count as a match, they may be reported as in-kind contributions. Approved marketing efforts must feature the “Virginia is for Lovers” brand, either through logos, hashtags, or verbal mentions, depending on the medium. The application portal opens on June 10, 2025, at 9:00 AM and closes on June 26, 2025, at 5:00 PM. Only applications submitted through the VTC website (https://vatc.org/grants) will be considered, and no extensions will be granted. Awards will be based on scoring criteria that evaluate campaign goals, hub and spoke integration, creative quality, and local amplification, with up to 106 points possible. Upon completion of their campaign, grantees must submit a final report by February 28, 2026. All reimbursement materials—including a W-9, invoices, proofs of payment, marketing placements, and appropriate release forms—must be mailed in one package to the VTC Grants Team’s Richmond office. For questions or further guidance, applicants can contact Staci Martin (smartin@virginia.org, 757-390-7330), Noah Salaah ad-Deen (nsaddeen@virginia.org, 804-545-5518), or Shruthi Manimaran (smanimaran@virginia.org, 804-545-5577). Additional resources including a webinar and sample application are also available to help applicants prepare.

Be detailed; include justification using local or VTC data; highlight economic and tourism impacts; include how each partner contributes.