VTC Microbusiness Marketing Leverage Grant Program

The Virginia Tourism Corporation (VTC) Marketing Leverage Program (MMLP) is a reimbursable grant initiative aimed at promoting tourism across the Commonwealth of Virginia. This program is managed by VTC and designed to enhance small business marketing efforts with a focus on boosting visitation during the shoulder season, specifically from September through May. It encourages the use of targeted, data-driven marketing strategies intended to increase tourism activity, particularly in support of small, locally owned tourism-related enterprises. This grant is specifically structured to aid small businesses with limited resources, empowering them to amplify their outreach through well-researched and collaborative marketing campaigns. Eligible applicants must present a marketing plan that is both targeted and rooted in research, showing clear intent to draw visitors to Virginia. Key focus areas include strengthening small business visibility and promoting travel during off-peak months to balance tourism traffic throughout the year. Eligible applicants are defined as small tourism-related businesses with 20 or fewer full-time equivalent employees. Qualifying business types include boutique retail stores, restaurants, food trucks, small attractions, craft breweries, distilleries, wineries, boutique lodging establishments, bed and breakfasts, and events that target shoulder season visitation. In addition to businesses, certain nonprofit and regional organizations such as Chambers of Commerce, Planning District Commissions (PDCs), and Main Street organizations may also apply, provided their marketing efforts explicitly benefit microbusinesses or aim to boost visitation during the shoulder season. However, if an applicant organization is an officially designated Destination Marketing Organization (DMO) listed on the Virginia Tourism website, they are not eligible to apply under the standard MMLP program. Instead, they must apply through the distinct VTC Vacation Starts with VA DMO MMLP Co-Op program, which is specifically tailored for designated DMOs. The maximum award amount under this grant is $5,000, and it requires a 1:1 match, which may be fulfilled through either cash or in-kind contributions. Applications must be submitted through VTC’s online application portal. The application period opens on June 10, 2025, and closes on July 24, 2025. The program is not offered on a rolling basis but is considered recurring, indicating a potential for future funding cycles. For additional information, prospective applicants may contact Staci Martin, Grants Director at the Virginia Tourism Corporation, via email at smartin@virginia.org or by phone at 757-390-7330. Questions may also be directed to the general grant contact email at VTCMLPGrant@virginia.org. Applicants are strongly encouraged to review all eligibility details and ensure alignment with the program’s objectives before submission.