~ Virginia Tourism Corporation awards over $866,000 in WanderLove Grants, generating more than $3 million in marketing activity ~
RICHMOND—Governor Ralph Northam today announced that more than $866,000 will be awarded to 90 destination marketing organizations (DMO) through the Virginia Tourism Corporation’s (VTC) new DMO WanderLove Recovery Grant Program announced in June. First Lady Pamela Northam joined VTC leaders and local officials at an event in the City of Alexandria to recognize Visit Alexandria as a grant recipient and highlight the city’s small businesses that are demonstrating resilience in the face of public health and economic crises.
Recovery marketing funds will be awarded to DMOs that have been heavily impacted by the novel coronavirus pandemic, with each awardee receiving a maximum of $10,000. While the grant program did not require a cash match, destinations have pledged a collective in-kind match of more than $3 million. Funds must be used for recovery marketing and may be used for participating in the VTC co-ops, local advertising, out-of-state marketing, and other allowable items.
“Tourism is one of the largest sectors of Virginia’s economy, and the ongoing COVID-19 pandemic has had a significant impact on the industry,” said Governor Northam. “Travel will look different for as long as this virus is with us, and many Virginians are seeking getaways that are closer to home. The WanderLove Recovery Grants will help our localities prepare for a rebound in tourism, market their destinations as safe and accessible, and drive new economic activity as we gradually welcome visitors back to our Commonwealth.”
VTC’s WanderLove campaign launched on June 15, 2020 and provides travel inspiration for road trips, outdoor recreation, hidden gems, small towns, and its signature LOVEworks program. The campaign was created in response to industry research indicating that travelers will be seeking safe, close-to-home destinations that allow for social distancing and have access to open spaces like beaches, outdoor recreation, and rural experiences. DMO grant recipients will be given creative assets and a toolkit to implement WanderLove in their own marketing.
“The WanderLove Recovery Grant was designed to stimulate economic activity this summer and beyond for travelers as they cautiously resume travel,” said Secretary of Commerce and Trade Brian Ball. “Virginia destinations have worked incredibly hard to ensure the health and safety of its citizens and visitors. The WanderLove campaign is a great way to showcase a fun, relaxing Virginia vacation while also staying safe.”
VTC encouraged applicants to develop creative campaigns centered on road trips that can be marketed to both in-state and out-of-state travelers. For example, Floyd County will use WanderLove funds for a comprehensive, community-wide program to assist local businesses in developing itineraries that highlight the best of Floyd. Charlottesville, in addition to promoting local attractions, will engage with the Northern Neck Tourism Commission and Heart of Appalachia Tourism Authority to do cross-promotion and drive visitation to all parts of Virginia. Loudoun County will develop a digital toolkit to generate awareness and excitement about WanderLove among its local business community.
In 2018, visitors spent $26 billion, which supported 236,000 work opportunities and contributed $1.8 billion in state and local taxes. A full list of WanderLove Recovery Grant recipients can be found below. To view VTC’s WanderLove launch video, please click here.
| LOCALITY OR REGION | DESTINATION MARKETING ORGANIZATION | AWARD |
| Town of Abingdon | Abingdon Convention & Visitors Bureau | $10,000.00 |
| City of Alexandria | Visit Alexandria | $10,000.00 |
| Alleghany Highlands | Alleghany Highlands Chamber of Commerce and Tourism | $10,000.00 |
| Arlington County | Arlington Convention and Visitors Service | $10,000.00 |
| Town of Ashland and Hanover County | Ashland/Hanover Visitor Center | $10,000.00 |
| Bath County | Bath County | $10,000.00 |
| Bedford County | Bedford Area and Welcome Center and Tourism | $10,000.00 |
| Town of Big Stone Gap | Big Stone Gap Visitor Center | $10,000.00 |
| Towns of Blacksburg and Christiansburg and Montgomery County | Montgomery County VA Regional Tourism | $10,000.00 |
| Bland County | Bland County | $10,000.00 |
| City of Bristol | Bristol Convention and Visitors Bureau | $10,000.00 |
| Buchanan County | Buchanan County Tourism | $10,000.00 |
| Town of Cape Charles | Town of Cape Charles | $10,000.00 |
| City of Charlottesville and Albemarle County | Charlottesville Albemarle Convention & Visitors Bureau | $10,000.00 |
| City of Chesapeake | Chesapeake Conventions & Visitors Bureau | $10,000.00 |
| Town of Chincoteague | Chincoteague Chamber of Commerce | $10,000.00 |
| Town of Clarksville | Clarksville Lake Country Chamber of Commerce | $10,000.00 |
| Town of Colonial Beach | Town of Colonial Beach | $10,000.00 |
| Town of Culpeper | Town of Culpeper | $10,000.00 |
| Dickenson County | Dickenson County Chamber of Commerce/Visitor Center | $10,000.00 |
| Eastern Shore | Eastern Shore of Virginia Tourism Commission | $10,000.00 |
| Fairfax County | Visit Fairfax | $10,000.00 |
| Town of Farmville and counties of Prince Edward and Cumberland | Farmville Area Chamber of Commerce | $1,800.00 |
| Fauquier County | Fauquier County Department of Economic Development | $10,000.00 |
| Floyd County | Floyd County Tourism Development Council | $10,000.00 |
| Franklin County | County of Franklin | $10,000.00 |
| City of Fredericksburg | Department of Economic Development and Tourism | $4,800.00 |
| City of Galax | City of Galax | $10,000.00 |
| Giles County | Giles County | $10,000.00 |
| Gloucester County | Gloucester Parks, Recreation and Tourism | $10,000.00 |
| Grayson County | Grayson County | $10,000.00 |
| Halifax County and Town of South Boston | Halifax County Tourism Department | $10,000.00 |
| City of Hampton | Hampton Convention & Visitor Bureau | $10,000.00 |
| City of Harrisonburg | City of Harrisonburg | $10,000.00 |
| Highland County | Highland County Chamber of Commerce | $9,965.00 |
| Town of Hillsville | Hillsville | $10,000.00 |
| City of Hopewell and Prince George County | Hopewell-Prince George Chamber of Commerce and Visitors Center | $9,934.00 |
| Town of Kilmarnock | Kilmarnock | $10,000.00 |
| King George County | King George County Tourism Advisory Committee | $8,243.50 |
| Lee County | Lee County | $10,000.00 |
| City of Lexington and Rockbridge Area | Lexington and the Rockbridge Area Tourism Development | $10,000.00 |
| Loudoun County | Visit Loudoun | $10,000.00 |
| Town of Luray and Page County | Luray-Page County Chamber of Commerce & Visitor Center | $10,000.00 |
| Madison County | Madison County Visitor Center & Chamber of Commerce | $10,000.00 |
| Town of Marion | Town of Marion | $10,000.00 |
| City of Martinsville and Henry County | Martinsville-Henry County | $4,727.00 |
| Mathews County | Mathews County Visitor & Information Center | $10,000.00 |
| Mecklenburg County | Mecklenburg County Tourism Office | $10,000.00 |
| Middlesex County | Middlesex County | $10,000.00 |
| Nelson County | Nelson County Convention and Visitors Bureau | $10,000.00 |
| City of Newport News | Newport News Tourism | $10,000.00 |
| City of Norfolk | VisitNorfolk | $10,000.00 |
| Northern Neck | Northern Neck Tourism Commission | $10,000.00 |
| City of Norton | City of Norton | $10,000.00 |
| Orange County | Orange County Office of Economic Development | $10,000.00 |
| Patrick County | Patrick County Tourism | $10,000.00 |
| Town of Pennington Gap | Town of Pennington Gap | $10,000.00 |
| Petersburg Region | Petersburg Area Regional Tourism | $10,000.00 |
| City of Petersburg | Petersburg Department of Tourism | $10,000.00 |
| City of Portsmouth | Department of Parks, Recreation and Tourism | $10,000.00 |
| Prince Edward County | Prince Edward County Office of Tourism | $10,000.00 |
| Prince William County | Prince William County Office of Tourism | $10,000.00 |
| Pulaski County | Pulaski County Chamber of Commerce and Visitor Center | $2,200.00 |
| City of Radford | City of Radford | $10,000.00 |
| Richmond Region | Richmond Region Tourism | $10,000.00 |
| Roanoke Valley | Visit Virginia’s Blue Ridge | $10,000.00 |
| Rockingham County | Office of Economic Development and Tourism | $10,000.00 |
| Russell County | Russell County | $10,000.00 |
| City of Salem | Salem Visitors Center | $10,000.00 |
| Scott County | Scott County | $10,000.00 |
| Shenandoah County | Shenandoah County | $10,000.00 |
| Shenandoah Valley | Shenandoah Valley Travel Association | $10,000.00 |
| Smith Mountain Lake Region | Smith Mountain Lake Regional Chamber of Commerce | $9,995.00 |
| Town of Smithfield and Isle of Wight County | Smithfield and Isle of Wight Convention & Visitors Bureau | $10,000.00 |
| Town of South Hill | South Hill Chamber of Commerce | $5,000.00 |
| Southwest Virginia | Friends of Southwest Virginia | $10,000.00 |
| Southwest Virginia | Heart of Appalachia Tourism Authority | $10,000.00 |
| Spotsylvania County | Spotsylvania County Department of Tourism | $10,000.00 |
| Town of St. Paul | Town of St. Paul | $10,000.00 |
| Stafford County | Stafford County | $10,000.00 |
| City of Staunton | Staunton Convention and Visitors Bureau | $10,000.00 |
| Surry County | Surry County | $10,000.00 |
| Tazewell County | Tazewell County | $10,000.00 |
| City of Virginia Beach | Virginia Beach Convention and Visitors Bureau | $10,000.00 |
| City of Waynesboro | City of Waynesboro | $10,000.00 |
| Westmoreland County | Westmoreland County | $10,000.00 |
| City of Winchester and Frederick County | Winchester-Frederick County Convention and Visitors Bureau | $9,840.00 |
| Wise County | Wise County Tourism | $10,000.00 |
| Town of Wytheville | Wytheville Convention & Visitors Bureau | $10,000.00 |
| York County | York County Tourism Development | $10,000.00 |
| TOTAL | $866,504.50 | |