Program will generate over $5.6 million in marketing and event production initiatives and support more than 500 tourism-oriented businesses and partners
RICHMOND, VA – Governor Glenn Youngkin announced today that $885,733 in matching grant funds will be awarded to 88 special events and festivals as part of the Virginia Tourism Corporation (VTC)’s Special Events & Festivals Sponsorship Program (SEF) to drive overnight visitation and traveler spending across the Commonwealth in 2026.
“Special events and festivals play a vital role in Virginia’s long-term growth by strengthening our visitor economy, celebrating our communities, and bringing people together across the Commonwealth,” said Governor Glenn Youngkin. “By pairing state resources with private investment, we are helping signature events expand, drive overnight visitation, support jobs, and showcase everything that makes Virginia a premier destination—from our vibrant arts and music scene to our agritourism, history, and outdoor experiences.”
This funding program leverages local marketing and event production dollars with matching state funds to increase overnight visitation, enhance the visitor experience, and grow traveler spending at special events and festivals statewide. In this funding cycle, local partners will commit more than $4.8 million in public-private funds to match VTC funding, generating more than $5.68 million in new marketing and event production activity focused on increasing overnight visitation to Virginia in 2026. In total, the awards will support 88 special events and festivals and impact 526 tourism-related partners statewide.
The VTC Special Events & Festivals Sponsorship Program is designed to increase visitor spending by maximizing limited marketing and event production dollars to stimulate overnight visitation through new tourism marketing and event expansion partnerships. The program also extends the iconic Virginia is for Lovers brand to drive special event and festival visitation. Each GO Virginia region is allocated 20 percent of available funds, creating a diverse portfolio of supported events across the Commonwealth.
Using the hub-and-spoke tourism model to create multi-day itineraries, four Virginia entities partner financially to apply for funding. Partners may consist of Virginia cities, towns, counties, destination marketing organizations, restaurants, museums, attractions, and other tourism-related businesses. With the special event or festival as the main lure, the program encourages visitors to extend their stays to experience Virginia Main Streets, boutique shopping, distinctive dining, and historic sites, generating significant economic impact beyond the event itself. These partnerships have proven results in driving creativity among applicants and attracting new visitors to a destination.
“Tourism is the front porch of economic development in Virginia, and special events and festivals play a critical role in driving overnight visitation,” said Secretary of Commerce and Trade Juan Pablo Segura. “With a projected cumulative attendance of more than two million visitors, these events offer an unparalleled opportunity to introduce Virginia to families, friends, and prospective workers—showcasing the experiences and quality of life that help strengthen our workforce and economy.”
Additional VTC grant and sponsorship rounds will open throughout 2026. Organizations and businesses in applying may visit vatc.org/grants for more information. Visitors are encouraged to explore upcoming special events and begin planning their 2026 trips at virginia.org.
A full list of funding recipients can be found here.
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About Virginia Tourism Corporation
Virginia is for Lovers is one of the most iconic and recognizable travel brands in the world. Using that powerful brand equity, Virginia Tourism Corporation (VTC) is charged with promoting the Commonwealth as a premier travel destination by showcasing all there is to love in a Virginia vacation. The dollars spent by travelers fuel the economy, provide jobs for Virginians, and improve communities across the state. Simply put, tourism helps make Virginia a great place to live, work, and visit. Learn more at virginia.org.