Grant Program Will Support 276 Tourism Partners Statewide
RICHMOND, VA — Governor Abigail Spanberger today announced that $205,300 in matching grant funds will be awarded to 46 tourism marketing programs through the Microbusiness Marketing Leverage Program (MMLP) to support small businesses, downtown business associations, and chambers of commerce in attracting visitors and increasing tourism spending during Virginia’s off-season.
The grants will be matched by more than $273,130 in funding by local partners, generating more than $478,400 in total marketing activity. The 46 funded programs will benefit 276 tourism partners statewide and support more than 130 full-time and 250 part-time jobs.
“Virginia’s tourism industry is driven by the small businesses, local attractions, and welcoming communities that make our home such an incredible place to visit,” said Governor Abigail Spanberger. “I’m proud to help support these communities by making sure they have the resources to thrive even during slower months. Thank you to the men and women across Virginia who power this industry and make our Commonwealth a destination for visitors across the globe.”
The MMLP is designed to help Virginia’s small tourism businesses and organizations maximize their marketing resources through collaborative initiatives that encourage off-season visitation and increase visitor spending. Using the hub-and-spoke tourism model, the program brings together at least six Virginia entities to develop marketing campaigns that promote multi-day itineraries and encourage travelers to explore more of the Commonwealth.
In April, Governor Spanberger launched the Strategic Statewide Tourism Plan, outlining a coordinated, data-driven strategy to strengthen Virginia’s visitor economy over the next decade. Governor Spanberger also recently celebrated a record-high $36.2 billion in visitor spending in the Commonwealth in 2025, supporting nearly 232,000 jobs and generating $10.6 billion in wages and salaries for Virginians.
“Tourism is an important economic driver for communities across Virginia, supporting small businesses, creating jobs, and generating revenue for local economies,” said Secretary of Commerce and Trade Carrie Chenery. “The Microbusiness Marketing Leverage Program helps our tourism partners maximize their marketing investments and attract visitors year-round. By increasing off-season visitation, we’re helping businesses extend their tourism seasons and generate additional economic activity throughout the year.”
Eligible partners for the MMLP grant include Virginia cities, towns, counties, destination marketing organizations, chambers of commerce, museums, attractions, cultural events, and other tourism-related businesses. Grant funding will support marketing initiatives designed to attract visitors during the holiday, late winter, and spring break seasons.
“One of the greatest strengths of Virginia’s tourism industry is the willingness of our partners to work together to create compelling experiences for visitors,” said President and CEO of Virginia Tourism Corporation Rita McClenny. “Through the Microbusiness Marketing Leverage Program, we’re helping local businesses and organizations combine their resources, reach new audiences, and encourage travelers to discover more of Virginia. These investments are especially valuable during the off-season, when additional visitation can make a meaningful difference for our tourism businesses and the communities they serve.”
The Virginia Tourism Corporation will offer additional marketing grant opportunities throughout 2027. Organizations and businesses that are interested in applying can visit vatc.org/grants for more information.
A full list of 2026 MMLP grant recipients can be found here.