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Virginia Tourism Corporation (VTC) Recovery Marketing Leverage Program

Grants to Virginia Businesses, Local Governments, and Organizations
for New Tourism Marketing Programs in the Wake of COVID-19

Agency Type:

Foundation / Corporation

Funding Source:

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Virginia Tourism Corporation (VTC)

Conf. Date:


Deadline Date:

06/22/21 5:00 PM


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Grants of up to $20,000 to Virginia counties, towns, cities, marketing organizations, businesses, chambers of commerce, museums, and other tourism-related entities for new marketing programs that attract visitors to the state in the wake of the Coronavirus (COVID-19) crisis. Funding is intended to support initiatives that increase economic activity and travel for the benefit of the tourism and hospitality industries in Virginia.

The coronavirus had a devastating impact on the tourism and hospitality industries in Virginia. As the Commonwealth reopens for business, Virginia Tourism is offering these grant funds to spur economic activity across the Commonwealth.

VTC will implement the WanderLove, Share What You Love and Eat. Drink. Love. campaigns over the next several months. Based on their timing and marketing goals, applicants  may choose which campaign(s) would be most beneficial to join VTC efforts. All Virginia is for Lovers campaigns offer opportunities for partners to participate by providing a partner toolkit, logo treatments, creative templates, and sample messaging. Applicants MUST include the Virginia is for Lovers logo in your marketing.

For eligible items, see

GrantWatch ID#:

GrantWatch ID#: 163540

Estimated Size of Grant:

One funding level with a maximum award of $20,000.

Term of Contract:

All programs should be completed within 18 months of the award notification date.

The applicant may request up to a 6-month Extension ONCE before the end of the 18-month duration of the application program. No further extensions will be granted.

Additional Eligibility Criteria:

Applicant and partners may consist of Virginia towns, cities, counties, convention and visitors bureaus, chambers of commerce, other local or regional destination marketing organizations (DMO), private businesses, museums, attractions, cultural events, and other tourism-related entities. The Federal Employer Identification number (FEIN) must be included for the applicant.

Partner Requirement: You will need to identify two other partners who you can work with to leverage your marketing dollars. These partners are not required to enter information on your application, but you must contact those partners to discuss your application.

DMO Requirements: Recognized Virginia Destination Marketing Organizations (DMOs) may apply for this program. If you are not a DMO, you should reach out to your local DMO to let them know you are applying for this funding program. DMOs are not required to be a partner; however, all applications must indicate your local DMO. For a list of recognized Virginia DMOs, see Supporting Documents below.

Programs that are regional in scope are encouraged. If you have non-Virginia partners, you MUST indicate a minimum of two, Virginia partners. In addition, your program must be located in Virginia, and encourage visitation to Virginia.

State / Federal agencies are not eligible to apply for this funding.

For ineligible items, see

Pre-proposal Conference:

VTC will host a Zoom webinar on Tuesday, May 18, 2021 from 1:30 -2:30 PM to give an overview of the application process and VTC Brand Campaigns. The webinar will also be recorded.

Note that advance registration* is required for this webinar. Register at:

*If you are not on the VTC Marketing Leverage Program Mailing List, please send your contact information to Angela Wiggins at

After registering, you will receive a confirmation email containing information about joining the webinar.

Pre-Application Information:

The application must be submitted via the online application no later than June 22, 2021 by 5:00 PM. No extensions to this deadline will be possible.

Award announcements should be made by July 30, 2021.

Only online applications will be accepted. Do not send – via email or regular mail – any attachments or supplemental materials. These materials will NOT be reviewed. Only submit the requested and required information via the online application.

Due to the anticipated number of applications, and to expedite application approval, a draft review of applications will not be possible.

DMO approval is not required for this application; however, applicant should reach out to their local DMO to let them know they are submitting this application.

You will receive Bonus Points if you incorporate a VTC Brand campaign into your marketing plan.

Funds will be disbursed on a reimbursement basis.

Fall 2020 awardees of the VTC Recovery MLP can reapply in this funding cycle. However, marketing plans and programs must be for new initiatives and not a repeat of the past marketing plan.

No requirement for a cash match; however, a dollar-for-dollar in-kind marketing match value is required.

Contact Information:

Before starting your grant application, please review the funding source's website listed below for updates/changes/addendums/conferences/LOIs.

Online application form and additional information:

Contact Staff:

Steve Galyean, Director of Planning & Partnerships

Angela Wiggins, Partnership Marketing Development Specialist

For grants assistance, you may also use the contact form ("Grants Help") found on the right side of the URL for Full Text below.

Virginia Tourism Corporation
901 E. Cary St., Suite 900
Richmond, VA 23219
(804) 545-5500

URL for Full Text (RFP):

Geographic Focus:

USA: Virginia

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