Virginia Governor Infuses Tourism Effort with Grant Money

Virginia’s new governor wasted little time proving she is a champion of tourism. Last week, Gov. Abigail Spanberger announced that more than $2.2 million in matching grant and sponsorship funds will be awarded to 143 local tourism programs.

“The strength of Virginia’s tourism industry is critical to local economies across every region of our Commonwealth,” said Spanberger. “From rural communities to our urban centers, this funding will showcase the full breadth and beauty of our home while supporting jobs, expanding opportunities for small businesses, and driving economic growth statewide.”

The Virginia Tourism Corporation’s Marketing Leverage and Destination Marketing Organization Marketing Programs award the grants to support Virginia’s tourism industry, extend overnight stays, and encourage visitors to spend more across the Commonwealth.

McAfee Knob in Catawba, Virginia is popular for mountain lovers. Photo Credit: Brent McGuirt Photography - Visit Virginia's Blue Ridge

In its most recent report, the VTC reported 44.7 million visitors in 2024, a record by more than 1 million. Nearly three-quarters (73%) of travelers came from out of state, and the average length of stay increased to 3.4 days (from 3.1). All told, tourists spent $35.1 billion.

Virginia, one of the original 13 colonies and host of numerous historic sites, has a wide range of visitor attractions:

• Arlington, Alexandria, and Fairfax are in the shadow of Washington, D.C., and earn many tourists as a result. Arlington National Cemetery, the Iwo Jimo Memorial, Mount Vernon, historic King Street, Tyson’s Corner, and Wolf Trap amphitheater are popular places to visit in their own right.
• Loudoun County, Leesburg, and Manassas blend Northern Virginia’s urban amenities with a touch of Southern sensibilities. Washington Dulles International Airport is in Chantilly, as is The Steven F. Udvar-Hazy Center, an annex of the Smithsonian Institution's National Air and Space Museum. Loudoun also markets itself as “Virginia’s Wine Country.” Manassas National Battlefield Park in Virginia preserves the site of two major Civil War battles.
• Shenandoah National Park, off Interstate-66, is a stone’s throw from Northern Virginia’s major communities.
• Historic Williamsburg is the former capital of Virginia and the launching point to see Jamestown. Busch Gardens is a major theme park attraction.
• Richmond, the capital of the Confederacy, has a vibrant arts and culinary scene and is a popular site for youth sports tournaments.
• Charlottesville is home to two major Thomas Jefferson landmarks: Monticello and the University of Virginia. The Inn at Little Washington is among the most heralded restaurants in the country.
• Virginia Beach is a coastal destination building its tourism season beyond the summer months through a variety of festivals and events. It's also a major player in youth sports.
• Virginia’s Blue Ridge, including Roanoke, is a mountain destination popular for its natural beauty and biking trails.

According to a press release, local partners will commit $4.3 million to match the VTC grant funds, generating $6.5 million in new marketing and event production initiatives. The awards will benefit 858 localities, businesses, and organizations that partner with VTC.

Applications are scored by a dedicated team of tourism professionals and evaluated during award conferences. Points are earned for partnerships, goals, research, marketing plans, and performance metrics, with an opportunity for bonus points for activating the “Virginia is for Lovers” brand as part of the initiative, according to the statewide tourism office.

A full list of recipients can be found here.

“Effective tourism marketing is key to turning interest into visitation into economic impact,” said Rita McClenny, president and CEO of Virginia Tourism Corporation. “These programs give our partners the tools to tell more compelling stories about their destinations, connect with travelers in meaningful ways, and inspire deeper exploration across Virginia.”

Main image courtesy of Visit Fairfax