Roanoke area receives financial aid for Richmond tourism

Mountain biking to be boosted at Carvins Cove with grant from Youngkin administration

In a May 2 press release, the Youngkin administration announced that 259 tourism programs in the former Dominion will receive public-private marketing funds to help boost the state’s crucial tourism industry.

Here is a list of some of the cities and groups in our area that are to receive assistance and the dollar amount:

The press release is as follows:

To kick off National Travel and Tourism Week, Governor Glenn Youngkin today announced that more than $2.7 million in matching grants and repayable sponsorship funds will be awarded to 259 local and regional tourism programs across the Virginia Tourism Corporation (VTC) Marketing Leverage Program (MLP) and Regional Marketing Program (RMP). These funding programs are designed to leverage local marketing dollars with matching government funds to increase visitation and traveler spending. This funding round, local partners will commit more than $12.4 million to match VTC funding, providing more than $15 million in new marketing activities. Funding will be awarded to 215 local and regional tourism entities, ultimately impacting 259 programs and over 1,000 partners combined.

“Tourism is a major economic driver for the Commonwealth of Virginia, providing and creating good jobs and pumping vital dollars back into our communities,” Governor Glenn Youngkin said. “Virginia’s tourism industry has been relentless in its recovery efforts, developing innovative, best-in-class strategies to support the economy. These grant funds will help build on this momentum, further underscoring that Virginia is open for business and the best place to live, work and travel.

The VTC Marketing Leverage Program is designed to increase visitor spend by leveraging limited marketing dollars, driving new tourism marketing through partnerships, and expanding the “Virginia is for Lovers” brand. Using the hub-and-spoke model, six Virginia entities partner financially to apply for funding. Partners may be Virginia cities, towns, counties, convention and visitor bureaus, chambers of commerce, other local or regional destination marketing organizations, private businesses, museums, attractions, events cultural and other tourism-related businesses.

The VTC Regional Marketing Program was created by legislation sponsored by Sen. Tommy Norment (R-Williamsburg). The RMP aims to help Destination Marketing Organizations (DMOs) generate nighttime visits and supplement funding for economically significant special events and festivals to increase nighttime visits. DMO special events and festival funding is expected to generate more than 125,000 room nights over the next 18 months.

“Virginia Tourism’s marketing leverage and regional marketing programs provide the tourism industry with the tools it needs to succeed and thrive in an incredibly competitive landscape,” said Caren Merrick, Secretary of Commerce and Commerce. “Tourism is a multi-billion dollar industry in Virginia, and it is imperative that we are able to market the abundance of travel experiences across the Commonwealth, inviting new travelers to discover for themselves why Virginia is for lovers.”

The next cycle of the VTC marketing leverage program will open in mid-2022. The next round of the Regional Marketing Program will open in early 2023. Organizations and businesses interested in applying can visit for more information.

A complete list of funding recipients is available here.

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