TOURISM: Virginia Grant Program Supports Microbusiness
Initiative aimed at supporting tourism-industry businesses with less than 20 employees
The Virginia Tourism Corporation (VTC) has officially opened the application period for its Microbusiness Marketing Leverage Program (MLP), a grant initiative designed to help small tourism-related businesses expand their reach and boost visitation across the Commonwealth, particularly during the shoulder season from September through May.
The Virginia Tourism Corporation is the state agency charged with marketing Virginia to travelers and promoting the state’s $30 billion tourism industry. Applications for the Summer 2025 round opened June 10 and will be accepted through 5:00 PM on July 24, 2025. The competitive grant program offers a maximum award of $5,000 per applicant and operates on a 1:1 matching basis, meaning applicants must match the funds—either in cash or in-kind contributions.
The MLP is specifically tailored for tourism-related businesses with 20 or fewer full-time equivalent employees, including boutique shops, restaurants, food trucks, small attractions, craft breweries, wineries, distilleries, bed & breakfasts, and seasonal events. Chambers of Commerce and nonprofit organizations such as Main Street programs and Planning District Commissions may also apply, provided their marketing plans directly support microbusinesses and/or promote shoulder season visitation.
“This program is a great opportunity for Virginia’s small businesses to amplify their marketing efforts and bring in more travelers during the less busy months,” said Staci Martin, VTC’s Grants Director on the VTC website. “We encourage all eligible businesses to take advantage of this funding to expand their visibility and strengthen tourism in their communities.”
Eligible marketing expenses include digital and print advertising, social media campaigns, search engine marketing, and promotion through welcome centers. Applications must include a targeted, research-based marketing plan and clearly defined performance goals. A central component of the program is the "Hub & Spoke" model, which encourages partnerships among businesses to create multi-stop itineraries that extend visitor stays.
Applicants are also encouraged to integrate the "Virginia is for Lovers" brand into their campaigns for additional bonus points during evaluation. Required support letters from local or regional Destination Marketing Organizations (DMOs) must accompany each application.
All expenses must be incurred between May 1, 2025, and May 31, 2026, and awardees must submit reimbursement requests by July 31, 2026.
Applications are submitted online through VTC’s grant portal, and applicants are reminded to save their progress and retain their unique link to re-access the application. Final submissions must be completed by the July 24 deadline. Award notifications are expected in October 2025.
For more information, including sample applications, eligible expense guidelines, and access to webinars, visit www.vatc.org/grants/mlp
A Williamsburg Independent contributor produced this post using AI tools and these primary sources:
(VTC) Microbusiness Marketing Leverage Program
Virginia Tourism Corporation Grant Programs