Patrick County Tourism is among 108 local programs in Virginia set to benefit from matching marketing funds designed to increase visits to small businesses. Announced last week by Gov. Glenn Youngkin, the initiative will distribute over $581,607 through the Virginia Tourism Corporation’s Microbusiness Marketing Leverage Program (MMLP).
Patrick County will receive $2,990 for its Fall Travel Initiative through the program that is designed to amplify off-season tourism by leveraging local marketing budgets with matching state funds, boosting visitation and traveler spending in quieter months.
“This funding cycle, local partners will commit more than $700,168 in private-public sector funds to match the VTC funding, providing more than $1.29 million in new marketing activity focused on increasing off-season visitation to Virginia’s small tourism-oriented businesses and events,” Youngkin’s office noted in a press release.
The MMLP, now supporting 108 marketing programs, will benefit 432 combined partners and sustain over 1,050 full-time and part-time jobs statewide.
“Tourism is a powerful economic driver, and VTC’s grant programs are an important part of Virginia’s growth trajectory toward becoming an all-season destination,” said Youngkin. “By leveraging public-private partnerships, these programs support Virginia’s creative, outdoor, and small business-based tourism economy and will draw thousands of additional visitors to Virginia.”
The MMLP encourages local collaborations between cities, towns, counties, and businesses to maximize marketing dollars. Through its “hub and spoke” tourism model, the program promotes multi-day itineraries that link attractions, cultural events, and small businesses. Matching funds will be deployed to attract visitors during holidays, late winter, and spring break, offering vital support for Virginia’s tourism economy.
Southwest Virginia, which faced challenges from Hurricane Helene, will receive $168,675 of the total funding to aid recovery and stimulate tourism in the affected areas.
Small businesses, a cornerstone of Virginia’s tourism industry, benefit significantly from the program. The MMLP enhances marketing efforts, helping local businesses attract visitors during the off-season and fostering economic resilience. This funding also reflects the state’s ongoing commitment to maintaining its status as a leading destination for travelers.
Virginia, recently named CNBC’s 2024 Top State for Business, continues to prioritize partnerships that elevate its tourism sector. Additional VTC grant opportunities are scheduled throughout 2024. Interested organizations can find details at vatc.org/grants.
The VTC’s latest initiative underscores the critical role tourism plays in driving economic growth while highlighting the unique appeal of Virginia’s small businesses, cultural attractions, and natural beauty. Through strategic public-private collaborations, the state positions itself as a year-round destination for visitors nationwide.
