Visit Staunton, the City of Staunton’s Tourism Office, received a $9,100 grant from the Virginia Tourism Corporation’s Marketing Leverage Program for the “Made of Magic” campaign targeting leisure and family travelers.
The office also received $10,000 from the Destination Marketing Organization Grant Program to support its “Step Off the Bus, Step Into a Story” initiative targeting motorcoach travelers.
“We’re thrilled to receive this support from the Virginia Tourism Corporation — it’s a big win for Staunton. These grants give us the tools to share Staunton’s story with new audiences and highlight all the ways our city is truly Made of Magic. From inspiring family getaways to boosting midweek group travel, these campaigns will create meaningful impact for our local businesses and community,” Staunton Director of Tourism Samantha Johnson said.
Visit Staunton will supply matching funds for the projects that will power dynamic, multi-channel campaigns designed to increase overnight visitation, bolster midweek travel and diversify Staunton’s visitor base — ultimately driving broad economic benefit to local businesses and attractions.
During the current grant round, Virginia Tourism Corporation (VTC) awarded more than $2 million in matching grant funds to 197 local tourism programs across the Commonwealth. The awards are funded through VTC’s Marketing Leverage Program, Destination Marketing Organization Grant Program and VA250 Tourism Marketing Program.
The grant programs are designed to pair state funds with local tourism marketing campaigns to increase visitation and traveler spending through 2026. Local partners will commit more than $2.74 million to match the grant funding and generate more than $4.76 million in new marketing and event production focused on increasing overnight visitation across all nine GO Virginia regions.
“Tourism is a unifying force that strengthens communities, fuels small businesses, and supports jobs across the Commonwealth. These grant programs empower our local partners to share the stories, experiences, and destinations that make Virginia such a special place to visit. We are proud to support this important work and to extend the impact of the Virginia is for Lovers brand through these collaborative efforts,” Rita McClenny, President and CEO of Virginia Tourism Corporation, said.
Administered by the Virginia Tourism Corporation, the grant programs are designed to increase visitor spending and extend the Virginia is for Lovers brand through collaborative marketing partnerships that drive visitation. Using the hub-and-spoke tourism model, Virginia entities create local partnerships to apply for funding. Partners include Virginia cities, towns, counties, convention and visitors’ bureaus, chambers of commerce, destination marketing organizations, museums, attractions, cultural events and other tourism non-profits and businesses.
Each grant program plays a distinct role in advancing tourism growth:
The Marketing Leverage Program is a reimbursable grant program to leverage existing marketing funds available to Virginia travel industry partners including small businesses, destination marketing organizations, private sector attractions, accommodations and events.
The Virginia DMO Grant Program is awarded to destination marketing organizations (DMOs) for marketing expenses that show positive and significant economic impact on tourism and must include marketing plans designed to drive visitation to Virginia.
The VA250 Tourism Marketing Program is a reimbursable grant program that leverages existing marketing dollars to carry out a targeted, research-based marketing plan promoting America’s 250th commemoration. Building on the America: Made in Virginia theme, the grant program is designed to drive visitation by highlighting Virginia’s rich cultural and historical legacy.
VTC will have additional Marketing Program grant and sponsorship rounds opening throughout 2025 and 2026. Organizations and businesses interested in applying for grant opportunities may visit online for more information.
A full list of grant recipients is available online.
Staunton is positioned beautifully between the Appalachian and Blue Ridge mountains, offering a friendly combination of small-town America and a vibrant cultural scene. It’s the place you go to stroll red brick sidewalks, admire stunning architecture and shop locally-owned downtown boutiques. It’s also the place you go to experience world-class music festivals and intimate theatre performances. Visitors and locals can unwind side by side at trendy breweries, dig into fresh culinary creations, take in a dose of nature in the nearby Shenandoah National Park, or relax with a view aboard the Virginia Scenic Railway. In Staunton, you can find magic in every moment.
Virginia is for Lovers is one of the most iconic and recognizable travel brands in the world. Using that powerful brand equity, Virginia Tourism Corporation (VTC) is charged with promoting the Commonwealth as a premier travel destination by showcasing all there is to love in a Virginia vacation. The dollars spent by travelers fuel the economy, provide jobs for Virginians, and improve communities across the state. Simply put, tourism helps make Virginia a great place to live, work and vacation.
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Rebecca Barnabi
