05/07/2026
Dickenson County Receives Virginia Tourism Corporation Grant for Tourism Marketing
Dickenson County received a $20,000 grant from the Virginia Tourism Corporation (VTC)’s Marketing Leverage Program for its Gateway to Adventure: Discover Dickenson County’s Outdoor Recreation.
Dickenson County partnered with Friends of Southwest Virginia to supply matching funds for the project as part of its strategy to grow tourism and outdoor recreation as key drivers of the local economy. The county’s tourism and economic development team will oversee the campaign and coordinate with regional partners to ensure that Dickenson County’s outdoor recreation experiences are effectively promoted through Visit Dickenson County ’s digital marketing as the official destination marketing organization of Dickenson County
In celebration of National Travel & Tourism Week, Virginia Tourism Corporation (VTC) awarded more than $2.2 million in matching grant and sponsorship funds to 143 tourism programs across the Commonwealth. These awards are funded through VTC’s Marketing Leverage and Destination Marketing Organization (DMO) Marketing Programs.
These programs pair local marketing investments with matching state funds to increase visitation, extend overnight stays, and grow traveler spending across the Commonwealth. This funding cycle, local partners will commit more than $4.3 million to match the VTC grant funds, generating more than $6.5 million in new marketing and event production initiatives focused on increasing overnight visitation to Virginia across all nine GO Virginia regions. In total, the awards will support 143 marketing programs and impact 858 tourism partners statewide.
"Tourism plays an important role in supporting local businesses, creating economic opportunity, and bringing new visitors into our community" said Dana Cronkhite, Dickenson County Director of Economic Development and Tourism. "This grant will help us expand our marketing efforts and continue positioning Dickenson County as a destination for outdoor adventure, music heritage, and authentic Appalachian experiences."
“Effective tourism marketing is key to turning interest into visitation and 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.”
VTC’s tourism marketing and sponsorship programs are designed to maximize limited marketing dollars through public-private partnerships, stimulate new tourism promotion initiatives, and extend the iconic Virginia is for Lovers brand to drive visitation and increase visitor spending. Using the hub-and-spoke tourism partnership model, Virginia entities partner to apply for funding. Partners may include cities, towns, counties, convention and visitors bureaus, chambers of commerce, local or regional destination marketing organizations, museums, attractions, cultural events, and other tourism-related non-profits and private businesses.
These grant programs assist tourism-oriented applicants by matching their marketing commitment with additional funding to reach new markets and engage both new and repeat visitors:
● The Marketing Leverage Program is a reimbursable grant program that helps Virginia travel industry partners—including small businesses, DMOs, attractions, accommodations, and events—expand their marketing efforts.
● The Virginia DMO Marketing Program provides funding to destination marketing organizations for initiatives that demonstrate measurable economic impact and are designed to drive visitation to Virginia.
A full list of funding recipients for both grant programs can be found here.
VTC will open a Microbusiness Marketing Leverage Program grant round in summer 2026, which is designed to assist small tourism-oriented businesses and organizations with fall and winter marketing initiatives. The Virginia Special Events and Festivals Program will open in late 2026 for events occurring between January 1 and December 31, 2027. The next round of the Marketing Leverage Program and the Virginia DMO Marketing Program will open in February 2027. Organizations and businesses interested in applying for these grant opportunities may visit vatc.org/grants for more information.
About Visit Dickenson County
Visit Dickenson County is the official destination marketing organization for Dickenson County, Virginia, operated by the Dickenson County Economic Development Department. Through tourism marketing, partnership development, and visitor engagement efforts, Visit Dickenson County works to promote the county’s outdoor recreation, music heritage, small businesses, and Appalachian culture while supporting local economic growth. From the scenic overlooks of Breaks Interstate Park to the county’s trail systems, cultural attractions, and community events, Visit Dickenson County is committed to showcasing the experiences that make Dickenson County a unique destination in Southwest Virginia.
About Virginia Tourism Corporation (VTC)
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. Learn more at virginia.org.
📸- Just Adventure Productions
