The City of Waynesboro Receives Virginia Tourism Corporation Grant for Tourism Marketing

Waynesboro, VA – Waynesboro Tourism received a $20,000 grant from the Virginia Tourism Corporation’s Destination Marketing Organization Grant Program for its ‘A Getaway Worth Staying For’ Campaign.

Waynesboro partnered with other local businesses to supply matching funds for the project, which will deliver a final high-impact marketing push in Baltimore and Richmond—two key target markets that have shown measurable visitation growth through targeted marketing. The campaign will feature Connected TV (CTV), digital out-of-home (DOOH), and targeted banner ads designed to drive overnight visitation and capitalize on momentum built over the past three years. The initiative directly supports small businesses and attractions, and reinforces Waynesboro’s appeal as a weekend destination for visitors seeking outdoor adventure, urban attractions, art and culture, and an extensive craft beverage scene.

During this grant round, Virginia Tourism Corporation (VTC) awarded more than $2 million in matching grant funds to 197 local tourism programs across the Commonwealth. These awards are funded through VTC’s Marketing Leverage Program, Destination Marketing Organization Grant Program, and VA250 Tourism Marketing Program.

These 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, generating more than $4.76 million in new marketing and event production focused on increasing overnight visitation across all nine GO Virginia regions. The tourism marketing will ultimately benefit 1,130 small businesses and nonprofits statewide.

“These funds will allow us to reach new audiences and encourage extended stays, bringing a direct economic impact to our small businesses, restaurants, lodging partners, and attractions,” said Meghan Swanson, Marketing Communications Manager for Waynesboro Economic Development & Tourism. “We’ve seen strong growth in both Richmond and Baltimore visitation, and this final push helps us convert those markets to overnight visitors.

“This is an exciting opportunity to showcase everything Waynesboro has to offer and encourage travelers to stay longer and experience more of what makes our community special,” said Stephanie Duffy, Assistant Director of Economic Development & Tourism.

“Tourism is a unifying force that strengthens communities, fuels small businesses, and supports jobs across the Commonwealth,” said Rita McClenny, President and CEO of Virginia Tourism Corporation. “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.”

Administered by the Virginia Tourism Corporation, these tourism marketing programs are designed to increase visitor spending by leveraging limited marketing dollars to stimulate new tourism marketing through partnerships, and to extend the Virginia is for Lovers brand to 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 that are interested in applying for these grant opportunities may visit vatc.org/grants for more information.

A full list of grant recipients can be found here.

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