The Shadow
COVINGTON, Va. (VR) – The Alleghany Highlands Chamber of Commerce & Tourism received a $10,000 grant from the Virginia Tourism Corporation’s Destination Marketing Organization Grant Program for its “3 Hours to an Epic 3-day Weekend”, which capitalizes on the growing trend of “mini-cations” as travelers plan around high travel costs due to inflation.
The Chamber’s project will promote the Alleghany Highlands as the perfect destination for frequent and unforgettable 3-5 day “mini-cations.” Targeting urban markets within a 3–5-hour drive, the campaign will highlight the region’s scenic beauty, outdoor recreation, vibrant arts scene and affordable small-town charm to attract new and repeat visitors. This initiative helps support the local economy by increasing tourism-related spending, driving business to local shops, lodging, and restaurants, and expanding awareness of the Alleghany Highlands as a top- tier getaway destination.
“We are thrilled to receive this support from Virginia Tourism, which allows us to continue sharing the story of the Alleghany Highlands with new audiences,” said Josh Taylor, Executive Director of the Alleghany Highlands Chamber of Commerce & Tourism. “More and more travelers are seeking quick, meaningful getaways—often called ‘mini-cations’—that offer a break from everyday life without requiring a full week off. Our region is perfectly positioned to meet that demand, with breathtaking scenery, outdoor adventures, rich culture, and welcoming communities all within a short drive of numerous major markets. This grant will help us amplify our message and drive even more tourism-related activity that benefits our local businesses and economy.”
Additionally, the Historic Masonic Theatre was also awarded a $2,000 grant for its “The Art of a Uniquely Alleghany Getaway” as part of the Virginia Tourism Corporation’s Market Leverage Grant Program which will support marketing & promotional efforts. The funding will help the
organization reach a broader audience and encourage both new and returning visitors to enjoy its live performances and cultural programming in one of the most beautiful, historic theatre’s in the state.
“The Historic Masonic Theatre is grateful to Virginia Tourism for this matching grant that will help us drive tourism and economic growth in the Alleghany Highlands,” said Bruce Loving, Board President of the Masonic Theatre Preservation Foundation.
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.
“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.
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.
