The Shadow
ALLEGHANY HIGHLANDS, Va. (VR) – The Alleghany Highlands Chamber of Commerce & Tourism received a $15,000 grant from the Virginia Tourism Corporation (VTC)’s Destination Marketing Organization Grant Program for its Unforgettable Days & Unforgettable Stays – It’s Uniquely Alleghany project.
The Chamber partnered with local lodging properties, tourism businesses, and community stakeholders to support the project through collaborative participation and support. The initiative will focus on producing a professionally filmed tourism video campaign and high-quality photography assets designed to increase overnight visitation and lodging expenditures in the Alleghany Highlands.
The project will showcase the region’s outdoor recreation, arts and culture, dining, and heritage experiences while intentionally connecting those experiences with the Alleghany Highlands’ unique lodging options. Through story-driven marketing, the campaign aims to encourage longer stays, multi-day itineraries, and increased visitor spending throughout the region.
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.
“We are incredibly grateful to Virginia Tourism Corporation for continuing to invest in our organization’s tourism marketing efforts in the Alleghany Highlands,” said Josh Taylor, Executive Director of the Chamber. “This project will allow us to continue elevating the Alleghany Highlands as a premier mountain destination while placing a stronger emphasis on overnight stays and the unique lodging experiences available to travelers in our region. Tourism continues to play a vital role in supporting local businesses, jobs, and community growth across our region.”
“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.
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 the Alleghany Highlands Chamber of Commerce & Tourism
The Alleghany Highlands Chamber of Commerce & Tourism serves as both the Chamber of Commerce and Destination Marketing Organization for the Alleghany Highlands of Virginia, including Alleghany County, the City of Covington, the Town of Clifton Forge and the town of Iron Gate. The organization works to support local businesses, promote tourism, strengthen community partnerships, and enhance the region’s economic vitality through marketing, events, visitor services, small business support & professional development, connections, and tourism development initiatives. Learn more at ahchamber.com
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.
