Virginia Governor Youngkin announces over $812,000 in funding to boost special events and festivals in 2025
Richmond, Virginia – Governor Glenn Youngkin has announced that 81 special events and festivals across Virginia will receive more than $812,139 in matching grant funds through the Virginia Tourism Corporation (VTC)’s Special Events & Festivals Sponsorship Program (SEF). The initiative aims to increase overnight visitation, enhance the visitor experience, and boost traveler spending at these events, cementing Virginia’s reputation as a premier destination for unique and memorable celebrations.
Leveraging Public-Private Partnerships for Tourism Growth
This grant cycle will see local partners contributing over $4.8 million in private and public sector funds to match the VTC grants. Together, these efforts will create more than $5.62 million in marketing and event production activities focused on attracting visitors to Virginia in 2025. The 81 events supported by this program will involve 324 combined partners, including Virginia cities, towns, counties, restaurants, museums, attractions, and other tourism-related businesses.
“Special events and festivals are vital to Virginia’s thriving visitor economy, supporting our musicians, artisans, hotels, and restaurants,” said Governor Youngkin. “This year’s grant recipients have demonstrated an exceptional commitment to growing their event footprint, increasing visitation, and enhancing the visitor experience in 2025.”
Driving Tourism with Strategic Initiatives
The SEF Sponsorship Program is designed to maximize the impact of limited marketing and production dollars by fostering partnerships and encouraging multi-day stays in Virginia. Events are promoted using the “Virginia is for Lovers” brand, and they act as the central draw for visitors to explore the state’s vibrant communities, Main Streets, boutique shopping, unique dining experiences, and historic landmarks. This strategy creates a hub-and-spoke tourism model, encouraging tourists to extend their visits and explore the surrounding attractions.
According to Secretary of Commerce and Trade Caren Merrick, “Virginia’s special event and festival industry is an incredible tourism driver, and these programs combined have a projected attendance of over 2 million visitors. These special events and festivals will help support the hospitality workforce at all career levels by inducing tourism demand and increasing overnight visitation.”
Supporting Economic Growth Statewide
The grant program’s distribution ensures a balanced impact across Virginia, with each Go Virginia region limited to 20% of the available funds. This ensures that events and festivals across the state benefit from increased tourism, leading to significant economic impacts for local communities. By leveraging partnerships and fostering collaboration, Virginia continues to enhance its appeal as a top-tier destination for tourists.
In 2025, VTC will continue to offer grant and sponsorship opportunities to support tourism initiatives. Interested organizations and businesses are encouraged to apply for future funding rounds by visiting vatc.org/grants.
For travelers looking to plan their next visit to Virginia, a comprehensive list of upcoming events and festivals, as well as travel planning resources can be found at virginia.org.
With these investments in its special events and festivals, Virginia not only strengthens its tourism sector but also fosters a sense of community pride while showcasing its unique culture and charm to millions of visitors.
