Russell County Tourism Receives Virginia Tourism Corporation Grant for Tourism Marketing

Russell County received a $6,650 grant from the Virginia Tourism Corporation’s Destination Marketing Organization Grant Program for its “Experience MORE” Campaign.

Map from Virginia Tourism Corporation

Our marketing message, Experience MORE, highlights the diverse opportunities available in Russell County, recognizing that “more” looks different for every visitor. This campaign is designed to resonate with a wide range of audiences by emphasizing the unique experiences they seek. Whether it's Experience MORE fun at local festivals, family time exploring our scenic parks, relaxation in our charming small-town settings, adventure on hiking trails and waterways, outdoors through camping and fishing, or history by visiting our rich cultural and historical sites—this campaign encourages travelers to discover what “more” means to them in Russell County. By tailoring this message to different demographics, we create a personalized and engaging approach that invites visitors to explore, connect, and make lasting memories.

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.

“We are incredibly grateful for the opportunity to tap into the valuable resources offered by the Virginia Tourism Corporation. Through this grant—and others we’ve received from VTC—we’ve been able to significantly expand our limited $6,000 annual budget, more than doubling our capacity to promote Russell County as a travel destination.

These funds have empowered us to lay a stronger foundation for our tourism efforts, enhancing our ability to create quality marketing, support local events, and ultimately attract travelers from across the region and beyond. This partnership continues to play a vital role in our mission to build a thriving, sustainable tourism economy in Russell County.”

~ Shiloh Brooks, Tourism Coordinator

“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 an 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.