VisitMartinsville, The Martinsville-Henry County Economic Development Corporation’s Tourism Division, received a $10,000 grant from the Virginia Tourism Corporation’s Destination Marketing Organization Grant Program. In addition, VisitMartinsville also received a $5,097 grant from the Virginia Tourism Corporation’s Marketing Leverage Program. These funds will be used for the Marketing Initiative to support an “Outdoor for All” outdoor recreation campaign.
VisitMartinsville partnered with other local businesses to supply matching funds for overall promotion of the “Outdoors for All” marketing initiative. The “Outdoors for All” initiative is a key part of our mission to position Martinsville-Henry County as an inclusive and welcoming destination for outdoor enthusiasts of every ability. Today’s travelers are seeking more than just scenic beauty—they’re looking for experiences that are accessible, meaningful, and tailored to a wide range of interests and skill levels. By promoting outdoor assets like the ADA-accessible portions of The Dick & Willie Passage Rail Trail, the beginner-friendly rapids of the Smith River, and our top-rated trout fishing locations, we’re not only highlighting the natural beauty of our region but also showing that these experiences are open and available to everyone. This inclusive approach strengthens our community brand, drives tourism revenue, and fosters a sense of belonging for both locals and visitors alike.
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 vital driver for Martinsville-Henry County’s economy, and we’re proud to showcase everything our community has to offer—especially when it comes to the great outdoors,” said Sarah Hodges, Director of Tourism for VisitMartinsville. “Our ‘Outdoors for All’ initiative is an ongoing effort to highlight the accessibility and beauty of our outdoor recreation. Whether it’s exploring the ADA-accessible Dick & Willie Passage Rail Trail, paddling the gentle Class I and II rapids of the scenic Smith River, or enjoying our renowned trout fishing opportunities, there’s truly something here for everyone. We’re excited to continue developing strategic marketing campaigns that reach beyond Virginia’s borders and bring new visitors to experience outdoor adventures in Martinsville-Henry County.”
“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.
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 Martinsville-Henry County Economic Development Corporation
The mission of the Martinsville-Henry County Economic Development Corporation is to create new job opportunities and expand the tax base for the area. The organization strives to support and develop local industry, as well as market Martinsville-Henry County globally as an exceptional place to live, work and play.
The EDC is a public-private partnership between the City of Martinsville, Henry County, and the Harvest Foundation of the Piedmont.
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.
