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ALEXANDRIA, Va. — Two Alexandria tourism efforts will share $40,000 in matching state grants announced Thursday by Gov. Abigail Spanberger, part of a broader $2.2 million investment aimed at drawing more visitors to communities across Virginia.
Visit Alexandria received a $30,000 Marketing Leverage Program grant for its "Unlock More Stories" campaign, and Aslin Beer Company received $10,000 for an "Alexandria Live Music Strategy," according to the list of awardees released by the Virginia Tourism Corporation.
Aslin's strategy in action this weekend
Aslin's grant-funded music push is already on stage. The brewery's ALX Live concert series kicks off its second show Saturday with the Leroy Burks Band performing from 6 to 10 p.m. at Aslin's Alexandria beer garden. Admission is free.
The series runs every Saturday from May 2 through Aug. 28, with Capital Chill on the bill May 16 and Billy T Wilde on May 23. More information and tickets are available through Aslin Beer Company on Eventbrite.
A statewide tourism push
The grants were announced during National Travel and Tourism Week and will be distributed to 143 local tourism programs across the commonwealth. Combined with required local matches of $4.3 million, the awards are expected to generate $6.5 million in new marketing and event production initiatives, the governor's office said. In all, the awards will affect 858 localities, businesses and organizations that partner with VTC.
"The strength of Virginia's tourism industry is critical to local economies across every region of our Commonwealth," Spanberger said. "From rural communities to our urban centers, this funding will showcase the full breadth and beauty of our home while supporting jobs, expanding opportunities for small businesses, and driving economic growth statewide."
How the grant programs work
VTC offers two reimbursable grant programs through this round. The Marketing Leverage Program — the program both Alexandria recipients tapped — helps Virginia travel industry partners, including small businesses, destination marketing organizations, attractions, accommodations and events, expand their marketing efforts. The Virginia DMO Marketing Program funds destination marketing organizations for initiatives that demonstrate measurable economic impact and are designed to drive visitation.
"These VTC grant programs help amplify Virginia's visibility, attract new visitors, and encourage longer stays," said Carrie Chenery, secretary of commerce and trade. "On the heels of our Statewide Tourism Strategic Plan launch, we are proud to partner with regional, local, and private partners to invest in innovative and community-based solutions that drive tourism and sustained economic growth across the Commonwealth."
Rita McClenny, president and CEO of the Virginia Tourism Corporation, said the funding helps partners turn interest into visits. "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," McClenny said.
What's next
VTC plans to open a Microbusiness Marketing Leverage Program grant round in summer 2026 to help small tourism-oriented businesses and organizations with fall and winter marketing campaigns. The Virginia Special Events and Festivals Program will open in late 2026 for events occurring in 2027, and 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 can visit vatc.org/grants for more information.
