Participating Destination Marketing Organizations in selected communities to receive up to $200,000 in implementation grants

RICHMOND, VA - Governor Glenn Youngkin on May 3rd, announced that 10 Virginia communities will launch new tourism programs to boost their outdoor recreation economies. Each was awarded up to $20,000 through the Virginia Tourism Corporation’s (VTC) DRIVE Outdoor grant program, a tourism development grant program targeting outdoor product development and entrepreneurial expansion throughout the Commonwealth. 

The grants will support the outdoor recreation industry in the Commonwealth, which continues to thrive in Virginia and remains a driving force in the broader American economy. In 2022, outdoor recreation contributed $11.3 billion to the Commonwealth’s economy and supported about 125,000 jobs and $5.6 billion in wages and salaries in Virginia according to the U.S. Bureau of Economic Analysis.  

“Growing our outdoor economy spurs job creation and provides endless opportunities for outdoor-focused partnerships,” said Governor Glenn Youngkin. “The projects created from this program will help further position Virginia as the top state on the East Coast for outdoor recreation and a natural fit for outdoor businesses.” 

Aimed to meet the consumer demand for upcoming summer travel, Destination Marketing Organizations (DMOs) will use awarded funds for development projects that will have an immediate impact on their outdoor recreation offerings. Projects include purchasing new outdoor recreation equipment for more rentals, increasing accessibility to outdoor recreation, and outfitting opportunities, events, or studies for outdoor recreation development and expansion. 

Participating communities utilized current travel data, trends, and research to develop their plans, along with holding workshops to gather input from the public and stakeholders on how the plans could attract new travelers and boost economic activity. 

DRIVE Outdoor Communities Awarded Funding: 

• Alleghany Highlands 

• Danville City 

• Norfolk City 

• Northern Neck 

• Richmond Region Tourism   

• Smyth County  

• Town of Cape Charles  

• Town of Culpeper  

• Town of Damascus 

• Town of Kilmarnock  

“Tourism is a multibillion-dollar industry in Virginia and the programs developed by these Virginia communities will help them stay competitive with other destinations for visitor spending,” said Caren Merrick, Secretary of Commerce and Trade. 

DRIVE Outdoor builds on the DRIVE 2.0 Statewide Strategic Plan to enhance outdoor recreational development, assets, and entrepreneurial opportunities within Virginia. Following their participation in the program, communities received the foundation for a competitive outdoor product development plan, including specific action steps, success factors, timelines, priorities, and identified partners to help with project success. 

“Visitors come to Virginia for its wealth of outdoor recreation experiences that millions of people enjoy every year,’ said Rita McClenny, President and CEO of Virginia Tourism Corporation. “The DRIVE Outdoor program will help these communities develop new projects that will attract new and returning visitors wanting an authentic outdoor recreation experience.” 

“Participating in the DRIVE Outdoor workshop was a must for our community” said Lisa Meriwether, Tourism Manager, City of Danville-Pittsylvania County. “It resulted in making us more competitive community by building visitor infrastructure to support and attract multi-day sporting events.” 

DRIVE Outdoor will create new outdoor recreation experiences in Virginia to add to the variety of approachable activities for travelers of any skill or interest. To learn more about DRIVE Outdoor, please visit vatc.org/driveoutdoor. 

The DRIVE Outdoor grant program is closed for current applications. More information will be shared on future DRIVE Tourism program details in Summer 2024. To explore more of Virginia’s offerings, visit virginia.org/grants.