By Aila Boyd
The City of Salem has been awarded more than $36,000 in state matching tourism grants to support marketing efforts through 2026, Gov. Glenn Youngkin announced last month as part of a statewide initiative to boost local tourism and strengthen Virginia’s economy.
The three Salem-based projects are among 197 local tourism programs across the commonwealth receiving a combined $2 million in public-private marketing funds through the Virginia Tourism Corporation (VTC). The funds are aimed at increasing overnight visitation, boosting spending at local businesses, and promoting regional attractions.
Salem’s awards include:
-
$20,000 from the Destination Marketing Organization (DMO) Grant Program for “Turn a Double Play: Salem Red Sox and the Outdoors,” which pairs baseball with outdoor recreation to attract visitors.
-
$4,800 from the Marketing Leverage Program for “A Winning Combination: Roanoke College Football and the Outdoors,” focused on drawing fans—especially from the Richmond region—to stay, dine and explore the area while attending football games.
-
$11,750 from the VA250 Tourism Marketing Program for “Living History Weekend in Salem,” a commemoration event tied to the 250th anniversary of American independence.
“We are pleased to have been awarded grants from Virginia Tourism to further the development of tourism in Salem,” said Carey Harveycutter, Salem’s director of tourism. “Our ‘Double Play’ grant combines our outdoor amenities with Salem Red Sox Baseball. Our second grant will focus on encouraging fans of Roanoke College football in the Richmond region to attend games, stay in our hotels and dine in our restaurants.”
The grants require local matching funds and are expected to generate more than $4.7 million in marketing and event production across the state. In total, more than 1,100 Virginia tourism partners—including small businesses, nonprofits, and local governments—will benefit.
“These targeted grants are strategic, results-driven investments that foster public-private partnerships to boost local economies and strengthen Virginia’s position as a premier travel destination,” said Youngkin in a statement.
Each grant is tied to a specific VTC program:
-
Marketing Leverage Program: Encourages collaborative marketing projects that stretch limited funds.
-
DMO Grant Program: Supports broader marketing plans with a measurable economic impact.
-
VA250 Tourism Marketing Program: Supports projects connected to the America 250 commemoration, with a focus on history and heritage tourism.
More grant opportunities will be available through 2026, according to VTC.
