Friday, February 24, 2017


Northern Virginia Visitors Consortium Receives Tourism Marketing Grant
Five local destinations eliminate boundaries when marketing internationally

Virginia Governor Terry McAuliffe announced this week that the Northern Virginia Visitors Consortium (NVVC) received a $9,375 grant from the Virginia Tourism Corporation Marketing Leverage Program.

The consortium, which is comprised of Arlington, Fairfax, Loudoun and Prince William counties as well as the City of Alexandria, will use the grant to reach potential visitors from Virginia’s number one international market - Canada. The grant will support targeted, digital and social campaigns that will raise the profile of Northern Virginia, also known as Virginia’s Cultural Region, in the provinces of Ontario and Quebec.

In total, VTC awarded more than $772,000 for 62 tourism marketing projects. The grants are designed to help local and regional tourism entities attract more visitors by leveraging local marketing dollars.

For more than a decade, these five Northern Virginia destinations that typically compete for tourism dollars have banded together as NVVC in an effort to bring awareness to and promote the region in both domestic and international markets.

“Visitors don’t see boundary lines so we recognize the opportunity to promote the region as a whole, accentuating the varied tourism products across all of our jurisdictions,” Visit Loudoun President and CEO and NVVC President Beth Erickson said. “This collaboration has already proven successful and this grant will allow us to develop additional campaigns that position the cultural region as a must-visit destination for Canadian travelers.” 

The VTC Marketing Leverage Program is designed to stimulate new tourism marketing through partnerships by leveraging limited marketing dollars, resulting in increased visitor spending.  A minimum of three entities must partner financially to apply.

“Today, we take another critical step in supporting one of Virginia’s largest private sector industries and the individual communities across the Commonwealth that foster it,” McAuliffe said Tuesday about the grant announcement. “These Marketing Leverage Program grants provide a vital opportunity for destinations and businesses across the Commonwealth, helping to create jobs, promote economic development, and increase visitor spending. I congratulate the more than 260 tourism partners across the Commonwealth that received funding for 62 projects – not only the highest number of partners awarded in the program’s history, but the highest dollar match by partners in a single funding cycle.”

In 2015, tourism in Virginia generated $23 billion – and the first, second and third highest contributors of that tourism economy were Arlington, Fairfax and Loudoun counties, respectively. Tourism also supported nearly 223,100 jobs in the Commonwealth and provided $1.6 billion in state and local taxes. Dollars invested in tourism are proven to provide a 7:1 return in tax revenue for Virginia, and the grant awards and matching funds provide a stimulus to localities seeking to increase tourism visitation and revenue.

To learn more about the Northern Virginia Visitors Consortium, visit

For more information on Discover Prince William & Manassas, contact Dan Cook, Director of Marketing & Communications at (571)482-7043.

For more information on this specific release, contact Jennifer Sigal, Visit Loudoun Media Relations Manager at (703)669-2002.


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