Tourism Grant Program

The Loudoun County Tourism Grant Program is administered by the Loudoun County Department of Finance and Procurement under the authority of the Loudoun County Board of Supervisors. The program distributes funding derived from the Restricted Transient Occupancy Tax, which is governed by the Code of Virginia and must be used exclusively for tourism-related purposes. This funding mechanism is intended to strategically enhance tourism within the county by supporting initiatives that attract visitors, increase overnight stays, and generate economic activity. The Board of Supervisors uses this program as a tool to proactively invest in projects that strengthen Loudoun County’s position as a competitive destination within regional and national tourism markets. The primary purpose of the Tourism Grant Program is to fund projects, events, and marketing initiatives that directly contribute to increased visitation and tourism revenue in Loudoun County. Eligible initiatives include new or enhanced attractions, promotional campaigns, and events designed to draw visitors from outside the local area. The program emphasizes measurable outcomes such as increased hotel occupancy, visitor spending, and regional or national visibility. Projects must align with the county’s broader tourism strategy, which includes sustaining the existing tourism base while supporting strategic growth initiatives that expand the visitor economy. Funding provided through this program is restricted to activities that meet the legal and policy requirements associated with the Transient Occupancy Tax. Allowable uses include marketing and advertising campaigns, development of promotional materials, public relations efforts, and initiatives that drive overnight stays and visitor spending. Funds may also support data collection and community engagement efforts tied to tourism promotion. However, certain expenses are explicitly prohibited, including corporate debt repayment, donations, entertainment costs, fines, interest expenses, legislative activities, and capital or brick-and-mortar expenditures. These restrictions ensure that all awarded funds are used in a manner consistent with state law and county policy. Eligibility for the Tourism Grant Program is limited to organizations operating within Loudoun County. This includes nonprofit organizations, county municipalities, and businesses located in the county. Applicants must demonstrate that their proposed project will have a direct and measurable impact on tourism, particularly by attracting visitors from at least 40 miles outside the county, increasing overnight stays in local lodging establishments, and generating economic activity within the community. The program is designed to be inclusive of different organizational types, provided they meet the geographic and programmatic requirements. The application process involves several structured steps, beginning with training sessions offered by the county to guide applicants through narrative development, data collection, and reporting requirements. Applications for the FY 2027 cycle were accepted between March and April 2026, followed by a review and recommendation process in June 2026. Awards were announced in June 2026, and selected applicants were required to enter into a Memorandum of Understanding with the county. Applications are submitted through the Euna Grants Management Software platform, where applicants must complete required forms, upload supporting documentation, and ensure that requested funding aligns with the proposed budget. Evaluation of applications is based on the project’s ability to deliver measurable tourism outcomes, including increased visitation, overnight stays, and economic impact. Applicants are expected to provide clear performance indicators, detailed budgets, and a compelling narrative that demonstrates the project’s feasibility and alignment with program goals. Post-award, recipients must comply with reporting requirements, including submission of expense reports and final reports within 30 days of project completion. These reports must include data on attendance, visitor demographics, marketing strategies, and overall impact, ensuring accountability and transparency in the use of public funds. The grant performance period for awarded projects runs from July 1, 2026, through June 30, 2027. During this time, recipients are responsible for implementing their projects and tracking outcomes in accordance with established performance indicators. The program operates on an annual cycle, with training sessions typically held early in the year, followed by application periods in the spring and award announcements in early summer. For additional information, applicants may contact the Loudoun County Department of Finance and Procurement via email or phone, as provided in the program materials.

Align project clearly with tourism outcomes such as increased visitation and overnight stays; provide strong data and measurable impact; ensure budget aligns with allowable expenses