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Virginia Travel Post for January 2022

University of Lynchburg LOVEwork

News and Opportunities for the Virginia Travel Industry

Brand Management

Co-op Reimbursement Materials due 1/31

January 31 is the deadline for submitting reimbursement materials for Facebook/Instagram and Google Search programs that ran July-December 2021. Please refer to the program’s application for a list of required documentation. Reimbursements will be issued by February 28.

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New ARPA Advertising Opportunities

Three new opportunities have been added to the ARPA Paid Media Program: Blue Ridge Outdoors Print & Digital; The Virginia Sportsman Print & Digital; and LeisureMedia360 Programmatic. All programs listed are eligible uses for ARPA funding.

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LOVE is in the air!

With Valentine’s Day approaching, now’s a great time to ensure your LOVEwork listing is up to date. Review your listing on and email Stephanie Kenney with any changes or questions.

Consumer Services

Partnership Marketing and Advertising Program (PMAP) Program Year 2022 Enrollment

PY2022 (July 2021-June 30, 2022) enrollment for the Partnership Marketing and Advertising Program at the Virginia Welcome Centers and Safety Rest Areas is now open. If you participated in the PY21 program, you will be auto re-enrolled. Please visit to see all advertising opportunities at the Virginia Welcome Centers and Safety Rest Areas. If you have any questions, please email

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Bring LOVE to your Destination or Event

Request our popular LOVEwork to promote your destination and create a memory! Please submit the LOVEwork application request. Check on the form if you would like to lease the Pride LOVEwork or the Standard LOVEwork. For questions, contact Noelle Baker – (804) 545-5520.

Request LOVEwork

2022 Visitors Center Seminar

SAVE THE DATE – Mark your calendar now for the 2022 Visitors Center Seminar, March 28-30. We hope you’ll plan to join us in beautiful Halifax County as we gather together once again.  More details coming soon!

For questions regarding the seminar, please contact Noelle Baker.

Digital Marketing Listing Updates

Please update your winter and holiday related content on This includes Valentine's Day events and romance deals and packages. Log in here to update your content: Questions, contact Robin Mamunes at

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Save the Date!

Virginia Tourism Corporation will be opening THREE grant programs on February 1, 2022.  The deadline for all three grants is March 8, 2022 at 5 p.m.

Virginia Tourism Corporation will be hosting a “How-To-Apply” webinar on Tuesday, January 25 at 2 p.m. for all three upcoming VTC grant programs:

Virginia Special Events & Festivals Program, VTC Recovery Marketing Leverage Program, and Virginia DMO Marketing Program.

  • Preliminary information about these grant programs can be found at
  • Please register in advance for this webinar here.

After registering, you will receive a confirmation email containing information about joining the meeting.

Groups, Sports and Meetings

What’s New

It’s time to refresh our website and profile sheets in preparation for our upcoming conferences in the new year. Please let us know about new or renovated tourism products/services for groups, meetings or sports markets with this form.

Update Your Listings

With the launch of the new, we have added additional amenity options for meeting and sports venues and group-friendly offerings. Please take a moment to update your listings to ensure you have maximum visibility and show in all relevant searches.

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ARPA Sports Marketing and Meeting & Convention Incentive Program

VTC is offering these funds to be used for event incentives and marketing promotions targeted specifically at attracting new sports tournaments and competitions and new meetings and conventions to spur economic activity and travel across the Commonwealth.

For more information on both programs and to view the December 16th webinar or register for the upcoming January 26th educational webinars, visit /

International Marketing

IPW 2022

Join us in Orlando, Florida for the travel industry’s premier international marketplace and the largest generator of travel to the United States. This year’s show is June 4-8, 2022. If you are interested in joining the VTC booth, please contact Tyler Carroll.

International Travel Trends

These are some of the top story angle trends which our Capital Region USA (CRUSA) reps are seeing prominently in the UK media. If you have story angles that fit these parameters, please send them to Christi Braginton, International Media Relations Manager, for pitching.

See the Trends


Hmble Hstle Merchandise

Have you visited one of our welcome centers lately?  Each center has our Hmble Hstle merchandise on display.  Find out which center is closest to you here.  We can’t wait to see you.

Partnership Marketing

DRIVE 2.0 Round 3 Application Deadline Extended!

The application deadline for Grant Round 3 of DRIVE 2.0 has been extended to Friday January 21st! DRIVE 2.0 participation allows DMOs the opportunity to use upfront grant funds of $10,000 towards any aspect of community strategic planning. Using the hub and spoke method, DRIVE 2.0 helps communities identify their best story for promotion, what to enhance with product development, and how to make the case for tourism as a driver of economic and community wellness.

Don't miss this opportunity to utilize these funds towards your community developed strategic plans! Find more information on how to apply below:

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Economic Impact of Travel

VTC is now partnering with Tourism Economics for the annual economic impact study of visitors in Virginia and all its counties and independent cities. Due to methodological updates, historical data has been revised and updated. Please refer only to the newly published data when making historical comparisons. Locality data for 2020, historical data back to 2016, and a methodology statement are available at the link below. If you have any questions, please reach out to the VTC Research team at

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Virginia Green

The 2022 Virginia Green Travel Star Awards! We recognize Virginia tourism's "greenest" in more than 15 industry and project categories, including our new "green team all-star" awards to recognize individuals on your staff who live and breathe your green initiatives! Application information is available here...deadline is February 4th!  

Virginia in the News

VTC’s public relations team continues its ongoing efforts to promote Virginia as a premier travel destination through placements in local, regional, and national media. In December, VTC’s earned media coverage resulted in more than 893 million impressions, with coverage in New York Times, Forbes, Shermans Travel and more. For more December press coverage, please click here.

Virginia Tourism Partner News

Save the Date for Tourism Day on the Hill!

Plan to participate in the VRLTA’s annual Legislative Day on the Hill on the morning of Feb. 1, 2022. Tourism colleagues from across Virginia will gather in Richmond and “storm Capitol Hill” to meet with lawmakers to discuss tourism issues and legislation. Day on the Hill is preceded by a legislative reception on the evening of Jan. 31 at the Hotel John Marshall.

For a complete schedule of events, registration and more information, please go to: VRLTA's Annual Legislative Day on the Hill Taste of VRLTA Reception

Shenandoah County Park Unveils New Civil War Trails Sign

A new Civil War Trails sign was installed at Shenandoah County Park in Maurertown offering a newly updated map, text and media to help fuel the visitor’s imagination. The effort was spearheaded by Civil War Trails, Inc., Shenandoah County’s Department of Tourism and Economic Development, Shenandoah County Parks and Recreation, and the Shenandoah County Library. It is the first of several new signs being planned for the County.

COVID-19 Industry Response Toolkit

Up to date information and news for our industry partners.

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Virginia is for Lovers Store

Check out our sale on Virginia is for Lovers merch! 

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