Tourism Marketing Support Grant Program

1. Program Overview

The Mecklenburg County Tourism Marketing Support Grant Program is administered by the Mecklenburg County Tourism Office to strengthen Mecklenburg County’s visitor economy through strategic marketing investments.

The program provides financial assistance to eligible tourism partners for marketing projects that increase visitation, encourage overnight stays, and promote Mecklenburg County as a premier visitor destination.

By investing in the marketing efforts of our tourism partners, Mecklenburg County is investing in the long-term growth of its visitor economy.

2. Program Goals

The Tourism Marketing Support Grant Program seeks to:

  • Increase visitation and overnight stays in Mecklenburg County.
  • Expand awareness of Mecklenburg County as a visitor destination.
  • Encourage professional marketing among local tourism partners.
  • Support projects that align with Mecklenburg County’s tourism brand, More of What Matters.
  • Promote Mecklenburg County’s communities, attractions, and visitor experiences.
  • Increase the inventory of professional marketing assets available to promote
    Mecklenburg County.
  • Support both individual tourism partner marketing and destination-level marketing that benefits multiple tourism businesses and communities.

3. Funding Opportunities

The Tourism Marketing Support Grant Program offers three funding opportunities designed to support two distinct types of tourism marketing:

Individual Business Marketing
Supports marketing efforts that promote an individual tourism business or attraction.

Destination Marketing
Supports marketing efforts that promote an entire town as a visitor destination.

Applicants should select the funding opportunity that best aligns with their project.
Applicants may submit one application per funding cycle and may receive one grant award per funding cycle.

Funding Opportunity Purpose Eligible Applicants
Digital Marketing Boost Promote an individual tourism business or attraction through digital marketing. Tourism-based businesses and attractions
Content Creation Develop professional marketing assets for an individual tourism business or attraction. Tourism-based businesses and attractions
Big Impact Marketing Promote an entire town as a visitor destination. Destination Marketing Organizations (DMOs), Chambers of Commerce, Towns and Main Street organizations promoting tourism

Digital Marketing Boost

Maximum Award: Up to $5,000 (up to 4 will be awarded)

Best Suited For
Individual tourism businesses and attractions seeking to increase online visibility and attract new visitors.

Eligible Uses

  • Paid social media advertising
  • Google Search and Display advertising
  • Website improvements or landing pages
  • Email marketing campaigns
  • Graphic design
  • Short promotional videos for digital platforms

Content Creation

Maximum Award: Up to $5,000 (up to 2 will be awarded)

Best Suited For
Individual tourism businesses and attractions needing professional marketing materials to better showcase their visitor experience.

Eligible Uses

  • Professional photography
  • Promotional videography
  • Drone photography or videography
  • Brochure and rack card design and printing
  • Copywriting for websites, brochures, or marketing campaigns

Big Impact Marketing

Maximum Award: Up to $10,000 (up to 2 will be awarded)

Best Suited For
Destination Marketing Organizations (DMOs), Chambers of Commerce, Towns and Main Street organizations whose primary mission is promoting an entire town as a visitor destination.

Eligible Uses

  • Destination marketing campaigns
  • Billboard advertising (design and placement)
  • Television or streaming television advertising
  • Print advertising
  • Radio or streaming audio advertising
  • Professional photography and videography supporting destination marketing
    campaigns
  • Cooperative marketing campaigns promoting multiple tourism partners
  • Multi-channel marketing campaigns designed to increase visitation and overnight stay

4. Eligibility

Eligible for Digital Marketing Boost & Content Creation

  • Tourism-based businesses or attractions (non-profits included), physically located in Mecklenburg County.

Eligible for Big Impact Marketing

  • Destination Marketing Organizations (DMOs)
  • Chambers of Commerce
  • Main Street organizations
  • Towns

All applicants must:

  • Submit a complete application and all required documentation.
  • Receive grant approval before beginning the project.
  • Complete the project within the approved funding cycle.
  • Submit the required final report.

5. Definitions

Funding Cycle
Applications open Sept 1 and close Nov 30

Tourism Partner
A business or organization physically located in Mecklenburg County whose primary purpose includes serving visitors or promoting Mecklenburg County as a visitor destination.

Tourism-Based Business
A business whose primary products or services are intended to attract and serve visitors traveling to Mecklenburg County.

Destination Marketing
Marketing activities intended to promote an entire town as a visitor destination and provide a broader tourism benefit beyond a single business or attraction.

Destination Marketing Organization (DMO)
An organization whose primary purpose is promoting its locality as a visitor destination.

Cooperative Marketing Campaign
A coordinated marketing effort promoting multiple tourism partners, attractions, or an entire town, rather than a single business.

Marketing Assets
Professional promotional materials created to market a tourism business or destination, including photography, videography, brochures, rack cards, websites, graphics, and digital advertising materials.

Eligible Marketing Expenses
Reasonable costs directly related to promoting a tourism partner, community, or visitor destination.

Overnight Stay
A visitor who spends at least one night in Mecklenburg County accommodations.

Visitor
A person traveling to Mecklenburg County from more than 50 miles for leisure, recreation, business, or other purposes.

6. Eligible Expenses

Examples of eligible expenses include:

  • Paid advertising
  • Professional photography
  • Professional videography
  • Graphic design
  • Website development or enhancements
  • Television, radio, billboard, print, and digital advertising
  • Brochure and rack card design and printing
  • Copywriting / Content Development
  • Marketing campaign development
  • Media placement costs

7. Ineligible Expenses & Projects

Grant funds may not be used for:

  • Payroll or salaries
  • Rent or utilities
  • Inventory
  • Equipment purchases unrelated to marketing
  • Capital improvements or construction
  • Food or beverages
  • Merchandise or promotional giveaways
  • Alcohol purchases
  • Travel expenses
  • Previously completed projects
  • Expenses incurred prior to grant approval

The following projects are not eligible:

  • Projects whose primary purpose is producing, promoting, or marketing a one-time event.
  • Projects that primarily benefit a single business under the Big Impact Marketing funding opportunity.

The following organizations are not eligible:

  • Businesses or organizations located outside Mecklenburg County.
  • Businesses not directly engaged in tourism-related activities.
  • Organizations already receiving annual operating appropriations from Mecklenburg County for tourism promotion, except where specifically eligible under the Big Impact Marketing funding opportunity.

8. Existing County Funding Programs

The Tourism Marketing Support Grant Program is intended to complement—not duplicate—existing Mecklenburg County funding programs.

Organizations seeking funding for live music, festivals, or other event-related activities should apply through the County’s Live Music Grant Program or other applicable county funding opportunities, as appropriate.

9. Application Process

Applications open September 1 and close November 30 and will be reviewed by an independent committee.

Applicants must submit:

  • Completed application
  • Project description
  • Project budget
  • Vendor estimates or cost quotes
  • IRS Form W-9
  • Any additional supporting documentation requested by the Tourism Office.

Successful applicants will receive a Grant Agreement prior to beginning work.

10. Award Administration

Grant recipients must:

  • Complete the approved project within the designated funding cycle.
  • Obtain written approval before making significant changes to the approved project.
  • Retain financial records related to the grant.
  • Submit all required reporting by the established deadlines.

11. Grant Payments

Grants will be awarded within 30 days of project approval.

12. Reporting Requirements

Recipients must submit a final report within 30 days of project completion

The report must include:

  • Brief project summary
  • Copies of completed marketing materials
  • Paid invoices or proof of expenditures
  • Photos or screenshots of completed work
  • Basic performance metrics, when available (such as impressions, reach, website traffic, social media engagement, or estimated visitor or viewer response)

13. Frequently Asked Questions

Can I apply for more than one funding opportunity?
No. Applicants may submit one application and receive one grant award per funding cycle.

Can a Chamber, DMO, Town or Main Street organization apply for Digital Marketing Boost or Content Creation?
No. Those funding opportunities are reserved for individual tourism businesses and attractions.

Can an individual tourism business apply for Big Impact Marketing?
No. Big Impact Marketing is reserved for destination marketing organizations promoting an entire town as a destination.

Can I apply for funding to market a festival or special event?
No. Projects whose primary purpose is producing, promoting, or marketing a one-time event or series are not eligible under this program. Organizations seeking support for live music or event-related activities should refer to Mecklenburg County’s Live Music Grant Program.

Can I begin my project before approval?
No. Projects must receive written approval before work begins.

Can I apply again next year?
Yes. Previous recipients are welcome to apply in future funding cycles so long as the project proposal is different.

Contact Information

Mecklenburg County Tourism Office
Tina Morgan, Tourism Coordinator
Tina.morgan@mecklenburgva.com

Prepare for your submission
Review a pdf of the application that will be available to submit online from September 1 – November 30. This sample pdf application is not for submission and will not be accepted as a valid application.

Download the Sample Application
Download the Program Guidelines