Shenandoah Apple Blossom Festival® received a $20,000.00 grant from the Virginia Tourism Corporation (VTC)’s Special Events & Festivals Sponsorship Program (SEF) for the 2026 festival, hosted April 24th through May 3rd, 2026. The Virginia Tourism Corporation matching grant supports the festival’s advertising efforts and operations that attracts over 100,000 visitors to Winchester, VA during the 10-day festival.
Virginia Tourism Corporation will award more than $885,733 in matching grant funds to 88 special events and festivals during this grant round, ultimately impacting 324 combined partners. The VTC Special Events & Festivals Sponsorship Program is designed to increase visitor spending by maximizing limited marketing and event production dollars to stimulate overnight visitation through new tourism marketing and event expansion partnerships. The program also extends the iconic Virginia is for Lovers brand to drive special event and festival visitation. Each GO Virginia region is allocated 20 percent of available funds, creating a diverse portfolio of supported events across the Commonwealth.
In this funding cycle, local partners will commit more than $4.8 million in public-private funds to match VTC funding, generating more than $5.68 million in new marketing and event production activity focused on increasing overnight visitation to Virginia in 2026. In total, the awards will support 88 special events and festivals and impact 526 tourism-related partners statewide.
Using the hub-and-spoke tourism model to create multi-day itineraries, four Virginia entities partner financially to apply for funding. Partners may consist of Virginia cities, towns, counties, destination marketing organizations, restaurants, museums, attractions, and other tourism-related businesses. With the special event or festival as the main lure, the program encourages visitors to extend their stays to experience Virginia Main Streets, boutique shopping, distinctive dining, and historic sites, generating significant economic impact beyond the event itself. These partnerships have proven results in driving creativity among applicants and attracting new visitors to a destination.
“The Shenandoah Apple Blossom Festival is arguably our region’s most established and iconic event, and this support from the Virginia Tourism Corporation helps ensure it can broaden its marketing reach to drive visitation, overnight stays, and economic impact for Winchester and Frederick County,” said Justin Kerns, Executive Director of the Winchester-Frederick County Convention & Visitors Bureau. “This investment reinforces the festival’s role as a celebration that draws visitors to our community from across the Commonwealth and beyond.”
“Special events and festivals are at the heart of what makes Virginia such a compelling destination,” said Rita McClenny, President and CEO of Virginia Tourism Corporation. “Through the Special Events & Festivals Sponsorship Program, we’re proud to support these experiences that bring communities together, inspire travel, and encourage visitors to stay longer and spend more across the Commonwealth.”
VTC will have additional grant and sponsorship rounds opening throughout 2026. Organizations and businesses that are interested in applying may visit vatc.org/grants for more information.
A full list of funding recipients can be found here.
Out-of-state visitors and Virginians alike are encouraged to visit www.virginia.org to start travel planning for these special events and festivals in 2026.
About Virginia Tourism Corporation (VTC)
Virginia is for Lovers is one of the most iconic and recognizable travel brands in the world. Using that powerful brand equity, Virginia Tourism Corporation (VTC) is charged with promoting the Commonwealth as a premier travel destination by showcasing all there is to love in a Virginia vacation. The dollars spent by travelers fuel the economy, provide jobs for Virginians, and improve communities across the state. Simply put, tourism helps make Virginia a great place to live, work, and vacation. Learn more at virginia.org.
