The Highland Tourism Council Opens 2024 Spring Marketing Assistance Grant

The Highland Tourism Council announces the opening of the 2024 Spring Marketing Assistance Grant to provide funding for local organizations and businesses with an emphasis on attracting visitors to Highland County and improving visitors’ experiences.

The Highland Tourism Council has appropriated up to $4,000 with the spring 2024 grant for Highland County businesses or organizations.  Applications will be scored in five main areas that include title and marketing activity narrative, projected audience, impact on Highland, partners, and the applicant’s marketing plan, timeline, and budget amounts.  The grant will fund marketing expenses, including but not limited to, printed materials, digital advertisements, production of video or photography, social media marketing initiatives, and signage.

Grant winners will be awarded for expenses in the form of reimbursements or payment directly to a vendor invoice.  If a recipient relocates outside of Highland County within two years of being initially awarded the grant, they will be required to repay 50% of all grant funds provided.  Grant award winners will not be eligible to apply for a new grant until 18 months after the financial close-out of their current grant.  Applicants that do not receive grant funds may apply again during the next grant cycle.

For full details and to apply online, please visit  Physical copies are available at the Highland County Visitor Center or the Highland County Chamber of Commerce office between 9 am and 5 pm Monday through Friday, both located at The Highland Center at 61 Highland Center Drive in Monterey.  The deadline to apply is by end of the day on April 30, 2024, and applications will be reviewed in May.

Funding for the Marketing Assistance Grant is secured through a Transient Occupancy Tax collected quarterly by short-term lodging facilities within Highland County.  The next Marketing Assistance Grant cycle plans to take place in the fall of 2024.

The goal of the Highland Tourism Council is to increase sustainable tourism to benefit and improve the quality of life for current citizens, future residents, and visitors.  Highland County is a destination that is welcoming to visitors and provides opportunities to experience its culture, traditions, history, and natural beauty.  Past recipient projects have included marketing for Fair Lawn Farm’s 18th Century Trades Fair, Highland Roots Market, Big Fish Cider’s Wassail, the Highland Arts Academy, and the Highland Historical Society’s 100th Anniversary Celebration of Tol’able David.  The Highland Tourism Council encourages Highland County organizations and businesses to apply.  For more information, please contact Highland Tourism Council Executive Director Chris Swecker at 540-468-2550 or email


Story By


Brit Chambers

Brit Chambers is a resident of Highland County, Virginia and a news reporter for Allegheny Mountain Radio. She loves living in a small town and relishes the outdoor adventures and community feeling that Highland has to offer. Brit has a background in journalism, marketing, and public relations and spends her free time reading good books, baking sourdough bread, and hiking with her family.

Current Weather