Virginia Tourism Authority Expenditure Report for the Fiscal Year Ending June 30, 2025
Summary
This is the Virginia Tourism Authority d/b/a Virginia Tourism Corporation Expenditure Report for the fiscal year ending June 30, 2025. Its summary shows total revenues of $52,239,330, total expenditures of $45,579,023 and a net surplus of $6,660,307, with Grants & Pass-Through Payments of $16,621,786. A footnote states that $51,000,000 in funds were allocated to Virginia Tourism Authority out of the revenues received from the federal distributions of the American Rescue Plan Act of 2021 (ARPA), and that an additional $3,000,000 in ARPA funds were reallocated to VTC from other unspent funds in the state in fiscal year 2025. The report also gives revenue and expenditure reports for Executive and Board of Directors and for Operations and Finance.
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VIRGINIA TOURISM AUTHORITY
d/b/a Virginia Tourism Corporation
Expenditure Report
FOR THE FISCAL YEAR ENDING JUNE 30, 2025
Virginia Tourism Authority (320)
d/b/a Virginia Tourism Corporation
Summary Revenue and Expenditure Report
For the Fiscal Year Ended June 30, 2025
Actual
Revenues
COV General Fund Revenue $ 36,299,696
Carryforward Funds 3,425,723 (1) (2)
VDOT Transfers 1,447,349
Federal Grants 8,963,691 (3)
Interest Revenue 399,965
Other Revenue 1,702,906 (4)
Total Revenues $ 52,239,330
Expenditures
Personal Services Costs
Salaries, Taxes and Benefits $ 10,228,106
Wages and Taxes 497,487
Total Personal Services Costs $ 10,725,593
Operating Costs
Advertising and Promotion $ 12,379,446
Missions, Shows & Events 265,220
Digital Marketing 1,052,872
Travel 577,497
Services 2,556,140
Supplies and Materials 324,494
Grants & Pass-Through Payments 16,621,786
Fixed Asset Payments 194,214
Other Expenditures 881,761
Total Operating Costs $ 34,853,430
Total Expenditures $ 45,579,023
Net Surplus (Deficit) $ 6,660,307 (5)
(1) This includes balances from marketing grant funds obligated in FY 2024 but not expended as of
June 30, 2024.
(2) This includes Film Sponsorship Fund grant funds obligated in FY 2024 but not expended as of
June 30, 2024.
(3) $51,000,000 in funds were allocated to Virginia Tourism Authority out of the revenues received
from the federal distributions of the American Rescue Plan Act of 2021 (ARPA). An additional
$3,000,000 in ARPA funds were reallocated to VTC from other unspent funds in the state in
fiscal year 2025. This amount reflects the remaining ARPA funds.
(4) This is comprised of multiple smaller revenue sources accrued in FY 2025 including the
Partnership Marketing and Advertising Program (PMAP). This program provides a variety of
advertising opportunities at the Virginia Welcome Centers and Safety Rest Areas.
(5) This includes ARPA, Marketing, and Film sponsorship grant funds that remained unexpended as
of June 30, 2025, as well as additional pass-through funds added during the 2025 session.
Page 1
Virginia Tourism Authority (320)
Executive and Board of Directors
Revenue and Expenditure Report
For the Fiscal Year Ended June 30, 2025
Actual
Revenues
COV General Fund Revenue $ 708,644
Carryforward Funds -
VDOT Transfers -
Federal Grants -
Interest Revenue -
Other Revenue -
Total Revenues $ 708,644
Expenditures
Personal Services Costs
Salaries, Taxes and Benefits $ 436,122
Wages and Taxes -
Total Personal Services Costs $ 436,122
Operating Costs
Advertising and Promotion $ 35,000
Missions, Shows & Events 41,275
Digital Marketing -
Travel 81,723
Services 36,647
Supplies and Materials 18,168
Grants & Pass-Through Payments -
Fixed Asset Payments 915
Other Expenditures 117,812
Total Operating Costs $ 331,540
Total Expenditures $ 767,662
Net Surplus (Deficit) $ (59,018)
Page 2
Virginia Tourism Authority (320)
Operations and Finance
Revenue and Expenditure Report
For the Fiscal Year Ended June 30, 2025
Actual
Revenues
COV General Fund Revenue $ 1,475,713
Carryforward Funds -
VDOT Transfers -
Federal Grants 8,732,178 (1)
Interest Revenue 399,965
Other Revenue 16,441
Total Revenues $ 10,624,297
Expenditures
Personal Services Costs
Salaries, Taxes and Benefits $ 904,574
Wages and Taxes -
Total Personal Services Costs $ 904,574
Operating Costs
Advertising and Promotion $ 1,608,967
Missions, Shows & Events -
Digital Marketing 210,398
Travel 60,377
Services 962,106
Supplies and Materials 9,576
Grants & Pass-Through Payments 6,985,021
Fixed Asset Payments 51,535
Other Expenditures 81,512
Total Operating Costs $ 9,969,492
Total Expenditures $ 10,874,066
Net Surplus (Deficit) $ 442,432 (2)
(1) $51,000,000 in funds were allocated to Virginia Tourism Authority out of the revenues received
from the federal distributions of the American Rescue Plan Act of 2021 (ARPA). An additional
$3,000,000 in ARPA funds were reallocated to VTC from other unspent funds in the state in
fiscal year 2025. This reflects remaining funds unexpended as of June 30, 2024.
(2) This includes cumulative ARPA funds that remained unexpended as of June 30, 2025.
Page 3
Virginia Tourism Authority (320)
Marketing
Revenue and Expenditure Report
For the Fiscal Year Ended June 30, 2025
Actual
Revenues
COV General Fund Revenue $ 15,710,940
Carryforward Funds 1,715,701
VDOT Transfers -
Federal Grants 231,513
Interest Revenue -
Other Revenue 277,965
Total Revenues $ 17,936,119
Expenditures
Personal Services Costs
Salaries, Taxes and Benefits $ 3,048,507
Wages and Taxes 21,522
Total Personal Services Costs $ 3,070,029
Operating Costs
Advertising and Promotion $ 10,337,026
Missions, Shows & Events 215,603
Digital Marketing 842,474
Travel 226,179
Services 678,848
Supplies and Materials 88,415
Grants & Pass-Through Payments -
Fixed Asset Payments 88,141
Other Expenditures 603,531
Total Operating Costs $ 13,080,217
Total Expenditures $ 16,150,246
Net Surplus (Deficit) $ 1,785,873
Page 4
Virginia Tourism Authority (320)
Visitor Services
Revenue and Expenditure Report
For the Fiscal Year Ended June 30, 2025
Actual
Revenues
COV General Fund Revenue $ 1,863,621
Carryforward Funds 36,000
VDOT Transfers 1,222,349
Federal Grants -
Interest Revenue -
Other Revenue 753,626 (1)
Total Revenues $ 3,875,596
Expenditures
Personal Services Costs
Salaries, Taxes and Benefits $ 2,908,759
Wages and Taxes 463,758
Total Personal Services Costs $ 3,372,517
Operating Costs
Advertising and Promotion $ -
Missions, Shows & Events 1,279
Digital Marketing -
Travel 85,178
Services 108,169
Supplies and Materials 172,827
Grants & Pass-Through Payments -
Fixed Asset Payments 34,834
Other Expenditures 18,574
Total Operating Costs $ 420,861
Total Expenditures $ 3,793,378
Net Surplus (Deficit) $ 82,2188
(1) This includes amounts from the Partnership Marketing and Advertising Program (PMAP).
This program provides a variety of advertising opportunities at the Virginia Welcome
Centers and Safety Rest Areas.
Page 5
Virginia Tourism Authority (320)
Film
Revenue and Expenditure Report
For the Fiscal Year Ended June 30, 2025
Actual
Revenues
COV General Fund Revenue $ 1,239,853
Carryforward Funds 455,800 (1)
VDOT Transfers -
Federal Grants -
Interest Revenue -
Other Revenue 54,750
Total Revenues $ 1,750,403
Expenditures
Personal Services Costs
Salaries, Taxes and Benefits $ 611,453
Wages and Taxes -
Total Personal Services Costs $ 611,453
Operating Costs
Advertising and Promotion $ 231,353
Missions, Shows & Events 1,924
Digital Marketing -
Travel 26,592
Services 33,675
Supplies and Materials 8,852
Grants & Pass-Through Payments 328,583
Fixed Asset Payments 7,109
Other Expenditures 12,718
Total Operating Costs $ 650,806
Total Expenditures $ 1,262,259
Net Surplus (Deficit) $ 488,144 (2)
(1) This includes Film Sponsorship Fund grant funds totaling $455,800 obligated but
not expended as of June 30, 2024.
(2) This includes cumulative Film Sponsorship grant funds totaling $327,216 that remained
unexpended as of June 30, 2025.
Page 6
Virginia Tourism Authority (320)
Partnership Marketing
Revenue and Expenditure Report
For the Fiscal Year Ended June 30, 2025
Actual
Revenues
COV General Fund Revenue $ 6,199,984
Carryforward Funds 500,000
VDOT Transfers -
Federal Grants -
Interest Revenue -
Other Revenue 600,125
Total Revenues $ 7,300,109
Expenditures
Personal Services Costs
Salaries, Taxes and Benefits $ 1,954,249
Wages and Taxes 5,749
Total Personal Services Costs $ 1,959,998
Operating Costs
Advertising and Promotion $ 167,100
Missions, Shows & Events 5,140
Digital Marketing -
Travel 88,391
Services 157,777
Supplies and Materials 26,582
Grants & Pass-Through Payments 3,581,618
Fixed Asset Payments 11,310
Other Expenditures 39,638
Total Operating Costs $ 4,077,556
Total Expenditures $ 6,037,554
Net Surplus (Deficit) $ 1,262,555 (1)
(1) This includes cumulative marketing grant funds that remained unexpended as of June
30, 2025 pending reimbursement requests from grantees. Such funds are paid to
grantees on a reimbursement basis after completion of their marketing activities.
Page 7
Virginia Tourism Authority (320)
Research
Revenue and Expenditure Report
For the Fiscal Year Ended June 30, 2025
Actual
Revenues
COV General Fund Revenue $ 878,385
Carryforward Funds 65,666
VDOT Transfers -
Federal Grants -
Interest Revenue -
Other Revenue -
Total Revenues $ 944,051
Expenditures
Personal Services Costs
Salaries, Taxes and Benefits $ 364,441
Wages and Taxes 6,459
Total Personal Services Costs $ 370,900
Operating Costs
Advertising and Promotion $ -
Missions, Shows & Events -
Digital Marketing -
Travel 9,057
Services 578,917 (1)
Supplies and Materials 74
Grants & Pass-Through Payments -
Fixed Asset Payments 369
Other Expenditures 7,977
Total Operating Costs $ 596,394
Total Expenditures $ 967,294
Net Surplus (Deficit) $ (23,243)
(1) This includes payments to partners that assist in collecting primary survey data, developing
domestic and international visitor profiles, calculating domestic and international market
shares, guiding digital media analytics, and determining the state and local economic impact
of tourism.
Virginia Tourism Authority (320)
Legislative Pass-Throughs
Revenue and Expenditure Report
For the Fiscal Year Ended June 30, 2025
Actual
Revenues
COV General Fund Revenue $ 8,222,556 (1)
Carryforward Funds 652,556
VDOT Transfers 225,000
Federal Grants -
Interest Revenue -
Other Revenue -
Total Revenues $ 9,100,112
Expenditures
Personal Services Costs
Salaries, Taxes and Benefits $ -
Wages and Taxes -
Total Personal Services Costs $ -
Operating Costs
Advertising and Promotion $ -
Missions, Shows & Events -
Digital Marketing -
Travel -
Services -
Supplies and Materials -
Grants & Pass-Through Payments 5,726,564
Fixed Asset Payments -
Other Expenditures -
Total Operating Costs $ 5,726,564
Total Expenditures $ 5,726,564
Net Surplus (Deficit) $ 3,373,548 (2)
(1) This includes $3,820,000 in additional legislative pass-through funds added to the fiscal year 2025
budget during the 2025 session, as part of Chapter 725 (Caboose Bill). Language was included to
allow VTC to carry the funds forward to the following fiscal year.
(2) This balance reflects the fact that a couple of recipients failed to submit requests for funding in time to
be processed by June 30, 2025. This will be processed early in the new fiscal year.
Page 8
Fiscal Year 2025 Virginia Tourism Corporation July 2024 - June 2025
Salary and Bonus Information
All Salaried and Wage Personnel As of June 30, 2025
Salaries & Wages Partial FY 2025 FY 2025
Position Title Paid Year Bonus Total Paid
Budget and Finance Director 77,144.38 * 1,732.50 78,876.88
Assistant Manager 25,453.30 * 0.00 25,453.30
Tourism Counselor 17,414.80 400.00 17,814.80
Content Manager 75,050.98 1,124.36 76,175.34
Creative Brand Manager 71,793.47 1,075.56 72,869.03
Brand Manager 75,654.61 1,133.40 76,788.01
Assistant Manager 45,947.76 688.36 46,636.12
Consumer & Partner Services Senior Manager 83,360.31 1,248.84 84,609.15
VP, Marketing 113,535.19 * 0.00 113,535.19
Canadian Media Relations & Marketing Specialist 108,681.68 1,628.19 110,309.87
Tourism Counselor 5,006.39 * 0.00 5,006.39
Tourism Relations Manager 55,667.18 833.97 56,501.15
Senior Research Manager 88,360.95 5,323.76 93,684.71
Tourism Relations Manager 54,699.49 * 819.47 55,518.96
Special Projects Manager 87,642.70 4,813.00 92,455.70
Senior Budget & Finance Analyst 22,898.97 * 0.00 22,898.97
Associate Director, Global Media Relations and Marketing 114,115.83 1,709.60 115,825.43
Tourism Counselor 3,216.25 250.00 3,466.25
Tourism Relations Manager 62,603.92 937.89 63,541.81
Tourism Relations Manager 45,795.78 * 0.00 45,795.78
Assistant Manager 17,332.06 * 600.00 17,932.06
Toursim Counselor 11,652.13 * 250.00 11,902.13
Tourism Counselor 6,673.92 250.00 6,923.92
Senior Distribution Center Associate 60,727.41 909.77 61,637.18
VP, Partnership Marketing 172,611.82 28,703.94 201,315.76
Director of Business Development 130,517.74 1,955.32 132,473.06
Destination Development Manager 89,675.63 1,343.46 91,019.09
Director of Communications 16,372.19 * 0.00 16,372.19
Tourism Counselor 8,088.75 * 250.00 8,338.75
Senior Tourism Relations Manager 70,392.52 1,054.57 71,447.09
Tourism Counselor 30,043.17 555.00 30,598.17
Assistant Manager 13,243.78 * 0.00 13,243.78
VP, Virginia Film Office 172,611.82 2,585.94 175,197.76
Content Marketing Director 106,108.07 1,589.63 107,697.70
Intern 720.00 * 0.00 720.00
Lead Tourism Counselor 38,522.13 600.00 39,122.13
Film Office Communications Manager 82,842.70 1,241.09 84,083.79
Tourism Counselor 1,962.62 * 0.00 1,962.62
Intern 3,952.50 0.00 3,952.50
Lead Tourism Counselor 31,207.33 * 525.00 31,732.33
Tourism Counselor 10,787.98 250.00 11,037.98
Assistant Manager 16,084.23 0.00 16,084.23
Tourism Counselor 12,743.89 250.00 12,993.89
Toursim Counselor 105.00 * 0.00 105.00
Consumer & Partner Services Managing Director 126,366.80 1,893.14 128,259.94
Intern 3,628.95 * 0.00 3,628.95
Mobile Museum Project Manager 32,215.30 * 0.00 32,215.30
Lead Tourism Counselor 38,596.03 578.22 39,174.25
Assistant Manager 42,076.53 630.36 42,706.89
Tourism Counselor 16,897.71 400.00 17,297.71
Digital Marketing Developer 82,153.32 1,264.24 83,417.56
Tourism Counselor 2,739.03 * 0.00 2,739.03
Assistant Manager 12,295.51 * 0.00 12,295.51
Tourism Counselor 12,187.73 250.00 12,437.73
Destination Development Specialist 64,166.83 961.30 65,128.13
Tourism Counselor 13,641.02 400.00 14,041.02
Tourism Counselor 13,833.50 400.00 14,233.50
Tourism Counselor 29,002.08 400.00 29,402.08
Senior Destination Development Manager 93,883.29 6,406.49 100,289.78
Director of Consumer & Partner Services 104,925.31 1,571.91 106,497.22
Global Marketing Director 147,595.53 2,334.83 149,930.36
Director of Operations & Industry Initiatives 110,451.01 6,654.70 117,105.71
Director of Sales 102,544.66 6,536.25 109,080.91
Fiscal Year 2025 Virginia Tourism Corporation July 2024 - June 2025
Salary and Bonus Information
All Salaried and Wage Personnel As of June 30, 2025
Salaries & Wages Partial FY 2025 FY 2025
Position Title Paid Year Bonus Total Paid
Lead Tourism Counselor 37,652.53 562.60 38,215.13
Digital Marketing Manager 74,980.33 1,123.30 76,103.63
Tourism Counselor 41,423.37 817.50 42,240.87
Tourism Counselor 5,688.41 250.00 5,938.41
Director of Digital Marketing 105,882.43 1,586.25 107,468.68
Intern 2,047.50 * 0.00 2,047.50
Director of Marketing Promotions & Merchandising 106,364.23 1,593.47 107,957.70
Assistant Manager 43,058.88 645.08 43,703.96
Tourism Counselor 12,414.10 400.00 12,814.10
Tourism Counselor 12,151.45 400.00 12,551.45
Grants Coordinator 8,755.04 * 0.00 8,755.04
Tourism Counselor 17,423.45 400.00 17,823.45
Intern 10,977.75 * 0.00 10,977.75
Lead Tourism Counselor 39,431.07 590.73 40,021.80
Digital Marketing Content Specialist 70,483.29 1,066.44 71,549.73
Grants Coordinator 27,775.46 * 690.00 28,465.46
Procurement Officer 75,173.71 1,113.76 76,287.47
Grants Director 110,451.01 6,654.70 117,105.71
Tourism Counselor 38,818.41 578.22 39,396.63
Intern 2,910.00 * 0.00 2,910.00
President & CEO 235,122.98 3,522.44 238,645.42
Assistant Manager 41,361.08 618.86 41,979.94
VP, Operations & Finance 172,611.82 7,585.94 180,197.76
Tourism Counselor 11,990.50 250.00 12,240.50
Destination Development Manager 82,109.31 1,230.10 83,339.41
Social Media Coordinator 57,406.95 5,860.03 63,266.98
Tourism Counselor 9,675.57 250.00 9,925.57
Contracts & Procurement Manager 93,015.08 1,393.48 94,408.56
Creative Generalist & Graphic Designer 66,822.86 1,001.09 67,823.95
Director of Destination Development 110,451.01 1,654.70 112,105.71
Distribution Center & Fulfillment Manager 87,488.18 1,310.68 88,798.86
Assistant Manager 41,008.64 614.36 41,623.00
Contracts Officer 76,460.82 1,145.48 77,606.30
Brand Director 115,537.79 1,806.06 117,343.85
PMAP Coordinator 62,134.44 930.00 63,064.44
Social Media Manager 82,465.43 1,235.44 83,700.87
Tourism Relations Manager 64,091.86 960.18 65,052.04
Tourism Counselor 12,612.00 * 400.00 13,012.00
Tourism Counselor 15,164.05 400.00 15,564.05
Senior Tourism Relations Manager 77,651.74 1,163.32 78,815.06
Assistant Manager 14,436.38 * 400.00 14,836.38
Lead Tourism Counselor 12,909.84 * 0.00 12,909.84
Communications Manager 653.82 * 0.00 653.82
VP, Research & Strategy 166,568.10 2,591.25 169,159.35
Intern 1,132.50 * 0.00 1,132.50
Locations Manager 76,828.24 1,150.98 77,979.22
National Sales & Marketing Manager 82,838.38 6,241.02 89,079.40
Grants Specialist 63,568.53 1,001.60 64,570.13
Tourism Counselor 16,434.18 400.00 16,834.18
Film Office Assistant Director 100,392.29 1,504.00 101,896.29
Tourism Counselor 13,730.20 400.00 14,130.20
Copywriter 23,731.63 * 780.00 24,511.63
Tourism Relations Manager 59,859.21 * 896.77 60,755.98
Tourism Counselor 17,168.90 400.00 17,568.90
Lead Tourism Counselor 6,789.00 * 250.00 7,039.00
Tourism Relations Manager 58,376.56 874.56 59,251.12
Assistant Manager 43,420.53 650.49 44,071.02
Senior Tourism Relations Manager 64,971.11 973.35 65,944.46
Lead Tourism Counselor 7,604.67 * 0.00 7,604.67
Senior Destination Development Manager 64,830.57 * 0.00 64,830.57
Communications Director 96,482.11 1,511.60 97,993.71
Tourism Counselor 13,527.82 250.00 13,777.82
Tourism Relations Manager 56,070.16 840.00 56,910.16
Fiscal Year 2025 Virginia Tourism Corporation July 2024 - June 2025
Salary and Bonus Information
All Salaried and Wage Personnel As of June 30, 2025
Salaries & Wages Partial FY 2025 FY 2025
Position Title Paid Year Bonus Total Paid
Tourism Counselor 11,483.84 250.00 11,733.84
Tourism Counselor 2,346.30 * 0.00 2,346.30
Assistant Manager 48,184.00 721.86 48,905.86
Tourism Counselor 13,482.54 250.00 13,732.54
Assistant Manager 1,785.32 * 0.00 1,785.32
Videographer 77,629.74 1,223.15 78,852.89
Destination Development Manager 77,315.56 1,158.29 78,473.85
Lead Tourism Counselor 37,798.95 562.60 38,361.55
Tourism Relations Manager 66,689.02 999.09 67,688.11
Intern 4,207.50 * 0.00 4,207.50
Lead Travel Counselor 38,596.03 578.22 39,174.25
Tourism Counselor 18,254.66 400.00 18,654.66
International Marketing Manager 71,793.47 1,075.56 72,869.03
Tourism Counselor 14,329.78 400.00 14,729.78
Tourism Counselor 18,579.22 400.00 18,979.22
Senior Destination Development Manager 87,642.70 1,313.00 88,955.70
Chief of Staff 98,032.55 1,532.42 99,564.97
Tourism Counselor 12,643.26 400.00 13,043.26
Mobile Museum Education Specialist 11,780.61 * 0.00 11,780.61
Assistant Brand Director 94,062.79 1,409.18 95,471.97
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