Virginia wineries don’t just make wine — you run hospitality businesses that sit squarely inside Virginia’s tourism economy. That matters because it opens up practical, low-friction tools (and some real dollars) that can help you drive more visits, better weekends, and stronger bottle sales.

Below are the most winery-relevant takeaways from a recent Virginia SBDC webinar featuring Virginia Tourism Corporation (VTC) Destination Development Manager Laura Messer, focused on tourism resources for craft beverage producers.

<<View Webinar Recording Via SBDC YouTube Channel>>

1) Reframe your winery: you’re a tourism business (not “just” a producer)

If you host guests in any way — tasting room, tours, events, food pop-ups, live music, private bookings — you qualify for a lot of tourism-oriented resources.

VTC’s definition of a “visitor” is also broader than many people assume. It’s not only out-of-state travelers; it includes Virginians traveling 50+ miles from home. Translation: your growth strategy isn’t just “DC tourists” or “NOVA weekends.” It’s also Richmond, Tidewater, Roanoke, and the next metro over.

Coalition takeaway: think of tourism as a measurable “visitor pipeline” you can manage — not a lucky byproduct of being in wine country.

2) Start with the easiest wins (these are genuinely low-effort)

A. Get your winery listed on Virginia.org (free)

If your business isn’t listed on Virginia.org, fix that first. VTC directs a ton of consumer marketing to this site, and your listing can also help your search presence (it often shows up prominently when people Google your winery name).

Do this this week:

  • Claim/create your Virginia.org listing
  • Upload current photos (people + place + product)
  • Add hours, booking links, event info, and a tight description
B. Use Virginia Welcome Centers to capture drive-through traffic

VTC operates 12 Virginia Welcome Centers and wineries can place a simple rack card for an annual fee. This is a surprisingly cost-effective way to reach travelers who are literally asking “What should we do nearby?”

Why it matters for wineries: this is high-intent discovery. These are people already traveling, already in planning mode, and often willing to spend.

C. Use the “Virginia is for Wine Lovers” brand

VTC offers “Virginia is for Lovers” sub-brands (including wine). If you haven’t explored this, it’s worth doing — not because you need a new logo, but because the brand is instantly recognizable and can lift your credibility with casual visitors.

Bonus: there are also options for co-branded merchandise (a potential tasting-room add-on revenue stream).

3) The grant wineries should look at right now

VTC Marketing Leverage Program (reimbursable match)

VTC’s Marketing Leverage Program is designed to help tourism businesses pay for marketing and content — and wineries are eligible.

Key details shared on the webinar:

  • Reimbursable grant up to $20,000
  • 1:1 cash match
  • Eligible uses include:
    • Paid advertising (digital, print, social)
    • Promotional placements
    • Content creation (photo + video shoots)

If your photo library is outdated, your website looks like 2017, or you’ve been “meaning to get video done,” this is your nudge. In 2026, strong visuals are not optional — they’re the top driver of clicks and bookings.

Coalition takeaway: if you do only one thing this year, invest in high-quality content that shows people enjoying your winery, not just bottle shots.

4) Use the “tourism network” that already exists around you

One of the biggest missed opportunities for wineries is under-communicating with the people whose job is to promote your region.

Think in three levels:

State level: VTC + Destination Development Managers

Virginia has Destination Development Managers (DDMs) across the Commonwealth. They can help with:

  • Tourism data (where visitors are coming from, when)
  • Marketing guidance (where to spend)
  • Connecting you with regional and local partners
Regional level: DMOs (Destination Marketing Organizations)

Not every area has one, but where they exist, DMOs can amplify wineries through regional promotion, campaigns, and visitor-facing channels.

Local level: Economic Development + Tourism offices

In many rural counties, economic development and tourism are the same team. They often have newsletters, event calendars, and local media channels — but they can’t promote what they don’t know.

Practical move: send your local tourism/Econ Dev office:

  • Your 2026 event calendar
  • 5–10 fresh photos each season
  • New release notes (what’s new + why it’s fun to visit now)

This is one of the simplest ways to become “top of mind” when someone asks, “Where should we send visitors this weekend?”

5) Why tourism matters: the visitor is already spending money

VTC shared visitor profile metrics across craft beverage categories. While specifics vary by segment, the consistent point is this:

People who travel for craft beverage experiences tend to:

  • Stay multiple nights
  • Travel in small groups
  • Spend meaningful dollars per trip

For wineries, the implication is obvious: the tasting room isn’t just a “brand touchpoint.” It’s a visitor economy engine — and your business model can reflect that (events, private bookings, elevated experiences, club conversions, merchandise, local partnerships).

6) Virginia250: a rare reason for people to travel on purpose

2026 is the 250th anniversary of the Declaration of Independence, and VTC expects increased travel tied to commemorations and major events.

Even if history isn’t your brand, the opportunity is simple: visitors will be looking for “what to do while we’re here.”

Easy winery activations:

  • A Virginia-themed tasting flight (“Virginia Heritage Flight”)
  • A July 4th weekend event with reservations
  • Limited-label bottle release (even a small run)
  • Partnerships with local historic sites, lodging, or restaurants

Coalition takeaway: build a reason to visit during peak weekends — and make sure it shows up on your website, Virginia.org listing, and local tourism calendars.

7) The most common mistake: trying to do everything yourself

This point landed: winery owners wear every hat. Tourism marketing can become a black hole if you attempt to DIY everything.

Two reminders from the webinar:

  • It’s okay to outsource content, paid ads, or strategy.
  • A phased approach is smarter than trying to go from 0 → 100.

Pick three priorities for the next 90 days:

  1. Fix listings + discoverability (Virginia.org, Google, local tourism calendar)
  2. Refresh photos/videos (show people + place + experience)
  3. Run one focused campaign (event series, spring weekends, club push, etc.)

Coalition “Action Checklist”

If you want a simple path forward, start here:

  • Claim/update your Virginia.org listing (photos + booking links + events)
  • Send your 2026 event calendar to your local tourism/Econ Dev team
  • Refresh your photo library (at minimum: hospitality, groups, seasonal views)
  • Consider applying for VTC Marketing Leverage funding for content + ads
  • Add a Virginia250 hook to at least one weekend/event this year
  • Reach out to your region’s Destination Development Manager for data and guidance

Want help prioritizing?

If you’d like, the Coalition can help members translate these resources into a simple, winery-specific plan:

  • Where your visitors are most likely coming from
  • Which marketing channels make sense for your winery type
  • What content you should shoot first
  • What to put in your grant application (if applicable)

Tourism isn’t extra work — it’s a way to make the work you already do convert into more visits, more bottles, and more repeat guests.