The 2024-2025 Oregon Wine Country License Plates Matching Grant Program, funded by sales of the Oregon Wine Country license plate and administered by Travel Oregon, supports “tourism promotion agencies” in projects that promote wine and culinary tourism. Applicants, which include nonprofit organizations and governmental units, can apply for up to $50,000 per project, with a 1-to-1 matching fund requirement. A total of $540,000 is available for this funding cycle. Projects must enhance Oregon's tourism economy through activities like advertising, strategic planning, and event marketing, ideally increasing visitation from 50 miles outside the local area and leading to more overnight stays in local lodging.

Applications are accepted from August 22, 2024, to September 20, 2024, with grant recipients announced on November 21, 2024. Preference will be given to projects focusing on various forms of advertising, content development, marketing special events, and initiatives aimed at addressing seasonality and resiliency from climate issues. Mandatory check-ins and reports are required throughout the project lifecycle, which concludes on November 28, 2025.