In response to the severe disruption and economic losses suffered by the travel and tourism sector due to the COVID-19 pandemic, the Economic Development Administration (EDA), under the American Rescue Plan Act, awarded all states a block grant to aid in recovery. The amount of the award varied by state and was calculated to reflect the relative losses suffered.
Under this program, the Vermont Department of Tourism and Marketing (VDTM) received an unprecedented grant of $10.4 million to support the long-term economic recovery and sustainability of travel, tourism, and outdoor recreation in Vermont.
As part of the strategic implementation of this federal fund award, VTDM has been able to invest in a series of destination development projects that were never financially possible in the past, including strategic planning, visitation and brand research, creative development, economic impact analyses, workforce projects and regional tourism grant programs.
Destination Management Strategic Plan
One of VDTM’s current signature initiatives is the launch of a strategic planning effort to create Vermont’s first-ever Destination Management Strategic Plan to help guide and support the sustainability and economic success of Vermont’s tourism industry. The objective of the Destination Management Strategic Plan is to provide an assessment of Vermont’s tourism assets and audiences; examine existing tourism partnerships, programs and policies; and identify emerging tourism challenges and opportunities. We also hope to identify strategies to improve industry collaboration and partnerships that encourage tourism spending and visitation growth to help position Vermont for a sustainable and prosperous future.
Beginning in February 2025, VDTM is offering a number of opportunities for both the general public and tourism industry leaders and practitioners to be involved in the strategic planning process. The first opportunity is a series of Tourism Listening Sessions being held around the state. More opportunities to participate in the process will be announced as details are finalized.
Vermont Visitor Survey
For the first time since 2014, VDTM is conducting primary visitor profile research to help us understand the nuanced characteristics, perceptions, and behavior of visitors to Vermont. The data collection and analysis will help support our understanding of broad visitation trends to inform future destination marketing and destination development strategies.
Launched in October of 2024, the Vermont Visitor Survey is a year-long project to deploy professional researchers throughout the state to conduct visitor intercept surveys. Our goal is to have at least 5700 surveys gathered by the end of the project in October 2025 – and you can help! If you are a tourism business that sees a significant amount of foot traffic and might be interested in hosting a survey taker, please let us know by completing this form.
The is also an online survey that visitors can complete, so we are also encouraging tourism properties and attractions to help spread the word by displaying a poster or table tent at their place of business. We also have postcards available to hand out. Please complete this request form for the link to download a poster or to receive postcards and/or table tents. Your assistance in helping us reach as many visitors as possible is greatly appreciated.