Tourism By the Numbers
The Vermont Department of Tourism & Marketing collects and compiles data on visitation, visitor spending, tax revenue generated and employment numbers, among other statistics, to define the economic impact of tourism in Vermont. A comprehensive 'benchmark' report is completed every two years, with top-level numbers published every year as shown in the table below.
2018 |
2019 |
2020 |
|
TAX REVENUE |
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| Total Tax Revenue Generated by Tourism Activity | $368,000,000 | $374,000,000 | $347,000,000 |
| Rooms, Meals and Alcohol Tax Revenue Generated by Tourism | $102,100,000 | $113,000,000 | $79,000,000 |
| Rooms Tax Revenue | $51,900,000 | $57,000,000 | $39,000,000 |
| Meals Tax Revenue | $41,000,000 | $46,000,000 | $35,000,000 |
| Alcohol Tax Revenue | $9,200,000 | $10,000,000 | $5,000,000 |
VISITATION |
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| Visitors | 13,270,000 | 12,470,000 | 8,000,000 |
| Visitor Spending | $3,000,000,000 | $3,100,000,000 | $2,550,000,000 |
| Overnight Stays | 8,100,000 | 8,500,000 | 6,750,000 |
EMPLOYMENT |
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| Jobs in the Tourism Industry | 32,484 | 32,320 | 25,050 |
| Wages Paid in the Tourism Industry | $1,097,000,000 | $1,122,000,000 | $989,000,000 |
| Percentage of Vermont’s Workforce in Tourism Industry | 10% | 10% | 9% |
For definitions and methodology, please refer to the latest benchmark report.
Tourism Benchmark Reports
This large, biannual study captures a number of significant insights, including information on where visitors to Vermont come from, what types of activities tourists are spending their money on, and calculations on tax and fee revenues for Vermont.
Check out latest benchmark study below for more insight on visitation, the winter season, second homes, and the impact of tourism on southern Vermont.
- 2017 Benchmark Summary Report
- 2017 Benchmark Full Report
- 2015 Benchmark Report
- 2013 Benchmark graphic
Economic Impact of Biking and Walking
This 2012 video, developed through the study on the Economic Impacts of Walking and Biking, reflects many layers of the Agency of Commerce and Community Development's efforts — branding, economic development, community planning, and tourism.
Download the full report (PDF).
