Based on insights gathered from hundreds of stakeholders across Vermont—through surveys, one-on-one interviews, and both in-person and virtual tourism forums—8 key themes have emerged that define the current landscape of Vermont’s travel and tourism sector and its future opportunities. Each theme has been identified as strategically significant in Coraggio Group’s analysis, particularly in relation to the development of the strategic plan.
1. Long-term funding strategy
A stable, long-term funding strategy is needed for development in Vermont- one that provides for expanded marketing efforts, supports smaller tourism businesses, and strengthens the overall tourism economy.
2. Expanding collaboration
Expanding collaboration with regional DMOs, businesses, and cross-industry partners can enhance marketing efforts, while strong public-private partnerships are crucial for addressing tourism challenges and fostering coordinated industry growth.
3. Infrastructure and technology
There are infrastructure, technology, and accessibility challenges that hinder Vermont’s potential tourism growth, and VDTM can develop partnerships to tackle these issues.
4. Vermont’s identity evolution
Vermont’s identity can evolve and strengthen by highlighting diverse experiences, cultural assets, wellness travel and year-round appeal while preserving the state’s unique identity.
5. Diversifying tourism demographics
Strengthen efforts to expand visitor demographics and promote Vermont as a welcoming destination.
6. Agritourism development
Vermont has significant potential to leverage its rich agritourism experiences to attract visitors and support local farms, food producers, and rural communities.
7. Business travel opportunities
Developing business travel opportunities while balancing leisure tourism growth will help Vermont expand its visitor economy.
8. Destination stewardship
A focus on promoting destination stewardship will help balance economic growth with environmental and community well-being.