Vermont Business Magazine On Thursday, April 16, tourism and hospitality industry leaders gathered at the State House to engage with legislators and administration officials to highlight the collective contributions of the visitor economy to Vermont. Tourism Economy Day, convened by the Vermont Chamber of Commerce and Ski Vermont, brought businesses together to advocate for a strong Vermont visitor economy.
Industry leaders shared perspectives during a joint legislative hearing with the House Committee on Commerce and Economic Development and the Senate Committee on Economic Development, Housing and General Affairs, offering real world insight into the opportunities and challenges facing Vermont’s tourism economy.
Tourism Economy Day brought together business leaders, legislators, and administration officials, creating space for direct conversation between policymakers and the employers who power Vermont’s visitor economy. Industry voices from across the state shared perspectives rooted in their day-to-day operations and community impact.
“A thriving tourism economy means vibrant communities and opportunity across Vermont,” said Amy Spear, President of the Vermont Chamber of Commerce. “Tourism Economy Day ensures lawmakers hear directly from businesses. While the industry remains a major economic driver, employers are navigating workforce shortages, housing availability challenges, and rising costs.”
Business leaders highlighted both the strengths of Vermont’s tourism economy and the challenges facing the industry. Key themes included workforce shortages, housing availability and affordability, healthcare costs, and declining Canadian visitation. Leaders also emphasized the importance of strengthening career pathways in hospitality, from culinary training to management and entrepreneurship.
“Tourism businesses, including our ski areas, are a key driver of visitation and help support many rural communities across the state,” said Molly Mahar, President of Ski Vermont. “In addition to affordability issues and workforce and housing shortages, businesses also face an inefficient and inconsistent permitting process that adds cost and time to projects, affecting businesses’ ability to grow and remain competitive. Tourism Economy Day ensures those realities are part of the conversation as policymakers look ahead.”
The day’s programming included a joint legislative hearing, a presentation from the Vermont Department of Tourism and Marketing, and a conversation with Lieutenant Governor John Rodgers.
Commissioner Heather Pelham shared updates on visitation trends, marketing strategies, and the impact of tourism on the state’s economy. The day concluded with an acknowledgment on the House Floor recognizing tourism’s vital role in Vermont and declaring April 16, 2026, Tourism Economy Day.
Tourism Economy Day highlights the role of tourism in advancing the Vermont economy through collaboration between businesses and policymakers. Vermont’s visitor economy has a $4.2 billion annual economic impact and employs 9% of the Vermont workforce.
About the Vermont Chamber of Commerce
The Vermont Chamber of Commerce is dedicated to advancing the Vermont economy. Trusted by the businesses that make living, working, and thriving in Vermont possible, we prioritize collaboration and uphold the core values that define our state. As the preeminent not-for-profit business organization, we advocate, build community, and provide resources for businesses statewide.
About Ski Vermont
Ski Vermont (Vermont Ski Areas Association) is a not-for-profit trade association founded in 1969 to help create a legislative, economic and social environment in which the state's ski industry can prosper, addressing issues including environmental integrity, economic and social contributions to the state's welfare, and competitive positioning of the state as a destination for winter tourism. Ski Vermont serves 22 Alpine and 26 Cross Country member resorts in three major areas: Governmental Affairs, Marketing and Public Affairs.
To support vital journalism, access our archives and get unique features like our award-winning profiles, Book of Lists & Business-to-Business Directory, subscribe HERE!
Vermont Business Magazine