Mountain biking in East Burke. Photo by Erica Houskeeper
VT Department of Tourism and Marketing Launches Strategic Plan to Guide Industry Initiatives, Activities and Promotion
Vermont Business Magazine To cap off U.S. Travel’s National Travel and Tourism Week (May 3-9, 2026), the Vermont Department of Tourism and Marketing (VDTM) has launched the state’s first Destination Management Plan. VDTM Commissioner Heather Pelham formally announced the plan during her keynote address at the Vermont Tourism Summit, held April 28-29 in Killington, VT.
VDTM embarked on the Destination Management Plan project over a year ago, using public engagement activities like surveys, in-depth interviews, and state-wide listening sessions to inform its efforts. Refined further by feedback from organizations across the industry, the plan is a collective tool that will cultivate a robust and sustainable visitor economy in Vermont over the next 5-10 years.
“We are excited to introduce this Destination Management Plan to support Vermont’s $4.2 billion tourism industry,” said Pelham. “Tourism represents nine percent of the state’s GDP—three times the national average—but it’s increasingly clear that we can no longer take tourism for granted. It is critical that we work together, and with intention, to help Vermont prosper economically while also protecting what we all know and love about the state.”
The Destination Management Plan is organized around four strategic imperatives, each supported by a set of objectives to guide and focus the work of Vermont’s tourism industry:
- Leverage destination marketing to increase economic prosperity through visitation
- Strengthen Vermont’s ability to support a resilient tourism sector
- Strengthen, grow, and diversify Vermont’s tourism infrastructure and offerings
- Enhance the Vermont visitor experience
The full plan can be found on the Agency of Commerce and Community Development (ACCD) website, and is designed for regional, community, and industry partners to easily access, adopt and adapt.
"The Destination Management Plan gives every community and organization across the state a clear, shared framework to connect with the rest of the world in a way that benefits their residents and visitors alike,” said Jeff Lawson, Director of Hello Burlington. “Together, we can ensure that tourism enhances quality of life for residents, supports local businesses, and protects the landscapes and cultures that define Vermont.”
“The strength of this plan comes from the broad public engagement and collaboration that shaped it,” added Kim Jackson, Director of Communications & Marketing, Vermont Adaptive Ski and Sports. “We heard clearly that access and inclusion matter to Vermont’s future, and I’m grateful that accessibility was recognized as an important part of supporting a healthy and welcoming tourism industry statewide.”
“The Destination Marketing Plan is coming at a great time for the Vermont tourism industry,” said Kelsey VonDerLinn, Director of Sales & Guest Services at the ECHO Leahy Center for Lake Champlain. “As a museum and event venue, ECHO is excited to see a unified goal of expanding the off-peak visitation seasons. There is great potential to enhance our year-round experiences, ensuring Vermont can be a desired destination, every season of the year. The Destination Management Plan will serve as an asset in aligning all we do as an industry and create direction for collective growth.”
Vermont is widely recognized for its authenticity, beauty, and sense of renewal. The state welcomed 16 million visitors in 2024 who contributed $4.2 billion in direct spending to the state economy. Visitor spending helps local businesses and communities thrive while contributing to the state’s tax base, helping to make Vermont more affordable for residents.
Mountain bikers getting ready to ride at Killington. Photo: Chandler Burgess.
About Vermont Department of Tourism and Marketing
The mission of the Department of Tourism and Marketing is to guide, connect, and champion Vermont’s tourism industry through storytelling, strategic marketing, and deep partnerships that strengthen communities and grow the state’s economy. The department works to market Vermont to a global audience in a manner consistent with the values and traditions of the state for the economic benefit of all Vermonters.
About the Agency of Commerce and Community Development
The mission of ACCD is to help Vermonters improve their quality of life and build strong communities. ACCD accomplishes this mission by providing grants, technical assistance, and advocacy through three divisions: the Department of Economic Development, the Department of Housing and Community Development, and the Department of Tourism and Marketing. For more information on ACCD please visit: accd.vermont.gov.
5.12.2026. Vermont Agency of Commerce and Community Development accd.vermont.gov
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