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Tourism director briefs committee: 16 million visitors in 2024, Canadian market decline hit revenues; marketing shows measurable ROI
Summary
Department of Tourism & Marketing reported about 16 million visitors and $4.2 billion in visitor spending for 2024, highlighted a sharp drop in Canadian spending and outlined marketing campaigns and workforce initiatives to sustain visitation and spread benefits statewide.
The committee received a briefing from Heather Pelham, Commissioner of the Department of Tourism & Marketing, who presented 2024 visitation and economic figures and discussed near‑term marketing priorities.
Pelham said Vermont hosted roughly 16 million visitors in 2024, generating about $4.2 billion in spending and supporting more than 30,000 jobs in the tourism sector. She told committee members visitors contributed nearly $300 million in tax revenue in 2024 and that the visitor economy accounts for about 9% of the state’s GDP.
The comm…
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