Vermont tourism official tells House tourism drives $4.2 billion but asks for no new FY27 funding
Loading...
Summary
Commissioner Heather Pelham told the House Commerce & Economic Development Committee that 16 million annual visitors generate $4.2 billion in direct spending and about $300 million in direct taxes; the Department of Tourism & Marketing is not requesting new FY27 funding and highlighted targeted ad campaigns, a BIPOC visitation strategy and the GROW relocation program.
Commissioner Heather Pelham, Department of Tourism & Marketing, told the House Commerce & Economic Development Committee on Feb. 18 that Vermont’s visitor economy remains a major driver of state revenue and jobs but that the department is not asking for new operating funds in FY2027.
“16,000,000 people actually come to Vermont each year, and that's driving $4,200,000,000 in business spending,” Pelham said, citing the department’s most recent (2024) economic-impact analysis. She added that visitors paid “almost $300,000,000 in direct taxes paid by visitors in 2024,” and that tourism supports more than 30,000 jobs statewide.
Pelham outlined recent marketing work and evaluation studies. She said a New York City summer campaign produced a 30% jump in brand consideration among those who remembered the ads, and described a winter campaign the department connects to 145,000 incremental visitors attributed to a $538,000 ad buy. The presentation emphasized measured return on marketing investments and offered more detailed calculations in the department’s budget packet.
Pelham also summarized non-marketing work funded with one-time federal pandemic EDA grants that have now been expended, saying the department prioritized durable investments such as a destination-management strategic plan, new imagery and research. “We do not have a funding ask this year,” she told members, and cautioned that without recurring federal support the department must stretch existing resources.
On inclusion and relocation, Pelham described a BIPOC-focused visitation strategy developed with the firm Proverb and partnerships with TravelUnity and community grantees; the department has a training outline and plans targeted creative for summer outreach. She also reviewed the GROW relocation grant program and said two years of the program produced documented results: about 97 family units (roughly 195 people) reportedly relocated to Vermont through regional partners and lead-management work.
Committee members pressed on Canada-focused outreach, the department’s printed and digital Vermont Inspiration Guide, and staffing. Pelham said the department now has a staff of 12 (returning to pre-pandemic levels after limited-service positions funded by EDA ended) and that digital-accessibility work is being coordinated with state communications to meet ADA-related standards.
Pelham closed by noting that 2025 visitation data are delayed until the summer and offered follow-up briefings to provide the underlying calculations and program details the committee requested.
