Vermont Department of Tourism and Marketing

What Vermont Department of Tourism and Marketing does

The Vermont Department of Tourism and Marketing is a state government agency operating under Vermont's Agency of Commerce and Community Development (ACCD) and headquartered in Montpelier. Its core function is destination marketing for the State of Vermont, executed through the official vermontvacation.com platform, which organizes content across 14 regional guides (Champlain Valley, Northeast Kingdom, Green Mountains, etc.), seasonal itineraries, an Events Calendar, a Trip Planning Directory, a Free Vacation Guide fulfillment program, and a My Trip personalization tool. The department also administers the GROW (Grants for Relocation Outreach Work) program, which funds regional partners — most prominently the Real Rutland initiative operated by CEDRR — to attract new residents and address Vermont's workforce and demographic challenges.

The department's product portfolio is content- and channel-driven rather than technology-driven: there is no proprietary technology stack, no API surface, no SDK, and no AI/ML capabilities disclosed. Distribution spans owned digital channels (website, email newsletters, Instagram, Facebook, YouTube), a formal Influencer and Creator Program, travel trade partnerships, and multilingual content delivered in English, French, German, and Japanese to serve international markets.

The business model is government appropriations-based. The department is funded through Vermont's state budget and does not generate commercial revenue from its marketing services; visitor resources and vacation guides are provided free of charge, and GROW grants are awarded to regional partners. The department serves two primary segments: (1) domestic and international tourists seeking outdoor recreation, seasonal experiences, and cultural attractions, and (2) potential relocation candidates reached via the GROW program. Strategic intent is to drive tourism economic impact, fill workforce gaps, and sustain rural communities across Vermont's 14 regions.

Name

Vermont Department of Tourism and Marketing

Legal name

Vermont Department of Tourism and Marketing

Website

https://vermontvacation.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Vermont Department of Tourism and Marketing is a state government agency under ACCD that markets Vermont as a year-round destination via vermontvacation.com across 14 regions, and administers the GROW relocation grant program to attract new residents and address workforce gaps.

Ownership category

akta.pro rank

Product category

State Tourism Marketing

NAICS

Convention and Visitors Bureaus (561591)

SIC

Services-Advertising (7310)

akta.pro primary industry

Permitting, Reservations & Visitor Information Services (Passes, Booking, Visitor Centers) (THAAAGAD)

Keywords

• State tourism marketing
• Destination promotion
• Visitor information services
• Regional travel guides
• Relocation grant programs

Headquarters

HQ city

Montpelier

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. State Government Funding: Funded through Vermont state budget as a government agency under the Agency of Commerce and Community Development (ACCD). Revenue comes from state taxation and appropriations rather than direct sales.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

The Vermont Department of Tourism and Marketing is a state government agency that promotes Vermont as a travel destination and relocation choice. It operates the official vermontvacation.com platform, distributes free vacation guides and maps, and administers the GROW (Grants for Relocation Outreach Work) program that funds regional partners to attract new residents and visitors to the state.

Product overview

Vermont Department of Tourism and Marketing operates a unified tourism marketing platform centered on vermontvacation.com, which serves as the official gateway for Vermont travel information. The portfolio includes the core website providing access to 14 regional tourism guides and seasonal content, supported by specialized tools including My Trip (personalized itinerary builder), a Trip Planning Directory for discovering local businesses, an Events Calendar, and the Free Vacation Guide program. The department also administers the GROW (Grants for Relocation Outreach Work) program, a relocation marketing initiative that funds regional organizations to attract new residents to Vermont.

Differentiator

Problem solved

Functional benefit

Products and services

• Vermont Vacation Website (vermontvacation.com) Official state tourism marketing platform providing comprehensive information about Vermont travel, including 14 regional guides, seasonal activities, trip planning resources, and event calendars, available in English, French, German, and Japanese.
• My Trip Personalized trip planning tool allowing visitors to save favorites and plan their Vermont vacation itinerary.
• Trip Planning Directory Searchable directory of Vermont businesses, attractions, and services organized by location and category.
• Events Calendar Comprehensive calendar of Vermont festivals, concerts, fairs, and community events throughout the year.
• Free Vacation Guide Free physical and digital vacation guide providing comprehensive trip planning information for Vermont visitors.
• GROW Program (Grants for Relocation Outreach Work) State-administered grant program funding regional marketing initiatives to attract new residents to Vermont, including a $150,000 two-year grant awarded to the Real Rutland initiative.

Named customers2 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Chamber & Economic Development of the Rutland Region (CEDRR)coreStrategic or Co-development Partner · 30 January 2026CEDRR operates the Real Rutland regional marketing initiative under a $150,000 two-year GROW grant. Since 2016, Real Rutland has facilitated over 250 relocations to Rutland County. The initiative currently assists 129 families exploring relocation and hosts community events to support new resident integration.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• New Hampshire Division of Travel and Tourism Development: Neighboring New England state's tourism promotion agency operating a regional content site and seasonal campaigns. Highly comparable as a New England state DMO with rural/outdoor positioning and similar visitor demographics.
• Colorado Tourism Office: Colorado's state tourism office promoting outdoor recreation, ski resorts, and regional experiences. Comparable as a state DMO with similar outdoor/four-season positioning and ski/winter tourism emphasis.
• Massachusetts Office of Travel and Tourism (MOTT): Massachusetts' state tourism office promoting regional content and seasonal experiences. Comparable as a New England state DMO with similar operating model and target visitor profile.
• Visit Florida: Florida's state tourism marketing corporation, a quasi-governmental DMO running statewide promotional campaigns. Comparable as a state DMO with broad leisure-tourism focus, multi-channel marketing, and government-affiliated operating structure.
• Travel Oregon: Oregon's state tourism office promoting outdoor recreation, culinary experiences, and scenic regional content. Closely comparable to VDTM as a rural/outdoor-focused state DMO emphasizing regional differentiation and lifestyle branding.
• Visit California: California's state Destination Marketing Organization (DMO) promoting tourism through a centralized website, regional content, and multi-channel campaigns. Directly comparable as another U.S. state-level tourism marketing agency with a similar visitor-information and multi-region content model.
• I LOVE NY (New York State Division of Tourism): New York State's official tourism marketing arm under Empire State Development, running seasonal campaigns and a multi-region content site. Directly comparable as a state DMO operating under a government economic-development umbrella.

Regional players

• VisitScotland: Scotland's national tourism organization promoting regional content and outdoor/cultural experiences. Comparable as a non-U.S. regional DMO with similar rural/outdoor positioning, lifestyle branding, and multi-region content structure.

Others

• Destinations International: Industry trade association serving DMOs, CVBs, and tourism boards with research, training, and advocacy. Comparable as the institutional ecosystem that VDTM participates in for benchmarking, training, and best practices.

Broad incumbents

• Brand USA: National destination marketing organization for the United States, promoting inbound international travel. Comparable as a public-private tourism marketing entity, though operating at national scale rather than a single state.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks4 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/vermonttourism
• Facebookfacebook.com/VermontTourism
• Instagraminstagram.com/vermonttourism
• Xx.com/VermontTourism

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Vermont Department of Tourism and Marketing