Vermont tourism

I went to a boarding high school in Winchendon, Massachusetts three years ago. After I decided to come to Vermont for college during my senior year in high school, many people asked me why I choose to come to Vermont. I was a little hesitate to give an answer, but I usually said it is a quiet and safe place so that I would spend more times focusing on my study, even though I know Vermont is a boring place for teenagers.

Before I went to high school in MA, I am originally from Tianjin, the fifth largest city with a population of 15 million people in China. After I came to Vermont, I often ask myself why I think Vermont is boring. Finally, I realized that Vermont “could” be a boring place especially for those teenagers, who come from a big city and get used to urban life, rather than I say Vermont “is” boring for every teenager because Vermont really has a lot of excited places waiting for younger adults to explore. At this point, I start to love Vermont because here are a lot of things that I could not even have an opportunity to do in China.

Since our class, Wilderness Photography, is cooperative with Vermont tourism, we had to listen to a presentation from Vermont Department of Tourism & Marketing. However, after this presentation, I became more interested in Vermont because that was my first time to understand Vermont further since I came here.

At the beginning of the presentation, every student believed that the field which can bring the biggest economic benefits to Vermont is tourism, but it is not at all! Medical care is actually the biggest part that benefits Vermont. Tourism is just at fifth position, so Vermont starts to devote the field of tourism in order to strengthen Vermont’s economy by developing tourism.

Mission Statement

“To promote Vermont’s travel, recreation and cultural attractions, as well as the state’s goods and services, in coordination with public and private sector partners, to a global audience, and to do so in a manner consistent with the values and traditions of the state for the economic benefit of all Vermonters.”

(from Vermont Department of Tourism & Marketing)

It is very clear to see its purpose from a marketing’s view. What Vermont currently wants is more and more travelers.

Every product has its own target markets, including tourism. Especially for tourism, it is not like a real product that every customer can buy from the market because Vermont is the “product” itself. Vermont’s primary target markets should be depended on its geography because  there are many larger cities nearby it such as New York City, Boston and Montreal, a driving range of 300-500 miles.

Obviously, the biggest advantage of Vermont is nature and outdoor activities and that is also what travelers come for. During winter times, Vermont is usually the first place for people to choose for skiing in Northeast. As we mentioned about skiing, Vermont should also have some potential international target markets such as european people who like skiing and local beers, especially travelers from Germany.

However, every product has its advantages, but it also has weak side. Vermont is definitely not the only place that people can chose for skiing in Northeast, and there are truly some huge competitors nearby it such as Massachusetts, New Hampshire and Maine, notably NH is a tax free state.

SWOT analysis for Vermont 

Strengths: •Natural beauty

•Quality products

•Food & beverage scene

•Variety of activities

•Uncrowded/low traffic

•Within driving distance

Weaknesses: •Cell coverage

•Lack of nightlife

•Lack of transportation options

Opportunities: •Lower gas prices

•Canadian pass-through (1.5 million crossings/year)

•Emerging markets: China, Australia

Threats: •Climate change

•NE competition

•Lack of Tourism funding

•Aging population

•Weather

•People are time-starved

(information from Vermont Department of Tourism & Marketing)