Vermont Department of Tourism and Marketing reports record growth in visitor spending and tourism industry employment

NEWS RELEASE — Vermont Dept. of Tourism and Marketing
April 3, 2013

Contact: Jen Butson
Vermont Dept. of Tourism and Marketing,
Agency of Commerce and Community Development
[email protected]

STOWE, Vt. – Visitors made an estimated 13.95 million person trips to Vermont during 2011 for leisure, business or personal travel. Direct spending by visitors for goods and services totaled $1.7 billion, according to a report released today by the Vermont Department of Tourism and Marketing (VDTM).

The biannual VDTM comprehensive research study titled: “A Benchmark Study of the Economic Impact of Visitor Expenditures on the Vermont Economy – 2011,” was prepared by Chmura Economics and Analytics.

Record growth in visitor spending generated $274.5 million in tax and fee revenue for Vermont, a 37.5 percent increase over 2009. Visitor spending also supports an estimated 37,910 jobs for Vermonters; accounting for approximately 11.5 percent of all Vermont jobs; this reflects a 13.1 percent increase of employment in the hospitality and recreation sector since 2009.

The research also details that 72.9 percent of the 13.95 million person trips are made by out of state visitors. Traveler origins are domestic U.S. (7.6 million), Vermont (3.8 million), Canadian (2.5 million) and International (.078 million).

“The preliminary taxable receipts reports for calendar 2012 indicate that the positive measures in 2011 have continued in 2012, with Meals, Rooms and Alcohol (MRA) sales up 4.73 percent,” VDTM Commissioner Megan Smith said. “Plus, this snowy, busy winter has meant a strong start for tourism in 2013.”

Key sectors of Vermont’s economy are substantially more dependent on visitor spending than the national average:

Jobs Supported by Visitor Spending / Vermont % / U.S. Average %

Eating and Drinking Places / 36.3% / 18.1%

Retail / 6.8% / 2.9%

Tax and fee revenues yielded from visitor spending during 2011 were $274.5 million total, disbursed to the general fund, education fund and transportation fund, up from $199.6 million in 2009.

The VDTM tourism industry fact sheet and the complete benchmark study are available at

This research as well as current VDTM marketing and communications initiatives was presented to more than 250 tourism industry professionals gathered for the first day of the 30th Annual Vermont Travel Industry Conference at the Stoweflake Resort in Stowe, Vt. For more information about Chmura Economics & Analytics, Richmond, Va., visit

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  • Jim Barrett

    You would never know that record incomes are being derived by a large increase in tourism while we are being told the gas tax MUST BE RAISED due to the lack of demand for gas!!!!!!!! Someone is telling a bunch of lies here to get more taxes out of poor Vermonters, the stories don’t add up.

  • Tony Redington

    To compare tourism in 2011 with 2009 which was the deepest recession year and suggesting somehow sizable growth in tourism was recorded is similar to a person who was unemployed in 2009 and had a job in 2011 recorded a 100-200% gain in income. What were the numbers for a representative period before–say, 2005 to 2007 before the crunch–and the number for 2011.

    Regarding gasoline use–it has declined regularly since 2000-with a 2.5% decline according to FHWA’s Highway Statistics 2010-2011. With continued car fuel efficiency, movement away from journey to work trips by car (down 2.5% 2000-2010), and needed introduction of commuter and intercity rail we can rush past 1990 consumption levels and start towards the 1980 level.

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