The Vermont Chamber of Commerce and the Vermont Department of Tourism and Marketing have opened sign-ups for the 2027 Vermont Tourism Marketing Program, which helps local businesses promote themselves to future visitors. Roughly 16 million people visited the state in 2024, according to a state-commissioned report.

The paid program offers tourism marketing resources and features participants in the Vermont Inspiration Guide and the Stay & Play Directory on vermontvacation.com. Packages start at $850 for Vermont Chamber members and $1,190 for nonmembers, according to the Chamber.

The Inspiration Guide is a free booklet with a circulation of 90,000, produced by the Vermont Chamber in partnership with the state, according to a chamber press release. It is distributed at welcome centers, hotels and tourism destinations in Vermont and in out-of-state markets. Businesses that want to take part can apply by Dec. 31.

Robert Bartlett, the owner and president of Fairlee Marine, a boat rental business, advertised in the Vermont Inspiration Guide for the first time last year. He said business was up about 30% last season. While he said it’s impossible to attribute that increase with certainty to any one cause, he said he plans to advertise in the booklet again.

Betsy Luce, the second-generation proprietor of Sugarbush Farm in Woodstock, said past resources from the Tourism Marketing Program had been helpful. The Luce family was inspired to expand trails around their property after seeing resources showing hiking was a top activity drawing visitors to the Green Mountain State, she said.

The 2027 program is the first since Vermont unveiled its new tourism logo and “State of Inspiration” slogan on July 30.

“The Inspiration Guide and [online Stay & Play] directory allow us to reinforce Vermont’s new ‘State of Inspiration’ tourism positioning by emphasizing creativity and authentic experiences,” Sara DeFilippi, interim commissioner of the Vermont Department of Tourism and Marketing, wrote in a statement to the Valley News.

Dave Burtonbush, general manager and innkeeper at the Norwich Inn, said he was glad to see the rebrand.

Burtonbush hopes that tourism efforts can do more to accentuate Vermont’s unique identity and what sets it apart from other northeastern states. In particular, he would like to see more media kits that businesses of all sorts can use to show a cohesive message.

“From our perspective, the other states in New England have more robust statewide tourism programs that are working for them,” he said.

Luce also said she felt Vermont had lagged behind other northeastern states in tourism promotion. She sensed that Vermont was not as high on the list of destinations for tourists, which she attributed to a far more limited marketing budget than neighboring states such as Massachusetts or New York. She said she hoped the state Legislature would invest more in advertising to potential tourists from across the country.

The state awarded the design firm DNCO a $235,750 contract in October 2025 to develop the new brand, according to state procurement records.