Vermont's tourism industry focuses on nearby travelers

Vermont Business Magazine, Mar 01, 2003 by Edelstein, Art

Sometimes unexciting is good. Vermont, which can seem too quiet and too rural, a place far off the beaten track, with too much mom's apple pie and not enough spice, is profiting from its homespun image in a tough time for America. Travel to the state, and tourism here in general is benefitting from the quiet, safe, peaceful image we project to the rest of the country. This is the observation of travel experts around the state.

In the wake of September 11, 2001, with the economy currently shredding, with urban dwellers wrapping their homes in duct tape for fear of terrorism, and a looming war with Iraq, Vermont's image as a quiet, safe haven from the mania is drawing tourists and keeping the state's hospitality industry strong.

Yet, the same industry still needs to do more to keep the numbers up. Room occupancy rates are too low, at around 40 percent, and other states are also selling fall foliage, maple sugaring, and peace and quiet, often with a larger marketing budget. Vermont will have to spend more to market itself, say the experts.

"After 9/11, when everybody suffered a downturn (in tourism) and people didn't want to go anywhere, they chose Vermont because it's an easy, safe, fun place to go," said Dave Kaufman at the Vermont Tourism Network in Burlington. "Even with the downturn in the economy, people choose to come here because it's a good value, its easy, its safe and cost less than getting on an airplane or driving cross country," he explained.

Kaufman has had a long career in tourism in Vermont. He's worked in the ski industry, and now runs a marketing company representing the tour marketplace selling to the packaged tour segment (motor coaches) of the industry. He said this slice of the business represents about 9 percent of the total tourism business in the state.

Kaufman said Vermont is a state that will benefit from the negatives that hurt many other tourism reliant states.

"Vermont has proven its resiliency to major impacts on the industry felt elsewhere. Primarily it's our location. Even in a poor economy, and in a time when airport security is putting off many travelers, 75 million people can get here, "on a tank of gas," he said. "When they don't to fly they come to New England and Vermont instead of overseas."

"We're positioned really good as a state," agrees Joe Carton at the Radisson Hotel in Burlington. He counts 40 to 50 million people within an eight-hour drive of Vermont's border.

Vermont is a good vacation choice for families, Carton noted. Proximity to water, he said, is a number one attraction and Lake Champlain is an important destination for summer travel. The state will also attract travelers from the Midwest who are "on the way to other attractions like the ocean."

"Our traditional visitor is apprehensive because of the economy, impending war, and continued terrorist activities. People are skittish," acknowledged Chris Barbieri at the Vermont State Chamber of Commerce.

"On the flip side, because of our prox to major markets, the anxiety is a soft plus," he added. "We are accessible and perceived as a safe vacation experience."

"It's challenging for everybody," said Lynn Barrett with the Southern Vermont Regional Marketing Organization in Dummerston. "We are so close to New York City, and those people who have a love affair with southern Vermont."

Her experience points to the state as a safe travel haven.

"After 9/11 cancellations came from Europe but were picked up by people more locally who came from the metropolitan areas."

Vermont's strength, she said, lies with the negatives of other travel modes.

"We have a terrific drive market, more and more people are driving," she said. "Airlines and travel agents are hurting, people are reluctant to get on a plane. "We haven't seen an effect from the economy or war," said Reggie Cooper at Topnotch Resort in Stowe.

"Vermont and our resort give people a sense of warmth and safety, and a wholesomeness, which was important after 9/11."

Vermont's brand "the safe haven for an anxious population," can go only so far in bringing tourists to the state, said the experts. The state also needs to develop and market its other strengths. Without a major theme park or other high profile attraction, Vermont needs to emphasize its other attractions if it is going to continue to be a solid travel destination.

Agritourism is one of these lures. Kaufman said the state's dairy farm community, hurting from low milk prices, is now catching on to how it can sell itself to the tourist trade.

"As many farmers look to make some money, they can build a new barn or upgrade buildings or add to their sugaring to attract tourists who pay. Or they get income from a gift shop."

Carton agrees.

"Agritourism has a great appeal to families. Many children have never seen cows, or where cheese comes from," he said.

Barrett has seen the agritourism appeal first hand. Last June her RMO helped sponsor the "Strolling of -the Heifers" in Brattleboro along Main Street. The event coincided with Dairy Month. That event attracted 10,000 people and more than 50 percent were tourists from surrounding states. So popular was it that the heifers are getting ready for another stroll this year.