by Heather Pelham, Vermont Travel & Tourism Commissioner
As perhaps many of you did too, at the Department of Tourism and Marketing we celebrated Canada Day yesterday by reaching out with messages of friendship to our neighbors across the border. Ever since we first saw the decline of visitors from Canada earlier this spring, we have been diving into the data and meeting with partners to strategize around how best to express our deep respect and genuine affection for Canadians. We understand many Canadians have been hurt by the rhetoric at the federal level and have now chosen not to travel to the U.S. We have seen other destinations rush to express support, yet stumble with messaging that has fallen flat, despite the best of intentions.
In recognition that our messaging strategy needs to be long term, we have been working with the Canadian-based creative agency MMGY Origin to launch our Canadian Outreach and Marketing Strategy for Vermont.
Next week we will have the results from a robust message testing process that we felt was crucial given the complex emotions our Canadian neighbors are feeling right now. The messages that test well will be deployed into the Canadian market to augment our existing advertising program. We are also working with MMGY’s public relations team to garner additional earned media on Vermont in Canadian press.
Our research has also confirmed that in addition to the emotional and political barriers many Canadians feel when it comes to travel to the U.S., there are some very real financial barriers to travel right now.
And so, we are reaching out to gauge support for an incentive-based “Neighbor Pass” we could offer to Canadian visitors, to make it easier to say yes to visiting Vermont.
If your business or organization would be willing to offer a discount, package, free item or another gesture of goodwill to visitors who can show proof of Canadian citizenship, please complete this survey at your earliest convenience. We will provide an update on the program at our next scheduled Travel and Recreation Council meeting on July 17. I hope as many who can participate in this campaign will do so.
As much as we hope our efforts will help to increase visitation this summer, our greater goal for this campaign is to solidify our brand reputation with Canadians for the long term. In a typical year, Canadians comprise about 5% of our total visitors to Vermont and bring in about $150 million in visitor spending. That said, in many communities in the Northeast Kingdom, Canadians can make up to 30% or more of total visitors.
We have just published a new Canadian Visitation Insights research page on our website to provide access to key data we are tracking, including border crossings, visitor spending, and new travel sentiment data we have recently commissioned. We will continue to provide updates and share data as we navigate this complicated situation.
VIEW CANADIAN VISITATION INSIGHTS
Travel brings people together. Let us lead with compassion and hospitality as we welcome the visitors from Canada with whom we may be lucky enough to share our beautiful state over the coming months and years.
Vermont Department of Tourism and Marketing
1 National Life Dr
Montpelier, VT 05620-5001
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