Vermont has actively marketed its product in the UK since 1993 with participation in trade shows, sales missions and direct sales calls. Since 2000, the Vermont Department of Tourism and Marketing (VDTM) has operated a tourism office in the UK that helps reinforce Vermont as a prime vacation destination for the British traveler. The Vermont office in the UK staffs a local telephone number, fulfills consumer inquiries, and builds trade and media relationships in the UK. Vermont is considered an upscale destination by the international traveler. We attract a more sophisticated traveler with a high disposable income between the ages of 35-65 who seek activity combined with good food and lodging.

Germany
With almost 2 million Germans traveling to the US each year, Germany is considered the second largest European market for inbound travel to the US. With more than eight direct daily flights to New York, Newark, Montreal and Boston, Vermont has been well positioned to capture the German visitor. Vermont has been active in the German market since 1994 through joint marketing opportunities with Discover New England (DNE), including trade shows and sales calls. Vermont tourism product can be found in all the major German Tour Operator publications. As with the UK visitors, Vermont is considered an more upscale destination.

Japan
With over 4 million Japanese visitors coming to the US each year, Japan is considered the largest inbound country for the US. The Vermont Department of Tourism and Marketing (VDTM) has been marketing Vermont in Japan for three years, becoming well-established in Japanese Tour Operator brochures. With the help of a Japanese consultant, VDTM's exposure in Tour Operator brochures has risen from one to eight brochures. This combined with excellent specialty foods such as Green Mountain Coffee Roasters coffee, Ben & Jerry's ice cream, artists like Stephen Huneck, Grandma Moses, Tasha Tudor and Warren Kimble, and a convenient Northwest Airlines connection from Tokyo via Detroit to Burlington, positions Vermont well in the Japanese market.

Emerging Markets
The Vermont Department of Tourism and Marketing (VDTM) determines emerging international markets based on direct flights into Boston, Montreal and New York. Over the last three years, VDTM has targeted the Netherlands, Italy, and Scandinavia as emerging markets - 6th, 7th and 8th largest inbound flights. During this time, VDTM has participated in trade shows and sales missions in these countries.

The Netherlands market has great potential with a population of 16 million and an average of six weeks paid vacation giving them the time and money to travel abroad. "Atlantic Link", an organization partly supported by Iceland Air, promotes Vermont as a vacation destination to the Scandinavian market.

VDTM's promotional activity in Italy consists primarily of product in over fourteen of Italy's major Tour Operator brochures and Public Relations. VDTM's relationships with the Massachusetts Office of Travel and Tourism and Lufthansa, Italy will also bring Vermont exposure in Italy.