About That New Vermont Tourism Logo? There Are a Few Things That Need Attention First
Tourism officials like the idea of a new logo, similar to Virginia's "Virginia is for Lovers." But that's a slogan—and the state risks paying for a promise it can't yet fulfill.
Vermont tourism officials are preparing to unveil a new “brand mark” by 2026, hoping a fresh logo will sharpen the state’s image for potential visitors. But while marketing can help, experts and industry stakeholders agree that a new symbol won’t solve the underlying challenges holding back Vermont’s visitor economy. Before investing in design, five more pressing problems need attention.
1. The Canadian Border: Visitors Just Aren’t Coming
For decades, Canadians—especially Quebecers—have made up a large share of Vermont’s visitor base. This year, though, the flow has slowed to a trickle. According to state data, border crossings are down by nearly a third compared with 2024, and some resorts report Canadian bookings down as much as 45%. Businesses that rely on Quebec visitors, like Jay Peak Resort, are feeling the loss most acutely.
Officials acknowledge that no marketing campaign can undo the current reality: many Canadians simply aren’t crossing the border. Until the political climate and economic conditions shift, Vermont’s northern gateway will remain a weak link.
2. Political and Economic Unease in the U.S.
Even if Canadians were inclined to visit, a broader sense of discomfort with U.S. politics and rhetoric is discouraging cross-border travel. Reports show that international travel into the U.S. is down nationwide, with many tourists opting for destinations in Canada or Mexico instead.
Governor Phil Scott has said that Canadian leaders are “offended and hurt” by U.S. politics, and that rebuilding trust will take time. Vermont’s reputation as a welcoming, peaceful destination is strong, but it may not be enough to outweigh larger national issues.
3. Labor Shortages Across Tourism and Hospitality
Vermont’s workforce shortage is no secret, and it hits the hospitality and tourism industries especially hard. Restaurants reduce hours, hotels struggle to staff front desks, and recreation businesses limit services because they can’t find employees.
Underlying this is a demographic crunch: Vermont’s workforce is shrinking as the population ages and younger workers leave. Housing shortages make it even harder to recruit or retain seasonal staff. Without a sustainable labor pool, Vermont businesses can’t deliver the full visitor experience, no matter how effective the branding may be.
4. Mobility and Accessibility Challenges
Vermont is car-dependent, and that makes visiting harder for people without one. Amtrak’s daily New York City–to–Burlington line is scenic but slow and infrequent. Public transit in rural areas remains patchy, leaving most visitors with no choice but to drive.
Accessibility is another hurdle. While the state is known for trails and outdoor activities, very few are mapped or designed with mobility-limited travelers in mind.
Initiatives like Vermont Adaptive Ski and Sports are making progress, but the reality is that much of Vermont’s outdoors—and many of its towns—remain difficult to navigate for visitors with accessibility needs.
5. Limited Options When the Weather Turns Bad
Vermont’s tourism identity leans heavily on the outdoors: skiing in the winter, hiking and foliage in the fall, and lakes in the summer. But when the weather doesn’t cooperate—and lately, it often doesn’t—options narrow quickly.
This summer alone, Vermont endured weekend after weekend of rain, thinning crowds at state parks and dampening events. Winter is increasingly unpredictable too, with warmer temperatures shortening ski seasons. Unlike neighboring states with large cities, beaches, or coastal attractions, Vermont has fewer built-in alternatives for rainy days, making it harder to keep visitors engaged when nature doesn’t play along.
The Bottom Line
A sharp new logo might help Vermont’s marketing materials look more polished, but logos don’t fill hotel rooms, reopen borders, or fix the weather. Tourism leaders and policymakers face deeper challenges: restoring cross-border trust, strengthening the workforce, improving mobility and accessibility, and diversifying offerings for all seasons.
Until those problems are addressed, a new brand mark may be little more than a fresh coat of paint on an unfinished horse barn.