Vermont Tests Incentive Program to Welcome Canadian Visitors Amid Tensions

The state’s Department of Tourism and Marketing is exploring a “Neighbor Pass” program, offering discounts, packages, or goodwill gestures to Canadians who show proof of citizenship.

Vermont is rolling out a new initiative to encourage Canadian visitors to return despite recent political tensions and a decline in cross-border travel this spring.

The state’s Department of Tourism and Marketing is exploring a “Neighbor Pass” program, offering discounts, packages, or goodwill gestures to Canadians who show proof of citizenship. Aimed at easing financial barriers and fostering goodwill, the program is part of a broader effort to rebuild ties with a valued visitor base, particularly in areas like the Northeast Kingdom, where Canadians can make up 30% of tourists.

To shape the Neighbor Pass, the department is calling on Vermont businesses to participate by offering incentives. Businesses interested in joining can share their ideas and commit to the program by completing this survey: TAKE THE SURVEY.

Responses will inform the program’s development, with an update scheduled for the Travel and Recreation Council meeting on July 17.The initiative comes alongside a partnership with MMGY Origin, a Canadian-based agency, to craft a long-term Canadian Outreach and Marketing Strategy.

This includes tested messaging, set to roll out next week, and a public relations push to highlight Vermont’s hospitality in Canadian media. The department has also launched a Canadian Visitation Insights page, detailing border crossings, spending trends, and travel sentiment to help businesses navigate the downturn.

Canadians typically account for 5% of Vermont’s visitors, contributing $150 million annually. The recent drop, driven by federal rhetoric and economic challenges, has hit hard, especially in northern communities. “We want to show our Canadian neighbors they’re welcome here,” said Commissioner Heather Pelham. “This is about compassion and connection, not just for this summer but for years to come.”