Beth McDermott
| Reporter assisted by AI
Vermont’s tourism industry set new records in 2024, with 16 million visitors spending $4.2 billion, according to a community announcement.
The increase in both visitation and spending marks a modest rise from 2023, according to a study by Tourism Economics.
Visitor spending accounted for 9% of Vermont’s gross domestic product, significantly higher than the 2023 national state average of 3%. The tourism sector directly supports 31,780 jobs, or 10% of the state’s workforce, compared to the national average of 4.6%.
Direct spending by visitors in 2024 included $1.5 billion for lodging, $876 million for food and beverages, $680 million in retail, $678 million for transportation and $462 million for recreation and entertainment. The spending generated $293.5 million in state and local taxes, equivalent to $1,089 per Vermont household.
“As we think about economic impact, it is important to recognize that visitors to Vermont are essentially temporary taxpayers, bringing in outside money that helps to make Vermont more affordable for all of us,” said Department of Tourism and Marketing Commissioner Heather Pelham. “Every guest who buys a meal, stays the night, or heads to the mountain is supporting our businesses, sustaining jobs for Vermonters and funding the essential services that keep our communities strong.”
When considering the broader economic impact, including supply chain purchases and employee spending, the ripple effects of visitor spending amounted to $7 billion in economic activity in 2024.
The report also provided county-specific data, showing increased spending in every county. Chittenden County accounted for the highest share of visitor spending at 24.5%, at well over $1 billion. Lamoille, Rutland and Windsor counties each represented more than 10% of statewide visitor spending.
In Caledonia County, direct spending from visitors reached $109 million, a 7.7% increase from 2023.
“During the 2024 total solar eclipse, the positive impact of tourism on a rural community like St. Johnsbury was clear,” said Gillian Sewake, director of Discover St. Johnsbury. “An estimated 23,000 people came to our town alone. It was wonderful to feel that vibrancy in our downtown, with visitors filling sidewalks, enjoying the attractions that we know and love, and helping businesses break revenue records.”
In Bennington County, tourism generated almost $300 million in direct spending in 2024.
“Tourism is one of our region’s most powerful economic drivers, supporting nearly 13% of our workforce,” said John Burnham, executive director of the Manchester Business Association. “But its value reaches far beyond jobs. Visitor spending strengthens our economy, sustains small businesses, and helps fund the local services and amenities we all rely on, from restaurants and trails to cultural attractions and community events. Tourism also inspires us to preserve our historic character and adds a vibrancy that enriches everyday life. Simply put, the visitor economy helps keep our region the welcoming, thriving place we’re proud to call home.”
The 2024 economic impact report comes at a time when resident support of tourism is strong. In the University of Vermont Center for Rural Studies 2025 Vermonter Poll, 85% of residents agreed with the statement “Tourism is important to my local economy,” and 78% agreed with the statement “Increased tourism would have a beneficial impact on my local community.”
To read “Economic Impact of Visitors in Vermont 2024,” learn more about the report’s methodology, and the additional indirect and induced effects of visitor spending, visit the Vermont Department of Tourism and Marketing Tourism Research webpage, accd.vermont.gov/tourism/research.
This story was created by reporter Beth McDermott, bmcdermott1@usatodayco.com, with the assistance of Artificial Intelligence (AI). Journalists were involved in every step of the information gathering, review, editing and publishing process. Learn more at cm.usatoday.com/ethical-conduct.
