The New England state of Vermont is to spend around $150,000 on new branding to distinguish it from the rest of the region.
Although it will continue to be a member of the Discover New England marketing consortium, Vermont believes its geographical location and attractions remain unfamiliar to the British.
The campaign theme to be launched at WTM is called ‘New England’s Breathing Space’, referring to the state’s wide-open spaces, including its Green Mountains range.
Commissioner of tourism Tom Altemus said: “Vermont has a small-village environment with more bed-and-breakfast inns than any other New England state.
But we also have more than 20 ski resorts, some great new golf courses, fishing, biking and hiking, as well as historic Lake Chaplain Valley where many re-enactments of the wars take place.
“We need to add more summer and winter product to the mix and get more UK visitors acquainted with New England’s character inns, 70% of which are in Vermont,” he added.
“We have the best inns in New England but we need more proprietors to be acquainted with wholesalers and how they need to do business.”
Vermont, which has recently opened its first UK sales office, will have its biggest delegation at WTM led by Altemus along with international marketing manager Frederick de Jong. Other representatives are Stowe Area Association, Vermont Ski Areas Association and Vermont Regional Marketing Organisation.