Vermont’s new tourism commissioner plans to tap in to a growing interest in sustainable travel, after the state’s governor announced he would be signing up to the US Climate Alliance.
The alliance is a coalition of states which have pledged to uphold the Paris climate agreement despite president Donald Trump’s decision to withdraw from the international pact.
Speaking at the IPW conference in Washington, tourism commissioner Wendy Knight said the decision to join the alliance reinforced the state’s reputation for sustainability and authentic experiences.
“Vermont is known for its pristine natural environment and we know that skiing and outdoor recreation are popular draws for international visitors,” she said.
“(Joining the alliance) sends a really important message about our ethos, and we think this commitment to sustainability is something that increasingly resonates with travellers.”
Vermont has launched a new marketing campaign called 251, which will focus on each of the state’s 251 towns with coverage via digital channels.
Knight said: “Vermont offers very special downtown areas, and we will be creating video and photography which will be shared internationally to showcase that to visitors.”