Vermont Tourism Establishes Vermont’s First Dedicated Tourism Brand

The State of Vermont launches "State of Inspiration" brand positioning.

Montpelier, Vt. -- The State of Vermont has launched its first dedicated tourism brand under the new positioning, "State of Inspiration," designed to increase visitor intent and strengthen the state's visibility in one of the most competitive tourism regions in the United States. The new brand responds to a paradox uncovered in the state's 2025 research program: 79% of U.S. travelers rate Vermont as an appealing destination, yet only 15% spontaneously name it as a place they intend to visit.

A destination admired, but overlooked

The brand was informed by Vermont's 2025 visitor research program which included traveler surveys, focus groups, stakeholder interviews, and supporting studies on advertising effectiveness and visitor trends.

The findings revealed that while Vermont is a beloved travel destination, it ranks 30th nationally for advertising recall and trails nearby Maine and Massachusetts in brand visibility. With tourism accounting for 9% of Vermont's GDP ($4.2 billion annually in 2024), roughly three times the national average, this visibility gap carries real economic consequences in a highly competitive New England market. In an increasingly AI-driven and complex travel landscape, destinations can no longer rely on word of mouth, brand nostalgia or reputation alone to drive visitation.

From visibility gap to brand strategy

To address this, Vermont Tourism partnered with the place-branding firm DNCO on a nine-month initiative - encompassing extensive stakeholder engagement across the state's tourism industry - to develop Vermont's first dedicated destination brand. The goal was to create a brand that is distinct from the state's own organizational identity and the "moon over mountains" mark that is used by all state agencies. The new brand is designed to help translate Vermont's character into measurable visitor growth, an objective that was identified in the state's first, newly released Destination Management Plan for Vermont, which included the important recommendation of evolving the Vermont brand to represent today's Vermont experience.

More than just an escape

Research revealed a Vermont that extends far beyond its familiar image. Most distinctively, visitors consistently described Vermont as a place where they leave having discovered something new.

The central strategic insight reshaped how Vermont understood itself as a destination. Visitors may arrive seeking rest and reconnection, they leave with fresh perspectives, new knowledge and a deeper sense of connection.

Introducing: 'State of Inspiration'

That insight became the foundation of the brand platform: 'State of Inspiration.' The line has a dual meaning: Vermont as a physical place of mountains, ever-changing seasons, outdoor recreation opportunities, and artisan farms and studios; and Vermont as a state of mind: curious, alive, and generative. An expansive, optimistic positioning that makes Vermont distinctive and intriguing.

"Tourism is a vital economic driver for our state, and our brand needs to be as compelling as the experience people actually have here, capturing the spirit of our communities and our creativity," said Heather Pelham, Commissioner of the Vermont Department of Tourism and Marketing. "This new brand feels true to who we are as Vermonters, while giving us a clearer story to share, inviting more people locally and globally to come and experience the inspiration that can be found here."

A handcrafted identity

Taking inspiration from Vermont's handcrafted culture, the new brandmark is hand-lettered, paying homage to the hand-painted signs found across the state's roadsides, storefronts and farm stands. The letterforms reference elements of the Vermont landscape, with the 'e' tracing a winding road, the 'm' forming mountain peaks and the 'o' depicting a moon above the mountains, a nod to the state's brand.

A custom icon library was developed by Alyssa McCabe, an artist with long-term ties to the state, alongside the brandmark, drawing on the typographic ornaments found in books by Vermont writers. Each icon ties to a specific piece of Vermont folklore or culture - including Champ, the Lake Champlain lake monster - creating a visual language rooted in the state's own stories.

A statewide brand

Vermont Tourism and DNCO will be working closely with destination partners throughout the state to bring the new brand into use, including onboarding workshops and toolkits to help partners tell a consistent Vermont story. A refreshed website and updated marketing materials will bring the new brand identity to life for potential visitors.

"Vermont's charm isn't the problem; it's that the brand story wasn't giving people a clear reason to go," said Luis Mendoza, Managing Director, North America for DNCO. "Our job was to close that gap and move beyond the nostalgic postcard to reveal the layers of Vermont -- a place that offers much more than people might expect. As AI search increasingly shapes how people discover and understand places, owning the narrative has become more important than ever. If Vermont didn't define its story itself, someone else would."

About Vermont Tourism

Vermont Department of Tourism and Marketing is the official body responsible for promoting Vermont as a travel destination to a global audience. A division of the Agency of Commerce and Community Development, the Department leads the state's tourism strategy in partnership with public and private sector partners across Vermont's hospitality, recreation, cultural and heritage industries. Vermont welcomed 16 million visitors in 2024, generating $4.2 billion in annual spending - making tourism one of the state's largest industries and a vital driver of economic benefit for all Vermonters.

For more information, visit VermontVacation.com or @vermonttourism

About DNCO

DNCO is a leading global place branding and wayfinding consultancy. With projects from Shanghai to San Diego and offices in London and New York, DNCO has created some of the world's most ambitious destination brands in over 20 cities and regions around the world, including San Francisco, DUMBO in New York, 16th Street in Denver or National Landing in the DC region; Here East, St James's and the Royal Rocks in London; or Westbund Central, Shanghai's newest downtown. Clients include the Mayor of London, the Mayor of San Francisco, Google, Related, Brookfield, the British Museum and the Natural History Museum.

For more information, visit DNCO.com or @DNCO

Press Kit: Photos and videos for brand launch

###