by Jennifer Dawson
Vermont is a popular tourist destination, attracting approximately 15.8 million visitors who spend a total of $4 billion annually. While that’s great news for business, it isn’t so great for locals or the environment, which can withstand the impact of overcrowding, pollution, and traffic during peak months.
Towns like Pomfret and Woodstock, in particular, have experienced overwhelming numbers of visitors, especially influencers wishing to capture the perfect autumn shot. It is therefore vital for the Green Mountain State to find effective ways to make tourists feel welcome and encourage them to enjoy its beauty, while mitigating the effects of overcrowding.
Taking a Leaf from Pomfret’s Book
Around three-quarters of Vermont is covered in thick forest, full of maple, birch, and beech trees. Come autumn, those woods put on a show, their leaves sporting stunning shades of orange and yellow. It’s no wonder people flock here with their cameras—leaf-clad forests are some of the best-loved sights in New England, and they have been featured in top travel and lifestyle magazines across the globe. Unfortunately, Vermont’s forests and romantic tree-flanked roads often lead to problems like crowding and bottleneck traffic.
The town of Pomfret has shown the importance of taking action when tourism becomes a safety hazard. It has decided to implement a new policy of shutting down its ultra-popular Cloudland Road (a narrow one-laner that is a hotspot for Instagrammers) for three full weeks during peak foliage season. Its reasoning is simple: to preserve public safety and enable emergency vehicles to move quickly and safely, thus serving its citizens better.
A Greater Investment in Infrastructure
Vermont must also invest in infrastructure to reduce congestion on roads, trails, and parks. The Tourism Committee of the National Park System Advisory Board (NPS) advises that the process begins by understanding visitor needs, including specific visitor segments. Visitor segmentation analysis can provide valuable information into the characteristics, behaviors, and preferences of tourists, thereby enhancing the effectiveness and quality of decisions, particularly in relation to infrastructure, communication, and visitor services.
Steps must be taken to address crowding by managing access systems and expanding transportation options. The Board recommends enhancing local infrastructure, such as roads and utilities, and developing partnerships with local transportation services to provide affordable shuttle options to national parks and other popular tourist zones. One may wonder how increased expenditure on infrastructure can be paid for. For one, Vermont is considering a surcharge on short-term rentals to generate additional revenue for tourism management, despite some concerns that it may make the state less competitive compared to its neighbors, such as New Hampshire and Maine.
Enlisting the Aid of Local Communities
For tourist policies to be effective, they must take into account the opinions, advice, and expertise of local leaders and residents. For instance, the NPS recommends collaborating with national, state, indigenous, and local tourism organizations to obtain funding, expertise, and promotional support. Together, the NPS, the government, and stakeholder organizations can address common challenges such as managing visitors and enhancing conservation efforts.
Including local communities in park management gives them a sense of stewardship and keeps the needs and values of residents at the forefront of any decisions made. Partnering with the tourism sector, meanwhile, can ensure that visitors have comprehensive travel information. It can also help influence them to opt for curated experiences and longer stays. That way, congestion can be eased during peak travel months.
Promoting Off-Season Tourism
The site of fallen leaves certainly isn’t the only thing Vermont has to offer tourists. Off-season tourism can be promoted by enticing tourists with trade shows, special events, and a lively calendar of cultural activities, including those that highlight local agriculture, art, food, drink, outdoor recreation, and shopping. Government organizations and tourist boards can also collaborate with companies in the tourism sector to offer special off-season vacation packages and incentives. They can raise awareness about Vermont’s off-season appeal through social media, including Instagram and TikTok, as well as other popular channels.
Vermont is a popular tourist destination, especially in the fall. During peak season, roads can become congested, impeding the work of emergency services and making daily life and transit difficult for locals. Among the strategies the state government and parks authorities can take include closing off roads if necessary, engaging local communities, and promoting the state as an ideal off-season vacation destination.