PREss release
VERMONT TOURISM ALLIANCE LAUNCHES AT ANNUAL TOURISM SUMMIT, UNITING THE STATE'S VISITOR ECONOMY UNDER ONE ROOF
New statewide organization expands on Vermont Tourism Summit's legacy in an umbrella organization to deliver education, advocacy and a unified voice for Vermont's tourism industry
New statewide organization expands on Vermont Tourism Summit's legacy in an umbrella organization to deliver education, advocacy and a unified voice for Vermont's tourism industry
Jeff Lawson of Hello Burlington speaking at the launch of the Vermont Tourism Alliance (VTA)
KILLINGTON, VT. (May 6, 2026) — The Vermont Tourism Alliance (VTA) officially launched during the 41st Annual Vermont Tourism Summit at Killington Resort, marking a significant milestone for the state's visitor economy. The new statewide organization is purpose-built to strengthen Vermont's tourism industry through education, training, advocacy, and a unified approach to industry growth.
The VTA evolved from the well-established Vermont Tourism Summit, whose board voted in July 2025 to expand its mission and embrace this broader initiative. The result is an organization designed to serve as the umbrella for Vermont's entire visitor economy — from lodging and restaurants to outdoor recreation, agritourism, arts and culture, retail, transportation, and beyond.
"Vermont welcomed 16 million visitors to Vermont in 2024, who contributed $4.2 billion in visitor spending throughout the state,” said Kim Jackson new board chair for the VTA. “Vermont's tourism industry is one of the most powerful economic drivers in our state, and it deserves an organization that speaks for all of it — not just pieces of it. The Vermont Tourism Alliance is that organization. We are here to educate, advocate and unite."
The VTA's mission is straightforward: offer education and training to those engaged and working in Vermont's visitor economy while promoting and advocating for the travel and tourism industry at the local, regional and state levels. The VTA is designed to complement and strengthen the work of Vermont’s many industry organizations by serving as a unifying home for all sectors of the visitor economy.
"By working together as an economic sector, rather than as disparate industries, we can better support the Vermont Department of Tourism and Marketing's efforts to amplify Vermont's authentic experiences and brand," said Lori Harnois, executive director of VTA. "That unified voice is what the VTA is built to provide."
Tourism businesses, industry partners and nontraditional tourism stakeholders across Vermont are invited to join the Vermont Tourism Alliance through an annual partnership and sponsorship. Partners will gain access to VTA events, a centralized resource hub for industry news, the latest tourism research, critical policy updates, and the opportunity to collaborate on the VTA's advocacy efforts.
More information on membership, upcoming events, and sponsorship opportunities is available at www.vttourismalliance.org or by contacting [email protected]
About the Vermont Tourism Alliance
The Vermont Tourism Alliance is a statewide organization created to strengthen Vermont's tourism industry through education, training, promotion, and advocacy. Rooted in the legacy of the Vermont Tourism Summit, the VTA serves as the umbrella organization for Vermont's full visitor economy — uniting lodging, dining, outdoor recreation, agritourism, arts and culture, retail, transportation, higher education, and more under a single, powerful voice. For more information, visit www.vttourismalliance.org
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The VTA evolved from the well-established Vermont Tourism Summit, whose board voted in July 2025 to expand its mission and embrace this broader initiative. The result is an organization designed to serve as the umbrella for Vermont's entire visitor economy — from lodging and restaurants to outdoor recreation, agritourism, arts and culture, retail, transportation, and beyond.
"Vermont welcomed 16 million visitors to Vermont in 2024, who contributed $4.2 billion in visitor spending throughout the state,” said Kim Jackson new board chair for the VTA. “Vermont's tourism industry is one of the most powerful economic drivers in our state, and it deserves an organization that speaks for all of it — not just pieces of it. The Vermont Tourism Alliance is that organization. We are here to educate, advocate and unite."
The VTA's mission is straightforward: offer education and training to those engaged and working in Vermont's visitor economy while promoting and advocating for the travel and tourism industry at the local, regional and state levels. The VTA is designed to complement and strengthen the work of Vermont’s many industry organizations by serving as a unifying home for all sectors of the visitor economy.
"By working together as an economic sector, rather than as disparate industries, we can better support the Vermont Department of Tourism and Marketing's efforts to amplify Vermont's authentic experiences and brand," said Lori Harnois, executive director of VTA. "That unified voice is what the VTA is built to provide."
Tourism businesses, industry partners and nontraditional tourism stakeholders across Vermont are invited to join the Vermont Tourism Alliance through an annual partnership and sponsorship. Partners will gain access to VTA events, a centralized resource hub for industry news, the latest tourism research, critical policy updates, and the opportunity to collaborate on the VTA's advocacy efforts.
More information on membership, upcoming events, and sponsorship opportunities is available at www.vttourismalliance.org or by contacting [email protected]
About the Vermont Tourism Alliance
The Vermont Tourism Alliance is a statewide organization created to strengthen Vermont's tourism industry through education, training, promotion, and advocacy. Rooted in the legacy of the Vermont Tourism Summit, the VTA serves as the umbrella organization for Vermont's full visitor economy — uniting lodging, dining, outdoor recreation, agritourism, arts and culture, retail, transportation, higher education, and more under a single, powerful voice. For more information, visit www.vttourismalliance.org
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Industry news
Cindy Delaney, CEO Delaney Event Management
Travel Person of the Year Award
Cindy Delaney of Delaney Event Management was honored as Travel Person of the Year at the Vermont Tourism Summit 2026, recognizing her outstanding contributions to Vermont’s tourism and hospitality industry. Known for her creativity, leadership, and dedication to elevating local experiences, Delaney has played a key role in organizing events that draw visitors from across the region while showcasing the unique character of Vermont communities. Her work has not only strengthened partnerships within the industry but also helped boost the state’s visibility as a premier travel destination. This award highlights her lasting impact and continued commitment to excellence in event management and tourism development.
