A New Chapter in U.S.-Canada Tourism: Vermont Launches Neighbor Pass to Encourage Canadian Visits: What You Need To Know

Thursday, July 3, 2025

As a warm gesture to win back its northern neighbors, the Vermont Department of Tourism and Marketing recently launched a campaign to overcome the loss of Canadian tourists in the Green Mountain State. With the current political and economic climate remaining volatile, most Canadians have been put off from traveling in the U.S., and the initiative by Vermont is to overcome these hurdles with a gesture of goodwill, empathy, and incentive programs.

The campaign, developed in collaboration with MMGY Origin, a Canadian-based creative agency, has been carefully designed to engage Canadian travelers through emotional, authentic, and supportive messaging. Vermont’s tourism officials, led by Commissioner Heather Pelham, recognize the importance of long-term relationship-building with their Canadian neighbors. The effort includes testing various messages that resonate with the current emotions and concerns many Canadians feel, especially after facing rhetoric and policies at the federal level that have strained relations between the two nations.

Pelham shared that Vermont’s tourism officials have been working closely with Canadian partners to ensure their outreach efforts are effective and sensitive to the complex feelings surrounding travel to the U.S. This includes a detailed strategy that recognizes not just the emotional but also the financial hurdles that many Canadians are currently facing when it comes to cross-border travel.

Navigating Complex Barriers: Political, Emotional, and Financial

The research conducted by Vermont’s tourism team confirmed that political rhetoric at the federal level, alongside ongoing concerns about the pandemic and other factors, has created a hesitation among Canadians to visit the U.S. Many Canadians, once regular visitors to the state, have chosen to stay away due to these barriers, which are now coupled with rising travel costs.

However, the state’s response has not been just about addressing the current barriers—it’s also been about emphasizing the beauty, hospitality, and unique offerings that Vermont can provide. Pelham emphasized that Vermont’s campaign seeks to highlight both the personal and financial aspects of why visiting Vermont is a worthwhile experience.

“We know that some Canadians may have been hesitant to travel due to emotional or political reasons, but we also understand that the financial barriers to travel are more pressing than ever before,” said Pelham. “That’s why we’re excited to introduce the Neighbor Pass program, which will offer incentives to Canadian visitors and encourage them to explore all that Vermont has to offer.”

Neighbor Pass Incentive: A Call for Collaboration

In an effort to make visiting Vermont more appealing, the state is considering the launch of a “Neighbor Pass,” an incentive program aimed at Canadian travelers. The Neighbor Pass will allow Canadian citizens to receive discounts, special packages, or even free offerings from participating businesses and organizations. The initiative is designed to ease the financial burden on Canadian visitors and make it easier for them to say “yes” to a trip to Vermont.

“We want to show our Canadian neighbors that we appreciate them and value the significant contribution they make to Vermont’s tourism economy,” said Pelham. “This campaign isn’t just about increasing visitation for the short term, but rather about establishing a long-lasting relationship with Canadians.”

The Vermont Department of Tourism is currently surveying businesses and organizations to gauge interest in participating in this incentive program. Local businesses that offer discounts, packages, or any goodwill gestures to Canadian visitors will be part of the Neighbor Pass program, which will launch in the coming months. This collaborative effort aims to create a more welcoming environment for Canadians and build on Vermont’s reputation as a friendly and accessible destination.

Long-Term Benefits for Vermont: Rebuilding Visitor Numbers

In a typical year, Canadians account for about 5% of all visitors to Vermont, contributing roughly $150 million in visitor spending. However, in certain parts of the state, like the Northeast Kingdom, Canadians represent a much higher percentage of total visitors—up to 30% or more. The Neighbor Pass initiative, along with Vermont’s ongoing marketing strategy, aims to restore these vital visitor numbers and re-establish Vermont as a desirable destination for Canadian travelers.

The Neighbor Pass program also has the potential to encourage repeat visits, as the state seeks to solidify its long-term appeal to Canadians. “This isn’t just about the summer season,” Pelham noted. “We want to encourage Canadians to visit year-round, and to do that, we need to ensure that Vermont’s offerings and hospitality meet their needs.”

Research and Insights into Canadian Travel Behavior

To support this outreach, Vermont’s Department of Tourism has launched a new Canadian Visitation Insights research page on their website. The page provides key data on Canadian border crossings, visitor spending trends, and new travel sentiment information that has been gathered through recent commissioned studies. This data will be regularly updated to track the evolving travel behavior of Canadians and ensure that Vermont’s outreach efforts remain effective.

The research highlights that, despite the challenges, many Canadians still have a positive outlook on travel to the U.S. and are keen to return once the barriers are addressed. By staying attuned to these sentiments and providing valuable insights into travel behavior, Vermont’s tourism team is better equipped to tailor their marketing strategies and campaigns for maximum impact.

Tips for Canadian Travelers Planning to Visit Vermont

For Canadians looking to visit Vermont this summer, here are a few tips to make the most of your trip:

1. Look for Neighbor Pass Offers: Keep an eye on the Neighbor Pass program, which will provide valuable discounts and offers from local Vermont businesses.
2. Plan Ahead for the Best Deals: While Vermont offers beautiful year-round travel opportunities, consider planning a visit during the fall or winter seasons when prices may be lower and the state’s natural beauty shines in different ways.
3. Check Out Vermont’s Hidden Gems: Beyond the well-known attractions, consider visiting lesser-known spots in Vermont, especially in the Northeast Kingdom, where Canadian visitors often make up a larger portion of the tourism base.
4. Stay Flexible with Travel Plans: As always, flexibility is key when traveling across borders. Be sure to check for any potential travel advisories or changes in entry requirements before making your trip.

Conclusion: A Message of Hospitality and Reconnection

Vermont’s new Canadian Outreach and Marketing Strategy, along with the innovative Neighbor Pass program, marks a significant step toward rebuilding relationships with Canadian travelers. While the current political, emotional, and financial barriers may have created challenges, the state’s focus on offering personalized incentives and genuine goodwill demonstrates the power of collaboration in tourism recovery.

As the Green Mountain State further develops its tourism plans and solidifies its relations with Canadian tourists, the hospitality and compassion that Vermont exudes will certainly echo in the hearts and minds of tourists. With tourism strategies that highlight the natural beauty of the state itself, the hospitality of its communities, and the promise of discovery, Vermont is aiming to once again become a top destination for Canadians in the coming years.

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