Last week, the Mad River Valley took an important—and long overdue—step onto the international stage.
For the first time, the Mad River Valley Chamber of Commerce participated in the Discover New England (DNE) Summit, a regional effort bringing together all six New England states to attract international visitors. It’s a program funded by state tourism departments and designed to connect destinations like ours with tour operators, travel planners, and media from around the world.
Vermont has long been a sought-after destination. But until now, the Mad River Valley hasn’t actively participated in this particular arena. After just one experience, it’s clear: there is real opportunity here—not just for lodging properties, but for our entire business community.
REGIONAL APPROACH
In true Mad River Valley fashion, we approached this collaboratively. We partnered with our neighbors at Discover Waterbury to share both the cost and staffing of our presence. Together, we represented a broader Central Vermont story—one rooted in authenticity, outdoor recreation, and independently owned businesses.
This wasn’t accidental. It grew out of conversations with our lodging council and a shared recognition that regional collaboration makes us stronger, more efficient, and more competitive. It’s also exactly the kind of partnership the Chamber has been working to foster.
Over the course of the summit, we met with nearly 30 international tour operators in a series of fast-paced, one-on-one meetings. The interest in the Mad River Valley was immediate and genuine.
That matters because international visitors are not just “more tourists”—they represent a different kind of visitor altogether.
They tend to:
- Stay longer
- Spend more
- Travel year-round
- Plan in advance and cancel less frequently
In other words, they are high-value visitors who support not just lodging, but restaurants, retail shops, guides, farms, and cultural organizations. When we talk about strengthening the local economy in a sustainable way, this is exactly the kind of market that benefits the entire Valley.
OUR STRENGTHS
Perhaps the most encouraging takeaway was how closely what we offer aligns with what international travelers are actively seeking. Many of these visitors—often referred to as FIT's “Foreign Independent Travelers”—are looking for places that feel authentic. They want locally owned lodging, meaningful experiences, and destinations that aren’t overcrowded or overly commercialized.
They’re looking for places like the Mad River Valley. We positioned The Valley as a “hub-and-spoke” destination—a place where visitors can stay in a quieter, more personal setting while still having easy access to Vermont’s more widely known destinations like Stowe, Woodstock, and Burlington.
That combination—accessibility and authenticity—is rare. And it resonated.
One of the most promising outcomes from the summit wasn’t just interest—it was a desire for deeper connection. Several tour operators expressed interest in joining our weekly lodging meetings. That might sound simple, but it’s actually a powerful differentiator. It gives us the opportunity to build direct relationships, showcase the depth of our lodging community, and demonstrate something that defines the Mad River Valley: collaboration.
This isn’t a place where businesses operate in isolation. It’s a place where we work together to create better experiences—and that’s something visitors, and partners, can feel.
MOMENTUM
We also connected with international media, particularly from Germany and the Benelux countries. Interestingly, this aligns with what we are noticing anecdotally at the Welcome Center, an organic increase in visitors from these regions over the past few years. That tells us something important: interest in the Mad River Valley already exists. Now, we have the opportunity to build on it intentionally. Beyond the meetings themselves, the summit provided valuable opportunities to connect with state leaders, tourism officials, and other destinations across Vermont. These relationships are critical as we continue to advocate for the Valley and ensure our businesses are part of larger statewide and regional strategies.
WHAT’S NEXT
This was just the beginning. In the coming weeks, the chamber will be following up with the tour operators and partners we met, continuing those conversations and exploring ways to turn interest into real visitation. We’ll also begin inviting interested operators into our lodging meetings and sharing more information with local businesses about how to engage with this market—whether directly or through receptive operators who help package and deliver these trips.
At its core, this effort is about the same thing that drives all of the Chamber’s work: supporting our members and strengthening the local economy. The Mad River Valley has always been something special. What’s changing is how intentionally we are telling that story—and who we are telling it to. By stepping into the international marketplace, we’re not trying to become something we’re not. We’re doing the opposite. We’re leaning into what makes this place unique: its authenticity, its independence, its sense of community. And increasingly, that’s exactly what the world is looking for.
Friedman is the executive director of the Mad River Valley Chamber of Commerce.
