Opening the Door to the World: MRV Steps into the International Marketplace

This week marked an exciting first for the Mad River Valley—we officially stepped onto the international stage at the Discover New England (DNE) Summit.

For those unfamiliar, Discover New England is a consortium representing all six New England states, working collaboratively to promote our region to international travelers. This effort is funded by each state’s tourism department and focuses on bringing high-value, long-stay visitors to destinations like ours.

While Vermont is already a highly desirable destination, the Mad River Valley has never actively participated in this particular marketplace—until now. And after just one experience, it’s clear there is real opportunity here for our business community.

A Collaborative Approach

In true MRV fashion, we didn’t go it alone.
We partnered with our friends at Discover Waterbury (DW), sharing both the cost and staffing of our table. Representing our region were:

• Eric Friedman, MRV Chamber
• Jean Wry, The Hyde Away
• Christa Bowdish, Old Stagecoach Inn
• Ariel Mondlak, Discover Waterbury
• Roger Clapp , Discover Waterbury

This collaboration grew out of a suggestion from DW, thoughtful conversations with our Lodging Council and ongoing dialogue with Waterbury. It’s exactly the kind of regional partnership we envisioned when we began working more closely together—and it proved to be both efficient and effective.

Speed Dating… for Tourism

The format of the marketplace is fast-paced and highly targeted. Over the course of the event, we held nearly 30 one-on-one meetings with international tour operators in a “speed dating” format—15 minutes at a time.

And the response? Strong.

There was genuine interest in the Mad River Valley from operators across Europe and beyond. Some are looking to work directly with lodging properties, while others prefer to work through receptive operators.

What’s a Receptive Operator?

A receptive operator is a U.S.-based company that acts as a middleman between international tour operators and local businesses. They bundle accommodations, activities, and logistics into bookable packages for overseas clients.

For many international partners, working with a receptive operator simplifies the process—currency, logistics, and coordination are all handled domestically.

What this means for MRV lodging partners:
If you’re interested in tapping into international visitors, it’s important to:

• Have consistent availability (minimize blackout dates)
• Offer reliable, bookable inventory
• Be open to working with these intermediaries

We’ll be sharing more guidance on how to engage with receptive operators in the coming months.

Why the MRV Resonates Internationally

One of the most encouraging takeaways: what we offer is exactly what many international travelers are looking for.

This market—often referred to as FIT (Foreign Independent Travelers)—values:

• Authentic, local experiences
• Smaller, independently owned lodging
• “Off the beaten path” destinations

In other words, they’re looking for places like the Mad River Valley.

Our pitch leaned into that strength, positioning the MRV as a hub-and-spoke destination—a place where visitors can stay in an authentic, outdoor-focused community while easily exploring the rest of Vermont.

Building Real Relationships

One of the more exciting and somewhat unexpected outcomes was the level of interest from tour operators in continuing the conversation beyond the summit.

Several expressed strong interest in joining one of our weekly MRV lodging meetings. This is a unique opportunity—and one that could truly set us apart. By inviting operators into those conversations, we can build direct relationships, showcase the depth of our lodging community, and highlight our ability to collaborate and deliver personalized, high-touch experiences.

It’s a very “Mad River Valley” approach—and it resonated.

Media Interest is Building

In addition to tour operators, we had the opportunity to connect with international writers, publishers, and influencers.

There was notable interest from Germany and the Benelux countries—something that aligns with what we’ve already been seeing on the ground. Many of you may have noticed an uptick in visitors from these regions at your businesses or at the Welcome Center over the past few year. This phenomenon is organic—and it suggests real momentum we can build on.

A Stable, High-Value Market

One of the most interesting insights from the summit: despite global uncertainty, international tour operators are doubling down on the U.S. market. Why?

International travelers tend to:

• Plan well in advance
• Stay longer
• Spend more per trip
• Cancel less frequently

In short, they represent a stable and valuable segment of the visitor economy.

Connections That Matter

Beyond the scheduled meetings, the networking opportunities were just as valuable.

We had meaningful conversations with:

• Heather Pelham, Commissioner of the Vermont Department of Tourism & Marketing
• Fellow Vermont destinations and attractions
• State leaders, including Treasurer Michael Pieciak

These relationships are critical as we continue to advocate for the Valley and align with broader statewide efforts.

What’s Next?

This was just our first step into the international marketplace—but it won’t be our last.

Over the coming weeks, I’ll be personally following up with each of the tour operators and contacts we met to continue building those relationships and explore concrete opportunities to bring business to the Valley. I will start to invite tour operators to our lodging meetings.

We see real potential here, particularly for our lodging community and experience-based businesses. Over the coming months, we’ll:

• Share more about working with receptive operators
• Explore ways to make it easier for MRV businesses to participate
• Continue building partnerships that amplify our reach

If you’re a lodging property or tourism-facing business and are curious about how to get involved, we’d love to talk. The Mad River Valley has always been something special. Now, we’re starting to share that story with the world in a more intentional way—and the world is listening.