Working to Bring International Visitors to the MRV
Discover New England: Bringing the Mad River Valley Back to the International Table
This year, the Mad River Valley Chamber of Commerce is stepping into new territory — and we’re doing it alongside good neighbors.
For the first time, the MRV Chamber is collaborating with Discover Waterbury, Discover New England, and other regional partners to promote the Route 100 corridor region and the Mad River Valley to international travelers. This is a long-term effort, not a quick win, and that’s exactly why it matters.
Building international awareness takes patience. Relationships don’t form overnight, itineraries are planned years in advance, and results unfold slowly. But once the foundation is laid, it doesn’t go to waste. This is the kind of work chambers should be doing: setting the table now so our businesses can benefit well into the future.
Why International — and Why Now?
The Vermont Department of Tourism has maintained a long-standing relationship with Discover New England, the organization that connects international tour operators with destinations across our region. While many Vermont destinations have remained active at the international level, the Mad River Valley has not had a consistent seat at that table in quite some time.
If we want the MRV to be mentioned in the same breath as some of Vermont’s better-known destinations, we need to show up — tell our story, build awareness, and make it easy for international travel planners to include us.
International travelers are a strong match for the Mad River Valley:
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They tend to plan well in advance and travel for longer periods
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They spend more per trip and are unlikely to cancel
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Many are FIT travelers (Foreign Independent Travelers), not large tour groups
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They are typically flying into Boston or New York and spending up to two weeks exploring New England
That travel style aligns beautifully with what we already do best.
What the MRV Chamber Is Doing
The MRV Chamber is pulling together our lodging community to develop bookable packages specifically aimed at international travelers. These packages will be marketed directly to inbound tour operators who are building New England itineraries for future seasons.
Our initial focus is summer–fall 2027 travel, which reflects the long lead times required in international tourism. The Chamber will organize the regional effort, coordinate participation, and represent the Mad River Valley at the Discover New England International Marketplace & Tourism Summit in April 2026.
The most important first step is participation from individual lodging properties. A strong showing from the MRV lodging community signals that we are ready, reliable, and open for business.
About the Discover New England Summit
The Discover New England International Marketplace & Tourism Summit has been held annually for more than 27 years and rotates among the six New England states. In April 2026, it will be hosted in Burlington, Vermont.
The Summit brings together:
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More than 60 international tour operators from Europe, Mexico, and Japan
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U.S.-based inbound receptive operators
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Over 200 New England travel suppliers
Participants meet through pre-scheduled, one-on-one appointments designed to build working relationships, sign contracts, and create future itineraries. The Summit also includes market updates, trend briefings, and valuable networking with state tourism offices and regional partners.
Playing the Long Game
This initiative won’t produce immediate results — and that’s okay. International tourism is about showing up consistently, telling a compelling story, and building trust over time.
By participating now, the Mad River Valley is laying the groundwork to ensure that when international travelers are planning their New England adventures in the years ahead, the MRV is firmly on the map.
It’s an exciting step forward, and one that reflects the collaborative, forward-thinking approach our region does so well.
More details on lodging participation and next steps will be shared soon.
