CASE STUDY
Vermont Department of Tourism and Marketing
CONSUMER INSIGHTS
Travel + Tourism
Turning traveler insights into belonging with Deeply Vermont.
THE CHALLENGE
The Vermont Department of Tourism and Marketing wanted to better understand how BIPOC travelers experience travel—and where Vermont fits into their consideration set. While the state offers compelling natural beauty and a slower pace, it was not top‑of‑mind for many travelers, and existing tourism messaging did not fully address questions of comfort, belonging, and authenticity. Vermont needed insight into what truly drives travel decisions among people of color, what barriers shape destination choice, and how the state could show up in ways that feel welcoming, relevant, and emotionally resonant.
OUR STRATEGY
Heart+Mind designed a mixed‑method research approach to capture both breadth and depth of experience. We paired a quantitative survey with small‑group qualitative conversations to understand not just behaviors, but the emotions, expectations, and lived realities that shape travel decisions. The work explored how travelers of color define a welcoming destination, what signals ease or hesitation, and how Vermont is perceived relative to other places. Rather than focusing on surface‑level diversity cues, the research centered on the deeper conditions that enable freedom, comfort, and belonging—and translated those insights into clear guidance for more inclusive tourism storytelling.
IMPACT
The research revealed a powerful opportunity to reframe Vermont’s tourism narrative. Travelers of color are motivated by enjoyment, self‑care, and connection, and they value destinations where they can show up fully as themselves. Familiarity with Vermont was low, but when present, it strongly increased favorability and intent to visit. These insights helped shift the focus from selling activities to creating emotional permission—informing the Deeply Vermont campaign’s emphasis on stillness, authenticity, and belonging. The result was a research‑grounded foundation that enabled the agency partner to design a campaign that invites travelers of color to experience Vermont exactly as they are.