The VDTM has adopted a strong partnership approach in all its activities and includes of co-creation in its marketing, working both with visitors to help them design their own itinerary (using the Vermont Travel Planner) and with the tourism sector to support them in their marketing activities. This is achieved through a number of non-membership marketing partnership made up of the key stakeholders in the Vermont tourism sector. The work of the VDTM is underpinned by a rigorous programme of research, carried out by the Vermont Tourism Data Center – also a partnership –based organization made up of core research staff and affiliates including academics, research and the private sector (www.uvm.edu/tourismresearch/). The VDTM is therefore a good example of agency that has embraced the concept of destination stewardship with a strong partnership-building philosophy and strategy.