Visit North Central Massachusetts Tourism Update
A recap of efforts over the Summer from the Chamber’s destination marketing arm, Visit North Central Massachusetts (VNCM).
MA250 Grant Award
Visit North Central Massachusetts is proud to announce it has received a second Marketing Grant from the Massachusetts 250th Commission, continuing the successful theme “North Central Massachusetts is Revolutionary.” This new funding supports four dynamic campaigns, each designed to showcase the region’s strengths and attract visitors through August 2026.
Food – A “Foodie Revolution” is cooking in North Central Massachusetts, designed to invite visitors to “Taste What Makes Us Local” and discover “Your Tastebuds’ New Favorite Destination.” From wineries and orchards to farmers markets, farm-to-table dining, and specialty restaurants, the campaign highlights the region’s breweries, farm stands, and culinary gems. A restaurant photo shoot will bring these flavors to life, with Edible Boston/Worcester as the marketing partner.
Sports & Recreation – A Sports Revolution is playing out in North Central Massachusetts. “From the Field to the Summit, Where Adventure Starts Here.” Showcasing amateur and youth sports, semi-pro teams, alpine skiing, hiking, rock climbing, and outdoor recreation, the campaign captures the energy of the region’s active lifestyle. Marketing partners include Worcester Magazine and MBTA Commuter Rail.
History & Innovation – “Two hundred and fifty years later, our cities and towns are still revolutionary.” This campaign spotlights the historical and innovative spirit of communities like Pepperell, Groton, Rutland, Leominster, and Devens. NPR/WBUR will help share these stories statewide.
Central MA Super Region – “The Heart of New England Offers a Revolutionary Experience.” This collaborative campaign within the MA250 initiative unites North Central Massachusetts with Discover Central Massachusetts and MetroWest Boston. Together, these regions promote history, nature, vibrant communities, and welcoming spirit as defining traits of the Heart of Massachusetts. MassLive serves as the marketing partner for this multi-regional collaborative effort.
With this grant, North Central Massachusetts will continue to inspire visitors with authentic, diverse, and revolutionary experiences that drive economic impact for member businesses.
Digital Platform Partnerships
We’ve enhanced our technology-driven approach with two powerful digital platforms to promote sports venues and special events. Our established partnership with PlayEasy, a leading platform connecting youth and amateur sports organizers with regional venues, has expanded to include a new hotel booking feature that allows hotels to receive direct bookings through PlayEasy’s site, creating measurable revenue streams for member establishments.
We’ve also partnered with Yodel, an AI-powered platform that helps us maintain our event calendar by automatically collecting event information from local websites, social media, and calendars. This technology simplifies event discovery for residents and visitors while reducing the workload for local organizations. Together, these partnerships enhance visibility and drive engagement across sports, tourism, and community events in North Central Massachusetts.
Website Performance
As of FY26 year-to-date, VisitNorthCentral.com, our tourism affiliate site, has attracted 55,630 users and generated 108,763 pageviews. The site is currently averaging approximately 13,625 pageviews per month. Additionally, it has garnered 1,877,055 impressions, with an average click-through rate (CTR) of 0.7%. This digital engagement translates directly into economic benefits for members through increased business inquiries and travel decisions.
Social Media Performance
We maintained a robust presence on social media throughout the year, building a community that actively engages with content about regional attractions, events, and member businesses. From January 1, 2025, to date, our Visit North Central Massachusetts Facebook page achieved a total reach of 981,838, reflecting a 47.1% increase compared to the same period last year. Additionally, the page gained 3,126 new followers for a current total over 45,000, with 12,713 content interactions and 23,334 link clicks.
On Instagram, we saw impressive growth, with a reach of 54,672, which represents an 86.1% increase from the previous year. The Instagram page also gained 529 new followers, with 4,339 content interactions and 1,319 link clicks during the same period. This growing digital audience converts online interest into real visits and spending at member establishments.
Marketing Publications
Our Fall/Winter Guide to North Central Massachusetts hit the shelves this season, delivering compelling content that positions our region as an attractive place to live, work, and explore. The high-quality, full-color publication reached readers through our established distribution network of 350 locations across New England via partnerships with AAA and CTM Media Group, with 40,000 copies in circulation. The guide also maintains strong digital presence across multiple channels—our website, social platforms, email campaigns, and through our partnership with the Massachusetts Office of Travel & Tourism (MOTT)—ensuring broad exposure for member businesses and regional attractions.
National Media Recognition
North Central Massachusetts was highlighted in recent media coverage this summer that continues to elevate our regional profile. The Boston Globe featured our very own Johnny Appleseed Visitors Center as one of the best Rest Stops in New England in its August 7 issue, filling us with great pride and positioning our region as a welcoming destination. Our center has received some great recognition over the years, earning coverage from outlets ranging from WCVB’s Chronicle and the Telegram to local newspapers and even the BBC.
In a major achievement for our region’s hospitality sector, The Groton Inn was selected by Newsweek as the #2 Best Historical Hotel in the United States for 2025, ranking just behind the prestigious Greenbrier resort. This outstanding national recognition—a direct result of our targeted PR efforts—showcases our region’s exceptional historical hospitality offerings to a national audience.
Additionally, USA Today featured 4 prominent member attractions in their recent survey of top fall destinations in the US: Red Apple Farm in Phillipston and Hollis Hill Farm in Fitchburg were nominated among the top 10 apple orchards in the US, Wachusett Mountain’s Applefest was nominated as one of the top 10 fall festivals in the US, and Davis Farmland was nominated as one of the top 10 Corn Mazes. This national recognition drives visitor awareness and supports our regional hospitality and tourism businesses.
Strategic Marketing Plan & State Alignment
This summer we finalized our comprehensive FY2026 marketing strategy, introducing new messaging and enhanced targeting to drive greater visitor engagement and economic impact for our region.
North Central Massachusetts’ tourism strategy is shaped by its prime location in southern New England, within a 250-mile radius of major metropolitan areas. Our primary markets include Greater Boston, Central Massachusetts, and Southern New Hampshire—our core visitor base—while secondary markets span the Northeast, including Hartford-New Haven, New York, Portland-Auburn, Providence-New Bedford, and Burlington-Plattsburgh.
Through data-driven analysis, we target families seeking affordable recreation, affluent and active adults, cultural enthusiasts, sports tourists, and group travelers. This approach aligns directly with Massachusetts Office of Travel & Tourism (MOTT) priorities: celebrating the Massachusetts 250th, agritourism, arts and culture, group travel, sports tourism, and international outreach.
We’ve also refreshed our messaging with a new tagline for our advertising—North Central Massachusetts – Your Closest Road to Authentic New England—which now anchors all our campaigns. This includes promoting “Historical Firsts” such as Gardner’s “Chair City” heritage, Leominster’s Johnny Appleseed legacy and plastic manufacturing roots, Clinton’s Icon Museum, and Fitchburg’s early industrial innovations. Strategic media partnerships with AAA, Hearst, Boston Magazine, Yankee Magazine, Edible Boston, TripAdvisor, and PlayEasy extend our reach and deliver measurable economic impact for member businesses.
Looking Ahead
We’re building on this momentum to drive greater economic impact for member businesses and communities. The year ahead will see expanded digital platforms, including a new international landing page, enhanced event listings, and targeted content for group travel and sports tourism. Strategic media partnerships will amplify seasonal campaigns, while ongoing alignment with MOTT priorities ensures statewide support.
Recent STR reports indicate softening in the Massachusetts lodging market, presenting both challenges and opportunities for our region as we approach the fall tourism season. This reinforces the importance of our strategic marketing initiatives and partnerships in maintaining visitor engagement and supporting local hospitality businesses.
Every visitor we attract means increased revenue for local hotels, restaurants, shops, and attractions while supporting jobs and strengthening our regional economy. By blending history, culture, recreation, and accessibility, North Central Massachusetts will continue to attract visitors year-round—delivering authentic New England experiences just an hour from Boston that help our members thrive and communities prosper.
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