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North Central Massachusetts Development Corporation approves financing for The Vice

Posted on October 30th/in Chamber News, NCMDC /by northcentralmass

The North Central Massachusetts Development Corporation (NCMDC), the economic development arm of the North Central Massachusetts Chamber of Commerce, recently approved financing of $30,000 to The Vice, a startup business located in Westminster. Business planning was provided by NewVue Communities in Fitchburg.

The Vice, a new café located at 134 Main Street in Westminster, has officially opened its doors. Owned and operated by Amanda Davidson, The Vice brings a fresh new spot for locals to enjoy pastries, ice cream, freshly prepared deli sandwiches, charcuterie boards, craft coffee, espresso, and dirty sodas!

To help with start-up costs, Davidson received a $30,000 loan from NCMDC. The financing supported the purchase of deli and kitchen equipment, inventory, and supplies needed to launch the café.

Located next to Westminster Pharmacy, The Vice offers both indoor seating and seasonal outdoor seating. The café is designed to be a welcoming gathering place for residents, workers, and visitors in Westminster Center.

“I wanted to create a space where people can enjoy great food, coffee, and community,” said Davidson. “I’m grateful for the support from NCMDC and NewVue Communities, which made it possible to bring this dream to life.”

For more information, visit https://www.thevice.biz or 978.668.5045

As a microloan lender, NCMDC can provide loans to small businesses up to $250,000 for working capital, real estate, equipment, inventory, expansion, and, working with our banking partners, to provide gap financing for the final piece of a project.

For more information about the NCMDC loan programs, please call 978.353.7607 or visit NorthCentralMass.com or ChooseNorthCentral.com

North Central Massachusetts Development Corporation approves financing for Empowered Boutique + Spa

Posted on October 29th/in Chamber News /by northcentralmass

The North Central Massachusetts Development Corporation (NCMDC), the economic development arm of the North Central Massachusetts Chamber of Commerce, recently approved a $35,000 loan to Alicia Favreau, owner of Empowered Boutique + Spa, to support the launch of her new wellness venture at 67 North Main Street in Leominster. Business planning was provided by NewVue Communities.

With over 15 years of experience in the therapeutic and wellness industries, Alicia’s career has included owning and managing local spas to providing corporate chair massage services through Boston Chair Massage.

With this financing from NCMDC, Alicia is launching Empowered Boutique, a welcoming and flexible shared space designed for independent service providers, including massage therapists, aestheticians, hairstylists, and other wellness professionals, to rent fully equipped treatment rooms on an hourly, daily, or monthly basis. The business also offers retail space with products related to the services provided. This innovative model helps small business owners expand or start their practices without the financial burden of a traditional long-term lease. In addition to managing Empowered Boutique, Alicia will continue to operate her own brand, Powerful Crystals, offering therapeutic facials and massages for women.

“This support allows me to take the next step in my business journey and create a space where others can thrive,” said Favreau. “Empower Boutique + Spa will make it easier for independent professionals to serve their clients and grow their businesses without taking on large overhead costs.”

For information on hours, services, and a list of events, visit Empower Boutique + Spa on Facebook, Instagram @empowerpopups, or call 781.663.8280.

As a microloan lender, NCMDC can provide loans to small businesses up to $250,000 for working capital, real estate, equipment, inventory, expansion and working with our banking partners to provide gap financing for the final piece of a project.

For more information about the NCMDC loan programs, please call 978.353.7607 or visit NorthCentralMass.com or ChooseNorthCentral.com.

Regional Collaboration Highlights Manufacturing Opportunities Through Bus Tour

Posted on October 15th/in Chamber News /by northcentralmass

In recognition of National Manufacturing Month, the North Central Massachusetts Chamber of Commerce and its economic development arm, the North Central Massachusetts Development Corporation, recently partnered with regional organizations to host a unique manufacturing bus tour. The tour showcased the manufacturing industry, advocated for stronger career pathways in schools, and addressed workforce and talent challenges facing the sector.

The tour, which was held on Tuesday, October 7, provided education leaders, legislators, civic and community leaders, and economic development officials with an opportunity to learn more about – and the importance of – manufacturing in the region to promote careers in the industry. The MassHire North Central Workforce Board and Mount Wachusett Community College co-sponsored the bus tour.

Manufacturing is one of the largest employers in the region and a critical industry for our economy. Companies range from the world-class plastics industry cluster of more than 140 companies to pharmaceuticals, photonics, paper, and biomedical devices.

Participants visited four manufacturing companies where they obtained an insider’s look at how select manufacturers operate and learned about the growing job opportunities in manufacturing and the necessary skill sets for employment.

This year, the annual manufacturing bus tour included stops at Solvus Global in Leominster, a company focused on innovating, incubating, and scaling enterprise solutions for materials and manufacturing challenges; YMC America in Devens, a global leader in liquid chromatography columns, resins, and preparative systems serving the pharmaceutical and biopharmaceutical industries; Veranova in Devens, a global leader in process development and manufacturing of APIs with a focus on specialty and complex products including antibody-drug conjugates and high potent compounds; and Micron Solutions in Fitchburg, a contract manufacturing organization specializing in thermoplastic injection molding, precision machining and finishing, and silver-plated medical sensors for disposable electrodes.

The bus tour concluded with a tour of the new Montachusett Vocational Partnership (MVP) Academy in Fitchburg, followed by a networking lunch where participants connected with area manufacturers and community leaders to discuss industry pathways and workforce development opportunities.

“Manufacturing is vital to our regional economy, and these tours showcase the incredible opportunities this industry offers,” said Roy Nascimento, president and CEO, North Central Massachusetts Chamber of Commerce. “Today’s manufacturing careers combine advanced technology, competitive salaries, and real growth potential. By bringing educators, legislators, and community leaders directly into local manufacturing facilities, we’re bridging the gap between industry and education to build the talent pipeline our region needs. This is about opening doors to rewarding careers for our young people while securing the future of manufacturing in North Central Massachusetts.”

“Manufacturing continues to be a priority industry in North Central Massachusetts, and partnering with the Chamber on events like this demonstrates the power of collaboration,” said Kelley French, deputy director, MassHire North Central Workforce Board. “When workforce development organizations, educational institutions, the Chamber, and employers work together, we create stronger pathways to careers that drive our regional economy.”

“The Chamber’s commitment to advancing manufacturing through events like this tour exemplifies the critical partnerships between industry, education, and workforce development that are essential for our region’s future,” said James L. Vander Hooven, Ed.D., president, Mount Wachusett Community College. “Mount Wachusett Community College remains dedicated to working alongside the Chamber and our manufacturing partners to provide the training and educational opportunities that meet the evolving needs of this vital industry.”

The North Central Massachusetts Chamber of Commerce wishes to thank and acknowledge the support and assistance of the following partners who helped make the event possible: MassHire North Central Workforce Board; Solvus Global; YMC America; Veranova; Micron Solutions; Montachusett Vocational Partnership (MVP) Academy; and Mount Wachusett Community College.

For more information on the manufacturing bus tour, please contact the North Central Massachusetts Chamber of Commerce at 978.353.7600.

Serving Flavor and Community at Xochimilco Mexican Cuisine

Posted on October 15th/in Chamber News, Member Spotlight /by northcentralmass

At Xochimilco Mexican Cuisine, every guest is welcomed into a dining experience that goes beyond just food. Since opening this year, owner Catalino Mateo has made it his mission to create a space where people can enjoy authentic Mexican flavors in a comfortable and inviting environment. Catalino emphasizes that what sets Xochimilco apart is the combination of excellent food, attentive customer service, and a relaxing atmosphere where customers can fully enjoy their experience.

“Our goal is to provide a space where customers can enjoy authentic Mexican flavors in a comfortable setting,” Catalino says. “It is about creating an experience that feels like home and leaves people looking forward to their next visit.”

The restaurant’s success is fueled by a workplace culture focused on experience, respect, and dedication. Catalino carefully selects team members who embody these qualities, ensuring that each interaction reflects the values of Xochimilco. Guests not only enjoy flavorful meals but also experience a level of hospitality that makes them feel appreciated and welcomed.

Building Strong Community Connections

Catalino values the strong sense of community found in North Central Massachusetts. He points out that the people in the region are supportive, approachable, and willing to help local businesses succeed. Joining the Chamber of Commerce has been an important step for Xochimilco in building connections and becoming more involved in community initiatives. Catalino looks forward to collaborating with other members and contributing to events and activities that make the region a vibrant place to live and work.

Looking Ahead

With a foundation built on passion and dedication, Xochimilco Mexican Cuisine has a bright future. Catalino credits mentors and family members, including Richard, Nancy De La Rosa, and Maribel Cruz, for their guidance and support along the way. Beyond the restaurant, Catalino has also achieved success in other business ventures and real estate, demonstrating a commitment to hard work and determination.

Promotion for the restaurant comes through social media, word of mouth, and engagement with the local community. Catalino’s dedication to quality service, authentic cuisine, and building meaningful connections ensures that Xochimilco Mexican Cuisine is not only a place to enjoy great food but also a valued part of the Fitchburg community.

Follow Xochimilco Mexican Cuisine on Facebook for the latest updates.

Advertise in the North Central Massachusetts Manufacturing Directory

Posted on October 8th/in Chamber News /by northcentralmass

The North Central Massachusetts Chamber of Commerce is excited to announce the return of our comprehensive regional Manufacturing Directory!

After nearly four years since our last edition in 2022, we’re bringing back this valuable resource—now in full color—to showcase the vibrant manufacturing sector in our region. This directory will serve as an essential guide for businesses, economic development professionals, and organizations looking to connect with local manufacturers.

Why Advertise in the Manufacturing Directory?

Targeted Exposure: Reach decision-makers, potential customers, and partners in the manufacturing industry
Regional Impact: Connect with the North Central Massachusetts business community
Lasting Value: A reference guide that will be used throughout the yearEnhanced Visibility: Full-color format makes your business stand out

Advertising Opportunities Available

Whether you’re a manufacturer, supplier, or service provider to the manufacturing industry, this directory offers an excellent opportunity to promote your business and capabilities.

For more information about advertising rates and specifications, please contact:

Diane Burnette
Project Coordinator
978.353.7600

Deadline to advertise in the North Central Massachusetts Manufacturing Directory is October 20, 2025.

Special Member Offer – Save on Energy Costs with Community Solar

Posted on October 7th/in Chamber News /by northcentralmass

Chamber member Fuse Energy is offering local small businesses an opportunity to save money on electricity while supporting clean energy in our community.

Through their Massachusetts Community Solar program, Unitil and National Grid small business customers can:

Save up to $1,000 annually on electric bills
Receive a 10% discount on solar energy credits
Enroll with no buy-in or subscription fees
Support local solar farm development

There’s no installation required and no interference with your current utility service. Businesses simply enroll in a local solar farm and receive monetary credits on their monthly electric bills.

Program Details: The program has a 20-year term, but businesses can opt out with 360 days’ notice after the first year. There are no early termination fees.

Giving Back to the Community: As a gesture of their commitment to the local business community, Fuse Energy will make a $300 donation to the North Central Massachusetts Chamber Foundation for every small business that enrolls in this program.

Due to limited solar credit availability, this is a first-come, first-served opportunity.

Click here to learn more or Contact Fuse Energy Directly at 978.486.FUSE (3873) for a savings estimate

North Central Massachusetts Chamber of Commerce now offering electric vehicle charging stations at South Street location

Posted on October 7th/in Chamber News /by northcentralmass

Ribbon cutting ceremony marked exciting step toward a greener future for the region

The North Central Massachusetts Chamber of Commerce celebrated a ribbon cutting on September 30, to commemorate the installation of two electric vehicle (EV) charging stations. The event, which was held at the Chamber’s headquarters located at 860 South Street in Fitchburg, featured a luncheon with the region’s business, civic and community leaders.

The project was a collaboration with Unitil, DMH Electric and Fuse Energy. Unitil provided a grant to fund a majority of the project while DMH Electric performed the installation and Fuse Energy helped with negotiating the energy contract. All of the companies are Chamber members and sponsors of the charging stations.

“This project represents exactly what makes our region special—Chamber members stepping up to support one another and invest in our shared future,” said Roy M. Nascimento, president and CEO, North Central Massachusetts Chamber of Commerce. “By working together to install these EV charging stations near major travel routes, we’re enhancing our commitment to sustainability while making North Central Massachusetts more accessible to electric vehicle drivers. I’m grateful to DMH Electric for their exceptional project management and generous sponsorship, and to Unitil and Fuse Energy for making this vision a reality. When our members collaborate like this, we all win.”

The EV charging stations are available for EV drivers 24 hours a day, 365 days a year. The two chargers provide space for up to four EVs to charge at the same time. Payment can be made via an app, contactless card or QR code, and pricing varies based on charging speed, energy and/or time.

“Establishing a comprehensive regional network of EV charging stations is essential for promoting sustainable transportation for the region, which reduces carbon emissions and enhances access to electric vehicles. We are pleased to have provided technical assistance during the planning and implementation phases, as well as financial support through a rebate. By working collaboratively, these types of initiatives become feasible for businesses and local governments to invest in this vital infrastructure,” said Arianna MacNeill, municipal and community services executive for Unitil.

“DMH Electric is happy to support the Chamber on this project,” said David Hinckley Jr., director of EV sales and operations, DMH Electric. “Installing these charging stations was a great collaboration, and we appreciate working with Fuse Energy to help power these units and make EV charging more accessible in our region. It’s rewarding to work on infrastructure that benefits our community.”

“At the heart of Fuse Energy is our commitment to making a difference in our communities and supporting organizations committed to a more sustainable world,” said Steve Janes, founder and managing partner, Fuse Energy. “We are proud to be part of this project with the Chamber to advance renewable energy in the North Central Massachusetts region through the installation of these EV charging stations.”

North Central Massachusetts Chamber of Commerce leads effort to install welcome sign in Groton

Posted on October 6th/in Chamber News /by northcentralmass

Sign provides recognition of civic pride for residents and visitors alike

The North Central Massachusetts Chamber of Commerce announced it sponsored the construction of a new welcome sign in the Town of Groton located on the common at the intersection of Route 119 and Nod Road.

The new sign is part of a project to construct welcome signs at key gateways in the region to boost civic pride and serve as a positive first impression for visitors.

The signs were designed and produced by Add-A-Sign in Leominster and represent the region’s traditional New England style. The Groton welcome sign includes a carving of the Town of Groton’s seal and is painted in the proud town color of maroon.

“One of the goals of our regional economic development plan, One North Central, was to capitalize on our region’s unique locations,” said Roy Nascimento, president and CEO, North Central Massachusetts Chamber of Commerce. “Each community brings a distinctive experience to the region and with this project, those entering Groton will receive a warm welcome as they arrive.”

“Groton has a rich history dating back to 1655, and we take great pride in our community’s heritage and character,” said Mark Haddad, town manager, Town of Groton. “This beautiful new welcome sign reflects our town’s identity and ensures everyone who enters Groton, whether visiting for the first time or returning home, knows they’ve arrived somewhere special. We’re grateful to the Chamber for this initiative.”

In addition to Groton, similar welcome signs have been installed at key gateways in Fitchburg, Gardner, Hubbardston, Leominster, Lunenburg, Pepperell, Sterling and Westminster. Each sign is carved with the community’s seal and painted to match their official colors. Additional signs will be constructed for other communities in North Central Massachusetts as funding becomes available.

Community Leadership Institute Celebrates Outstanding Class of 2025

Posted on September 30th/in Chamber News /by northcentralmass

The future of North Central Massachusetts is in capable hands, as evidenced by the remarkable achievements of the 24 graduates who completed the Chamber’s Community Leadership Institute (CLI) program this year. These emerging leaders were recognized during the Chamber’s Annual Meeting on June 12, marking the culmination of a transformative nine-month journey.

The CLI program represents far more than professional development—it’s an investment in our region’s future. “The Chamber developed CLI to inspire a new generation of community leaders to enthusiastically assume important roles in their communities while motivating participants from diverse backgrounds to be influential in our region’s future,” explained Roy M. Nascimento, president and CEO of the North Central Massachusetts Chamber.

A Comprehensive Leadership Journey

Running from October through June, the program includes an orientation and eight intensive, day-long sessions covering critical areas that shape our region. Participants dive deep into topics ranging from personal leadership and nonprofit governance to media communications, healthcare, law and justice, arts and culture, legislation, manufacturing, and economic development. This comprehensive curriculum ensures graduates understand the complex interconnections that drive regional success.

Mike Greenwood, Ph.D., chair of the business and technology department at Fitchburg State University and CLI program chairperson, was particularly impressed with this year’s cohort. “I am amazed with the dedication, creativity and motivation of our participants,” said Dr. Greenwood. “Programs like CLI are important to our community and help ensure a continuity of leadership, engagement and service as our region’s current leaders pass the baton to the next generation.”

Making an Impact Beyond the Classroom

What truly sets CLI apart is its emphasis on community service and real-world application. This year’s class demonstrated remarkable initiative, organizing food collections for local food pantries, collecting professional clothing for Fitchburg State University students, and providing financial literacy sessions to students across the region. They also rallied around a classmate who started a nonprofit to benefit cancer patients, showcasing the collaborative spirit that defines the program.

The impact continues well beyond graduation. The Class of 2025 is currently proposing mental health legislation, creating a support group for mothers, and recently organized a murder mystery gala to benefit Ginny’s Helping Hand in Leominster.

Building Lasting Connections

When asked about their favorite aspects of the program, participants consistently highlighted the relationships with fellow classmates as the most meaningful takeaway. These connections, forged through shared experiences and collaborative projects, create a network of engaged leaders committed to our region’s prosperity.

The CLI experience also provided participants with invaluable leadership lessons, insightful site visits, deeper community connections, and a more comprehensive understanding of the local region—all essential tools for effective leadership.

Continuing the Legacy

The Community Leadership Institute stands as a testament to the Chamber’s commitment to developing homegrown talent and ensuring strong leadership continuity in North Central Massachusetts. With each graduating class, we’re building a stronger foundation for our region’s future, one leader at a time.

Graduates of the CLI Class of 2025 and their sponsors are as follows:

Ely Aguilera, Rollstone Bank & Trust
Hannah Bovill, Bemis Associates
Stefanae Bowen, Mount Wachusett Community College
Marian Colon, Enterprise Bank & Trust
Cat Comerford, Workers Credit Union
Travis Condon, North Central Massachusetts Chamber of Commerce
Emily Dewey, IC Federal Credit Union
Danielle Duval, All One Credit Union
Rosa Fernandez, Health Equity Partnership of North Central Massachusetts
Luisa Fernandez, Fitchburg Public Schools
Calla Flannery, Workers Credit Union
Jacqui Girouard, AIS
Nate Glenny, Fitchburg Access Television
Deborah Hinkle, Fitchburg Public Library
Lauren Howe, EmpHowered PR
Brittany Knowles, Bin There Dump That
Meghan Maceiko, Community Foundation of North Central Massachusetts
Sabbra Reyes, Visit North Central MA
Brandon Robbins, Ginny’s Helping Hand
Eladia Romero, Office of Rep. James McGovern
Jake Simopoulos, Office of Senator John J. Cronin
Kristen Smith, NXT Level Studios
Sarah Tavitian, NewVue Communities
Lynese Wiafe, Fitchburg State University

For more information about the Community Leadership Institute, visit northcentralmass.com/community-leadership-institute or contact Maureen Babcock at 978.353.7600, ext. 222.

Visit North Central Massachusetts Tourism Update

Posted on September 29th/in Chamber News, Tourism /by northcentralmass

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.