Here is a recap of efforts over the Winter from the Chamber’s destination marketing arm, Visit North Central Massachusetts (VNCM).

Leveraging MA 250th Anniversary for Regional Growth

We are embracing the region’s revolutionary spirit with a new marketing initiative tied to the Massachusetts 250th Anniversary of the American Revolution. Our campaign highlights the innovative spirit of North Central Massachusetts across five vital sectors – Tourism, Culture, Agriculture, Manufacturing, and Business.

We’ve secured a grant from MA 250th to fund our “North Central Mass is Revolutionary” campaign, enabling us to maximize exposure through strategic media partnerships with the Boston Business Journal, Worcester Business Journal, Worcester Magazine, Mass Live, and Local IQ. Our advertising campaign provides our members and communities with broad visibility across print, digital, and social media channels. The campaign also features specialized content and curated itineraries on our tourism website – visitnorthcentral.com – that showcase our region and members. Additionally, we’re investing in a digital kiosk at the Johnny Appleseed Visitor Center to highlight the region’s history and connect visitors with member businesses and attractions. These coordinated marketing efforts are designed to create sustained economic impact by leveraging this historic anniversary to spotlight North Central Massachusetts as a dynamic destination for business and tourism.

Expanding Youth and Amateur Sports Tourism Through Digital Innovation

Visit North Central has strategically partnered with Playeasy, a leading digital platform that connects youth and amateur sports event organizers with regional venues, to strengthen our position in this growing market. This technology-driven approach streamlines venue discovery and booking while creating significant economic opportunities for our member businesses, including hotels, restaurants, and attractions.

The platform’s automated lead generation system delivers event opportunities directly to our member venues. Early performance metrics are promising – Playeasy has already identified potential opportunities representing $32 million in economic impact and 189,000 hotel room nights for our region. Our destination’s strong digital presence ranks #32 among 334 destinations, generating 561 profile views, with 101 from event pages and 311 from facility pages in the past 90 days.

While we continue to monitor conversion rates and economic impact during this initial implementation phase, the platform demonstrates strong potential for driving youth and amateur sports tourism revenue to North Central Massachusetts.

Promoting North Central Massachusetts as a Premier Winter Destination

Our winter advertising campaigns successfully promoted North Central Massachusetts as a premier New England destination to drive visitor spending across our business community. The campaigns showcased the region’s authentic experiences, rich cultural offerings, and strategic location advantage. Working with leading media partners including AAA, Boston Spirit, Cumulus, Hearst Story Studio, Local IQ, and MassLive, we implemented a comprehensive media strategy primarily focused on digital platforms, complemented by strategic print placements. The campaign targeted high-value markets including Boston and New England communities within a 250-mile radius, positioning our region as an accessible destination for winter travelers. This targeted approach helped drive visitor traffic to member businesses during traditionally slower winter months.

Driving Visitation Through Strategic Partnerships and Media Outreach

Our tourism partnerships continued to generate impact through multiple initiatives. Our collaborative “Shoulder Season” advertising campaign with Discover Central MA and MetroWest Boston Visitors Bureau, funded through federal grant support, has successfully promoted off-season visitation to drive year-round business opportunities. This strategic partnership concludes this spring after helping to increase visitor traffic during traditionally slower periods.

To enhance media coverage and destination awareness, we engaged CM Communications, a Boston-based PR agency specializing in destination marketing. Their expertise is helping to generate increased media interest and exposure for North Central Massachusetts businesses and attractions.

Strengthening Digital Presence

We maintained a strong digital presence, delivering compelling website content, including seasonal blog features and an up-to-date events calendar. Our primary goal remained to strategically deploy both print and digital advertising to capture attention in key drive markets, while continuing to drive traffic to the Visit North Central website (www.visitnorthcentral.com) and engage users across our social media platforms. For FY2025 through January 31, 2025, we had 79,660 users, representing a 46% increase over the same time period the previous year. We also had 135,000 pageviews, up 35%; 86,000 sessions, up 37%; and 1,974,892 impressions. These substantial increases indicate growing interest in our region and more potential customers discovering our member businesses online.

Social Media Performance

From July 1, 2024, to January 31, 2025, Visit North Central Massachusetts’ Facebook page reached a total 736,660 users, a 36% increase, and had 1,283,965 views. Our Facebook page followers increased 30% to 42,924, and saw 12,741 content interactions. On Instagram, the page achieved a reach of 28,205, a decrease of 39%, and 105,832 views, and had 3,528 followers, a 25% increase. We also saw 2,892 content interactions during the same period. This social engagement translates to increased brand awareness for the region and stronger digital visibility for our business community.

Lodging Market Analysis: Traditional vs. Short-Term Rental Performance

The January 2025 lodging data reveals market shifts affecting our regional hospitality sector. Traditional hotel performance shows continued challenges, while the short-term rental market demonstrates strong growth.

North Central Massachusetts hotels experienced more pronounced declines than the statewide average. Regional hotel demand decreased 8.8% year-over-year, representing 2,634 rooms booked in January 2025. This exceeded the statewide demand decrease of 4.0% (56,364 fewer room nights). Revenue impact was similarly disproportionate, with regional hotel revenue declining 11.9% ($593,447) compared to the state’s 4.0% decrease ($8.3 million). Our regional occupancy rate fell 6.8 percentage points to 65%, while average daily rate (ADR) decreased 10.2% to $160.05. For context, statewide hotel occupancy dropped 3.3 percentage points to 49.2%, with ADR remaining stable at $151.05.

In contrast, the short-term rental market shows remarkable strength. North Central Massachusetts short-term rentals experienced 47% growth in booked nights (2,350 total, an increase of 752 rooms) and 40.8% revenue growth ($230,970) compared to January 2024. This significantly outpaced the strong statewide short-term rental performance, which saw 6.8% growth in bookings (243,100 nights, an increase of 15,573) and 9.9% revenue growth ($31.6 million).

These trends suggest continued market evolution that may present both challenges and opportunities for our regional hospitality businesses.

Email Newsletter Engagement

Our quarterly visitor opt-in electronic newsletter now reaches over 3,470 subscribers, maintaining an impressive 47% open rate and 7% click-through rate above industry standards. This direct communication channel continues to be an effective tool for promoting member businesses and regional events.

Spring/Summer Guide in Production

We are currently printing the Spring/Summer edition of the Guide to North Central Massachusetts, a glossy, full-color magazine designed to inform and inspire. This guide will showcase the region as a prime destination for living, working, and visiting. Once printed, 40,000 copies will be distributed across 350 high-traffic locations throughout New England. In addition to the print version, a digital version will be available on our website and shared via email, social media, and with the Massachusetts Office of Travel & Tourism (MOTT) to extend its reach even further.

What’s Next: Spring Initiatives

Looking ahead to spring, our focus will remain on building awareness and driving visitors to North Central Massachusetts. Key upcoming initiatives include rolling out our new digital kiosks at the visitor center and launching our spring advertising campaign.  We will continue to emphasize the region’s outdoor offerings and the timeless charm of New England, creating itineraries that inspire seasonal adventures for travelers seeking fresh experiences. Digital marketing will remain our primary tool, with strategies that include paid search, social media ads, geofencing along the Route 2 corridor, digital display, sponsored content, print ads, YouTube targeting, and organic engagement. We’re excited to expand our reach, inspire travel, and encourage more visitors to explore North Central Massachusetts.

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More than 30 years ago, the North Central Massachusetts Chamber of Commerce published its first regional economic development plan, first identifying tourism as a promising avenue to diversify the economy with a strong potential for economic and job growth.

To promote North Central Massachusetts as an area where visitors can take advantage of the region’s character and hospitality while fostering economic development and raising awareness through collaborative efforts, the Johnny Appleseed Trail Association, or what is commonly known to our members as Visit North Central Massachusetts, was established as the region’s official destination marketing organization.

In those days, our region had simple pleasures—visitors could ride the Flyer Comet at Whalom Park, skate at Roll-On America, watch a movie under the stars at Tri-Town Drive-In, dine at the Victorian House and The Brass Pineapple, and end the day with an ice cream cone at Sheldon Farms. While these beloved businesses are now cherished memories, they planted the seeds for what has blossomed into a thriving tourism industry. In the three decades since, North Central Massachusetts has transformed its visitor experience from these scattered local attractions into a dynamic destination drawing people from across New England and beyond. Today, tourism stands as one of our region’s fastest-growing economic sectors, generating sustainable jobs and revenue streams that strengthen the many communities in our region.

“Looking back, it was remarkably forward-thinking to recognize tourism’s potential when our visitor economy was in its early stages,” said Barbara Mahoney, CEO, All One Credit Union, and chair, board of directors, North Central Massachusetts Chamber of Commerce. “That early vision has paid off! What started as a promising opportunity has grown into one of our region’s priority industries, not only driving direct economic growth but strengthening our retail, hospitality, real estate, and other key sectors as well.”

“North Central checks a lot of boxes for tourism right now,” said Kate Fox, executive director, Massachusetts Office of Travel & Tourism (MOTT). “The region offers a great diversity of products with wonderful museums, outdoor recreation and sports opportunities. You also have the Devens film industry and events, so there is a lot of opportunity for growth.”

The Chamber’s commitment to growing tourism extends far beyond that early vision more than three decades ago. Through its tourism arm, Visit North Central Massachusetts, the Chamber leads a comprehensive effort to promote the region and support its members in the visitor economy. From managing the Johnny Appleseed Visitor Center that welcomes more than 120,000 travelers annually, to publishing and distributing the region’s official visitor guide across New England, to orchestrating targeted marketing campaigns and representing the region at travel industry trade shows, the Chamber works continuously to establish North Central Massachusetts as a premier destination.

“What sets North Central apart is how the Chamber orchestrates all the pieces of our tourism ecosystem,” said Julie Povall, general manager of the Doubletree by Hilton in Leominster. “From their visitor center operations to their integrated marketing campaigns, the Chamber is constantly creating new opportunities for businesses to connect with visitors. This comprehensive approach doesn’t just benefit hotels and attractions—it creates a ripple effect that strengthens retail, restaurants, and virtually every business sector in our region.”

Povell and Fox are not the only ones who see North Central Massachusetts as a growing hub for visitors.

In late 2024, MOTT published “The Economic Impact of Visitors in Massachusetts for CY2023” report, which captured state and regional data related to direct and secondary spending, earnings, and employment attributed to visitor spending. Direct spending refers to all spending on goods and services by visitors, while secondary spending is the result of re-spending from visitor-related revenues.

The report indicated statewide numbers for tourism on spending was $23.6 billion, which generated $2.3 billion in state and local taxes, with direct visitor expenditures in North Central Massachusetts coming in at $496.9 million, of which $41 million was provided in state and local taxes.

“To put these numbers in perspective, our region’s direct visitor spending has grown more than fourfold from $118 million in 2014 to nearly $500 million in 2023—a remarkable transformation that reflects the increasing strength of our tourism economy,” said Roy Nascimento, president and CEO, North Central Massachusetts Chamber of Commerce. “And these figures capture only direct spending, not the significant multiplier effect that reverberates throughout our local economy.”

Fox said the connection between the tourism industry and other industries presents a ripple effect. “When you think about it, 154,000 people across Massachusetts are employed by the tourism industry and of those, 4,300 are in North Central. Those people are going to the region’s department stores, restaurants and home improvement stores, so the ripple effect supports and benefits the entire community.”

While tourism employment was at its peak in North Central Massachusetts in 2019 with 4,550 jobs, the job market was significantly impacted by the COVID-19 pandemic. For example, in 2020, the number of tourism jobs dwindled to 3,090, but has continued to steadily climb since, with more than 4,300 jobs reported in 2023.

“Tourism is so important for our region,” said John Amaral, partner, Omni Properties LLC, the company that owns Forge and Vine and the Groton Inn. “We are on the easterly side of the [North Central] region, but we host events and are an active destination for Leominster, Fitchburg, Lowell and everyplace in between.”

While tourism is a competitive industry, Amaral said the strength of the region is its unique collaborative environment where businesses are welcomed and encouraged to speak with elected officials, participate in advocacy and know they can have a meaningful impact. “The Chamber, for one, has done a great job establishing good relationships with elected officials, and by supporting the Chamber and their efforts, we can bring more dollars here,” added Amaral. “Tourism is a multiplier effect, and we all benefit when tourism dollars come into our region’s front door.”

And it hasn’t been easy to bring those dollars into the tourism industry over the past few years. In addition to the decline in jobs, the COVID-19 pandemic brought economic disruption to almost all sectors of the U.S. economy, but none as devastating as the impact it had on tourism. The report indicates total travel spending declined by 47% in 2020.

One of the largest attractions in North Central didn’t take such a huge hit during the pandemic. Wachusett Mountain, located in Princeton, which averages around a million annual visitors, offered something people desired during a time when social distancing and indoor dining were the buzzwords of the day: outdoor recreation in a safe environment.

“There were very few activities people could actually participate in during the pandemic, but we were able to offer recreational activities that were safe because [the activities] were in the open air and people could keep a good distance from each other,” said Chris Stimpson, public relations manager, Wachusett Mountain. “We were very happy to be open and offer that to our skiers, hikers and others, and because of that, we were very busy. Since then, we have remained steady and are even a little ahead of our [visitor] numbers when compared to last year.”

Although Amaral was forced to close his businesses during the pandemic, which resulted in 110 people being laid off, the business has come back strong and now employs over 130 people. “We’ve had our challenges,” he added. “Our Groton Inn burned down in 2011 as the longest continuing inn in the country, but what we found during that time was a lot of opportunity.”

Amaral built a new inn and a restaurant, and worked with local businesses to grow, thrive and prosper, resulting in dozens of new relationships. “We buy produce, flowers and work with gift shops all within a 20-mile radius,” he said. “While tourism plays into a good chunk of our business, by supporting these other local businesses they are able to grow and employ more people, so everyone wins.”

Those partnerships and relationships are key for the team at Wachusett Mountain, too. Stimpson said one of the biggest partnerships the mountain has is with the MBTA, which offers train service from Boston to the Wachusett station, with a shuttle transporting skiers and snowboarders to and from the mountain. “What’s wonderful is that someone can get from Boston to the mountain entirely on public transportation,” he added.

In addition to a partnership with the Red Apple Farm in Phillipston, which offers its famous cider donuts and cider at the main and Bullock Lodges, Wachusett Mountain also works with businesses to bring visitors to North Central. “Our local hotels offer overnight packages, and we partner with non-profit youth enrichment programs to give kids an opportunity to ski,” Stimpson added. “We also host an adaptive program for those with disabilities to get them on the hill.”

In fact, Wachusett Mountain hosted a ski race on March 1, to raise money for the Massachusetts General Brigham Hospital Frontal Temporal Dementia Unit in honor of David Crowley, co-owner and operator of Wachusett Mountain, who passed away in November 2024. “David was a ski guy and was often seen on the slopes on a sit-ski with aid from the Wachusett Adaptive Program as long as he could,” added Stimpson.

And those opportunities abound for everyone in North Central, including the region’s business owners who can bring clients, customers and employees out of the office and into an experience that puts the region center stage.

“There are so many things, events and experiences to be found here, but for our fellow business owners, we want them to bring out their clients and employees,” said Amaral. “When you bring a client out to dinner, call the manager before you arrive because they can help create something special that your clients will remember.”

Stimpson agrees. “Our local businesses can bring in teams of all sizes for a unique event in one of our private suites with s’mores by the fire in the winter, and then in the summer, utilize the entire outdoor area,” he said. “But the winter is especially fun with group lessons, lift tickets and to just have fun on the mountain.”

And when visitors enter the region, they will be welcomed with open arms.

“The visitor center on Route 2 is a wonderful way to welcome visitors to the region,” said Fox. “It offers a well thought out strategy and helps to drive the market with travelers coming in.”

And this is where Mahoney and the Chamber’s board of directors can play a key role to ensure tourism is top of mind for its members.

“Our One North Central Plan proved that our region continues to be a top destination for recreation and outdoor activities and entertainment, all supported by strong tourism coalitions,” Mahoney said. “As a financial industry leader, I know the importance tourism has on our local economy and it continues to be just as important to our region today as it did more than 30 years ago.”

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Since our last edition of the newsletter, the Chamber has closely monitored significant policy developments at federal, state, and local levels while maintaining strategic engagement on issues crucial to our business community and region’s economic growth.

Federal Affairs

Trade Policy: President Donald Trump began his term as the 47th President in mid-January with several significant trade policy announcements. These included proposed new tariffs against Canada, China, and Mexico scheduled for February 1, though the Canadian and Mexican tariffs were subsequently placed on hold for one month. The President also announced plans for a 25% import tax on steel and aluminum, along with potential reciprocal tariffs on countries that implement retaliatory measures.

In response to these developments, the Chamber has actively engaged with our members to understand how these tariffs could impact their operations. The situation remains fluid, and while no new tariffs have been implemented at the time of this writing, we continue to monitor developments closely through our partnerships with the U.S. Chamber of Commerce and our congressional delegation.

Tax Policy Updates: A critical focus of our federal monitoring efforts is the upcoming expiration of key provisions within the 2017 Tax Cuts and Jobs Act. Of particular concern is the issue of immediate R&D expensing. Our members have emphasized this as one of the most problematic changes that Congress needs to address. Additionally, we are concerned about the sunset of the 20% Qualified Business Income (QBI) deduction, which currently allows pass-through businesses (LLCs, S-corps, sole proprietorships) to deduct up to 20% of their business income, providing significant support to many small businesses. To address these concerns, the Chamber has joined a nationwide coalition led by the U.S. Chamber of Commerce advocating for the permanence of these tax reforms. This coordinated effort aims to provide businesses with long-term certainty, encourage continued investment, and support sustained economic growth.

State and Local Affairs

State Budget DevelopmentsFollowing her State of the Commonwealth address, Governor Maura Healey filed her proposed third annual state budget for fiscal year 2026. The Governor’s proposed budget includes over $62 billion in total spending between the budget and a $1.95 billion supplemental spending plan funded by the Fair Share Amendment (a 4% surtax on annual income over $1 million dedicated to transportation and education investments). This represents a 7.4% percent increase over the FY25 budget.

While the proposed budget doesn’t broadly raise taxes, it does include a variety of policy sections with a focus on tax and revenue generators, health care initiatives, and broader policy topics. Among other things, the policy provisions propose applying existing taxes or fees to synthetic nicotine products, candy, complimentary hotel room nights, and prescription drugs, while decreasing how much residents are able to write off as charitable deductions on their tax returns, recommending the state cap the deduction at $10,000 for a couple and $5,000 for an individual. The Governor also plans to refile the Municipal Empowerment Act that would allow individual municipalities to raise local taxes on meals, lodging and vehicle registrations. The budget proposal now advances to the Massachusetts House and Senate, where each chamber will separately review, modify and vote on their versions before negotiating a unified budget to send back to the Governor.

Education and Local Aid: The Governor’s proposed budget would fund another year of K-12 school aid increases under the Student Opportunity Act using funds from the surtax. It also looks to continue funding free community college and expanding the Health Connector’s eligibility for the ConnectorCare pilot program. The budget, if approved, would increase unrestricted aid to cities and towns by 2.2% while using Fair Share revenues to fund MBTA investments and Chapter 90 funding to $300 million per year for the next five years.

Housing Initiatives: In February, the Chamber attended the inaugural Devens Housing Production Working Group public session. This working group brings together representatives from the Massachusetts Executive Office of Economic Development (EOED), Massachusetts Executive Office of Housing and Livable Communities (EOHLC), MassDevelopment, the Devens Enterprise Commission, the Devens Committee, our region’s legislative delegation, and Select Board members from the towns of Ayer, Harvard and Shirley to tackle our region’s pressing housing needs with a focus on Devens Innovation and Technology Center area including Vicksburg Square.

This working group comes on the heels of the administration’s announcement of the state’s first ever comprehensive housing plan which indicates that the state needs to increase its year-round housing supply by at least 222,000 units from 2025 to 2035 to stay competitive and lower costs.

Energy Cost Relief Efforts: In addition to housing costs, state lawmakers and the Governor are looking at the need for relief when it comes to energy costs. A group of 80 lawmakers sent a letter to the Department of Public Utilities (DPU) urging regulators to review recently-approved rate increases. That letter was followed up by a letter from the Governor demanding DPU and utility companies provide urgent relief.

Looking Ahead

The Chamber will continue to actively monitor critical policy developments and engage with policymakers when necessary to protect our members’ interests. In March, we will hold our annual legislative briefing with our delegation, where we will advocate for our 2025 legislative priorities. Our comprehensive advocacy agenda focuses on strengthening small business support, enhancing tourism development, and advancing education and workforce initiatives that are vital to our region’s economic growth.

For questions or concerns regarding the Chamber’s public policy efforts, please feel free to contact Travis Condon, the Chamber’s public affairs manager, at 978.353.7600, ext. 224; or via email at .

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