Tourism Industry Continues to Thrive in North Central

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By, Suzanne Farias Chair of the Board Johnny Appleseed Trail Association

As the third largest industry in Massachusetts, it’s no doubt that tourism has a major impact on the economy.  In North Central Massachusetts, tourism has had a profound economic impact – and throughout the last year, tourism related revenue has continued to grow.

Tourism can be looked at in many different lights: family vacations, sports and recreation, corporate travel, group tours– all things we actively see here in North Central. These travelers spend money at gas stations, restaurants, shops and stay overnight at our local hotels. Local room tax revenue is a valuable resource for municipalities. Over the last few years, North Central Massachusetts has seen tremendous growth in room tax revenue – validating that North Central Massachusetts is growing as a popular destination.

Communities use the room tax revenue to help fund parts of their budget, as well as re-investing those dollars in tourism marketing. The Johnny Appleseed Trail Association – an affiliate of the North Central Massachusetts Chamber of Commerce – is a state recognized regional tourism council. Through investments by business owners, regional attractions and local and state government, the Johnny Appleseed Trail Association works to aggressively promote and market North Central Massachusetts as a tourism destination.

The addition of Great Wolf Lodge has been a boon to Fitchburg. The hotel, water park and conference spaces are an asset to Fitchburg’s growth and economic development. With that hotel online, room tax revenue spiked for Fitchburg in fiscal year 2015 to $937,000. That growth continued in fiscal year 2016, with an 8% increase bringing revenue to over one million dollars. Fitchburg continues to lead the region’s tourism economy with the help of Great Wolf.

In Leominster, room tax revenue growth is more aggressive than ever before. By maintaining a competitive environment for lodging and conference space, Leominster saw an unprecedented 27.5% growth in tourism revenue for fiscal year 2016. Gardner has also seen steady growth in their room tax revenue – climbing 12.4% over the previous year.

The tourism industry is not only alive and well in North Central Massachusetts – it’s thriving. In order to continue that growth, we need to continue to work regionally and collaboratively to promote North Central Massachusetts, continue investments in tourism marketing, and maintain competitive tax rates that attract travelers of all kind.

 Suzanne Farias is the general manager of the DoubleTree by Hilton in Leominster and serves as the Chair of the Board for the Johnny Appleseed Trail Association.

Reserve Your Spot in the Official Guide to North Central Massachusetts

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An ad in the Johnny Appleseed Visitors Guide is the best marketing decision you will make all year. This publication is the only one reaching visitors and long-time community members on a year-round basis. The publication is distributed at over 350 locations across Massachusetts, Rhode Island, Connecticut, New Hampshire, and Canada. Work is underway now for the Spring edition. Contact Diane Burnette via email at or call 978-534-2829 to reserve your spot today. Space is limited.

TOURISM INTEREST SOARS AS FESTIVAL GOERS HEAD TO WACHUSETT MOUNTAIN

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Wachusett Mountain kicked off their Fall festival season with four of their biggest festivals, Farm Fresh Fest, Kidsfest, BBQfest and Applefest. We were able to exhibit at three of the major events, Kidsfest, BBQfest and Applefest in these past few weeks. While attendees spent their weekends enjoying the sights, sounds, beauty and pageantry of these events, we were able to tap into those joyous feelings and passed on wealth of information on the regional attractions that are featured in North Central Mass.  All three festivals were the perfect way for families to spend quality time together all while supporting our local small business vendors and learning about the region’s ideal areas to visit with their families.

The 26th Annual Kidsfest was the getaway that all kids dream about. It was two full days of music, food, and family fun. Live shows, walk-around entertainment, magic shows, clowns, and Mount Wachusett’s scenic summit SkyRide were at the epicenter of this eventful weekend. Parents got to enjoy great food and product sampling by our local small business vendors.

The 7th Annual BBQfest featured some of the area’s best BBQ vendors. Highlights of this year’s event include the Oysterfest, which featured oysters on the half shell, clam chowder and shrimp, along with an oyster shucking competition. The People’s Choice Awards featured Chili on Saturday and Pulled Pork on Sunday. Then the ever-famous Farmers’ Market and Craft Fair (including more than 75 vendors), and Beer Tent were present throughout the weekend.  Dozens of small business vendors were in attendance and gained great notoriety from the public.

The 33rd Annual Applefest, one of the region’s most popular festivals, featured over 75 Craft Fair & Farmers’ Market Booths, family entertainment, scenic foliage skyrides to the Summit, mountainside barbecue, pony rides, clowns, wall climbing, jugglers and magicians for the kids. Applefest also featured an Oktoberfest Celebration complete with authentic German cuisine, a multitude of tasty beers in the Beer Garden and live music and entertainment.

Hundreds of families living outside our region are now looking forward to what North Central has to offer from here on out. Attendees left these weekend events, happy, tired, full and in many cases excited to seek out new places of adventure and fun here in North Central Massachusetts.