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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