Visit North Central Massachusetts Tourism Update – Winter 2024
Record-Breaking Tourism Growth
North Central Massachusetts continues to grow as a premier New England destination, with visitor spending reaching an impressive $496.9 million in CY2023—a 1.1% increase from 2022 and a remarkable 19.7% jump from 2019. The results come from a new economic impact study recently unveiled by the state. Our thriving tourism sector now supports 4,300 local jobs and generates $117.3 million in direct earnings, while contributing $8.2 million in local tax revenue and $33 million in state taxes. Our tourism impact extends deeper into the local economy through indirect spending, creating a powerful multiplier effect. When local hospitality, restaurants and other businesses in the local visitor economy thrive then they in turn invest in various local services and suppliers further contributing to our region’s economic growth.
Expanding Our Reach & Regional Partnerships & Media Engagement
We have strengthened our “Super Region” collaboration with two neighboring regional tourism councils (Discover Central MA and MetroWest Boston Visitors Bureau), launching an innovative off-season marketing campaign. Through partnerships with CM Communications, a specialized Boston-based PR agency, we have hosted regional travel writer press trips and we also participated again in the Dream Destinations Travel Show this past fall, positioning our region as a must-visit destination.
Digital Presence & Engagement
Our social media impact continues to grow. From July 1, 2024 through the first week of November, our Visit North Central Massachusetts Facebook page had a total reach of 470,665, a 24.2% increase over the same timeframe the previous year. Our Facebook channel also attracted 6,000 new followers. In addition, the page also had 9,145 content interactions and 8,767 link clicks during the same timeframe. On Instagram, the page achieved a reach of 19,226 and we gained 167 new followers. We also had 2,323 content interactions and 259 link clicks during the same timeframe. From July 1, 2024 to the end of October, VisitNorthCentral.com saw continued growth with 58,500+ visitors, an 89% increase over the same timeframe the previous year, and 93,700+ pageviews, a 60% increase.
Johnny Appleseed Visitor Center Updates
Thanks to funding from several local cultural councils, we were able to successfully host our “Saturday Showcase” initiative again during weekends this fall season at the Johnny Appleseed Visitor Center. These popular events highlighted local culture and experiences in the region through an engaging mix of activities. Visitors enjoyed musical performances, meet-and-greets with local authors, face painting, arts and crafts demonstrations, and even visits from alpacas from local farms, among many other memorable experiences.
On the infrastructure front, we’ve completed important improvements in partnership with MassDOT to ensure reliable year-round service at the center. Recent upgrades include a new furnace and building generator installation. Additionally, we are excited to announce that several fast-charging EV car stations will soon be installed at the center as part of a national infrastructure initiative to expand charging stations along major highways. This addition will help us better serve the growing number of electric vehicle travelers along Route 2.
Guide to North Central
The Fall/Winter edition of the Guide to North Central Massachusetts was published in September and is continuing to see strong demand. This publication is a glossy, full color magazine which we publish to showcase our region through compelling stories and strong visuals. In collaboration with Sitka Creations, we are currently working on the 2025 Spring/Summer edition. Members interested in advertising should contact the Chamber to reserve an ad.
Email Newsletter
Our new quarterly visitor opt-in electronic newsletter now reaches over 3,200 subscribers, maintaining an impressive 44% open rate and 8% click-through rate—above industry standards.
Branding & Advertising
We are launching two exciting tourism campaigns for North Central Massachusetts, supported by grants from the Massachusetts Office of Travel & Tourism and the Massachusetts 250th Anniversary celebration. Running from January through June 2025, these strategic initiatives will showcase our region’s unique attractions and rich heritage to visitors from both nearby states and across the region.
Our Massachusetts Office of Travel & Tourism campaign leverages an integrated approach combining targeted print and digital media. The campaign’s messaging continues to emphasize our region’s convenient location and authentic New England charm with compelling taglines such as “Everything You Love About New England… A Lot Closer to Home” and “Drive To, Not Through, North Central MA.” These messages position our region as a destination worth exploring rather than simply passing through.
In parallel, our Massachusetts 250th Anniversary campaign celebrates our region’s revolutionary spirit and ongoing transformation. Through carefully crafted messaging like “North Central Massachusetts is Revolutionary” and “North Central Massachusetts: A Region in Revolution,” we’ll highlight our area’s significant role in both historical and modern revolutions. From our pivotal contributions to the Agricultural and Industrial Revolutions to today’s vibrant economic and cultural renaissance, the campaign tells the story of a region that continues to evolve while honoring its historic roots in the agricultural and industrial revolution.
Photography & Visual Content
We coordinated a series of professional photo shoots to capture the authentic character and vibrant offerings of North Central Massachusetts. Our shoots showcased four of the region’s most iconic attractions and fourteen distinctive local restaurants, creating a rich library of compelling visuals. These new images beautifully portray the unique experiences awaiting visitors to our region, from historic landmarks to contemporary dining destinations. The fresh photography will enhance our marketing efforts across our website, social media channels, email campaigns, and printed materials, helping us tell our region’s story in a more engaging and visually appealing way.
We’re always eager to expand our visual storytelling capabilities. If your business or attraction has high-quality photos that capture the spirit of North Central Massachusetts, we’d love to feature them in our marketing initiatives. Whether it’s seasonal events, behind-the-scenes moments, or stunning views of your location, sharing your images helps us showcase the full breadth of experiences our region offers. Please contact the Chamber to learn more.
New Sports Tourism Opportunity
We have partnered with Playeasy, a comprehensive digital platform connecting sports event organizers with local venues and businesses. This “one-stop shop” streamlines event planning—from venue selection to hotel bookings—while showcasing our region’s facilities and attractions to organizers nationwide. The platform generates qualified leads for our member venues and businesses, creating new opportunities for our members.
We invite you to join us in promoting our region’s unique attractions and experiences. Stay tuned for more updates and opportunities to get involved!
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