Monique Joseph, President, Discover Central Massachusetts

In an interview with Invest:, Monique Messier, president of Discover Central Massachusetts, highlighted the organization’s rapid growth, tourism’s impact as an economic driver in Central Massachusetts, and how the agency is connecting with the local community and businesses to ensure diversity of representation.

What are some of the major accomplishments and milestones achieved by Discover Central Massachusetts over the past 12 months?

Over the past couple of years, Discover Central Massachusetts has truly excelled in its mission to elevate this region as a premier destination. We’ve seen remarkable growth in interest towards our region, and our analytics tell the story—our website, social media, and advertising campaigns have all experienced substantial year-over-year increases in engagement and impressions. A key point of pride for us is that we’ve not only rebounded from the challenges of the COVID-19 pandemic but have also surpassed our pre-pandemic benchmarks. This is a testament to the incredible tourism assets we have here in Central Massachusetts and the dedication of our team and partners.

What makes the region a great place to visit? And what are some of the major attractions that draw visitors?

Central Massachusetts is a hidden gem that offers a unique blend of experiences, making it a must-visit destination. The region is rich in history and culture, with vibrant arts scenes, historic landmarks, and a deep-rooted sense of community. One of the standout attractions is the combination of urban and rural experiences within close proximity. You can explore the lively streets of Worcester, where you’ll find everything from contemporary art galleries to culinary delights, and then take a short drive to enjoy the serene landscapes of the Wachusett Reservoir or the tranquil beauty of the Blackstone River Valley.

Sports enthusiasts are drawn to Polar Park, home of the WooSox, which offers an affordable and exciting baseball experience in a family-friendly setting. For those looking for convenience, Worcester Regional Airport provides easy access with direct flights to Florida and New York, making the region both accessible and welcoming. 

Whether you’re interested in outdoor adventures, cultural explorations, or simply enjoying a relaxing getaway, Central Massachusetts offers a diverse array of attractions that cater to all interests, ensuring a memorable visit for everyone.

How does tourism and hospitality contribute to the local economy and employment?

Tourism and hospitality are integral to the economic vitality of Central Massachusetts, significantly contributing to both local businesses and employment. The region boasts a wealth of attractions that draw visitors year-round, including key assets like the Ecotarium, Southwick Zoo, Old Sturbridge Village, Worcester Art Museum, New England Botanical Gardens, and the Hanover Theatre – just to name a few. These attractions, along with our sports teams—the WooSox, Worcester Railers, and the Worcester Bravehearts—offer a diverse range of experiences that cater to all ages and interests.

The impact of tourism extends far beyond just entertainment. Local restaurants, hotels, and other businesses rely heavily on the influx of visitors, particularly during conventions and events. When visitors come to Central Massachusetts, they don’t just attend an event—they dine at our local restaurants, stay in our hotels, and explore our beautiful green spaces. This spending is a major economic driver, creating thousands of jobs and supporting the livelihoods of many in the community.

Tourism here isn’t just about one city or type of attraction; it benefits the entire Central Massachusetts region. From urban centers like Worcester to the surrounding towns, the revenue generated by tourism is essential for the growth and health of our local economy, making this region a vibrant and prosperous place for both residents and visitors alike.

What would you say are some of the biggest opportunities for growth, and what are some of the main challenges?

One of the most significant opportunities for growth in Central Massachusetts is leveraging the potential of the Worcester Regional Airport. This airport is a hidden gem, offering direct flights to key destinations like Florida and New York City. As we bring more people into the region and make it easier for residents to travel out, the airport can become a major asset in our tourism strategy. Visitors, especially winter travelers from Florida, can bypass the hassle of other larger airports in the area and enjoy a more convenient and accessible option right here in Worcester. 

However, with these opportunities come challenges. One of the primary challenges is gaining the recognition we deserve as the second-largest city in New England. Despite our size and the incredible assets we offer, we sometimes find ourselves overshadowed by more well-known destinations in the region. This makes it crucial for us to work even harder to highlight the unique experiences and opportunities that Central Massachusetts has to offer.

How are you leveraging tourism grants to boost tourism, especially during the off-peak months?

We were recently awarded a $1 million grant for tourism session extension, and this has been a game-changer for us. This grant has provided us with the opportunity to explore and implement marketing strategies that were previously out of reach due to budget constraints. It’s given us the flexibility to execute initiatives and packages that we’ve always envisioned but couldn’t afford before.

This funding is allowing us to significantly broaden our reach and get the word out about who we are and why Central Massachusetts is such a compelling destination. We’re able to invest in more robust marketing campaigns, explore new channels, and create innovative experiences that showcase the unique offerings of our region. In essence, this grant has opened doors for us, helping to put Central Massachusetts on the map in ways we haven’t been able to before.

Are there specific initiatives you have been implementing to attract visitors year-round?

Every day, our mission is to attract visitors year-round. One of our key strategies is leveraging extensive social media campaigns to highlight the unique offerings of Central Massachusetts, with a particular focus on our small businesses and the vibrant dining scene the Worcester region has to offer. We’re also focusing on the convention industry, recognizing that large events can have a significant economic impact on the region. By bringing conventions, bus tours, and sporting events to the area, we ensure that visitors not only attend these events but also explore and stay in our local communities, benefiting a wide range of businesses.

In addition to these efforts, we’re expanding our reach internationally through partnerships with the Massachusetts Office of Travel and Tourism, participating in global shows to introduce Central Massachusetts to new audiences. As the second-largest city in New England, Worcester, and the surrounding region, have incredible assets that we’re eager to showcase, ensuring that Central Massachusetts becomes a must-visit destination throughout the year.

As sports tourism gains traction, are there any specific initiatives towards having more sports events in the region?

Sports tourism is a major focus for us, with a dedicated committee working to attract more events to Central Massachusetts. We actively participate in trade shows, collaborate with local hotels, and partner with colleges to bring these events to the region. Once a local host steps up, we take the lead in preparing bids and ensuring everything is in place. Our commitment to growing sports tourism is strong, as we recognize its significant impact on the local economy and community.

How are you working with partners to develop the workforce?

Workforce development is a top priority for us, as we know how critical it is for our partners in the tourism sector. This industry offers a wide range of employment opportunities, catering to various skill levels and needs—from part-time jobs for families and college students to management positions in hotels. We work closely with our partners to ensure they have the support they need to stay successful and open, which in turn allows them to continue providing vital employment opportunities for our local community.

How are you connecting with the business community, the hotels, and the tourism sectors to hear their needs and better collaborate with them?

We work closely with the local community and businesses to ensure their voices are heard and their needs are met. Through our diverse board of directors, partner newsletters, and access to our internal platform, we keep them informed of various opportunities and engaged. We offer co-op opportunities, like collaborative ads in Boston Magazine, Yankee Magazine, and New York Family Magazine, making it affordable for smaller businesses to gain exposure.

Our collaboration extends deeply into the hospitality industry, particularly because of the convention center’s importance. We have dedicated committees—such as our sales and retention committee, sports committee, and marketing committee—that work closely with these partners. We’re also actively involved in campaigns like our partnership with Expedia, which is aimed at boosting hotel bookings across the region. These committees and campaigns focus on engaging with our members, understanding their needs, and providing tailored support. Our goal is to help them succeed by offering opportunities that are cost-effective and often complimentary, ensuring they see real value in working with us.

Moreover, we prioritize diverse representation on our board of directors, including voices from all segments of the hospitality community—transportation, hotels, dining, attractions, and even cannabis. This diversity ensures that every facet of our industry is considered in our decisions, helping us better serve the entire Central Massachusetts tourism ecosystem. We’re proud of the strong, collaborative relationships we’ve built, and we’re committed to continuing this close-knit partnership for the benefit of everyone involved.

What is your outlook for Discover Central Massachusetts and your top priorities for the next two to three years?

Our top priorities for the next two to three years include not only promoting our local businesses but also ensuring that Worcester is recognized as the second-largest city in New England. We’re dedicated to keeping our region visible to both visitors and residents, continuously finding new ways to connect with tourists, travelers, and locals who may not fully appreciate the incredible attractions right in their backyard. Our collaborations with real estate agents are expanding as they see the value in promoting Worcester and Central Massachusetts as a place where people can live, work, and play. As interest in our region grows, so does the demand for our tools and resources, and we anticipate this momentum will only increase.

In addition to these efforts, we’re focused on developing diverse outreach strategies to engage all age groups and demographics. Whether someone prefers to receive information through social media, printed materials, or magazines, we provide a range of options to ensure everyone can access what they need. Our goal is to ensure that every potential traveler, regardless of how they prefer to receive information, knows about the unique experiences and vibrant community that Central Massachusetts and Worcester, as the second-largest city in New England, have to offer.