Mass. tourism spending rebounds through partnerships, funding
Writer: Eleana Teran
August 2023 — Massachusetts has taken tourism to the next level as highlighted in the Massachusetts Office of Travel and Tourism’s (MOTT) economic impact report.
According to MOTT, 21 million domestic and international travelers contributed to $24.2 billion in spending, solidifying the state’s position as an attractive destination. The industry also generated $1.9 billion in taxes for municipalities and the state, supporting 131,200 jobs.
“Our success in positioning Massachusetts as an iconic destination is based on our vibrant partnership with our 16 regional tourism councils, cultural and historical destinations, and more,” stated MOTT Executive Director Kate Fox.
Partnerships have played a key role in promoting tourism in communities from Greater Springfield to North of Boston. Domestic visitors reached $22 billion in 2022, surpassing pre-pandemic levels, which stood at $20.8 billion while international tourism is still in the midst of a rebound, with visitors spending $2.2 billion, compared to $4 billion in 2019.
In an interview with Invest:, A Better City’s Kate Dineen underscored the significance of the Greenway Business Improvement District and the charm of Downtown Boston. “Thanks to the persistent efforts from our members and allies in city and state, we successfully renewed the BID supporting the operations of the Rose Kennedy Greenway, a cherished landmark. Downtown Boston, with its myriad attractions, beckons visitors throughout the year,” she noted. The greenway covers 17 acres of public space in downtown Boston and also serves as a hub for contemporary art.
Similarly, Jack Fleming, who heads the Boston Athletic Association (B.A.A.) — the organizer of the 127-year-old Boston Marathon, emphasized the diversity of the state’s attractions. “People travel from New England and further to immerse in the Boston Marathon experience. Beyond the race, Boston opens its arms with a plethora of experiences from the Seaport, the vivacious neighborhoods like Back Bay, to its rich repositories like museums and academic institutions,” Fleming pointed out to Invest:.
Underpinning the importance of tourism for local development, Undersecretary of Economic Strategies Sarah Stanton reiterated, “Communities across Massachusetts continue to benefit enormously from our tourism industry, providing cities and towns with jobs and invaluable tax revenues.”
In June, MOTT launched the “Massachusetts For Us All” marketing campaign which catered to the state’s priority on diversity and inclusion, featuring the LGBTQ community on various advertisements in states such as Florida and Texas, which have recently passed legislation impacting the rights of LGBTQ people. “This campaign encourages tourism throughout the state, reminding everyone that they are welcome here and they are key to the success of our communities,” said Secretary of Economic Development Yvonne Hao in a press release.
In 2021, the Commonwealth also began allowing different regions to form a Tourism Destination Marketing District (TDMD), which collects a special assessment of up to 2% from hotels and motels and redistributes the funds to the tourism district to use for added services or programs to boost the local economy within the specified area. Tourism leaders view this strategy as a potential game-changer for New England tourism, citing the ability to raise money to market tourism-centric economies like Plymouth as a major challenge.
The outlook for the state’s travel and tourism industry remains optimistic, with a strong performance in the first five months of 2023. The Massachusetts’ lodging industry rooms revenue in 2023 reached $1.5 billion, marking an 18% increase compared to the same period in 2022.
With a concerted effort across key stakeholders to market Massachusetts as a must-experience destination and just a few years away from hosting the World Cup and celebrating America’s semiquincentennial, tourism and travel is trending in the right direction.
Image via B.A.A.
For more information, please visit:
https://www.abettercity.org/
https://www.baa.org/
https://www.visitma.com/
