Nancy Gardella, Executive Director, North of Boston Visitor & Convention Bureau
Invest: spoke with Nancy Gardella, executive director of the North of Boston Visitor & Convention Bureau, about tourism in the region and its role as an economic driver for Massachusetts. “Our role is to present this region to the world. We do that with inspirational year-round marketing,” she said.
How does the Visitor & Convention Bureau contribute to the region’s economic growth?
Our role is to present this region to the world. We do that with inspirational year-round marketing. Whether it’s leisure, business, or international travelers, everyone is welcome. Tourism is the third largest industry in Massachusetts, a Top 10 state for domestic and international travelers. We strive to spark the curiosity and craving to explore and experience everything this incredible destination has to offer. Right now we’re in the midst of a recalibration, a reset from the post pandemic spike of domestic visitors from all over the country. In 2024, we’re excited to welcome more international travelers, groups, and business travelers back to the region. Whether it’s for fun, for MA250 activities or for the amazing sporting events happening in and around Boston, we’re thrilled to put out the welcome mat for all visitors.
What makes the region an attractive destination for visitors?
The region of Essex county, located just north of Boston and extending to the New Hampshire border, offers an abundance of natural beauty and outdoor experiences, vibrant arts, culture and a hyper-local food scene, all located in an area steeped in American history and heritage sites. On the 90-mile Essex Coastal Scenic Byway, visitors can enjoy stunning coastlines and beaches, hiking and biking, fishing and whale watching. Threaded around the anchor communities of Salem, Gloucester and Newburyport are charming small towns. No matter the time of year, travelers will want to park the car, stroll through the one-of-a-kind shops, try the local specialty at a mom & pop eatery, find their perfect outdoor activity and Insta-gramable moment before moving on to see what’s next.
How is the state prioritizing tourism as an economic driver?
It’s an exciting time for Massachusetts. The Administration recognizes tourism as an important part of economic development as the State’s third largest industry. The Massachusetts Office of Travel and Tourism is leading the way with strategic and innovative marketing. And Meet Boston is bringing the types of large events – be they sports, business, or American history – to the Boston area that shine a light on the entire state.
As a CVB, our role is to capitalize on this momentum for our region. The breathtaking land and seascapes, the year-round activities, the incredible culinary experiences and the vibrancy of the people make the North of Boston region a premier destination. Our job is to inspire travelers to get off the beaten path, come to the region and explore. At the end of the day, we need to reach people wherever they might be. To that end, we’ve launched a new guide, a new engaging website, and eye-popping social media that showcase all of our great assets in the area. What makes this work fun is that it’s continually evolving and we strive to be the trendsetters.
What is your assessment of tourism trends today?
We anticipate that, having survived the pandemic lows and post pandemic spikes, travel will find a new normal. The coming years are busy for Massachusetts. MA250 is providing leadership promoting the multitude of semiquincentennial events and activities which kicked off in December 2023 with a reenactment of The Boston Tea Party. Travelers will find a robust calendar of Revolutionary activities and events through the end of 2026. New domestic and international flights are coming to Boston’s Logan Airport, bringing first time travelers to Massachusetts and New England. And World Cup matches at Gillette Stadium are an opportunity to shine for a world-wide audience. Massachusetts is a world class destination, and we’re excited to share our home with the world.
How does the industry balance labor demands with best serving visitors?
Labor constraints are something we’ve all had to tackle in the last several years. But our real shift has been towards focusing on exceptional guest experiences. We want our guests to have the best possible experiences everywhere they go – from 5 star dining, to family style on a picnic table, from resorts to campgrounds and everywhere in between. We’re fortunate to have so many incredible business models in the region that empower their staff from the top down to offer guests the best experience in the most high-touch way possible. That means building teams that have a passion for excellent service.
What is your outlook for the next few years?
We’ll continue to prioritize visitor growth and recovery in all sectors, to innovate in all areas of our destination marketing to keep the North of Boston, Massachusetts and New England top of mind for travelers, and support our industry partners to make sure our visitors have the best possible experience – making memories that last a lifetime.
