Stacey David, Executive Director, MetroWest Boston Visitors Bureau

In an interview with Invest:, Stacey David, executive director of the MetroWest Boston Visitors Bureau, highlighted the successful launch of regional and international marketing campaigns and the introduction of an itinerary-driven visitor guide, which significantly increased website traffic. Additionally, she aims to revive business travel and capitalize on the 250th anniversary of the American Revolution and the FIFA World Cup in 2026 to further enhance international tourism.

What is the role of the MetroWest Boston Visitors Bureau and what have been its major achievements this past year?

At MetroWest Boston we cover 19 towns, from Hudson in the north to Bellingham and Franklin in the south, and from Wayland and Natick in the east to Westborough in the west. We’re a north-south corridor just outside the Boston metro area. Our job as the Visitors Bureau is to market these towns to both residents and visitors, promoting them as great places to live, work, and play. We receive about 8.5 million domestic visitors annually, many of whom visit Boston as well as our region. 

This year, we’ve run regional campaigns across New England and even some international campaigns. Interestingly, our top market for overnight stays is the New York DMA, particularly Brooklyn and Fairfield County, Connecticut. We launched a new visitors guide last August, moving away from the typical ad-heavy format to an itinerary-driven guide. This new approach has been well received, with 75,000 copies printed last year and another 75,000 planned for this year. Additionally, we launched a new ad campaign and a redesigned website, which now features monthly updated itineraries. Our website traffic has grown from 1,400 users to over 30,000.

Another major initiative has been our international marketing. We partnered with Discover New England, which promotes New England overseas. We’ve translated our website into French, Spanish, Brazilian Portuguese, Dutch, Italian, and German, targeting our top international markets. We’ve also created international visitors guides in these languages, aimed at both international tourists and regional residents, particularly those who speak Brazilian Portuguese and Spanish.

What is your assessment of the state of the tourism and event sector in the MetroWest Boston region and what unique opportunities are available for visitors?

I see two major trends. First, there’s a growing interest in experiential travel. People are no longer just looking to visit places to see things; they want to do things. Museums and attractions are responding to this trend with living history events and immersive exhibits. There’s also been growth in hands-on arts and cultural events. For example, beyond traditional sip-and-paint classes, you can now find mosaics, glass blowing, flameworking, jewelry making, and cooking classes in MetroWest.

Traditional attractions are also adding new components to enhance their appeal. For example, Level99 offers escape rooms with various physical and mental challenges, paired with a brewery and craft kitchen. This shift toward high-end dining and unique activities is prevalent across the region. We’re seeing similar developments with indoor mini-golf and pickleball courts with craft kitchens opening in Natick and Ashland. Furthermore, attractions previously focused on children are now catering to adults as well. They stay open late and include bars. 

The second trend is an interest in hidden gems and off-the-beaten-path experiences. People have done the big cities and are now seeking unique and different experiences. This includes fairs, festivals, and farm visits that offer more than just a typical farm experience. People are looking for places that aren’t overcrowded and offer something distinctive. This interest in hidden gems is strong both domestically and internationally.

What are some of the challenges facing the tourism and event sector in the MetroWest Boston region?

The tourism and hospitality industries are still recovering from COVID. While travel has increased significantly compared to a year ago, some sectors haven’t fully returned to 2019 levels. For instance, some international markets, like the Asian market, haven’t come back due to travel regulations. 

In MetroWest, a lot of our overnight travel was business travel, which hasn’t returned to pre-COVID levels and likely won’t. People have adapted to virtual meetings, reducing the need for frequent business travel. However, we are seeing a resurgence in group travel for conferences and business meetings. Companies might not send people out monthly, but they are hosting larger gatherings once or twice a year. We’re targeting corporate and association meeting planners to promote MetroWest as a cost-effective alternative to Boston.

Another challenge is the staffing shortage in the hospitality industry. While visitors now expect high levels of service, businesses often don’t have enough staff to meet these expectations. This discrepancy is frustrating for both businesses and consumers.

From an organizational standpoint, cutting through the noise in advertising and marketing is difficult. With the prevalence of social media, we have mere seconds to capture people’s attention. It’s a challenge to convey the appeal of a hidden gem quickly enough to make an impact. To address this, we combine print and digital marketing, using sponsored content, email blasts, videos, YouTube campaigns, and social media ads. 

Funding is another challenge. Half of our funding comes from a state grant, which we must match dollar for dollar. This can be difficult in an industry still recovering from the pandemic. Many businesses can’t afford memberships or advertisements in our visitors’ guide, making fundraising a constant challenge.

What are some of the key partnerships and collaborations in place to better promote MetroWest Boston?

We have some great partners in the industry, like the American Heritage Museum, Hopkinton Center for the Arts, the Danforth Art Museum, Level99, regional hotels, and of course, the various municipalities. Businesses should understand that their Visitors Bureau can do a lot to help promote them if they are part of the tourism and hospitality market. This includes arts and culture, outdoor recreation, activities, entertainment, restaurants, and even retail, especially small, unique boutique shopping. For businesses, it’s crucial to communicate with us. This means letting us know what you have going on, being a member of the Visitors Bureau, and engaging with opportunities we provide. Our membership fees range from $100 to $1,250 per year, which is quite affordable considering the benefits.

What are your top priorities and outlook for MetroWest Boston Visitors Bureau over the next two to three years? 

Getting business travel back is a huge priority. We have many hotels and event venues, including 47 hotels in the region, many with significant event spaces. For instance, the Royal Plaza Trade Center has over 67,000 square feet of event space. The Sheraton Framingham has recently been remodeled into a Tri-brand hotel, combining a Sheraton, TownePlace Suites, and Fairfield Inn, offering 25,000 square feet of event space. We also have a number of museums, performing arts centers, and historic halls that offer unique venues. This variety allows us to cater to different price points and host large events.

International tourism is another focus. We’re working to build up international visitors, especially with two major events on the horizon: the 250th anniversary of the American Revolution in 2026 and the FIFA World Cup in the same year. The 250th anniversary will attract many international visitors interested in American history. We’ll have special events and reenactments highlighting Revolutionary stories.

For the FIFA World Cup, Gillette Stadium, renamed Boston Stadium for the event, will host seven games. This renaming poses a challenge as it may confuse travelers into thinking the stadium is in Boston, when it’s actually in Foxboro. With each game bringing about 30,000 international visitors, it’s a fantastic opportunity to showcase what MetroWest has to offer.