Despite economic realities there is some good news for Massachusetts’ tourism industry.
First, we still have the best possible âproductâ â the diversity of Massachusetts’ geographic, historical, recreational and cultural attractions and a fierce spirit of innovation attracted just under 20 million visitors last year.
Also, ours is a drive market.
We can reach our core customers in Massachusetts, New York and Connecticut effectively and economically through targeted marketing campaigns.
We, more than any other state, can capitalize on that âstaycationâ phenomenon we’ve all heard so much about.
Over The Air Waves
The Massachusetts Office of Travel and Tourism (MOTT) promotes Massachusetts as a vacation destination in a variety of ways.
Our television branding campaign (which is airing now) shows countless familiar images, but in a whole new and exciting way. The television ads are complemented by print ads running nationally and regionally.
Our annual Getaway Guide is hot off the press. It’s 144 pages of invaluable trip-planning information.
Approximately 750,000 will be distributed to consumers by mail, through a partnership with the New York Times, and at tourism attractions and information centers.
We have also promoted ethnic and cultural festivals (in collaboration with the Massachusetts Cultural Council) and jazz festivals.
These are hidden gems that âlocalsâ may take for granted, but they’re genuine lures for visitors.
Overseas
In addition, the international market is very important to Massachusetts.
To reach them, and to promote Massachusetts as a vacation destination, we hired representatives in eight countries. We have web sites in three languages in addition to English.
Gay and lesbian travelers spent $70 billion last year in the United States. To encourage them to visit Massachusetts, we have invested in online advertising and magazine ads.
Last year, we hosted 160 travel writers, tour operators and travel agents so they could see Massachusetts first hand and then spread the word. The coverage they generated was worth $15 million.
Our web site, massvacation.com has a new, enhanced appearance and functionality. We have partnered with Travelocity to develop online booking capacity and in the past year 1 million visitors came to the site.
We spend a lot of time evaluating our programs and pay close attention to what works. We track visitation and direct expenditures. We monitor the industry both in Massachusetts and the United States, to compare how we’re doing versus national trends.
Good Value
Perhaps the most important thing we can do now is to demonstrate that a Massachusetts vacation offers real value. The Mass Value Pass was developed in collaboration with the Massachusetts Lodging Association and the Massachusetts Restaurant Association. The free pass gives consumers access to discounts of 25 percent and more. It is promoted through radio ads and online, and nearly 25,000 people have participated so far.
There are many reasons for consumers to choose a Massachusetts vacation, or a getaway. Our job is to get the word out, so our outstanding tourism-related businesses and nonprofits have the success they deserve.
