LOWELL — State officials touted the Massachusetts tourism economy Tuesday at the Greater Merrimack Valley Convention & Visitors Bureau’s annual Tourism Conference, where a focus was rekindling the tourism industry in the wake of the COVID-19 pandemic.
A ballroom of the UMass Lowell Inn & Conference Center was packed with state officials and professionals in the Massachusetts tourism industry Tuesday morning, where they heard from local and state officials, including Lowell Mayor Sokhary Chau and Lt. Gov. Kim Driscoll, about how the industry is faring in a “post-COVID” world.
Chau touted Lowell as a tourism destination of its own. He said Lowell should continue working to become a “destination city.”
“The city of Lowell is working hard to expand on our strengths, and expand our work to make Lowell a destination city, a place where the rich history, cultural experience, world class events and food and culture make people want to visit again, and again,” said Chau. “Where else can you eat around the world in one day?”
Driscoll delivered the opening keynote remarks, where she said that Merrimack Valley as a whole “has a lot to offer” as a tourism destination.
“The beauty of an authentic place tied to the history of so many things that are so great about the founding of our country, a lot of it started in this region, or the great age of the Industrial Revolution,” said Driscoll. “It makes for a livable city, it makes for a great destination and it makes for a great place to generate tourism dollars for our commonwealth.”
Even beyond the Merrimack Valley, Driscoll said, Massachusetts has several regions that are worth a visit on their own, which is a benefit to the state as a whole.
“Tourism is not about competition. I know we have all of our unique regions, but how lucky are we to live in a commonwealth that goes from the coastline to the beauty of the Berkshires, and you could do it in one day if you had to,” said Driscoll. “That is a collaborative opportunity, not a competition.”
Driscoll and others noted the extreme difficulty the tourism and hospitality industries faced as a result of the pandemic, from which the industry is still working to fully recover.
“It feels like we are still in a messy transition stage post-pandemic. What is going to happen with workforce needs? How are we going to think about remote work? What happens with respect to people’s travel habits?” said Driscoll. “We have seen a lot of people feeling that pent up demand to get out of where they were, which has been good. How can we take advantage of that moving forward and think about how we can bring innovation and technology into this space?”
Driscoll also noted that Massachusetts is not one of the many states passing anti-LGBTQ or anti-abortion legislation, which she said could push people to travel here instead of states that are passing such laws.
“When I think about what is happening nationally, the level of divisiveness tied to reproductive freedoms or how people identify, that is not happening here. We are a beacon for everyone, we are a place that welcomes and works for all, and tourism and art and culture are key pieces of that,” said Driscoll.
The conference later transitioned to a panel discussion between state Sens. Ed Kennedy and Paul Mark, state Rep. Mindy Domb and moderator Charles Stefanini of CS Consulting LLC. The panel of elected officials spanning from Lowell to the furthest points of Western Massachusetts centered on state investment in tourism.
During the panel, Kennedy remarked that the tourism and hospitality industries were impacted by the pandemic “harder than any other sector,” and said that the state put in measures to support it during that period.
“One of the things we were able to do is to do away with the requirement for matching funds for regional tourism councils, so that during those years they didn’t have to come up with matching funds, which was going to be impossible for them,” said Kennedy. “We were also able to argue successfully for [American Rescue Plan Act] funds for the industry.”
All three of the elected officials in the panel currently serve in the state Legislature’s Joint Committee on Tourism, Arts and Cultural Development. Mark said that 2023 is going to be a test of where the industry truly stands in a post-COVID environment.
“What we are going to find out is if behaviors have changed forever, or was it just a condition of, ‘this is where we were and how people felt safe,’” said Mark. “Are there people that have decided they just want to sit home and watch Netflix?”
Domb said that the pandemic decline of the tourism industry should make people realize how important it is to Massachusetts.
“Now we recognize, if we didn’t before, how important it is to the economy,” said Domb. “I am looking forward to building upon the successes. I think that the Legislature has done a good job on that in other aspects.”