The Massachusetts Office of Travel and Tourism has announced that 2022 domestic tourism spending has finally rebounded from the pandemic. 

Massachusetts saw $24.2 billion injected into its economy from tourism spending in 2022, with Franklin County seeing $79 million that year. In 2019, before the pandemic, Massachusetts saw $20.8 billion in tourism spending. 

“Tourism plays such an important role in our state’s economic vision, and we’re excited to see the industry had a positive impact in 2022, generating thousands of jobs and billions of dollars in spending,” said Executive Office of Economic Development Secretary Yvonne Hao. 

Jessye Deane, executive director of the Franklin County Chamber of Commerce, which also acts as the Franklin County Regional Tourism Council, explained that with the world-class fly fishing and art beverage scene of the area, tourists come for the Franklin County experience. 

Much of the tourism in the county comes from highly successful businesses such as Yankee Candle Village, Tree House Brewing Company and Berkshire East/Zoar Outdoor. There are also several big draws from museums and public institutions like Historic Deerfield and the Bridge of Flowers, although tourism is expected to hurt next summer with the bridge's closure for structural repairs. 

“Yankee Candle Village has become a true destination, and we continue to attract guests from all around the world,” Wade Bassett, Yankee Candle Village Director of Sales and Operations, wrote in an email to the Recorder. 

Bassett explained that when the Yankee Candle Village first started in 1983 it was not a tourist destination, but began to grow and slowly became an attractor for people across New England and beyond. Many families now have annual traditions of visiting the destination, and subsequently, other businesses in the area, spending their money around the county. 

“The connection between fragrance and experience has created a unique and special place for families to build traditions and to enjoy everything Yankee Candle Village has to offer,” Bassett continued.

Deane explained the largest markets for tourism in the area include residents of Boston, southern Connecticut and New York. Many parents and families also end up spending their money in the area when they visit their children at the boarding schools and colleges in Franklin County and just beyond its borders. 

“We have clientele from all over the country,” Steve Stoia, owner of Centennial House Bed and Breakfast in Northfield and founder of the Northfield Area Business and Tourism Association said. “When you look at the (Northfield) Creamie you see license plates from Vermont, Connecticut, New York and further.” 

Post-Pandemic Outdoors

More people began enjoying and seeking outdoor adventure during the pandemic. For Franklin County, this growing interest works well with the many rivers, forests and rural landscapes in the region. 

“What we need to do is understand our assets,” Stoia said. “We have been marketing Northfield as a destination for outdoor enthusiasts.” 

Stoia explained that Northfield has a large amount of high-quality, well-maintained trails for a town of that size, which attracts people to come to the area and spend money. 

“The rural area and sparse population of Franklin County are elements that make our business so attractive to so many people,” Nathan Marr, marketing manager for Berkshire East and Zoar Outdoor, wrote in an email.

He explained this new era of enjoyment for the outdoors has worked well for the company, allowing tourists to visit their business to experience white water rafting trips and get closer to nature. 

Deane said a new demographic interest in Franklin County has been skiers coming from Vermont and New Hampshire to experience the outdoors that western Massachusetts has to offer.

“They are looking to escape the crowds,” she explained, saying that the outdoor facilities of the area are attractive, having less popularity than some other New England recreational areas. 

Institutional Support

The Franklin County Regional Tourism Council launched a ski/winter campaign advertising the outdoor industry and partnering with Berkshire East, which received 27.5 million impressions.

“The Franklin County Chamber of Commerce and local Visitors Bureaus do a wonderful job promoting established businesses, such as ours,” Marr wrote. 

The council also has partnered with four neighboring tourism groups to promote western Massachusetts as a region. They received a $1 million grant from the state to promote an extension of the area’s “shoulder season,” or winter season. 

They have also created a standalone tourism website (MoretoFranklinCounty.com) which acts as a guidebook for the area.  

“I have seen firsthand the value the Franklin County Chamber brings to both big and small businesses locally. They are the conduit to our community and continue to do amazing work driving tourists to our local towns,” Bassett said.

Bella Carmela Levavi can be reached at 413-930-4579 or blevavi@recorder.com

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