The key to thriving tourism on the North Shore is to mix culture with industry, speakers at the 16th annual North of Boston Tourism Summit said Friday.
“My goal is that we all start working together more intentionally and strategically to really lift up the whole tourism and arts and culture sector in the state,” Mass Cultural Council Executive Director Michael Bobbitt said. “It’s a huge asset to the state.”
This means local businesses buy art from local artists to decorate their facilities, he said.
It means hotels, restaurants and venues hire local performers for events. It also means hospitality businesses and the creative community must come together to see how they can best support each other.
“Although admittedly there are destination hotels, what tourists are coming for is something related to arts and culture,” said Nancy Gardella, executive director of the North of Boston Convention and Visitors Bureau, which hosted the conference at the Boston Marriott Hotel in Peabody.
Tourists spent more than $30 billion in Massachusetts in 2022, nearly $5 million more than in 2019. This supported over 8,000 jobs and generated nearly $120 million in state and local taxes, she said.
Bobbitt spoke to attendees alongside Kate Fox, executive director of the Massachusetts Office of Travel and Tourism and the former executive director of Destination Salem.
Despite a rich history, scenic communities and thriving art colonies, Massachusetts ranks No. 46 in the nation when it comes to funding tourism, she said. But that’s starting to change.
For the first time in eight years, the governor’s office has included tourism in its economic development plan. On April 2, the state will also host its first governor’s conference on travel and tourism since 2016 for a deeper dive into the Massachusetts tourism industry, Fox said.
“We’re investing more in the tourism industry, building a network and inviting the world to come to Massachusetts,” she said. “We’re doing a lot of marketing work and communications work, and we’re going to raise the profile of the state. There’s a lot of great momentum to come.”
It’s important for businesses to get involved with their Chambers of Commerce and other local or state-run tourism agencies, and for artists and entertainers to seek funding and support from the Mass Cultural Council, who can connect them with local businesses, Bobbitt said.
It’s also vital for businesses to value every worker — a key step in retaining good employees, said Robert Simonelli, general manager of The Landing Restaurant in Marblehead.
“We call staff internal guests,” he said. “We treat them as if they were guests. We make them feel comfortable and make sure they have a nice working atmosphere, then word will spread around that you’re a good place to work.”
Great hospitality is “caught, not taught,” he added. “If there’s hospitable people around you, you’re going to pick up on that.”
Fellow panelist Sarah Bouche, vice president of marketing and communications for Bramble Hospitality, the operator of Willowdale Estate in Topsfield, agreed.
“You can teach someone the exact steps of service, the touch points that you think are most important, but I think that hospitality comes in when you add the human element, the creativity you bring to the table, the empathy that you bring to problem solving. That’s the magic of hospitality,” she said.
At the Beauport Hotel in Gloucester, where panelist Ray Johnston is the managing director of the Beauport Hospitality Group, employees are recognized for making that special connection with guests, he said.
They also need support from managers, especially when customers treat them poorly.
“The people that are on the frontline jobs, they’re your greatest resources. You’ve got to take care of them,” Johnston said.
More tourists are expected to come into Massachusetts this year for the 250th anniversary of the American Revolution, which Fox’s office is helping promote.
Events around the state’s many ties to the Revolution will take place over the next three years. The celebration kicked off in December with a commemoration of the Boston Tea Party.
“We’ll be promoting everything that not only connects to the events of the American Revolution, but also uses themes of independence and revolution to connect the history to the Massachusetts of today,” Fox said. “It promotes everything that is wonderful about Massachusetts to a contemporary audience.”
Contact Caroline Enos at CEnos@northofboston.com.