Page 38 - BusinessWest March 31, 2021

Tourism
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“Everyone is poised and ready at this point
to just go — let’s hit the switch and move for- ward,” Amaral said. “That’s why now is the time to launch, versus in July, when things are open- ing up and people are feeling comfortable. At that point, you’re behind.”
Wydra agreed, noting that statistic about 84% of Americans with travel plans in the near future. “People are creating destination wish lists, and simply having a future trip planned makes people happy. We’re optimistic people are going to visit this year. We pushed pause on marketing last year, but hope to start spending again.”
She said the meeting and convention busi- ness will be slower to return, simply because large events are often planned years in advance, and an organization that cancels an event here may not be able to return for a few years. Last year, 164 groups canceled or postponed events in the region, with an estimated economic impact of $97 million going unrealized. However, about half those who canceled plan to come back in a future year, she added.
In the meantime, the GSCVB is engaging in some creative sales pitches for the region by planning virtual site visits at destinations like the Amazing World of Dr. Seuss Museum, MGM Springfield, and the Basketball Hall of Fame.
“We’re showcasing the attractions because these attractions set us apart,” she said, adding that the bureau is equally intent on highlighting the many different meeting spaces available. “We want to make sure Western Mass., as a brand, stays out there in front of meeting planners.”
Lindsey Schmid, vice president of Tourism
& Marketing for 1Berkshire, recently told Berk- shire Magazine about a multi-pronged marketing approach, promoting all there is to do virtually in the Berkshires, as well as continuing to feed trav- elers ideas and imagery that will inspire them to plan a Berkshire getaway now and more extensive travel later. Part of that message is the outdoor recreation opportunities that helped the region’s tourism sector stay afloat last summer.
It’s a widely understood selling point; U.S.
ourselves for a far more robust season than a year ago.”
Up in the Air
Certainly, optimism is in the air, although it’s still mixed with some uncertainty. Gathering lim- its are still a thing, most live performances remain firmly lodged in the future, and some attractions have given no definitive answers on when they’ll
“There are so many great things they can do right here. We can keep them
here for a couple of days and reap the rewards, and have their clients leave here
”
News & World Report’s recent “Best States” fea- ture ranked Massachusetts the ninth-best state in which to live, based on eight factors ranging from healthcare and education to public safely. In the category of natural environment, the Common- wealth ranked fourth.
“Our region leans on the combination of natural beauty and cultural offerings that serve as anchors to drive economic activity; right now, those anchors are preparing for big things in the summer of 2021,” Butler noted.
He added that “the pandemic has tempted us all to lean on pessimism when thinking about the future, but the progressing conditions around us truly call for more cautious optimism. We shouldn’t be so naïve as to think that the sum- mer of 2021 will mark a return to pre-pandemic activity, but we should absolutely be preparing
happy and wanting to come back.
open, and to what extent.
For instance, Six Flags New England held a
large hiring event last month to fill 3,000 seasonal positions, but the company has issued no defi- nite opening date yet — though it is expected to decide soon, looking to state guidance and the realities of its own business model.
It will do so with heavily publicized safety pro- tocols, like every other tourist destination — an element of the sector Wydra is particularly proud of.
“We’re climbing out of this with precautions still in place,” she said. “I’m very proud of our attractions, with all the protocols put in place, the cleaning and everything else they’re doing to keep visitors safe. You’ll
see a lot of that
continue.”
Tourism
Continued on page 42
38 MARCH 31, 2021
TOURISM & HOSPITALITY
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