Press Release  Massachusetts Governor’s Conference on Travel & Tourism to Spotlight Global Events, MA250 and Industry Growth

Danvers — Tourism and hospitality leaders from across Massachusetts will gather on March 24 and 25 in Danvers for the 2026 Massachusetts Governor’s Conference on Travel and Tourism, the state’s annual conference focused on strengthening Massachusetts’ tourism industry and preparing destinations for future growth.

With Massachusetts 250 celebrations, FIFA World Cup matches in Boston and Sail Boston on the horizon, industry leaders will focus on how the state can harness these global events to drive economic growth, strengthen communities and position Massachusetts as a premier destination for visitors from around the world. 

“Massachusetts is preparing to welcome the world in the coming years, with major global events like the FIFA World Cup, Sail Boston and the celebrations of America’s 250th anniversary bringing new visitors and new opportunities to our state,” said Governor Maura Healey. “Tourism is a powerful driver of jobs and economic growth, and this conference is an opportunity to showcase everything that makes Massachusetts special and keep our state a top destination for travelers.”

“2026 is our opportunity to lead,” said Lieutenant Governor Kim Driscoll. “In a rapidly changing global environment, Massachusetts succeeds when we work together. Through strong partnerships across tourism, culture, business, and technology, we are solving challenges, elevating our shared story, and putting our best foot forward on the world stage. Collaboration is how we honor our history and shape a stronger future.”

“Tourism today demands both imagination and execution,” said Secretary of Economic Development Eric Paley. “We are embracing new tools like AI, elevating our creative economy and positioning our strengths in science, technology, and education as powerful visitor assets. By aligning culture, innovation, and global strategy, Massachusetts is not only adapting to change, we are leading through it and turning this historic moment into sustained economic growth.”

Tourism remains a major driver of the Massachusetts economy. The state welcomed more than 52 million visitors in 2024 who spent over $24 billion statewide, supporting more than 155,000 jobs and generating more than $2 billion in state and local tax revenue. 

The two-day conference will explore how destinations can respond strategically to global travel shifts while leveraging cultural assets such as film, music, and museums to drive growth. Sessions will examine how emerging technologies like artificial intelligence are reshaping how travelers can discover destinations, how music tourism can benefit both residents and visitors, and how partnerships with the creative sector can strengthen communities.

Fred Dixon, President and CEO of Brand USA, will headline the luncheon keynote with insights on international marketing and global competitiveness. Josh Friedlander of U.S. Travel will present the latest industry data and forecasts to ground discussions in current travel trends and market realities.

A featured plenary session, “Global Moments, Local Impact,” will examine how upcoming events including Massachusetts 250, Sail Boston, and the FIFA World Cup present once-in-a-generation opportunities for economic growth, international exposure, and strengthen Massachusetts long term position as a leading global destination.

Throughout the program, conference attendees will engage in sessions including:

• Unlocking AI for the next era of tourism
• Marketing to the multilingual traveler on a local budget
• Leveraging music and the creative economy
• Integrating reputation strategy with revenue growth
• Positioning Massachusetts as the ultimate STEM tourism destination

The conference will also celebrate leaders whose contributions have shaped the state’s cultural and tourism landscape.

2026 Award Recipients:

• Rhonda and Steve Woodman, Award of Appreciation, for their enduring service and stewardship of Woodman’s of Essex, a culinary institution and tourism landmark.
• Laurie Norton Moffatt, recipient of the Larry D. Meehan Award, honoring 45 years of leadership at the Norman Rockwell Museum and her transformative impact on arts and cultural tourism.
• Virginia Bristol-Johnson, Massachusetts Film Award recipient, is recognized for her distinguished career as a costume designer and her contributions to Massachusetts’ growing film industry.
• Nina Zannieri, Executive Director of the Paul Revere Memorial Association, recipient of the Revolutionary Award for advancing Revolutionary history through dynamic public engagement and stewardship of one of the state’s most iconic sites.

“These awardees reflect the depth of talent and commitment across Massachusetts,” said Kate Fox, Executive Director of the Massachusetts Office of Travel and Tourism. “From culinary heritage to film, from museums to Revolutionary landmarks, they demonstrate how cultural assets drive visitation, community pride and economic impact.”

In a year defined by global attention and shifting travel patterns, Massachusetts is positioning itself not only as the birthplace of the American Revolution, but as a forward-looking destination where history, innovation and creative industries intersect.

For more information about the Massachusetts Governor’s Conference on Travel & Tourism, visit: https://massgovernorsconference.com/.  

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