Annual Conference Features Discussions on Upcoming Massachusetts 250 and FIFA Events, Presentation of Awards to Industry Leaders

Springfield - The 2025 Massachusetts Governor’s Conference on Travel & Tourism officially kicked off today at the MassMutual Center in Springfield. This annual event brings together industry leaders, tourism professionals, and state officials to celebrate the success of Massachusetts’s tourism industry and explore strategies for future growth.

This year’s conference program includes a dynamic lineup of breakout sessions covering key topics such as experiential marketing, AI tools for tourism, international visitor engagement, strategies for leveraging major global events, and an update on the state’s Massachusetts 250 initiative commemorating Massachusetts’ role in the founding of the country. 

"With the historic milestones of the country’s 250th anniversary on the horizon, many of which took place in Massachusetts, this is a critical time for tourism leaders across the state to come together with energy and purpose,” said Massachusetts Governor Maura Healey. “By working together, we're creating experiences that make people want to keep coming back to Massachusetts again and again.”

The conference also includes a Massachusetts Office of Travel and Tourism Awards Ceremony recognizing individuals and organizations for their outstanding contributions to the state’s tourism industry.

“To our esteemed awardees, congratulations on your exceptional service to the state,” said Massachusetts Lieutenant Governor Kim Driscoll. “Your contributions are vital as we collaborate and share ideas to strengthen Massachusetts's position as a top destination and create lasting connections through our stories and experiences.”

Award recipients include:

• Diane Burnette will receive the Larry D. Meehan Lifetime Achievement Award for her nearly 30 years of leadership at the Johnny Appleseed Visitors Center, positioning North Central Massachusetts as a premier destination.
• Don Packer will receive the Film Industry Achievement Award for his decades-long career in film editing and his role in establishing the Massachusetts Production Coalition.
• Dr. Robert Krim will be honored with the Award of Appreciation for his work in documenting Massachusetts’ innovation history and creating the Innovation Trail.
• Suzanne Taylor will receive the Revolutionary Achievement Award for her work with the Freedom Trail® Foundation, preserving and promoting Boston’s revolutionary history.

“The success of this event is a testament to the collaborative spirit of the Massachusetts tourism community, and we are particularly grateful to the City of Springfield for their outstanding hospitality,” said Kate Fox, executive director at the Massachusetts Office of Travel and Tourism. “As we look ahead, we are committed to strengthening our marketing efforts and fostering teamwork to ensure that the Massachusetts story resonates with all, welcoming both visitors and residents to be a part of our shared success.”

The conference will continue on Wednesday, March 19 with an opening plenary focused on Massachusetts’ tourism performance and future outlook. Kate Fox, along with leaders from TripAdvisor and Massport, will present a comprehensive update on 2023–2024 travel data, highlighting the state’s recovery and growth. Massachusetts welcomed more than 52 million visitors in 2023, generating $23.6 billion in visitor spending and supporting over 154,000 jobs statewide.

A key focus will be the success and growth of the "Made Possible" campaign, which highlights Massachusetts' unique stories and destinations. The campaign has boosted visitor engagement and inspired more exploration across the state. 

Wednesday’s sessions will cover multicultural tourism, agritourism, and culinary travel, with insights on sustaining growth and leveraging global events in 2026. For more information, visit https://massgovernorsconference.com/. 

The Massachusetts Office of Travel and Tourism

Massachusetts is made for nights on the town, days on the trails, and everything in between. The Massachusetts Office of Travel and Tourism (MOTT) mission is to promote Massachusetts as a four-season leisure and business travel destination for domestic and international travelers and contribute to the state’s economic growth. MOTT helps with itinerary planning, familiarization trips, images, and photographs and offers support in providing information to the travel trade, press, and media. To plan your trip to Massachusetts, please go to?www.visitma.com.