‘Made for every adventure’

Despite being one of the smallest states in America, Massachusetts punches above its weight. It’s home to world-famous sporting teams like the Boston Red Sox, prestigious universities like Harvard and the Massachusetts Institute of Technology, battle sites of the American Revolutionary War against the British, vacation destinations like Nantucket and Cape Cod, and sumptuous local seafood.

It’s no wonder then that over 52.3 million tourists visited Massachusetts in 2023, with 2.1 million of those being international. But getting back to pre-pandemic levels hasn’t been easy – the international figure is still 16 percent lower than in 2019 and domestic levels haven’t increased.

That’s why Kate Fox’s role as Executive Director of the Massachusetts Office of Travel and Tourism, which she took over in June 2023, is more important than ever.

Her task of reviving Massachusetts’ US$23.6 billion tourism industry back to pre-pandemic levels of US$24.2 billion isn’t easy, but she has a few aces up her sleeve.

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Fox is leaning into her credentials; she has over 26 years of experience in Massachusetts’ tourism industry, including nearly 16 years as Executive Director of Destination Salem, during which she proved there’s more to the city than its infamous witch trials of 1692.

Event highlights

It’s the perfect foundation for leveraging the upcoming exciting calendar of cultural and community events to be staged as part of Massachusetts 250, which, over 2025 and 2026, will commemorate the many battles across the state that led to America’s independence from the British.

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“Working with the Massachusetts Office of Travel and Tourism (MOTT), under the leadership of Kate Fox, we drive new dollars, increase economic impact and support local jobs in Central Massachusetts. MOTT’s funding enables us to execute experiential marketing initiatives that highlight the region’s unique tourism assets, attractions and experiences. Together, we ensure our region remains a key player in Massachusetts’ thriving tourism economy.” – Monique Joseph, President, Discover Central Massachusetts

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The capital, Boston, is also set to host seven FIFA World Cup matches in 2026 at Gillette Stadium (home of the New England Patriots NFL team), which is temporarily being renamed Boston Stadium for the event.

Such momentous occasions have created an unrivaled platform for Fox and her team to sell Massachusetts’ assets to the masses.

“At the most simple level, we want more tourists,” she tells The CEO Magazine.

“We want people to stay overnight and dive into the history, culture and everything that we have here in Massachusetts. We are such a wonderful, authentic destination filled with museums, historic sites and natural resources. And the beginning of America – the American Revolution started here.

“Massachusetts 250 is a catalyst to communicate our assets for sure, to talk about how we are still revolutionary in Massachusetts today and how we’re going into the future, because we are such a tech hub with so much development in the field of life sciences and AI, with remarkable business investment.

“I hope there’s a reverberation and we see the economic benefits of these celebrations and significant events for years to come.”

Attracting the youth and business

Fox’s goal is for those efforts to also create more jobs to attract youngsters, who have left, to return to their home state.

“We’re working with the Office of Economic Development and partnering with our universities to engage with the students, because there is certainly a tendency for students to want to get out and spread their wings,” she says.

“When students go somewhere else, I hope they remember how great Massachusetts is and return here to start their careers. We have a lot of opportunity for growth and improvement because people perceive jobs and hospitality and tourism as lower level, and they’re not necessarily seeing the marketing positions and leadership positions or those in operations and finance.”

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“We’re so fortunate to work hand in glove with the Massachusetts Office of Travel and Tourism. Under the leadership of Kate Fox, and with the support of the Healey/Driscoll administration, innovative, fresh and fun destination marketing, such as the Made Possible campaign, keeps Massachusetts top of mind to travelers and competitive with other states while supporting small businesses.” – Nancy Gardella, Executive Director, North of Boston Convention and Visitors Bureau

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Fox also hopes a knock-on effect will be to position Massachusetts as a place to launch and do business.

“I do hope that the special events and the marketing work that we do on behalf of the state as a destination is a catalyst for business owners to want to start a restaurant, want to start a food truck, that they’re going to evolve eventually into brick-and-mortar, or start that small specialty store that’s going to benefit from a mix of residents and tourists,” she says.

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“As a long-time Regional Tourism Council member, the Mohawk Trail Association values a strong partnership with the Massachusetts Office of Travel and Tourism. Under Kate Fox’s leadership, MOTT has been a dedicated advocate for regional tourism, helping to showcase the state’s scenic beauty, outdoor recreation and rich history to visitors from near and far.” – Peter L. Tomyl, President, Mohawk Trail Association Regional Tourism Council.

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Being part of the Massachusetts Marketing Partnership, which includes partners like Boston’s Logan International Airport and the North of Boston Convention and Visitors Bureau, ensures ideas are shared and acted on collaboratively and individual organizations don’t operate in silos, so all can benefit from their combined efforts.

“Tourism plays a crucial part in the quality of life in Massachusetts,” Fox says. “We are not the least expensive place to live in the United States, but we have an absolutely amazing quality of life.

“We have the hospitals, we have the education, we have wonderful natural resources and historic resources, so it all plays in together to make Massachusetts a great place to do business and to live.”