Island tourism officials raised the prospect of better courting international visitors at a new tourism conference held in Edgartown this week.
About 100 attendees at the State of the Island Tourism Breakfast, put on by the Martha’s Vineyard Chamber of Commerce at the Harbor View Hotel Monday, listened to tourism leaders talk about the successes and obstacles for tourism both on the Island and regionally.
Throughout New England, international tourism has rebounded after the pandemic, due partially to increases in flights coming directly to Boston from Europe, said Kerrie Tripp, the keynote speaker and product and sales director for Discover New England.
“These numbers are increasing,” Ms. Tripp said, speaking for all of New England. “You can see the 2024 visitation forecast. We are forecasting to be up at least 11.8 per cent this year. We are back at 2019 numbers. I’m no longer talking about the COVID years, and our international travel has rebounded very well.”
Most of the international travel for New England comes from the United Kingdom, Ireland, China, Mexico, India, Germany and Australia.
While exact stats on international travel to the Vineyard weren’t available, these numbers are emblematic of what the Island has been seeing as well, said Erica Ashton, the new executive director of the Vineyard chamber of commerce.
“I think that everything that Kerri reported in terms of majority of people coming in from UK, Australia, India...that’s what we’re seeing as well, from both the people who are coming from the travel kiosk by the ferry or our offices where we ask them to pinpoint on the map where they’re coming from,” she said.
The chamber has also been focusing on targeting its social media campaigns towards international tourists from the countries that have a significant number of visitors coming to the Island.
“Based on the info from the kiosk and other sources, we make sure that we put out social media campaigns [that are targeted],” she said. “We work with international tour operators and travel writers. It’s kind of a multitude of media that goes into it. The more people that come from a certain country from writers from Conde Nast Traveler and international publications like that, then more and more people are attracted to come here.”
Ms. Ashton was thrilled to host the new conference, saying it helps to have everyone together to talk about one of the Island’s main industries.
“We are really excited to bring everyone together today to celebrate the vital role that tourism plays in our markets, economy, culture and future,” she said.
A panel of Islanders also delved into the Vineyard’s perspective, including maintaining tourism into the off-season and how businesses can collaborate to take on the biggest challenges.
Moderated by Edgartown town administrator James Hagerty, the panel included Oak Bluffs Association executive director Billie Jean Sullivan, Vineyard Haven Business Association president Elaine Barse, Edgartown Board of Trade executive director Erin Ready, Winnetu general manager and Martha’s Vineyard Lodging Association board member Matthew Moore and Michael Bobbitt, Mass Cultural Council executive director.
“The biggest issue in my mind is workforce housing,” Mr. Moore said. “We would love to be able to double or triple the amount of restaurants and increase the hotels and make this really a destination. But I think there’s some self-limiting factors that we really have to discuss, and until we solve that, it’s hard to see the path forward.”
According to Mr. Bobbitt, domestic visitors are coming from Boston, Cambridge, New York, New Jersey, Hartford, New Haven, the D.C.-area and Philadelphia.
“Those are your top places, so ad buy-ins and doing a double down on your marketing in those areas where you know people are coming from [is important],” he added. “Then highlight in those ads the arts and culture [aspect of the Island].”
The rising costs of traveling to the Vineyard was a common theme from the panelists. Ms. Ready emphasized marketing the Island’s attractions that don’t cost money.
“There are other ways to enjoy the Island, which we’re all really familiar with, but it’s a matter of keeping that in the forefront of how we talk and tell everybody about the Island,” she said.
The key for business owners is to market their business properly, according to Ms. Barse.
“I think as small business owners, tour operators, whatever you might do, think about how you welcome people to your business, to your community,” she said. “If you’re taking pride in your business, you’re going to be happy to have people come there.”
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