Tourism begins new era in pandemic’s aftermathDate: 2/21/2022 WESTERN MASS. – The ramifications of the pandemic continue to take a hold on industries at large. Despite dealing with setbacks, Greater Springfield Visitors and Convention Bureau President Mary Kay Wydra remains optimistic about the tourism industry’s ongoing recovery.
Tourism in the ‘new normal’
Wydra shared that tourism around the area experienced sturdy numbers during the latter half of 2021, with signature events like the Big E helping to grow tourism closer to pre-pandemic occupancy.
“All the numbers we have been posting lately have been better than 2020, but we didn’t get as high as 2019,” said Wydra, who shared that the gap between 2021’s fall tourism and 2019’s numbers was “very close.”
The stabilizing fall numbers followed a summer season that reached pre-pandemic tourism numbers, according to Wydra. “We were really psyched with the summer occupancy because we had gotten to pre-pandemic levels. We had a really strong summer, and the attractions were all attested to that,” said Wydra.
The latter half of last year showcased COVID-19’s role in a new reality, with the delta and omicron variants generating significant case spikes throughout the fall and into the beginning of 2022. With the influx circumstances, Wydra stressed that tourism ventures continue to adjust to the ever-changing playing field.
“Tourism businesses are doing what tourists are doing, which is adjusting to what has become our new normal,” said Wydra. She shared that business continue to adjust by implementing various COVID-19 protocols, while tourists are embracing spontaneous bookings that align closer to their visit dates.
The tourism business also relied upon leisure travel as its predominant driving force, with corporate travel remaining stagnant due to the pandemic. “The corporate travel and the groups just aren’t back yet,” said Wydra.
Moving forward
Wydra believes that the new year presents fresh opportunities for the tourism industry. Many are embracing tourism trips with family and loved ones, with Wydra describing the renewed movement as “human-oriented travel.” “It only makes sense. We were deprived of that in 2020, we had to stay away,” said Wydra, who also shared that many workers have more travel time due to their remote schedules.
The Western Massachusetts area also prepares to welcome a gradual return to conventions. The Energy Marketing Association, the New England Museums Association and the Massachusetts Republican Party convention mark a few of the conventions set to take place during 2022, according to Wydra. Other local staples, like gymnastic events and a sled hockey tournament, will also be making their return.
Still, Wydra expects 2023 to be a “more robust” year for conventions, with many convention entities still catching up from the 2020 shutdown. “When we lost groups in 2020, they couldn’t reschedule until several years out because they book out years in advance,” said Wydra.
Corporate travel remains up in the air, with the pandemic leading to most embracing Zoom and other digital formats for gatherings. The bureau president expressed her hope that the digitized trends revert to previous traditions. “We want to rebuild our economy, but we can’t do it with Zoom. We need people to come together,” said Wydra.
Wydra expressed encouragement for 2022’s leisure tourism outlook, noting the return of Yankee Candle’s Wax Works, the Holyoke St. Patrick’s Day Parade and a full slate of entertainment options from MGM Springfield as key marketing draws. She also credited the Basketball Hall of Fame’s $25 million renovation project for renewing interest in the community staple.
“The interactive exhibits are amazing. It feels brand-new, top to bottom,” said Wydra.
While COVID-19 remains an ongoing challenge, Wydra also continues to balance the circumstances surrounding staffing shortages. She shared that local entities like Six Flags continue to wrestle with the shortage as they attempt to hire a robust staff. “It still remains an issue. … Businesses have had to close on certain days or reduce the hours of operation, so we’re still working on it,” said Wydra.
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