The tourism industry has rebounded in The Berkshires in Western Massachusetts, according to 2021 tourism figures released by 1Berkshire and the Massachusetts Office of Travel + Tourism.
The 2021 tourism impact numbers show a 55% increase in direct visitor spending over 2020. Spending in 2021 was 1% over that of 2019, the last pre-pandemic year. This major increase in tourism spending in 2021 truly signals a strong growth trajectory for the hospitality and tourism industry in the area.
In 2021, the total economic impact of tourism in the Berkshires was $900 million dollars. Jobs directly related to tourism supported 4,134 residents throughout the county in 2021, which brings associated payroll to $136.1million. Visitors in the Berkshires generated $616.4 million of spending at local businesses throughout the county in 2021. This spending returned almost $32.9 million to the state in tax revenue, and Berkshire communities received an additional $19.1 million to use for local services.
1Berkshire’s Sr. Vice President of Tourism and Marketing Lindsey Schmid called tourism “an integral part of the Berkshire economy, sustaining economic growth and enhancing the quality of life for residents across the region. The pandemic which stalled this sector somewhat has now rebounded, and in 2021 we were able to surpass our impact of 2019. COVID has really made travelers aware of the importance of getting outside and finding moments of exploration closer to home, and luckily, the Berkshires has been able to provide this solace for many new visitors and returning ones. At 1Berkshire, we have harnessed this new way of thinking about travel and utilized it in our marketing efforts, focusing on younger, more diverse visitors, as well as taking time to welcome back our legacy visitors who may have stayed away in 2020.”
A Visitor Perception Study in 2021 indicates the “median age of visitors is now 41, down from 53 just 7 years prior, and we have seen a decrease in median income. Simultaneously, we are seeing increases in those that come here with children, as well as a large increase in those who say they take part in outdoor activities.”
Website traffic to berkshires.org in 2021 reveals that “visitation to our site was up 18% over 2019 and is on track to be well above that for 2022. Our focus at 1Berkshire is to expand visitation in our shoulder seasons. Most recently, we were awarded a Tourism Season Extension grant in conjunction with the other Western MA regional tourism councils for one million dollars to do this work. These funds will help augment all of our other marketing efforts to keep the Berkshires top of mind year-round and further help in bolstering this important economic cluster in our region,” concluded Schmid.
About 1Berkshire
1Berkshire is a county-wide organization focused on economic development and promotion of the region as a preferred place to visit, to live, and to grow a business. It provides programs that connect businesses with each other and with potential customers and works to develop future leaders and support entrepreneurs. For more information, visit 1Berkshire.com.