MA Spotlight: Roy Nascimento

Posted by Massachusetts Office of Travel & Tourism

We spoke to Roy Nascimento, president and CEO of the North Central Massachusetts Chamber of Commerce and Visit North Central Massachusetts, about his work bringing visitors and economic prosperity to this special region of the Commonwealth.  

 

Tell us about your career and your current job leading the business and tourism sectors of North Central Massachusetts and its 27 cities and towns.

I began my career in community development 25 years ago as the Public Affairs Manager for the Metro South Chamber of Commerce in Brockton. I had just earned my master’s degree in public administration from Suffolk University and I had a strong interest in pursuing a career in public service so this was a good fit. What I thought would be a short-term steppingstone turned out to be a very fulfilling career! I found the work very rewarding and enjoyed collaborating with various business and community leaders across all sectors. Following six years of working in this role, I went on to lead the Attleboro Area Chamber and then the New Bedford Area Chamber. It was in New Bedford where I got my first introduction to tourism and saw the tremendous impact it can have in contributing to a local economy.

In 2015, after a nationwide search, I was honored to be selected as President & CEO of the North Central Massachusetts Chamber after my predecessor, David McKeehan, retired. The Chamber is nationally recognized and has a very dynamic and impactful scope that includes tourism, economic development and so much more. In my role as President & CEO, I also serve as the President of the Johnny Appleseed Trail Association (DBA Visit North Central Massachusetts), the tourism arm of the Chamber and the official regional tourism council for the region.

 

The Johnny Appleseed Visitor Information Center on Route 2 is a wonderful stop for travelers passing through your region.  Tell  us about the recent updates to the VIC, and what type of information do travelers seek when stopping by?

We take great pride in the Johnny Appleseed Visitors Center and it’s our vision to have the best visitor center in the state! We’ve transformed the center from a highway rest stop into a unique and inclusive anchor destination to showcase North Central Massachusetts while also advancing our economy. We recently completed renovations to improve the experience for the 165,000 visitors who stop there each year and to better share the story of the region. Travelers to the center will now find new outdoor interpretive displays, museum quality signage highlighting a collection of unique historical items on display, and local artwork. We also added amenities requested by visitors, including a dog walking area, a water bottle refilling station and digital screens.  A key priority was to make the center safer, more inclusive and accessible for all aspects of the public by adding security cameras, ADA compliant handicap doors, shading over handicap picnic tables and introducing new cultural programming.

 

Along with Discover Central MA and MetroWest, Visit North Central MA is part of a $1 million federal grant to market your super region in the offseason.  What plans are underway to attract visitors between November and April? 

We are very excited about the partnership and the grant from the U.S. Economic Development Administration. Tourism was identified in our One North Central Comprehensive Regional Economic Development Plan as one of four priority industries that helps drive our economy locally and enhances our quality of place. As a four-season destination, we believe we can compete with other states and draw more visitors looking for the traditional New England experience. The newly obtained Travel and Tourism Season Extension (TTSE) grant will facilitate targeted marketing initiatives over the next two years, aimed at increasing visitation to our collective regions during the shoulder season. This will be a nice boost to our existing marketing efforts and help to introduce our region to more visitors and groups.

The Massachusetts Association of Chamber of Commerce Executives (MACCE) recently bestowed Distinguished Service awards to you and your colleagues, Kat Deal and Diane Burnette.  What kind of influence do chambers have in connecting out-of-state visitors to small and family-owned businesses?

I am so proud to be involved in this industry, as chambers are doing incredible work in supporting their members and advancing their communities. While no two chambers are alike, at their core all chambers of commerce are a network of businesses and community organizations that come together to work collectively to advance their communities. Chambers serve an important role as connectors, facilitators and partners in the community. Even if a local Chamber is not directly involved in tourism and destination marketing, they still have an important role in helping to connect small businesses in their community with resources, information, and to the local regional tourism council and the Massachusetts Office of Travel and Tourism.

 

What do you recommend to visitors coming to North Central Massachusetts for the first-time, so that they’ll keep coming back?

We are best known as Johnny Appleseed Country but with our scenic countryside, outdoor adventures, quaint shops, breweries, wineries, orchards and farms we’re so much more! If you are visiting North Central Massachusetts for the first time, I would recommend reaching out to us to help you plan your trip! Whether it’s a romantic night away or a day trip with your family, we have you covered.

Check out our website –  visitnorthcentral.com – for information and activities happening in the region. Pick up the newest edition of the Guide to North Central Massachusetts at more than 450 high traffic locations throughout the state, including the 45 AAA offices. This popular publication is a glossy, full-color magazine with pieces that aim to inform and inspire readers. The Johnny Appleseed Visitors Center on Route 2 in Lancaster is another great resource. Our friendly and knowledgeable staff can help to answer any questions and provide you with tips and information on local destinations. And don’t forget to follow us on our social media channels for inspiration and ideas when planning your next day trip or weekend adventure. We hope to welcome you to North Central soon!

 

Thank you, Roy.