The bill outlines the activities and recommendations of the Advisory Commission on Travel and Tourism in Massachusetts, highlighting the state's tourism recovery post-pandemic, which has reached 94% of pre-pandemic visitation levels. In 2024, the Commission convened three times to discuss various initiatives, including the successful Governor's Conference, updates on the 250th Anniversary marketing campaign, and the launch of the Massachusetts Ice Cream Trail. The report emphasizes the economic impact of tourism, which generated $24.8 billion in direct spending and supported 153,000 jobs, while also identifying key challenges such as high accommodation costs, staffing shortages, and competition from neighboring states.

The Commission recommends reinstating funding for Visitor Information Centers, establishing a sustainable funding model for the Massachusetts Office of Tourism and Regional Tourism Councils, and preparing for significant events in 2026, including the FIFA World Cup and America250 celebrations. The proposed funding model would allocate a percentage of hotel tax receipts to ensure predictable financial support for tourism promotion. The report concludes that with strategic investments and collaborative efforts, Massachusetts can leverage its tourism assets to drive economic growth and enhance community vitality.