The Advisory Commission on Travel and Tourism's annual report highlights the robust recovery of Massachusetts' tourism sector, which has reached 94% of pre-pandemic visitation levels, attracting approximately 28.3 million visitors in 2024. This resurgence has generated $24.8 billion in direct spending, supported 153,000 jobs, and contributed $1.7 billion in state and local tax revenue. The report outlines key visitor segments, including cultural, educational, business, and culinary tourism, while also noting the challenges posed by seasonal concentration, high accommodation costs, staffing shortages, and competition from neighboring states.

The Commission's activities in 2024 included meetings focused on various initiatives, such as the 250th Anniversary marketing campaign and the launch of the Massachusetts Ice Cream Trail. The report emphasizes the need for strategic investments in visitor services and sustainable funding for the Massachusetts Office of Tourism and Regional Tourism Councils, advocating for a dedicated funding model based on hotel tax receipts. Additionally, it outlines preparations for significant events in 2026, including the FIFA World Cup and America250, which present unique opportunities for Massachusetts to enhance its tourism infrastructure and economic impact.