On the evening of October 7, the City of Fitchburg, Massachusetts, took a decisive step toward shaping the future of tourism in North Central Massachusetts. With a unanimous vote, the city approved the formation of the Fitchburg Tourism Destination Marketing District (FTDMD), a milestone that brings years of planning and persistence to fruition. The five-year district is expected to generate an estimated $285,000 annually through a 1.5% assessment, creating a dedicated funding stream to support marketing, public relations, tourism-related development, and capital improvements. The district’s mission is clear: to position North Central Massachusetts as a compelling destination for overnight visitors with intention, investment, and long-term impact.
The FTDMD is championed by the Johnny Appleseed Trail Association (JATA), also known as Visit North Central Massachusetts, under the leadership of President & CEO Roy M. Nascimento. Their steady guidance and vision have been instrumental in getting the district across the finish line.
“The approval of the Fitchburg Tourism Destination Marketing District represents a turning point for Fitchburg and our region. For years, we’ve known North Central Massachusetts has the assets to compete as a tourism destination. The challenge has been creating sustainable funding to tell that story effectively. This district gives us the tools to better market Fitchburg and our region strategically, and create economic opportunities that benefit our entire business community. I’m grateful to Mayor Squailia, the Fitchburg City Council, and our hotel partner Great Wolf Lodge for their vision and partnership. This is how regional economic development is supposed to work,” said Visit North Central Massachusetts, President & CEO Roy M. Nascimento.
Sharpening the Destination's Edge
What sets the FTDMD apart is its focused approach to growth. The district’s funds will be used to amplify and elevate the core elements that define a great visitor experience, through smart, targeted investments.
Destination Development
Along with marketing, advertising and public relations, funds will be directed toward projects that strengthen the appeal of the region, especially for overnight guests. These initiatives are meant to enhance already existing services. From upgraded guest touchpoints to improved regional cohesion, the goal is to make North Central Massachusetts more navigable, welcoming, and worth staying longer.
The creation of the FTDMD is more than a stable funding mechanism; it’s a strategy for shared success. It reflects a collective belief in the region’s potential and a willingness to invest in its future. We’re proud to celebrate this accomplishment with Visit North Central Massachusetts, the City of Fitchburg, and the local businesses that supported this effort. With the district now in place, North Central Massachusetts is poised to create a lasting economic impact for the entire region. Congratulations to all who worked so diligently to make this district possible!
