Greenfield Recorder – Director of the Office of Travel and Tourism visits Franklin County and wants to increase attendance

To expand her department’s presence in the state, the director of the Massachusetts Office of Travel and Tourism recently visited a number of tourism destinations in Franklin County.

Kate Fox was taken on a whirlwind tour of the province on Friday, where she met entrepreneurs and made connections alongside Anne Gobi, a former senator from Spencer who now works as Governor Maura Healey’s director of rural affairs. The tour was facilitated by Jessye Deane, executive director of the Franklin County Chamber of Commerce, which operates the Franklin County Regional Tourism Council.

At the WEconomic Development Chamber Breakfast at Greenfield Community College that morning, Fox explained that her agency is working to increase its presence in the state, mentioning that someone recently introduced her as director of “the state department of Whozeewhat.”

“And I thought, ‘There’s work to be done here,’” she said, laughing.

The Office of Travel and Tourism promotes Massachusetts as a year-round vacation and business travel destination. It falls under the State Executive Office of Economic Development and works directly with the 16 regional tourism councils in Massachusetts.

“Tourism is a major economic driver. Many people consider it the third largest industry in the state,” Fox said. “Because it’s not coded as one industry, it’s hard to show that because it’s multiple: it’s hotels, accommodations, restaurants, activities, attractions, outdoor activities (recreation). It’s all those things together. But we are a force to be reckoned with.”

Fox then began her tour of Franklin County businesses, starting with Apex Orchards, co-owned by Tim Smith and Courtney Basil. The caravan — which included Linda Dunlavy, executive director of the Franklin Regional Council of Government, and Sarah Burrell, the Chamber of Commerce’s marketing manager — talked about training and housing agricultural tourists and how climate change is affecting the season. Basil said that on the night of April 25-26, there was severe cold that negatively affected some crops in the area.

“Tim and I just hope by the grace of God that we don’t sustain too much damage. We’re really fortunate here that the sections where we’ve placed our orchards have good air drainage, which means the cold air won’t settle as much, and that’s entirely down to Tim and his very talented growing methods,” Basil said. “We are hopeful that we sustained minimal damage.”

Fox and the others also stop at Yankee Candle Village, Historic Deerfield and a few other spots before ending the day with a visit to some baby goats from Finicky Farm at The Brewery at Four Star Farms in Northfield.

“It was a really great opportunity,” Fox said in an interview Tuesday, looking back on the tour. “I love Franklin County, and there is so much to do: outdoor recreation opportunities and historical and cultural attractions.”

Reach Domenic Poli at: [email protected] or 413-930-4120.