Arts and culture aren’t separate from tourism. Tourism isn’t separate from arts and culture. They are integrated, and in Massachusetts communities like Beverly, that integration is driving real economic growth – more visitors, more spending, more jobs, and a stronger local identity. I’ve been saying this for years. A few weeks ago, I got to make that case on stage

Creative Collective was in the room on January 28, 2026, when the Massachusetts Office of Travel and Tourism relaunched its Tourism U educational series. We were there to support our members Marnely Murray and Angela Prout of Shored Up Digital—and to bring back everything we learned about social media for tourism businesses for those of you who couldn’t make it.

The North of Boston tourism awards Destination Excellence Summit gathered more than 200 professionals at Salem’s Hawthorne Hotel on November 19 to address a critical question: how does a region coordinate tourism strategy across 34 cities and towns while maintaining authentic local character? The timing proved symbolic—the Hawthorne Hotel celebrated its 100th birthday while hosting discussions about the next century

As autumn paints Essex County in brilliant hues of amber and crimson, Salem transforms into a captivating destination where history, mystery, and community converge. With over 500,000 visitors descending upon the “Witch City” each October, there’s no better time to discover Salem through the eyes of our remarkable Creative Collective tour company members, each bringing their unique perspective to this

The North of Boston Convention & Visitors Bureau (NBCVB) held its 2022 Annual Meeting and Tourism Awards Ceremony on Wednesday, November 8 at the Hawthorne Hotel in Salem, MA.  Members, local chambers of commerce, destination marketing organizations, and tourism supporters in Essex County came together to honor colleagues who are making a difference as champions in the industry. “Bringing in