[WORCESTER, MA, June 15, 2020 --] Discover Central MA in partnership with the Worcester Regional Chamber of Commerce today announced the official launch of the new digital-first tourism campaign, The Smile City Culture Passport. The program, named for the home of Harvey Ball’s iconic smiley face, was designed to entice out-of-state visitors to the region and kickstart the tourism economy in Worcester and throughout Central Massachusetts.  

The free Smile City Culture Passport offers discounts on cuisine, shopping, and attractions throughout Central Massachusetts, empowering visitors to save money as they explore everything the region has to offer. Designed with user-experience in mind, Visitors can expect a simple sign-up and redemption process that integrates seamlessly with email and mobile messaging. At launch the Smile City Culture Passport features exclusive offers and discounts from nearly two dozen regional businesses, with more offers slated to deploy throughout the summer.  

“We were honored to receive a sizable state recovery grant from the Massachusetts Office of Travel and Tourism,” said Monique Messier, Discover Central MA executive director. “It was important to Discover Central Mass that every dollar be used to positively impact the businesses in our region that thrive when the tourism economy thrives. The recovery grant empowered us to develop a campaign we’re very proud of, designed to directly impact many Discover Central Mass members throughout the region.” 

“The launch of the Smile City Culture Passport program demonstrates not only the State’s commitment to regional tourism, it highlights the impact small business can have on the community as a whole,” said Timothy P. Murray, president and CEO of the Chamber. “The program, which was developed in partnership with local creatives, marketers, and participating businesses, was truly built for the region, by the region. I look forward to the growth and evolution of the Smile City Passport program, which I believe will continue to support the ongoing efforts of the Worcester Renaissance.” 

Featuring a wide array of offerings, the Smile City Passport aims to provide compelling offers to travelers with any interest. From hotel discounts and free baked goods to discounted attractions and exclusive backstage theatre tours, the program was structured to highlight a sampling of the Region’s most compelling Summer attractions. The local businesses featured in the Smile City Culture Passport include: 


Smile City Passport Offer 



AC Hotel By Marriot 

Free Overnight Parking 

American Heritage Museum 

25% Off Admission 

Bean Counter Bakery Café 

Free Cookie / Free Cupcake 

Bedlam Book Café 

20% off Any Used Book with Smoothie Purchase 

Boundless Adventures Zipline and Aerial Park 

Brush It Off Paint and Sip Bar 

Chashu Ramen + Izakaya 

15% Off Merchandise 

Buy 2 Get 1 Free 

10% Off Of Lunch, Weekdays Only 

Comfort Inn & Suites – Sturbridge-Brimfield 

10% Off Stay  

Courtyard By Marriot Worcester 

25% Off Stay, Free Overnight Parking 


10% Off - Gift Shop 

Hilton Garden Inn – Worcester 

20% Off Stay 

Homewood Suites By Hilton – Worcester 

5% Off Stay 

Mechanics Hall 

Free Tour for Two 

Museum of Russian Icons 

Buy One, Get One - Admission 

Old Sturbridge Village 

Discounted Admission 

Quite Fetching Barkery And Pet Boutique 

1 Free - Fresh from the Oven Pupcake 

Sail to Trail Wineworks 

The Bay – Massachusetts Pirates Pro Shop 

The UXLocale, L.L.C. 

$5 Off – 1 Bottle of Wine 

15% Off Pro Shop Merchandise 

10% Off Orders Over $50 

Worcester Art Museum 

Worcester Bravehearts 

20% Off – Museum Shop 

$5 Ticket 

Worcester Chamber Music Society 

Worcester Historical Museum 

20% Off Summer Festival Single Tickets 

Buy One, Get One – Adult Admission 

The Passport is available now at VisitSmileCity.com for free. 

About Discover Central MA  

Discover Central MA’s mission is to market Central Massachusetts as a competitive destination for travel and tourism, attracting visitors, national conventions, meetings and events. As a membership-based, destination marketing organization, DCM advocates for the growth and health of the local tourism industry. Membership is available to hospitality and tourism businesses in Worcester and 34 surrounding communities in the Central Mass. region. To stay up to date, follow Discover Central MA on InstagramFacebookTwitterPinterestLinkedinYouTubeTikTok and subscribe to the weekly newsletter.  

About Massachusetts Office of Travel & Tourism (MOTT) 

MOTT’s mission is to promote Massachusetts as a leisure and business travel destination for domestic and international markets and to contribute to the growth of the Commonwealth’s economy. 

About Worcester Regional Chamber of Commerce 

The Worcester Regional Chamber of Commerce is the largest Chamber in New England representing 2,100 members from all industries and of all sizes located in our service area of 35 cities and towns and other communities in Central Mass. and beyond.  

Media Contact:  

Breanna DiBella 

Principal, Studio DiBella  

(774) 753-1550