Discover Central MA and Worcester Regional Chamber of Commerce Launch Smile City Passport Campaign Targeting Tourism Resurgence

[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: 

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 Instagram, Facebook, Twitter, Pinterest, Linkedin, YouTube, TikTok 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  

bree@studiodibella.co