The 2026 Eastern CT Tourism Conference brought together leaders from across the state to examine the evolving landscape of Connecticut’s visitor economy and the opportunities ahead for the region. Organized by the Chamber of Commerce of Eastern Connecticut, this year’s program was made possible through the generous support of Presenting Sponsor, Bradley International Airport and Supporting Sponsor, Garde Arts Center, and held in partnership with the Greater Mystic Chamber of Commerce, Greater Norwich Area Chamber of Commerce, and Northeastern CT Chamber of Commerce, along with the Eastern Regional Tourism District.
Hosted at Great Wolf Lodge Mashantucket, the event benefited from the exceptional hospitality and coordination of the lodge’s team, led by General Manager Henry Tessman. Their efforts helped create an engaging environment for a full day of insights, collaboration, and forward-looking conversation among tourism professionals, businesses, nonprofit partners, and policymakers.
The conference opened with welcome remarks from Tony Sheridan, President of the Chamber of Commerce of Eastern CT, setting the tone for a day focused on industry resilience and regional collaboration. Opening introductions followed from Michael Shea, Executive Director & CEO of the Connecticut Airport Authority; Bruce Flax, President of the Greater Mystic Chamber of Commerce; Angela Adams, Executive Director of the Greater Norwich Area Chamber of Commerce; Jenna Perez, Ambassador for the Northeastern CT Chamber of Commerce; and Christopher Regan, Property Owner of Olde Mistick Village and Chair of the Eastern Regional Tourism District.
A live statewide tourism update was then delivered by Rachel Lenda, Director of Tourism for the State of Connecticut, in conversation with Megan Gilbert, Vice President of the Chamber. Their discussion highlighted current conditions, ongoing marketing strategy, and the importance of sustained investment and data-driven decision-making.
Big-Picture Takeaways for Connecticut Tourism
Marketing Performance
The Connecticut Office of Tourism reported 39 billion media impressions and more than 7,000 placements over the past year, supported by a strong 7:1 return on investment—delivering $8 back for every $1 spent. Tourism now supports 7% of all jobs in Connecticut and has contributed to a 9% overall growth rate, bolstered by robust day‑trip activity averaging 156 trips per day.
Content Strategy
Travel behavior continues to shift toward story-focused, FAQ-style content, with travelers seeking convenience, relevance, and personalized experiences across digital platforms.
Research & Tracking
The updated 2021 Tourism Economic Impact Study will be released in September, offering crucial data to guide future strategy. Maintaining clear investment tracking remains vital to sustaining statewide marketing.
Funding & Policy Developments
With a $4.5 million tourism budget, several active legislative proposals signal growing attention to reinvestment in infrastructure, municipal support, and destination development. SB 55 proposes allocating ½ of 1% of the meals tax to the statewide tourism fund, with the remaining half split between school lunches and another designated area; HB 5136 offers an alternative structure, directing ½ of 1% to tourism and ½ of 1% back to the municipality where the tax was generated; and SB 2 presents yet another model, splitting the additional meals tax between tourism and municipalities while also exempting certain small businesses from sales/use taxes on electricity and natural gas. These overlapping bills are likely to be combined as the session progresses, with the school‑lunch component as a possible exception. Additionally, HB 5243 would authorize up to $8 million in state bonding for Mystic-area investments, including docks, piers, breakwaters, parking structures, riverwalk enhancements, and shuttle boat service—directly supporting regional tourism growth and visitor experience improvements.
Community ROI
The tourism economy continues to produce measurable returns across sectors, from cultural organizations and museums to hospitality and community services.
Keynote & Conference Themes
Jason Guyot, President & CEO of powerhouse hospitality destination Foxwoods Resort Casino delivered a keynote emphasizing long-term stewardship for Connecticut’s visitor economy. Key themes included the importance of reinforcing weekday and shoulder‑season visitation, strengthening workforce pipelines, expanding vendor inclusion, and reinvesting in hospitality assets. Guyot underscored the power of the region’s “halo effect”—the economic lift created when visitors explore multiple destinations during a single trip.
This energy was translated into tangible, strategy-focused sessions led by regional experts in the afternoon.
Breakouts & Panels
“Marketing the Experience” Panel
Moderated by: Maria Miranda, Miranda Creative, Inc.
Message: The landscape is shifting from producing more content to producing more relevant content—centered on experiences, authentic storytelling, and what travelers truly need to know.
“Tourism is an Economic Driver: A Comprehensive Tourism Study”
Moderated by: Chris Regan, Chair, Eastern Regional Tourism District
Message: Connecticut ranks strikingly low in tourism funding compared to other parts of the North East; while research continues to guide strategy, industry voices must advocate loudly for a stronger statewide marketing budget.
“From Ideas to Output: How AI Can Accelerate Your Mission”
Led by: Regan Communications Group
Message: AI is now a practical tool for everyday marketing—use it to automate, analyze, and enhance output, but always with intention and oversight.
Email us to get a copy of the presentation – Members Only.
“Raising Your Voice for Tourism: Practical Advocacy Strategies”
Moderated By: Patti Larrow-George, Legislative Committee Chair, Eastern Regional Tourism District
Message: Effective advocacy starts with clarity—identify your priorities, engage local officials early, and link tourism to community benefits.
Email us to request the Legislative Toolkit – Members Only.
“Worth the Trip: Events That Make Eastern Connecticut the Destination”
Moderated by: Bruce Flax, President, Greater Mystic Chamber of Commerce.
Message: Signature events fuel visitation, extend stays, and strengthen regional identity through collaboration and cross‑promotion.
“Capitalizing on Content: Partnering with Creators & Influencers”
Presented by the Office of Statewide Marketing & Tourism.
Message: Smart creator partnerships amplify reach and authenticity—meeting travelers where they already gather and search for inspiration.
Together, these breakout sessions underscored a central theme of the conference: tourism is not just an industry—it is a catalyst for economic vitality, community identity, and regional opportunity. By equipping partners with sharper tools, clearer data, and stronger collaborative strategies, the conference reinforced how essential tourism is in driving growth, amplifying local stories, and ensuring that Eastern Connecticut continues to thrive as a vibrant destination.
Acknowledgments
Thank you to our Display Table sponsors, all speakers, panelists, and presenters, and of course our attendees for helping advance Eastern CT and making our region a worthwhile place to live, work, and invest.