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North of Boston Convention & Visitors Bureau

August 21, 2025

Today’s Cape Ann Conversations podcast guest is Nancy Gardella, Executive Director of the North of Boston Convention & Visitors Bureau (NBCVB). Since its founding in 1955, the NBCVB has been a private, nonprofit, membership-based organization dedicated to promoting Essex County, Massachusetts, as a premier, year-round travel destination. As one of the state’s official Regional Tourism Councils, the NBCVB serves as the bridge between the region and the Massachusetts Office of Travel & Tourism. Operating the Maria Miles Visitor Center on I-95 southbound in Salisbury, the bureau welcomes over 300,000 travelers annually, helping them discover local accommodations, dining, attractions, and events from their first step into the region.

The NBCVB’s influence extends well beyond visitor guidance. Boasting a membership of more than 200 travel and tourism businesses across Essex County — including accommodations, dining, attractions, arts & culture, retail, and historic sites — the bureau’s marketing impact is impressive. It attracts visitors through digital platforms and campaigns—like its website (over 4 million page views annually), social media reach (Instagram and Facebook in the millions), and newsletters with strong open rates—driving billions in regional tourism spending. Beyond promotion, the CVB supports member businesses through advertising, blog features, email blasts, educational seminars, trade show networking, and even tourism marketing grants—over $382K awarded in the past five years—to help elevate their visibility and success.

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