Island tourism officials analyzed the summer’s successes and discussed looming challenges at a conference hosted by the Martha’s Vineyard Chamber of Commerce in Edgartown this week.

The State of the Island Tourism Breakfast welcomed nearly 100 business owners for its second year. Local statistics and statewide economic trends were presented over scrambled eggs and pancakes inside the Harbor View Hotel Monday.

Keynote speaker Kate Fox, executive director of the Massachusetts Office of Travel and Tourism, said in recent years the state has been attracting more visitors who are staying longer and spending more. She said the industry is worth $24 billion and over 155,000 residents statewide depend on its stability.

“The Martha’s Vineyard story shows us how those billions of dollars translate into local jobs, business vitality and community strength,” she said.

Lodging has seen the most changes statewide, Ms. Fox said.

Panelists discussed tourism trends.

Jeanna Shepard

Panelists discussed tourism trends.

Jeanna Shepard

“Hotels remain the backbone of the lodging sector, but short term rentals are driving growth and capturing more visitor dollars for the industry,” Ms. Fox said. “This is a signal that Massachusetts needs both sectors working together to meet visitor demands and maximize tourism’s economic impact.”

The Chamber of Commerce invited Kate Hathaway Weeks, the director of marketing at Yankee Magazine, to share information about the publication which turned 90 years old this year. She shared ways Yankee highlighted the Vineyard in their publications.

Erica Ashton, executive director of the Martha’s Vineyard Chamber of Commerce, said the Vineyard welcomes over 250,000 visitors each year. She noted that August saw an uptick in visitors this year.

“A lot of it has to do with building upon the [Martha’s Vineyard] African American Film Festival, the Ralph Lauren collab,” Ms. Ashton said. “I think that August is becoming such an incredible month for all of this programming.”

Ms. Ashton also noted that international inbound travel year to date has decreased 26 per cent from 2024, but visits from Mexico are up 14 per cent year to date.

Ms. Ashton and Alessandra Hagerty, the chamber’s deputy director, advised businesses to encourage visitors in the shoulder seasons by bundling lodging, and to focus on providing perks and exclusive experiences to customers rather than offering discounts.

Kate Fox, executive director of the Massachusetts Office of Travel and Tourism, was the keynote speaker.

Kate Fox, executive director of the Massachusetts Office of Travel and Tourism, was the keynote speaker.

The event concluded with a panel discussion on the future of Island tourism moderated by Matthew Moore, the general manager at Winnetu Oceanside Resort and a board member of the Martha’s Vineyard Lodging Association.

The panel included Cathy Mayone, managing director of the Martha’s Vineyard Museum, Patrick Roden-Reynolds, director of the Martha’s Vineyard Tick Program, Adam Turner, executive director of the Martha’s Vineyard Commission and Sean Driscoll, Steamship Authority communications director.

Ms. Mayone said the 50th anniversary of Jaws brought record breaking numbers to the museum. She’s hoping fans that weren’t able to visit will keep their numbers up next year.

“We were blown away at how many Jaws fans there are and I do think there’s an opportunity to grow Amity Week year-over-year,” she said. “What I found with the Jaws fans is, yes, they were here because of the movie, but they also were really here because they have grown to know each other. They truly are a community. And they fell in love with Martha’s Vineyard.”

The Vineyard received a lot of media attention for the 50th anniversary of Jaws, and Amity Island was featured in publications such as National Geographic and Condé Nast.

However a story published by the New York Times in mid-August on the Island’s struggle with tick-borne illnesses had an opposite effect.

“Our phones were ringing off the hook at Winnetu with people trying to cancel,” Mr. Moore said. “It was almost like a Jaws kind of fervor, which is unfortunate.”

Mr. Roden-Reynolds said the prevalence of tick borne illnesses on the Island is a growing concern for residents and visitors. Finding a balance between educating others without spreading fear is something he said is important.

“Yes, we do have a lot of issues here, but there are ways to go about dressing appropriately where you can [protect yourself],” Mr. Roden-Reynolds said.

Mr. Roden-Reynolds said businesses can help by selling tick prevention sprays and providing information in their stores. He is also helping to start a new nonprofit called Tick Free MV that will be dedicated solely to reducing ticks on the Island.

Mr. Turner emphasized that climate change is another threat to tourism. He said the Vineyard’s brand is open space, natural resources, fresh seafood and produce from farms. He said coastal erosion, flooding challenges and severe weather are already putting pressure on local agencies.

He said businesses can encourage eco tourism and weave sustainability measures into their operations to help. He also warned that an increase in visitors throughout the year could have repercussions.

“One thing I do worry about is how many is too much,” he said. “This is a small Island. The character of this Island is rural, that’s what it’s always been. At some point... you’re going to have to change the character.”

Mr. Driscoll said the Steamship Authority is building a new terminal in Woods Hole to ensure ferry service can continue when sea levels rise.

Conference attendee Angie Gompert, the administrator for the VTA, said bus traffic saw pre-COVID numbers this summer since bus fares became free in November thanks to a state grant. This August, the VTA was averaging 10,000 riders per day.

Attendees in the room applauded Ms. Gompert and thanked her for helping day trippers find their way to town centers where their businesses are located.

“The good news is that it’s continuing and I’m hopeful that we’ll be able to keep it going through next summer,” Ms. Gompert said.