NORTHFIELD — At Northfield Golf Course Friday morning, the Franklin County Chamber of Commerce’s monthly lunch was all about how tourism and recreation can drive the local economy.

Focusing in on the theme “Outdoor Rec is In,” the chamber and local business leaders highlighted how the region’s natural resources can drive growth.

Tourism and recreation are a massive part of Franklin County’s economy, as direct visitor spending in the region totaled $105 million, supported 934 local jobs and increasing local tax receipts by 23% in 2023, according to Chamber of Commerce Executive Director Jessye Deane. She added in the last year, the county welcomed “4.5 visitors for every one resident,” with a visitor defined as a person who travels from more than 50 miles away or if they pay for an overnight stay.

“We are building a future,” Deane said, “where tourism strengthens the economy, supports our small businesses, fills our main streets, funds our public services and reminds us all, residents and visitors alike, what a remarkable place Franklin County is.”

Ahead of local business leaders, Massachusetts Office of Travel and Tourism Director Kate Fox spoke to the benefits of tourism in Massachusetts, which supports more than 100,000 jobs, and how the state, with the celebration of the 250th anniversary of the American Revolution centered here, is poised to take advantage of a tourism boom.

Travelers today, Fox added, seek places “prioritizing sustainability, cultural preservation, community impact and natural resources.”

“We want to promote places where visitors can engage with locals, explore at their own pace and experience community, even if just for the day, and hopefully for an overnight or two … Massachusetts has everything it takes to lead this next chapter rooted in history, alive with culture and grounded in natural beauty,” Fox said. “Rural tourism is critical because it broadens our appeal beyond cities and highlights the authentic nature-based experiences in places like Franklin County.”

Local business and community leaders who spoke included Hilltown Anglers owner Brian Gilbert, Franklin Regional Council of Governments Director of Planning Jessica Atwood, Berkshire East Mountain Resort owner Jon Schaefer and SoulFest owner Frank Tate.

Schaefer, who owns Berkshire East and Catamount Mountain Resort with his family, said the region is on the cusp of a boom in growth due to tourism and regional cooperation can help bring that together. Lodging, he added, is one of the most pressing issues facing the region, as many tourists struggle to find a place to stay for a weekend, especially during busy periods like leaf-peeping season or graduations.

“There’s a lot of great things happening, but the vision has to be bigger. We are talking about the lifeblood of our communities,” he said. “This corner of the world is just sitting on this precipice of really good and responsible growth … the work that’s being done in this room can help push the ball down the mountain to gather more steam.”

As part of the region’s ongoing effort to spur tourism, the Chamber of Commerce, which operates as the area’s regional tourism council, has launched moretofranklincounty.com. Deane said the chamber has built up the new tourism brand from the ground up.

Chris Larabee can be reached at clarabee@recorder.com.