AMHERST — Visitors from Lexington and Marblehead were among those who came to see “Generic Male,” the off-Broadway physical theater performed at Northampton’s Academy of Music in early March.

While not unusual to have spectators at the Academy arriving from 75 or more miles away, with better than a quarter of all ticket-buyers traveling that far, including 5% from Brooklyn alone, Executive Director Debra J’Anthony says the 803-seat theater should be attracting more visitors from the Boston area. To do that, she said, depends on support from and relationships built by the Hampshire County Regional Tourism Council.

“To do that outreach and have these funds available is important,” said J’Anthony, adding that the Academy annually has a $5 million impact on the regional economy from its 60,000 ticket sales a year, along with hotel stays and dining.

“It’s important we draw from the region and we also draw nationally to fill the seats,” J’Anthony said.

J’Anthony spoke as part of a panel discussion at the council’s first-ever Legislative Breakfast and Briefing on Tourism Friday morning, coming almost 15 years after its creation through state legislation.

Held at the Marriott Center at the University of Massachusetts’ Campus Center, the event brought out many local legislators, representatives from the Greater Northampton, Amherst Area, Greater Easthampton and South Hadley & Granby chambers of commerce, and people from the hospitality and banking industries, along with those affiliated with museums, performance venues and higher education.

Hampshire County Regional Tourism Council Executive Director Vince Jackson, who also leads the Greater Northampton chamber, said that while there is already great access to the legislative delegation in advocating for the needs of the tourist economy, it is important to be on the same page in seeking opportunities and addressing challenges.

Jackson said in 2023, $226 million was spent in Hampshire County by domestic travelers, driving $77 million in payroll and supporting 2,876 jobs.

“We know tourism is the third largest industry in Massachusetts, behind health care and education,” Jackson said.

Charlie Stefanini from Corry Associates in Boston, who lobbies legislators, provided an update on advocacy for bolstering the state’s $10 million Tourism Trust Fund, which since being created in 2014 provides support for marketing and promotional initiatives at the state’s regional tourism councils.

“It creates a ripple and domino effect of economic development,” Stefanini said.

Stafanini said this fund needs to be modernized, updated and enhanced, possibly by directing an additional 2.5% from the state’s occupancy tax and tapping into the $2.3 billion in state tax revenue annually. The creative economy’s economic value is $27 billion, with $24.2 billion in direct spending by visitors in Massachusetts, and each dollar spent provides 4.8 cents to the state and 3 cents to communities in local taxes.

Advocacy also comes from the Governor’s Conference on Travel and Tourism.

“We are in a huge competition with other states, with other countries and with other jurisdictions, for that discretionary dollar,” Stefanini said.

With a $311,000 grant for marketing, Jackson said that now is the time to talk, show up and make demands on behalf of tourism.

“Momentum is strong, and we’re excited about what this year will bring,” Jackson said

He pointed to the $41 million in hotel room revenue in the region that has rebounded out of the pandemic.

One of those signs of improvements is the opening of the TownePlace Suites by Marriott in Hadley on March 28. Kishore Parmar, whose family runs the Pioneer Valley Hotel Group, said that will mean overseeing 520 rooms in Hampshire and Hampden counties. The idea is to collaborate at chamber and creative events and understand travelers now want experience with their stay at hotels.

“When you talk about tourism, that’s us,” Parmar said. He is seeing growth. “We’re hoping that continues.”

Parmar said it’s fortunate New England and Northeast is pretty insulated from economic downtown, though he does worry about the reliance on higher education and if federal grants are stripped, whether this will impact those who visit town for college athletics and conferences. “As a hotel industry, we rely on that,” Parmar said.

All Out Adventures, too, draws people to the area with adaptive equipment, said Executive Director Karen Foster Cannon, with opportunities to go kayaking at DAR State Forest, play pickleball at Look Park or ride a bicycle on the Norwottuck Rail Trail. It sponsored 254 outdoor programs and had 3,712 participants, including a lesbian couple who were visiting and now intend to return regularly.

Arthur Haskins, director of real estate and community for The Mill District in North Amherst, said that the shopping village has become an important part of the destination economy, with a dozen businesses and apartments, and Amherst’s first Pride event that drew hundreds of people.

State Rep. Mindy Domb said there are various measures needed to improve tourism, but west-east rail should be a priority. “All of which we hope will bring visits, which we hope will turn into residents,” Domb said, who is also a member of the Governor’s Cultural Economy Advisory Council.

“Welcoming is what brings the vibrancy we all need and deserve in Hampshire County,” said state Sen Jo Comerford, D-Northampton.

She also gave an update on the Massachusetts Seal, Flag and Motto Advisory Commission, which she said will be part of making the state more welcoming, adding that Kate Fox, executive director of the Massachusetts Office of Travel and Tourism, is co-chairing that commission.

Also speaking was Craig Boivin, vice president of marketing for the UMassFive College Federal Credit Union that was founded on the campus at Draper Hall. Boivin said the credit union, a lead sponsor of the breakfast, also provides backing for UMass Athletics and the Gazette’s Bag Day promotion.

Before the two-hour event concluded, a question was asked about whether any impact is being felt by Canadians disaffected by the Trump administration who are not traveling to the area, and whether marketing and outreach should be done to them.

Parmar said he hasn’t noticed a downturn in Canadians staying at the hotels yet.

“We’re hoping Canada always loves us, I guess,” Parmar said.

Scott Merzbach can be reached at smerzbach@gazettenet.com.