Downtown Salem A Model For Tourism Revival As Pandemic Wanes

SALEM, MA — As the economic recovery from the coronavirus pandemic accelerates throughout the state there is perhaps no place that better exemplifies the return to pre-pandemic hustle and bustle than downtown Salem.

Lt. Gov. Karyn Polito singled out the Witch City as one place where commuter rail traffic has already increased over 2019 levels, while Destination Salem Director Kate Fox told Patch that inquiries for summer and fall travel to the city are double what they were this time two years ago.

"There is a definitely a desire for travel," Fox told Patch on Tuesday. "People are interested in getting out and exploring. I think we're going to have a strong summer and a very busy fall. Which is great for the businesses that need that injection of support before we get into the quiet months (of the winter)."

Polito said during Gov. Charlie Baker's "return to work" news conference on Tuesday that while commuter rail ridership still remains well below pre-pandemic levels overall, the commuter rail is seeing a return in passengers for less traditional travel such as weekend service and reverse commutes to so-called Gateway Cities, such as Salem.

She said this shift in ridership is being reflected in schedule changes that focus more on regional rail service and consistent train routes throughout the day compared to a schedule heavily skewered toward the more traditional rush hours in and out of Boston.

"The commuter rail is promoting weekend service through three-day passes and $10 unlimited weekends," she said. "This will help promote travel to key recreational and tourist destinations outside of Boston.

"For example, thanks in part to this commuter rail promotion, Salem is seeing 110 percent of 2019 weekend ridership this year. That's big."

It's also in line with what Fox said she is seeing in the city.

She said Destination Salem has received an abundance of October requests after last year's coronavirus surge fear-fueled "Stay Away" campaign for Halloween's unofficial hometown, but that she is also getting a lot of inquiries for July and August as well.

"It's going to be a strong summer," she said. "Everything is open. There is a lot to do.

"If the weather would cooperate it would be very helpful."

One thing to remember when visiting Salem — or any area that relies on tourism money and hospitality workers — is to bring a little extra consideration and compassion in 2021.

While business is up across the board, places are still struggling to hire workers after many ducked out of the industry when their jobs dried up during the pandemic shutdowns. Salem is offering $400 for new hospitality hires after six weeks, and an additional $400 for those who stay through October, with Fox noting that Halloween makes the city's tourism busy season a bit more of a marathon compared to most areas.

"It's a long season for us," Fox said. "So, for those who are looking to work just for the summer and head back to college in August, that might be tricky for some of our businesses."

She asked that those coming to town be understanding if a particular restaurant, bar or coffee shop is a bit short-staffed and things move a little more slowly than they might normally in years past.

"We want visitors to always be kind and appreciative that this community is open to visitors," she said. "We hope everyone — whether you are coming from the next town over or from across the country — has a good time.

"But keep in mind we are still recovering (from the pandemic), there are still challenges with it, and a little extra patience goes a long way."

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(Scott Souza is a Patch field editor covering Beverly, Danvers, Marblehead, Peabody, Salem and Swampscott. He can be reached at Scott.Souza@Patch.com. Twitter: @Scott_Souza.)

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