Home-Grown Lenda Selected to Lead Connecticut's Office of Tourism

Governor Ned Lamont announced this week that Rachel Lenda will serve as the new director of the Connecticut Office of Tourism. She “brings a wealth of tourism and hospitality experience to the team and holds the distinction of being the first Connecticut born and raised resident to occupy this position in a generation,” the Governor’s office pointed out.

Lenda’s background includes leadership roles at Hard Rock Café International and the Eastern Regional Tourism District. In her most recent position, Lenda played a pivotal role in leading the organization towards a new brand identity.

“With Rachel’s extensive background in the tourism industry and her forward-thinking approach, she is well equipped to lead Connecticut tourism toward sustained growth,” Governor Lamont said. “Given the record-breaking numbers of the past two years, my optimism for the future of Connecticut’s tourism industry has never been stronger.”

Testifying at the State Capitol a year ago this week, while employed by the Chamber of Commerce of Eastern Connecticut as the Administrative Partnerships Manager, Lenda said of Connecticut: “It is time we took our cultural and tourism assets and gave them the attention they desperately deserve.”

 “We want to be the destination people think of when they reflect on their life experiences – to be associated with their core memories.  It should also be stated that research shows that most companies want a certain quality of life for their employees in order to retain them. This isn’t about just money for arts, culture, and tourism, it’s also money in support for broader economic development and residential retention.”

In referencing her travels to tourism trade shows around the country, she explained: ‘I discovered that Connecticut has been a forgotten and untapped destination for some time. Tour operators, group travel agencies, and booking agents -both domestic and international, stated that Connecticut had fallen off their map because we hadn’t been top of mind. These decision makers showed enthusiasm and convincing interest that Connecticut is a destination for their client base.”

Her testimony also included these numbers:  “for every $1 Connecticut invested per capita in arts and culture in 2020, Massachusetts and New York invested $1.60 and Rhode Island $2. At $1.11 per capita, pre-pandemic state funding for tourism ranks lowest among our neighbors – Rhode Island at over $5, New York over $3 and Massachusetts at $1.65. (Sources: Destination International, US. Travel Association, and DNE)”

This week, as the Governor announced her selection, Lenda said “What a privilege it is to have the opportunity to contribute to a team that has transformed Connecticut from a drive-through state into a must-visit destination.  I grew up here and made my home in Connecticut, so to now be in a position to champion the state as a destination to visit fills me with excitement. I am really looking forward to collaborating with my colleagues and partners throughout the state to build upon this impressive momentum and further enhance Connecticut’s vibrant tourism landscape.”

Lenda’s arrival coincides with what state officials describe as “an exciting period for the Connecticut Office of Tourism, marked by record-breaking visitation to the state and to its tourism website, CTvisit.com.”

 In 2023, the state welcomed nearly 68 million visitors, resulting in an occupancy revenue of $1.173 billion – a 6.7% increase from the previous year, according to officials. Simultaneously, CTvisit.com reached new heights, reaching an all-time high of 9.4 million visitors – a 32% increase from the previous record year. This achievement positions CTvisit.com among the top 10 most organically trafficked state tourism websites in the nation, officials point out, surpassing not only its New England neighbors but even outpacing New York.

Economic development officials explain that In 2023, CTvisit.com added enhancements to elevate the design and user experience. These upgrades are designed to streamline the discovery of all there is to see and do in Connecticut, making it more convenient for visitors to explore a myriad of experiences. CTvisit.com has revamped its branding to align seamlessly with the state's recent rebrand, presenting a unified visual identity and narrative. This cohesive approach not only emphasizes Connecticut as a prime vacation spot but also highlights its appeal as a place to establish a home, pursue a career, or grow a business.

In her testimony a year ago, Lenda emphasized her “first-hand experience, out on the road promoting the great state of Connecticut as the place to live, work, and play.”