The Maryland Department of Agriculture celebrated remarkable success at the 43rd Annual Maryland Travel & Tourism Summit, held on November 7, 2024. Recognized for its innovative efforts to promote local agriculture and tourism, the department secured two prestigious awards. The marketing initiative “Maryland’s Best” received the “Best Digital Campaign” award for the impactful “Eat Like a Marylander” summer campaign. Additionally, Maryland Department of Agriculture Secretary Kevin Atticks was honored as the “Tourism Person of the Year” for his leadership and significant contributions to Maryland’s growing tourism industry.

Award-Winning “Eat Like a Marylander” Campaign

The “Eat Like a Marylander” campaign, which ran from July 15 to September 15, 2024, demonstrated the power of digital marketing in promoting locally sourced food. Designed to encourage residents and visitors to explore Maryland’s diverse agricultural offerings, the campaign targeted consumers based on their interests and showcased the state’s iconic summer foods. Reaching an impressive 9.5 million people, the campaign not only boosted consumer awareness but also highlighted Maryland’s restaurants, farms, and food producers.

The campaign’s landing page featured an extensive directory of 74 farms across all counties, 12 creameries, 40 wineries and breweries, and 100 restaurants spanning 20 counties. These listings promoted locally grown and sourced products, helping to connect consumers with authentic Maryland culinary experiences. Recipes featuring classic Maryland summer dishes were also part of the campaign, further engaging audiences and driving traffic to local businesses.

Kevin Atticks: Tourism Person of the Year

Secretary Kevin Atticks’ recognition as “Tourism Person of the Year” highlighted his dedication to the intersection of agriculture and tourism. Under his leadership, the Maryland Department of Agriculture has developed creative initiatives that integrate agriculture into the tourism industry. His efforts have not only enhanced the visibility of Maryland’s agricultural sector but also fostered growth in the state’s tourism economy.

“I am fortunate to be a Marylander, where we can so vibrantly live, visit, learn, play, and eat,” said Secretary Atticks. “I am always excited to showcase how agriculture is part of the tourism industry. Additionally, we have an incredibly creative team at MDA who are dedicated to the mission of the department by developing new and innovative ways to generate more awareness about eating locally grown and sourced products.”

Industry Leaders Praise Secretary Atticks

Ruth Toomey, Executive Director of the Maryland Tourism Coalition, praised Atticks’ dedication and leadership, stating, “Kevin won the award for his exceptional dedication to the tourism industry and unwavering support throughout his years of service. His leadership as Chairman of the Maryland Tourism Coalition Board and his commitment to both the organization’s success and Maryland’s tourism growth through his role as secretary were instrumental in strengthening the growing industry.”

Impact of the Maryland Travel & Tourism Summit

The Maryland Travel & Tourism Summit, an annual gathering of public sector leaders and industry professionals, serves as a platform to exchange ideas and strategies to benefit the state’s tourism and hospitality sectors. Bringing together hundreds of participants, the summit emphasizes innovation, collaboration, and growth. The recognition of the Maryland Department of Agriculture at this prestigious event highlights the critical role that agriculture plays in Maryland’s broader tourism landscape.

Bridging Agriculture and Tourism

Maryland’s agricultural sector is a vital component of the state’s tourism industry, attracting visitors to farms, wineries, breweries, and creameries. Campaigns like “Eat Like a Marylander” demonstrate how agriculture can serve as a unique selling point for tourism, offering experiences that combine culinary delight with educational and recreational opportunities.

With a focus on sustainable practices and supporting local businesses, the Maryland Department of Agriculture continues to lead efforts to bridge the gap between agriculture and tourism. By promoting farm-to-table experiences, agrotourism, and the diverse flavors of Maryland, the department showcases the state as a premier destination for culinary and cultural exploration.

Looking Ahead

The success of the “Eat Like a Marylander” campaign sets a precedent for future initiatives aimed at integrating agriculture into tourism. As Maryland continues to attract visitors with its rich history, natural beauty, and vibrant culinary scene, innovative campaigns will play a key role in sustaining growth.

Under Secretary Atticks’ leadership, the Maryland Department of Agriculture is poised to further enhance its contributions to the state’s tourism industry. By leveraging digital marketing, fostering partnerships, and emphasizing the importance of local agriculture, the department remains at the forefront of promoting Maryland as a destination where visitors can truly “eat like a local.”

Conclusion

The recognition of the Maryland Department of Agriculture at the Maryland Travel & Tourism Summit underscores the importance of collaboration between agriculture and tourism in driving economic growth. Through initiatives like the “Eat Like a Marylander” campaign and the visionary leadership of Kevin Atticks, Maryland continues to set an example for how states can leverage their unique assets to enhance tourism and support local communities.

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