Greater Merrimack Valley CVB is Renamed Revolutionary Valley

The Greater Merrimack Valley Convention and Visitor’s (GMV CVB) Bureau, one of the 16 designated tourism districts in the Commonwealth of Massachusetts, recently announced a new name for the organization and new branding in June, 2025. The Greater Merrimack Valley CVB is henceforth known as ‘Revolutionary Valley.’

GMV CVB was first formed in 1992 in the city of Lowell, under the name of Revolutions and Textiles in the Merrimack Valley Convention & Visitors Bureau, operating under the direction of Massachusetts Office of Travel and Tourism (MOTT). The organization has gone through many changes over the years, but this first major direction shift in its 33 year history is long overdue, according to Executive Director Brian Bradbury, who was hired to lead the organization in summer 2024.

Revolutionary Valley Executive Director Brian Bradbury

“We recognized that the Greater Merrimack Valley Convention and Visitor’s (GMV CVB) Bureau has not accurately showcased the spirit and depth of the region, as well as its actual footprint,” Bradbury says. “The Merrimack Valley itself extends further north and east, including into New Hampshire and the GMV CVB has never been properly aligned to represent this region.”

The Revolutionary Valley tourism district encompasses 21 cities and towns in Massachusetts, including Acton, Bedford, Billerica, Burlington, Boxborough, Carlisle, Chelmsford, Concord, Dunstable, Dracut, Littleton, Lexington, Lincoln, Lowell, Maynard, Stow, Tewksbury, Tyngsborough, Wilmington, Westford and Woburn.

“This is a region rich in Revolutionary history, from the American Revolution that began in Lexington and Concord to the Industrial Revolution in Lowell, and all of major movements that shaped our nation, including the Literary revolution of Emerson, Alcott, & Thoreau, carried forward by Poe and Kerouac, to the cultural revolution, music revolution, agricultural revolution, art revolution, technological and Innovation revolution, and so much more,” Bradbury says. “Leaning into our continued history of pushing the envelope and continually pushing forward with change is an identity we want the world to experience first hand.”

In the spirit of Revolutionary change, the tourism organization recently moved its office and is in the process of opening a new Visitor Center in downtown Lowell. New staff added this year include Deputy Director Vanessa Hayward and Director of Media and Communications Christa Lamb, joining Director of Finances Christina Hannigan and Bradbury.

The organization also recently announced the launching of a new Ambassador program, looking to select at least two representatives from each of the 21 cities and towns in their region, to help better represent and support each community.

“We will ensure that all 21 cities and towns in our region feel the impact of being supported and represented by our organization and thus will feel the economic impact from increased tourist and visitor traffic,” says Bradbury.

Later this year, with the help of its agency, a new website will be unveiled to highlight the region, accentuating all of its history, beauty and splendor that make it a ‘must experience’ bucket list destination for all. “We expect that it will take several months for us to all of the pieces in place that we’re working on with our partners, to re-launch our tourism district with an exciting new direction,” says Bradbury.

Revolutionary Valley is overseen by a board of directors, with current President Beth Williams, from the Town on Concord and Treasurer Darren Bisso of Lowell Five Bank, longtime supporters of the tourism organization.