Ann Nemanic, Executive Director, GO Laurel Highlands

In an interview with Invest:, Ann Nemanic, Executive Director of GO Laurel Highlands, said that the region is experiencing transformative growth by blending outdoor recreation, cultural heritage, and inclusive tourism initiatives. “Our brand dates back to 1958, and in such a competitive travel and tourism market, it’s essential to consistently highlight what visitors can experience.”

Can you walk us through how recent developments reshaped GO Laurel Highlands’ strategy and reach?

These developments have truly elevated the Laurel Highlands as a destination of distinction. Our brand dates back to 1958, and in such a competitive travel and tourism market, it’s essential to consistently highlight what visitors can experience. Even when the landscape itself doesn’t change, we find ways to keep enhancing what we already offer. Fortunately, we’ve seen significant growth across various tourism segments. Our trail systems are expanding as we anticipate adding 10 to 20 more miles of mountain biking trails in the next year. There’s also more rail-trail biking being developed across our three counties.

We’ve also seen continued success with our craft beverage tour, which we launched six years ago. It has become the single largest growth segment among our partners. We started with 36 craft beverage makers and now have 63. This includes not only craft breweries but also wineries, distilleries, and even a meadery. It’s created a community of enthusiasts who travel across the region to enjoy and explore these offerings.

Can you expand a bit on the role GO Laurel Highlands has played in driving recent growth?

Tourism in our region supports 23,000 jobs, which makes up 12% of the total job market across our three counties. It’s not only an economic driver but also a viable career path. We’re seeing a consistent 2 to 3% annual growth in travel and tourism-related jobs. As we elevate our brand, we become more attractive to people considering relocation or opening a new business here. It’s common for people who have vacationed here, after working for 20 to 25 years in a big city like Washington, D.C., to return and start a second career. They might open a bike shop or a café and embark on a new chapter in life. It really shows how tourism can spark entrepreneurial opportunities.

What impact does tourism have on the overall ecosystem?

Tourism is often the first impression a region offers. When people visit, they might fall in love with our small-town charm, the accessibility of outdoor activities, or just the environment. The fresh air, the lush greenery, and in the fall, the breathtaking colors of the changing trees have a powerful and lasting impression.

How has the collaboration with Autism Travel Club evolved over the past year, and how have local lodging and hospitality providers responded?

This initiative is truly close to our hearts and will be for generations. Before working with the Autism Travel Club, our team hadn’t realized how many families don’t travel because they can’t find accommodations, dining, or attractions that understand and support the needs of someone on the spectrum. We’re proud that Seven Springs Mountain Resort now has 160 certified employees trained in autism awareness. Even small, single-operator businesses have completed the program.

You can’t be everything to everyone, but you can tailor your welcome for a specific community. By working with the Autism Travel Club, we’re helping our partners understand how to become inclusive and make every family feel comfortable and welcome in the Laurel Highlands.

How are heritage programs expanding your influence beyond outdoor recreation?

Next year is a major milestone as America’s 250th anniversary. Compared to older nations like Turkey and Spain, we’re young, but we’re very proud. Over the last two years, we’ve made a conscious effort to highlight the rich history within our three counties. Last year, Westmoreland County celebrated its 250th anniversary, and this year, we marked the 200th anniversary of Marquis de Lafayette’s return, which inspired the naming of Fayette County.

These commemorations have helped us integrate cultural and historical experiences with our outdoor offerings. Now, visitors can hike, bike, and also connect with American history. It’s a great way for families to engage children in learning while enjoying the outdoors. For history and culture enthusiasts, now is a perfect time to visit the Laurel Highlands.

What are some key tourism trends you’re seeing, and how is GO Laurel Highlands responding?

We always stay ahead of the curve when preparing our destination guide, which is our main resource for potential visitors. For 2026, one interesting trend we’ve identified is “extreme birdwatching.” It fits perfectly with what we already offer. The Carnegie Museum’s Powdermill Nature Reserve does bird banding and research, and we’re a migratory path for several species. Thanks to ongoing watershed restoration, we’re seeing an increase in bald eagle populations, too.

This trend aligns naturally with our region’s strengths, and it’s something we’re excited to promote to nature enthusiasts.

How are you ensuring long-term growth while preserving the beauty of the Highlands?

This is our second year as the Steelers’ preferred vacation destination, and we’re entering our third as part of a three-year partnership. We pursued this for several reasons. First, Steeler Nation has a global reach, giving us an incredible platform to attract international visitors. We have already drawn international interest with places like Fallingwater, a UNESCO World Heritage Site, and the Great Allegheny Passage Trail. However, the Steelers’ partnership expanded that reach even further.

Thanks to this collaboration, we’ve doubled our visitor database in just a year and a half. This helps us maintain and grow our message long-term. For example, Steelers training camp brings a captive audience to Latrobe, PA, every summer for 18 days. Our goal is to convert those short-term visitors into return guests, whether in the fall, winter, or beyond.

Our partnerships with the Autism Travel Club and the Steelers are examples of how we plan for sustainability. For 2026 and 2027, we’re preparing for historic commemorations and more cultural programming. It’s all about anticipating what’s next and having a creative team that actively tracks national trends, attends conferences, and brings back ideas that we can adapt for our region.

What are your key goals and priorities for GO Laurel Highlands over the next two to three years?

Our main goals are to expand our lodging inventory and communicate the wide range of accommodations available, from geodomes and yurts to glamping, primitive camping, and five-star resorts. We want everyone to feel like there’s something here for them. Another priority is extending visitor stays from a day trip to a three- or four-day experience. 

Most importantly, we want to continue telling the stories of our unique regional partners and highlight why visiting the Laurel Highlands creates lasting, meaningful memories. That’s what sets us apart, and that’s what we’re focused on as we move forward.