4 min read March 2024 — In an interview with Invest:, Carrie Lepore, deputy secretary of Tourism, discussed the organization’s recent achievements, including their recent economic impact numbers and efforts to boost tourism. She highlighted the significant role visitPA plays in supporting the state’s tourism industry, especially in anticipation of the 2026 semiquincentennial celebration, and their commitment to promoting diversity, equity, and inclusion throughout their initiatives.
What has been the economic impact of tourism in Pennsylvania?
We recently received our economic impact numbers for 2022, which are the most up-to-date figures we have. In 2022, we welcomed approximately 192.4 million travelers, reaching 91% of our pre-pandemic levels. Direct visitor spending was $45.4 billion, which is 99% of the pre-pandemic spending level. The total economic impact was $76.7 billion, including indirect and induced impacts. We’re particularly proud that this industry supports 486,871 jobs, meaning one in six jobs in Pennsylvania is tied to the travel and tourism industry, marking an 11% increase from 2021.
How has the demand from visitors changed during the past year?
We’ve observed a continued increase in visitor demand, especially post-pandemic. Indicators such as visitation to our website, visitPA.com, and analytics tied to our advertising campaigns show increased click-through rates. Additionally, there’s been an uptick in subscriptions and sign-ups for the state tourism travel guide and our online resources.
How do you balance the promotion of well-known destinations with hidden gems that tourists might not be aware of?
Pennsylvania is rich in history and natural beauty, often described as having an “embarrassment of riches.” As the birthplace of democracy, the state boasts some of the richest American history and accessible outdoor resources, thanks to our location near 40% of the U.S. population. We have the advantage of offering both spectacular history and easy access to outdoor recreation.
We’re fortunate to have cities like Philadelphia and Pittsburgh, which are world-class centers of culture, history, beauty, architecture, and vibrant culinary scenes. Combined with history and outdoor recreation, Pennsylvania truly has a wealth of attractions, unlike some other states that may be known for just one thing
And, while history continues to be a significant draw, the culinary scene in Pennsylvania is increasingly becoming a top reason for interest in the state. This interest in our culinary scene ties back to our agricultural heritage, which is still one of the top industries in Pennsylvania. Our rich food heritage, combined with the innovative work of young chefs in Philadelphia, Pittsburgh, and other areas, offers a unique and diverse dining experience. For example, the Scranton area in northeast Pennsylvania has been recognized for having some of the best pizza in the country, a nod to the Italian immigrants who brought their recipes over while working in the coal mines. Whether it’s pierogis from our Polish communities or trendy kimchi and kombucha bars Pennsylvania’s food heritage is both rich and varied, contributing to the state’s unique appeal.
With 2026 just around the corner and Pennsylvania being at the heart of national history, what role will Visit PA play in supporting the expected surge in tourism?
We’re fortunate to have a strong relationship with the Pennsylvania America250PA Semiquincentennial Commission, collaborating with them and our destination marketing organizations across the state. VisitPA will take on various roles, aiming to support and elevate the excellent initiatives already in progress in areas like Philadelphia, which is planning a full year of activities and celebrations. We see our role as pivotal in welcoming visitors throughout the year. We anticipate a significant increase in visitation to Pennsylvania and are committed to ensuring that each visitor’s experience in the Commonwealth is memorable, encouraging them to share their positive experiences and be inspired to plan a return visit. One trip simply cannot encompass all there is to see and do in Pennsylvania.
A particular project we’re excited about was made possible by a planning grant we received from the Appalachian Regional Commission or ARC to explore the stories of the indigenous peoples in Pennsylvania. The state currently lacks federally recognized nations, and there’s much we can improve on in terms of representing these stories. We’ve partnered with Lehigh University’s Institute for Indigenous Studies to collaborate with the various nations and ancestors originally from Pennsylvania. Our aim is to let them lead the discussion on how they wish their stories to be represented and told within the state. It’s vital for us to approach this project with respect and inclusivity, ensuring that we’re presenting their experiences in a manner that gives them ownership and honors their significance.
How do you promote diversity, equity, and inclusion throughout your initiatives?
Promoting diversity, equity, and inclusion is integral to our mission, transcending beyond specific initiatives to encompass the entirety of Pennsylvania’s rich history and heritage. This commitment is not seen as separate DEI work but as an essential part of understanding and sharing the diverse stories that make up our state’s past and present. As we approach the 250th celebration, our goal is to provide a holistic experience that honors the full spectrum of Pennsylvania’s history, ensuring that all voices are uplifted.
We received funding through the Economic Development administration or EDA CARES program, part of a larger COVID relief effort, which has allowed us to invest in a cooperative advertising program with our destination marketing organizations and state associations. A portion of these funds is dedicated to projects that enhance our storytelling and visitor experiences, particularly focusing on Pennsylvania’s African American community.
We’ve partnered with Lincoln University, one of the two HBCUs in Pennsylvania, and Voices Underground, to better showcase the stories of Pennsylvania’s African American community. Our initiatives aim to educate visitors about Pennsylvania’s pivotal role in the Underground Railroad, our rich African American foodways, sports heritage, and arts and culture. This effort includes highlighting influential figures and movements, such as the Philadelphia sound in music, and extending narratives to include contemporary African American history makers in various fields.
We are also developing advertising campaigns aimed at reachingthe LGBTQ and Hispanic communities, reflecting our commitment to inclusivity in all our outreach efforts.
We are also excited about a collaboration with Temple University to develop a welcoming strategy. This initiative involves creating online training for tourism and hospitality employees, covering a wide range of DEI topics. The program aims to ensure that every visitor, regardless of background, orientation, or identity, feels safe, seen, respected, and wanted throughout their stay in Pennsylvania. This comprehensive approach to DEI is foundational to our mission, ensuring that Pennsylvania is a welcoming and inclusive destination for all.
Looking at the current economic landscape, what strategies do you have in place to navigate challenges?
Workforce issues remain a significant challenge for our industry, as they do for many others, but they are particularly pronounced in tourism. I’m exceptionally proud of Gov. Shapiro’s recent proposals, presented in his budget last month, which aim to address these challenges head-on. He has proposed a substantial increase in tourism funding, recognizing the industry’s composition of predominantly small and often minority-owned businesses. This increase is not just in tourism funding but extends to various small business programs, enhancing resources to build out the ecosystem throughout Pennsylvania. The tourism industry is largely made up of small businesses, with worldwide statistics indicating that 80% of businesses in our sector are considered small. Gov. Shapiro’s proposals will help foster a more diverse workforce and support small businesses in our industry.
What are your top priorities for the next few years?
With one in six jobs in Pennsylvania linked to tourism our main goal at visitPA is to ensure we’re delivering value and support to our partners and every member of the industry.,. We’re optimistic about the industry’s full and swift recovery and are particularly excited about 2026 and the semiquincentennial. Pennsylvania’s role in the nation’s celebration is anticipated to produce a significant and impactful economic impact, while creating memorable experiences that visitors will talk about for years to come.
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