Governor Josh Shapiro launched a new tourism initiative, “Pennsylvania: The Great American Getaway,” to attract visitors to the state. The initiative aims to draw the 72 million Americans who live within a four-hour drive of Pennsylvania.
“We need a tourism brand that is exciting, that sells,” Shapiro said at PNC Field in Moosic, home of the Scranton/Wilkes-Barre Railriders. “And it sells what is so great about Pennsylvania, and I want you to know that you have an administration that is ready to go out and promote the heck out of this commonwealth.”
As per a Pennsylvania Capital Star report, the initiative kicked off with a weeklong RV tour starting in Lackawanna County. The tour will include 50 stops in 14 counties. Shapiro will be accompanied by Lt. Gov. Austin Davis, his wife Lori Shapiro, and their four children.
“That’s right: you’re going to learn about family dynamics in the Shapiro family when we all board that RV,” Shapiro said, eliciting laughter from the audience.
Pennsylvania’s tourism industry generates nearly $77 billion in economic impact annually and supports close to 500,000 jobs. Shapiro believes these numbers can improve if the state legislature approves his budget proposal, which includes a 60% increase, or $18 million, in tourism and marketing efforts.
In 2022, visitors spent almost $800 million in Pennsylvania on tourism. Shapiro believes $1 billion in visitor spending is an attainable goal for one year.
Joe Massaro, president and CEO of the Pennsylvania Restaurant and Lodging Association, cited the state’s Economic Impact and Travel report. He noted that Pennsylvania’s tourism efforts lag behind other states’.
“Over $15 billion in visitor spending and tax revenue were left on the table due to inadequate state marketing investment,” Massaro said.
The summer marketing campaign will run from late May through August. It targets regional markets including New York City, Washington DC, Cleveland, Toronto, and statewide across Pennsylvania.
This initiative is expected to benefit the outdoor recreation industry significantly. By attracting more visitors, Pennsylvania’s parks, campgrounds, and outdoor attractions can see increased patronage. The campaign can boost local businesses and create more jobs in the hospitality sector.
The outdoor recreation industry plays a vital role in Pennsylvania’s economy. Promoting the state’s natural attractions can enhance its appeal as a destination for outdoor enthusiasts. The initiative aligns with efforts to position Pennsylvania as a premier location for outdoor activities.
Shapiro’s tour and the associated marketing campaign are designed to highlight the state’s diverse offerings. From scenic parks to family-friendly attractions, Pennsylvania aims to showcase its potential as a leading tourism destination.
