Governor Josh Shapiro and his family are hitting the road on a special adventure across Pennsylvania to promote the state’s new tourism campaign, “Pennsylvania: The Great American Getaway.” Their goal? To invite the 72 million Americans living within a four-hour drive to discover the wonders of Pennsylvania.
“We want a tourism brand that really captures the essence of Pennsylvania and gets people excited to explore,” Shapiro shared enthusiastically at the campaign’s kick-off event at PNC Field in Moosic. Joining the governor on this journey will be Lt. Gov. Austin Davis, Shapiro’s wife Lori, and their four children, adding a personal touch to the experience.
Pennsylvania’s tourism industry is already a powerhouse, contributing nearly $77 billion annually to the state’s economy and supporting around 500,000 jobs. Shapiro believes that with more investment, these numbers can soar even higher. His budget proposal includes an impressive $18 million increase for tourism and marketing efforts, a significant 60% boost.
Looking back at 2022, tourists spent nearly $800 million exploring Pennsylvania. Shapiro’s ambitious aim is to hit $1 billion in annual tourism spending. He acknowledged that Pennsylvania has some catching up to do compared to competitors like New York, Michigan, and Illinois in terms of tourism efforts.
Joe Massaro, president and CEO of the Pennsylvania Restaurant and Lodging Association, emphasized the missed opportunities, noting that inadequate state marketing has left over $15 billion on the table in potential visitor spending and tax revenue.
The excitement doesn’t end there. The summer marketing campaign, running from late May through August, will target key regional markets such as New York City, Washington DC, Cleveland, Toronto, and of course, across Pennsylvania itself.
“It’s so easy to come to Pennsylvania, and once you’re here, you’ll find something for every member of your family,” Shapiro assured with a smile.