ALLENTOWN, Pa. — Tourism is an integral part of the Lehigh Valley’s economic engine, officials said Thursday, accounting for millions of visitors each year and equating to billions in economic impact.
It’s why Discover Lehigh Valley chose the brand new Da Vinci Science Center — which held its grand opening Wednesday — to celebrate National Travel and Tourism Week, highlighting the top-tier sports and events, museums, restaurants, parks and historical sites that make the region a destination.
The new science center is spearheading a wave of development in downtown Allentown and is expected to bring more than a half-million new visitors every year.
“Tourism elevates the quality of life for Americans each day,” Alex Michaels, president and CEO of Discover Lehigh Valley, said as he welcomed guests.
“Today, tourism at the U.S. level is a $2.8 trillion industry with 15 million jobs. And here in the state of Pennsylvania, [it accounts for] nearly 500,000 jobs in the hospitality and tourism industry,” he said.
“I do believe tourism in the Lehigh Valley is bright. And when you see facilities like this, we know we're in the right place.”
'In celebration mode'
The celebration coincided with Gov. Josh Shapiro and the state Department of Community and Economic Development joining tourism officials this week to unveil a new state tourism brand and summer travel marketing campaign. They're designed to encourage more people to travel across and visit the commonwealth.
The slogan — Pennsylvania: The Great American Getaway — is to remind people the state is within close proximity to major hubs along the East Coast, including New York City, Baltimore and Washington D.C., putting 72 million people within a four-hour drive.
The mission to bring people to the Lehigh Valley was emphasized by Bree Nidds, Discover Lehigh Valley’s chief operating officer.
“We are in celebration mode. And not only is this a celebration of travel and tourism, which we do annually for National Travel and Tourism Week, this is a celebration of Discover Lehigh Valley's 40th year in operation," Nidds said.
“We've been at it for the past four decades inspiring experiences [and] really pursuing the mission to strengthen Lehigh Valley's economy through visitation,” she said, spotlighting places and events that shaped the area as a destination, including Dorney Park, the Easton Farmers’ Market, Historic Bethlehem, Allentown’s PPL Center, the National Museum of Industrial History, Musikfest and more.
“It’s always important to remember where we come from,” Nidds said, presenting data that shows 48% of the area’s tourists come to visit friends or relatives while stressing a dedication is needed to “making sure residents and local businesses understand the value that the visitor brings.”
It’s why Discover Lehigh Valley has continued to build on and enhance its Ambassador Program, which aims to create lifelong learners who can speak to the events, activities and attractions in and around the area.
Nidds said Discover Lehigh Valley continues to evolve the program and has a prototype in development it will be rolling out over the next year or so that’s an incentive to become a Lehigh Valley Ambassador.
“It will help so that folks who are ambassadors can really engage with businesses and really experience all of the places that they’re sending our visitors to. So there’s more to come,” she said.
During the event, the Ambassador of the Year award was presented to Murtaza Jaffer, co-owner of EBC Printing & Signs in Lower Macungie Township.
The legacy award was given to Vikas Joshi and the Joshi Hotel Group, which has hotels in Allentown, Bethlehem and Easton as well as Wilkes-Barre and the Pocono region.
