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Pennsylvania is launching tourism campaigns to welcome diverse travelers and grow the state’s tourism economy.
The new marketing campaigns highlight Pennsylvania as a destination of choice for Black, Hispanic, and LGBTQ+ tourists. In 2024, the tourism industry in Pennsylvania generated $83.9 billion in economic impact, supported 514,261 jobs, contributed $5 billion in state and local taxes, and welcomed 201.6 million visitors.
As tourism is a key economic driver, the Pennsylvania Tourism Office launched marketing campaigns to celebrate, welcome, and connect with the increasingly diverse community of visitors to the commonwealth. The Shapiro Administration is inviting visitors to celebrate the state’s culture, communities, and hospitality.
“Pennsylvania is a place where everyone should feel welcome to explore, connect, and create lasting memories,” Anne Ryan, Deputy Secretary of Tourism, said in a statement. “These new campaigns are about more than marketing — they reflect the Shapiro Administration’s commitment to ensuring travelers from all backgrounds see themselves in our stories and experiences. By celebrating the diversity of our visitors, we’re showcasing what truly makes Pennsylvania special: the people and communities that open their doors and hearts to the world.”
Developed with the Mendoza Group and Miles Partnership, the development of these campaigns was data-informed by original research and backed by findings gained through focus groups featuring Pennsylvanians from these communities.
The three campaigns include:
“You Do You” – According to a release, the Black community isn’t defined by one story — and neither is Pennsylvania. With its new You Do You campaign, Visit PA is empowering Black travelers to experience the commonwealth on their own terms.
“Visita Para” –Per the release, this campaign features a novel visual structure that speaks to the diversity of Hispanic culture without excluding anyone. Visita Para connects Spanish speakers and non-Spanish speakers within and outside the Hispanic culture. The tagline, “Visita Para,” translates to ‘visit for,’ allowing travelers to connect with the many reasons to travel across Pennsylvania.
“Sorry Not Sorry” – Pennsylvania unapologetically supports authenticity, self-expression, and LGBTQ+ pride. Per the release, by embracing boldness and rejecting conformity, the campaign highlights the people, places, and experiences that make Pennsylvania a haven for those living life on their own terms.
To support the launch of these campaigns, Visit PA engaged with attendees of events across the commonwealth, including the Out Fest and Latino Ball in Harrisburg and OURfest and the 8 Seconds Rodeo in Philadelphia.
“Pennsylvania welcomes the world — and that means every traveler,” said Ryan. “Our new campaigns spotlight the diversity of visitors who make our state such a vibrant place to explore.”