The start of Philly tourism season is officially set to kick off on May 5, and everyone can join the celebration.

The Philadelphia Visitor Center’s 2026 Philly Opener presented by Highmark is set to return that Tuesday at the Independence Visitor Center (6th and Market streets) from 6 to 8:30 p.m.

The evening is meant to launch National Travel and Tourism Week through a  celebration of the “people, places, and experiences that make Philadelphia a world-class destination.” This annual fundraiser invites guests to immerse themselves in the city’s hospitality scene through local bites, entertainment, and interactive moments in a pep rally atmosphere.

A highlight of the evening is the presentation of the Most Valuable Philadelphian Award, which honors an individual whose “leadership, impact, and civic pride embody the spirit of the city.” Past recipients have included Eagles General Manager Howie Roseman and Eagles legend Brandon Graham. This year’s award will go to Gov. Josh Shapiro.

“We’re proud to honor Governor Josh Shapiro as our 2026 Most Valuable Philadelphian for his impact on elevating Philadelphia’s global profile and championing tourism across the Commonwealth,” the Independence Center noted on social media.

The Center also says that through his investments in Visit PA, Shapiro has made tourism a key part of Pennsylvania’s economic development strategy since taking office, focusing on promoting the state’s natural, historical, and cultural assets while investing in infrastructure and marketing to attract more visitors to the Commonwealth.

Organized by the Philadelphia Visitor Center Corporation, the event raises funds for tourism marketing, visitor services, and programs that strengthen the hospitality and cultural sectors while attracting more visitors to the city. These services include the operation of visitor centers in high-traffic areas like Independence National Historical Park.

Funding also supports digital tools and on-site signage that help visitors explore attractions efficiently, along with educational resources, event information, and ticketing services for tours and experiences.  Together, these offerings “aim to create a smoother, more welcoming experience that encourages visitors to stay longer, explore more neighborhoods, and contribute more to the local economy.”

To find out more information on the 2026 Philly Opener and to purchase tickets ($150), visit phlvisitorcenter.com

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