Pennsylvania tourism office lays out 2026 marketing, fan‑zone and transport plans as Commonwealth prepares to host major events

Harrisburg, Pa. — Deputy Secretary Anne Ryan, deputy secretary for tourism, told the House Tourism & Economic & Recreational Development Committee on April 15 that Pennsylvania is building a statewide marketing and operations plan to turn the marquee events of 2026 into multi‑year tourism gains across the Commonwealth.

Ryan said the office’s strategy centers on a Pennsylvania 2026 campaign that will start July 5, pulse through 2025 and run “full throttle” beginning Jan. 1, 2026, with the single goal to “move visitors beyond the host cities and inspire travel across the entire Commonwealth.”

The plan is aimed at leveraging multiple high‑profile events — including the FIFA World Cup host‑state opportunities, the NFL draft, a PGA championship and Major League Baseball festivities — to boost visitation statewide. Ryan told the committee the department will combine paid media, grants to destination marketing organizations (DMOs), physical visitor activations and subsidized access to FIFA branding to encourage visitors to travel beyond Philadelphia and Pittsburgh.

Ryan said Pennsylvania's tourism office administered $6,000,000 in grants in the past year and runs a media buy of about $14,000,000 annually. She referenced Governor Josh Shapiro's current tourism appropriation of $19,300,000 and a proposed $64,000,000 budget item to prepare the Commonwealth for 2026; she also said the office is seeking an additional $10,000,000 in marketing funds in 2026…