In challenging times, it is important that we look for positive results. Washington County received some encouraging news about our tourism industry from the Pennsylvania Department of Community & Economic Development (DCED). In its most recently published Annual Report on the Economic Impact of Travel and Tourism in Pennsylvania, DCED ranked Washington County second in the Greater Pittsburgh region on key tourism impact categories such as travel spending, travel employment, and overall travel impact . The district also recorded growth in individual tourism categories such as accommodation, food and drink, shopping and recreation. It can be easy to overlook such news, but given the 2021 tourism season and our region’s continued economic recovery from the global pandemic, it’s comforting to know that we have a strong foundation to build on.

According to the report, direct spending on travelers in Washington County in 2018 (this is the latest data available) was approximately $ 737.3 million, down from $ 703.7 million the previous year. This corresponds to an increase in spending on travelers of almost 5% compared to the previous year. Washington County’s tourism industry employed 6,000 people and generated wages of $ 204.1 million, up from the previous year, according to the report. These impressive stats put Washington County in the second highest rank, after Allegheny County, in traveler spending, tourism employment and overall inter-county travel impact in the eight-county Greater Pittsburgh region. This impact on the travel industry also resulted in state and local tax revenues of nearly $ 44.4 million. And of course, this general tourism activity continues to drive business and promote the high quality of life in Washington County.

It was unfortunate that this good news was overlooked as our entire economy was shaken by the pandemic outbreak and the tourism industry would be one of the sectors hardest hit. As mentioned earlier, tourism spending is an integral part of our local economy, in line with other industries such as energy, manufacturing, financial services, and healthcare. This study not only highlights the importance of tourism for the further diversification of our economy, but also the success we have achieved in marketing our district as a leading tourist destination. This steady growth adds to our economic strength by adding to our economic diversity and securing business and employment opportunities for our residents.

Fittingly, it is important to recognize that, like all companies, our tourism industry must continuously refine messaging and advertising measures and define our customers. More and more travelers are becoming interested in history, food, gaming, outdoor recreation, shopping, and other unique experiences. Our marketing initiatives reflect these trends. And as with all other companies, we have to demonstrate a return on investment – a performance measure with which the efficiency or effectiveness of an investment is assessed. Our positive ROI is reflected in increased direct traveler spend, an increase in tourism employment, overall impact and other category gains, as documented in the DCED study. We and our partners are proud of this contribution to the economic success of our district.

While this report highlights the success of our efforts to promote tourism in Washington County, it also challenges us to maintain those achievements and, more importantly, build on them. One way to continue this momentum is to invest in our tourism assets, especially when the economy is hit. Washington County Tourism Promotion Agency is committed to supporting and developing our county’s tourism industry and recently invested nearly $ 100,000 in new marketing and capital investments to ensure our entertainment, historical and cultural attractions are prepared and positioned to take full advantage of the new opportunities that arise from the pandemic. When we look to the future and set a course for recovery, it is this foundation of success and willingness to invest that brings us back to prosperity.

Jeff M. Kotula is President of Washington County’s Commerce and Tourism Promotion Agency.

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