Tourism Insights: Resilient Happy Valley will be ready to welcome visitors post-COVID-19

Last month, The Happy Valley Adventure Bureau and all of Centre County were full of anticipation for the weeks and months ahead: Friends old and new gathering for Blue White Game weekend, the traditional start of spring in Happy Valley; the energy and excitement that accompanies Penn State graduation; the first marketing campaign of our new HVAB brand in full swing in key metro markets such as Philadelphia and New York/New Jersey.

In seemingly an instant, we are now operating in a new “normal” that is anything but. Beaver Stadium will be silent on April 18. Penn State graduation is on hold, as are key components of our destination marketing campaign. Restaurants are closed; some hotels are shuttered; and words like “social distancing” are now part of the daily lexicon. These are unprecedented times for sure.

As we all deal with coronavirus mitigation efforts, it goes without saying that health and safety are top priorities. That doesn’t diminish economic concerns. Coronavirus is having a significant impact on the U.S. economy, with the travel and hospitality industries taking a particularly hard hit and being felt locally.

According to a study by Oxford Economics/Tourism Economics, travel nationally will be down 34 percent for the year, and down a staggering 78 percent in April and May. Travel industry losses are expected to be close to $400 billion by year’s end, an impact that is seven times greater than following 9/11. Approximately 5.9 million jobs will be lost by the end of April, 4.7 million of them travel-related.

So when we say we are all “in this together,” we truly are. As an organization, the HVAB is navigating unchartered waters just like our businesses, organizations and institutions have also been forced to do. We too are reviewing budgets, operations and programs in the face of declining short-term revenue streams and uncertain revenue projections for the immediate future, as travel experts all try to forecast just when travel will recover.

Like so many businesses – and Destination Marketing Organizations nationwide – we’ve had to quickly pivot. With our visitor center closed and stay-at-home directives in place, our primary mission of encouraging visitation to our beautiful Happy Valley is now focused on supporting the local community. Helpful information and resources, best practices and local promotion of our restaurants, lodging partners and related businesses is the priority. Our social media channels are showcasing our wonderful attractions virtually, with a heavy emphasis on our abundant outdoor assets. We are working on a “we can’t wait to show you” social media campaign highlighting the natural outdoor beauty of the area so we are ready when it is safe to travel again and appropriate to market to visitors.

The bright spot in this time of uncertainty is that people will travel again. Experts predict domestic leisure travel will rebound first, with people in stay-at-home mode anxious to get away. Business travel is expected to follow, with group business after that.

When people do travel again, it is destinations like Happy Valley that will resonate. Post-COVID-19, there will be greater interest in “near-cations,” travel to less population-dense locations; familiar locations and those destinations with abundant natural resources and outdoor recreation opportunities. Nostalgia will be another trend impacting travel decisions. We have a Penn State alumni base that will be eager to return to their beloved Happy Valley. It’s only a matter of timing.

Our community is resilient. We will get through this together, we will adapt to the new normal, and we will be ready to welcome visitors again at the appropriate time.