Tourism insights: Celebrating the spirit and resilience of travel in Happy Valley
National Travel & Tourism Week (May 3-9) annually celebrates tourism’s significant economic impact on the nation, states and local communities. In the midst of a pandemic, the Happy Valley Adventure Bureau and other destination marketing organizations were confronted with considering the appropriateness of celebrating when our industry has been so negatively impacted, travel is at a standstill, and knowing when it will resume, while being closely monitored, is still in question.
Recognizing the impact of visitation on Happy Valley, and in the incredible spirit of travel – this year’s NTTW theme – the conclusion was that it is perhaps more appropriate now than ever before to not only celebrate, but forge ahead, even if that requires doing so in a landscape that is not what any of us expected or wanted.
Tourism is tremendously important to our local economy. According to recently updated data, visitors to Centre County spent $809.1 million on tourism-related expenses in 2018 (up from $724 million in 2017). This placed Happy Valley in the top quarter of all Pennsylvania counties. The local hospitality industry supported 5,120 tourism-related jobs and raised $42.4 million in state and local taxes.
We know that 2020 will be a different story. Many major events will not take place this summer; tournaments and youth sports camps have been canceled. We are cautiously optimistic that other late summer events will proceed, yet their status could change. These truths are hard to absorb, both economically and in terms of community morale.
The 2020 story has also yet to be fully written. While not sugarcoating COVID’s impact, the HVAB and its lodging, dining, retail, event and attraction stakeholders are nonetheless resolved to emerge from this crisis stronger and poised to continue benefiting the Centre County economy. We invite the community to join us.
All indicators are that domestic travel will rebound first. Visitor mindset surveys show that while spring 2021 and fall 2020 will likely see the bulk of that rebound, those same studies show a wave of expected visitation this summer from people tired of being in quarantine and desiring a long-awaited getaway.
Where might they go? Research also shows that we have a destination that will be particularly desirable to travelers post-COVID.
A Pennsylvania Tourism Office survey found that individuals that will travel are likely to stay closer to home in order to feel safe: 63 percent indicated their car would be their most likely form of transportation; 44 percent indicated they likely travel between 0 and three hours from home.
As an affordable drive destination, there are many reasons to visit Happy Valley even in the absence of events. We have bountiful outdoor recreation; beautiful gardens and museums, interesting history and architecture, a thriving craft beverage scene, wonderful restaurants and farm-to-table dining options that will appeal to individuals and families. The HVAB is prepared to deliver that message, with our marketing efforts resuming next month and fully in the marketplace in June.
This summer is also a perfect time for residents to become tourists in their own backyard. When business resumes, we encourage residents to make it a point to discover the unique coffee houses, bakeries and boutiques in Millheim, Philipsburg, Bellefonte and Boalsburg; get re-acquainted with Happy Valley’s underground wonders; explore art and history at our abundant museums and galleries; dine at new restaurants; take advantage of less crowded streets to spend time in downtown State College; stop by our many farmers markets; make it a goal to get your Central PA Tasting Trail passport completed. Doing so will help local businesses and attractions that need continued support to weather this crisis, and create valuable tourism ambassadors.
If there is anything stronger than the spirit of travel, it is the spirit of community. That alone is something to celebrate.