Wolf Administration to Spend Over $ 17 Million in American Rescue Plan Act Funding for Marketing, Diversity, Equity and Inclusion Programs to Jump-Start Tourism Recovery
Governor Tom Wolf today announced that the Commonwealth will receive a $ 17 million grant from the United States Department of Commerce’s Economic Development Administration (EDA) to support the travel, tourism and recreation sectors outdoor activities under the American Rescue Plan Act of 2021.
“This is a unique opportunity for the Commonwealth to make transformative investments that will have a lasting impact on the travel and tourism industry today and for decades to come,” Governor Wolf said. “We know from research that inviting those who travel to Pennsylvania and the surrounding areas through short-term tourism marketing and advertising will be the boost this industry desperately needs.”
After consulting with tourism partners across the state and colleagues across the country, the Pennsylvania Tourism Board of the Department of Community and Economic Development (DCED) will invest the $ 17,086,197 in the following ways:
- $ 10 million to dramatically increase the PA Tourism Co-op Marketing Advertising Program in 2022 and 2023 to create advertising opportunities for destination marketing organizations and industry associations by matching or possibly doubling their investment.
- To attract new visitors and residents to Pennsylvania, the office will invest $ 6.8 million in new initiatives that will promote diversity, equity and inclusion (DEI) in marketing, messaging and product development for capturing greater market share and, more importantly, in our approach to how we welcome travelers to the Commonwealth, leaving a positive impact on the industry for decades to come; and
- To protect our historically overcrowded outdoor recreation assets, $ 250,000 will support the Outdoor Recreation Concierge Program through the Department of Conservation and Natural Resources to train frontline workers and volunteers to to promote a region’s outdoor experiences, with a focus on hidden and underused natural gems.
“While the advertising investment will produce real-time results, boosting our tourism economy, creating jobs and generating millions of dollars in additional taxes, we intend that our DCI efforts will be transformative for generations to come. “said Carrie Fischer Lepore, Assistant Secretary, Office of Marketing, Tourism and Cinema at DCED. “Attracting new visitors to Pennsylvania and making sure they feel welcome and belong will not only grow the tourism economy, but influence the perception of people of Pennsylvania as a destination to visit, a place to visit. develop a business, a community to call home and a state to feel proud of.
Lepore described DEI’s investment:
- $ 1 Million – Create a revolutionary training program for frontline workers and leaders in the tourism industry that ensures every traveler, regardless of race, gender, age, ability and background, feel welcome, respected and included when visiting Pennsylvania;
- $ 500,000 – Develop a new statewide tourism product to offer more diverse and inclusive experiences to travelers;
- $ 1.5 million – For product development grants from tourism partners;
- $ 3.8 million – Develop new marketing campaigns to reach a more diverse and inclusive travel consumer. This would be done through contracts with agencies owned or run by people from various diverse communities.
“The Biden Administration is pleased to provide state and territory leaders with the resources to better rebuild through locally-driven strategies that uniquely address the challenges and opportunities of their local travel and leisure tourism industry. outdoors, “said the United States’ Assistant Secretary of Commerce for Economic Development. Alejandra Y. Castillo. “We applaud the Commonwealth of Pennsylvania for pursuing diversity, equity and inclusion programs to boost tourism and we look forward to seeing how this vital funding will advance its critical travel tourism and outdoor recreation industry. air. “
The $ 17 million awarded to Pennsylvania was part of the $ 510 million led by EDA’s Travel, Tourism and outdoor recreation program, which aims to accelerate the recovery of communities that depend on the travel, tourism and outdoor recreation sectors.
The Pennsylvania Tourism Board, under the Department of Community and Economic Development, is dedicated to inspiring travel to Pennsylvania as the state’s official destination marketing organization. Pennsylvania welcomed 204 million visitors in 2019, creating an economic impact of $ 46 billion that supports 500,000 jobs. For more information, visit the visit the AP website. Where subscribe to our Happy Thoughts newsletter, become a fan on Facebook, Follow us on Twitter, look at the pictures on Instagram, share pins on Pinterest, or watch us on Youtube.