STATE COLLEGE— Visitation to Happy Valley was up more than 10% in 2022 compared to 2021, with total visitor spending approaching nearly $1 billion, according to the results of a visitor profile report commissioned by The Happy Valley Adventure Bureau.
HVAB President and CEO Fritz Smith said the latest Longwoods Travel USA report, combined with other key performance metrics tracked by the HVAB, indicate that the state of leisure, sports and business visitation to the county is on a strong, promising trajectory.
According to Longwoods International, Centre County had a total of 4.8 million per-person trips in 2022, which included 3.1 million day trips (65%) and 1.7 million overnight trips (35%). Overnight visitor spending amounted to approximately $0.5 billion (53% of total spending), with day trips accounting for $0.4 billion (47%), for a combined spend of $0.9 billion.
Smith said the report signals the importance of both “day trippers” and “overnighters” in driving the local tourism economy.
“‘Heads in beds’ are of course important to our lodging properties and hospitality businesses, as well as to the HVAB’s tourism economic development mission,” he said.
Lodging taxes paid by visitors enable the HVAB to market the destination to leisure, sports and business travelers, and fund initiatives such as the annual tourism grant program conducted in partnership with the Centre County commissioners.
“However, day trippers are also spending their dollars in our restaurants, attractions and travel-related businesses, and further fueling the local economy,” Smith continued. “Both are essential.”
For both day trips and overnight stays, the outdoors and sporting activities ranked as top reasons to visit Happy Valley, topping the U.S. norm.
Additionally, the study showed a year-over-year increase in both day (27% vs 22%) and overnight visitation (22% vs 15%) during the winter months of January through March, reflecting HVAB efforts to market during this historically slow time.
While Philadelphia and Pittsburgh were top markets of origin in 2022 in both segments, additional HVAB research shows that spending from Harrisburg/Hershey/Lancaster/Lebanon/York has grown significantly this year, outpacing visitor spending from Philadelphia and Pittsburgh.
Last year’s momentum is continuing in 2023. July’s hotel occupancy came in at 70.15 (two consecutive months of 70%+), up from 66.6% in 2022, with revenue nearly 20% above last year at $8.025 million.
Smith said the growth in visitation comes at a time when county hotel inventory is down by nearly 500 rooms, a number that will increase when Toftrees Golf Resort goes offline later this fall for a planned rebuild.
“The short-term rental market is helping to cover up some of this lodging gap,” he said, stressing that new hotel projects on the horizon will be welcome news in order to keep up with what is expected to be a continued growth in demand.
In assessing Happy Valley’s strengthening tourism economy, Smith said the one thing studies cannot calculate is the importance of local resident sentiment and support in fostering that growth.
“The HVAB is very sensitive to the needs and concerns of the community, and we are very aware of the importance of their support in the total tourism landscape,” he said.
Smith said the recent Ironman 70.3 Pennsylvania Happy Valley triathlon is a perfect example of how the community at large can affect large-scale events that serve as visitation draws. Hosting the race involved participation from 34 agencies and 1,100 community volunteers. Competitors rated the race a 92 out of 100 score, one of the highest rankings for an inaugural Ironman event.
“That event does not happen without community support, and we are working with the organizations to improve logistics for next year,” he said.
Smith said tourism is on the precipice of being a $1 billion+ industry, with high-profile events making a home in Happy Valley, and engaged partners and stakeholders across the county.
“This is a promising time for Happy Valley tourism.”
