Mr. Fritz Smith, President and CEO of the Happy Valley Adventure Bureau shares Tourism Success
Travel and Tour World - September 5, 2024 — Happy Valley, Pennsylvania, a picturesque region known for its vibrant communities, rich cultural heritage, and outdoor adventures, has become a leading travel destination, achieving a remarkable milestone of 5 million visitors. This success can be attributed to the strategic efforts of the Happy Valley Adventure Bureau (HVAB), which has implemented a multi-faceted approach to tourism, combining effective marketing, sustainability initiatives, and collaboration with local partners to elevate the visitor experience.
Targeting Top Source Markets
Happy Valley’s tourism success is built on a deep understanding of its primary source markets. The HVAB has identified that the majority of visitors come from regions within a 3- to 3.5-hour drive, including major urban areas such as Philadelphia, New Jersey, Washington, DC metro, New York City, Harrisburg/Hershey/Lancaster/Lebanon/York (HHLLY), Pittsburgh, and to some extent, Cleveland, Ohio. This proximity allows for convenient access, making Happy Valley an attractive destination for short getaways.
The HVAB employs a variety of media partners and marketing strategies to effectively reach these target markets. The bureau also collaborates closely with the Pennsylvania Tourism Office on marketing co-op opportunities, which further amplifies their reach. These efforts have successfully positioned Happy Valley as a must-visit destination for those looking to escape the hustle and bustle of city life and enjoy the natural beauty and cultural offerings of Centre County.
Reaching the 5 Million Visitor Milestone
The achievement of 5 million visitors is a testament to the HVAB’s strategic investments in marketing and its innovative approach to tourism promotion. One of the key markets contributing to this success is the Harrisburg/Hershey/Lancaster/Lebanon/York (HHLLY) region in southeastern Pennsylvania. The HVAB has made significant investments in TV and digital marketing in this area, which is within a 1.5- to 2-hour drive from Happy Valley. This focused effort has paid off, as the region has become a growing source of visitors.
In addition to domestic marketing, the HVAB has explored international markets, particularly in Ontario, Canada. Research indicates a high number of Canadian travelers passing through the area, prompting the HVAB to test targeted campaigns to attract these visitors. This international outreach, combined with year-round marketing that emphasizes Happy Valley as a safe and affordable four-season destination, has contributed to the region’s growing appeal.
The HVAB also participates in consumer trade shows and vacation expos within its primary drive market radius, elevating awareness about the destination and all it has to offer. Special initiatives such as the Happy Valley GeoTour, which promotes geocaching in the region, and a digital agritourism passport that highlights authentic farm experiences, have further enhanced the region’s appeal. Hosting signature events like the IRONMAN 70.3 Pennsylvania Happy Valley triathlon and the upcoming State Games of America in 2026 has also played a significant role in raising awareness and attracting visitors.