Centre County Tourism Sees Record Growth in Visitations

Record Visitations and Spending Highlight Growth in Centre County Tourism

Centre County continued its impressive growth in tourism in 2024, with record numbers of visitations and visitor spending reported in a recent study. The data highlights the increasing appeal of the region, driven by a mix of factors including outdoor recreation, sports, and entertainment.

According to the report, the county recorded 5.1 million visitations in 2024, marking an increase of approximately 100,000 from the previous year and 300,000 since 2022. Visitor spending also reached a significant milestone, hitting $1 billion—up by $127 million over the last two years. This growth reflects a strong trend in both local and regional tourism.

Fritz Smith, president and CEO of the Happy Valley Adventure Bureau (HVAB), emphasized that while visiting friends and relatives remains the top reason for visits, the dynamics of tourism are evolving. “Much of this shift is intentional, reflecting our focus on marketing efforts and strategic emphasis on growing our sports and entertainment sector,” Smith said. “We are also working to elevate and steward our abundant outdoor recreation offerings.”

Key Trends in Visitor Behavior

Day-trippers accounted for 3.3 million visitations, while overnight visitors totaled 1.8 million, staying an average of three nights. For overnight visitors, visiting family and friends was the primary purpose for 38% of travelers, followed by outdoor activities at 16% and special events at 11%. Among day-trippers, the top reasons were similar, with visiting family and friends at 25%, followed by special events at 13% and outdoor activities at 11%.

Outdoor recreation and sporting activities in the area have outperformed national averages. With access to more than 750,000 acres of public land, Happy Valley has become a hub for outdoor enthusiasts. Smith noted that community partners are dedicated to improving opportunities and ensuring the sustainability of natural resources.

Spending Patterns and Demographics

The average spending per person per trip was $304 for overnight visitors and $138 for day-trippers. Lodging was the biggest expense for overnight visitors, totaling $171 million, followed by food and beverage at $127 million. For day-trippers, transportation at the destination was the largest expenditure, though food and beverage saw the most significant growth, reaching $96 million—a $15 million increase over the past two years.

More than half of visitors came from within Pennsylvania, with New York as the second-largest source. Johnstown/Altoona and Harrisburg/Hershey/Lancaster/Lebanon/York showed the greatest increases in day-trip visitations, while Philadelphia and Pittsburgh ranked highly as origins for overnight visitors. New York City and Pittsburgh also saw growth as sources for overnight stays.

Changing Traveler Demographics

The study revealed a shift in traveler demographics. Solo, couple, and friend-group travel increased, while trips involving children declined. About 75% of day-trippers and 78% of overnight visitors were adults, with average party sizes of 2.4 for single-day trips and 2.7 for overnight stays—both close to the national average.

Marketing and Digital Engagement

The Longwoods International study also highlighted positive engagement with the HVAB’s digital platforms. Among overnight visitors, 27% used the bureau’s website and social media to plan their trips, above the national average of 20%. For day-trippers, 68% were “marketed to,” surpassing the national average of 55%.

Smith attributed this success to the investment in a new destination website and ongoing improvements. “Marketing Happy Valley as a premier mid-Atlantic destination for leisure, sports, group tours, and business travel requires consistent effort,” he said. “The tourism landscape is constantly changing, presenting both opportunities and challenges.”