Tourism in Centre County continued its upward trajectory with record visitations and visitor spending in 2024, according to a newly released study commissioned by the Happy Valley Adventure Bureau.
The county saw 5.1 million visitations last year, an increase of about 100,000 from 2023 and about 300,000 since 2022, according to the report by Longwoods International. Visitor spending also reached $1 billion, an increase of $127 million over the last two years.
“Visiting friends and relatives is still the top reason for visiting Happy Valley. However, the dynamics are shifting, both in terms of who is visiting, where they are coming from and what is driving their decision to visit,” Fritz Smith, HVAB president and CEO said.in a statement “Much of that is intentional, reflecting the focus of our marketing efforts, and our strategic emphasis on growing our sports and entertainment sector, along with elevating and stewarding our abundant outdoor recreation offerings.”
Day-trippers accounted for 3.3 million visitations, and overnight visitors, who spent an average of three nights, totaled 1.8 million.
Visiting family and friends was the No. 1 main purpose for 38% of overnight visitors and 25% of day-trippers. Outdoors activities were second at 16% and special events were third at 11% for overnight trips, while special events were No. 2 for day trips (13%) and outdoors were No. 3 (11%).
Outdoor recreation and sporting activities both exceeded the national average.
“With access to more than 750,000 acres of public land, Happy Valley truly is a mecca for outdoor enthusiasts,” Smith said. “We see this as an area of continued growth, as we have amazing community partners in the outdoor recreation space who are dedicated to improving opportunities and access while being equally committed to sustaining our natural resources for the future.”
Average spending per person per trip was $304 for overnight visitors and $138 for day visitors. For overnight, lodging was the biggest expenditure ($171 million) followed by food and beverage ($127 million). For day-trippers it was transportation at destination ($171 million), though food and beverage made the biggest gains with $96 million, a $15 million increase over the last two years.
More than half of visitors to Centre County came from within Pennsylvania, with New York second (10% of overnight and 9% of single-day). Johnstown/Altoona (No. 1) and Harrisburg/Hershey/Lancaster/Lebanon/York (No. 4) had the biggest gains as places of origin for day-trip visitations, with Philadelphia No. 2 and Pittsburgh No. 3. New York City (No. 3) and Pittsburgh (No. 2) have grown as destinations of origin for overnight visitors, with Philadelphia No. 1.
The study found growth in solo, couple, and friend-group travel and a decline in those traveling with children and in travel party size.
About 75% of day-trippers and 78% of overnight visitors were adults, and the average travel party size was 2.4 for single-day and 2.7 for overnight, both right around the national average.
The Longwoods study also found positive news for HVAB itself. Among overnight visitors, 27% used the bureau’s website and social media platforms to plan their trips, above the national average of 20%. For day-trippers, 68% of day-trippers were “marketed to,” topping the national average of 55%.
“The results are what we had hoped to see following the investment into a new destination website and continued refinements to the site,” Smith said.
“Marketing Happy Valley as a premier mid-Atlantic destination for leisure, sports, group tour and business travel requires a constant drumbeat. The tourism landscape is constantly changing and always presenting a mix of opportunities and challenges.”
