Discover Lancaster’s Board of Directors is pleased to announce the appointment of Jeffrey S. Vasser as President & CEO of the county’s official destination marketing organization, effective May 5th.

Vasser has served as Executive Director of the New Jersey Division of Travel & Tourism (NJTT) since 2018, leading a team whose marketing campaigns have driven the state’s tourism industry forward and elevated it both domestically and across the globe.

In February, he was recognized by the Hospitality Sales & Marketing Association International as one of its “Top 25 Extraordinary Minds“ for 2024.

“We are excited to be hiring someone with Jeff’s professional expertise and leadership experience to further grow Lancaster County tourism,” stated Discover Lancaster Board Chair Jonas Nissley. “His wide array of skills in destination marketing, hospitality management, conventions & events, and stakeholder relations will enable him to hit the ground running on behalf of our destination.”

“I’m truly honored for the opportunity to promote such a special place like Lancaster County as part of the top-tier team at Discover Lancaster,” said Vasser.  “I look forward to collaborating with our Board of Directors, dedicated staff, and industry partners in building an even stronger tourism sector for our businesses, our visitors, and the entire Lancaster community."

During a multi-decade career in hospitality and tourism, Vasser started out in lodging companies like Choice Hotels International and Four Seasons, conducted industry consulting at Deloitte & Touche, was CFO for food service & restaurant firm Cipriani International, led the Atlantic City Convention & Visitors Authority for 11+ years, headed the Caribbean Hotel & Tourism Association for a time, and then was regional VP at BR Group Hospitality before joining NJTT.

Vasser obtained his Master’s in Public Administration from Columbia University and earned a Bachelor’s in Hotel, Motel, & Restaurant Management at Cornell University.