(Lancaster, Pa.)  In recognition of National Travel & Tourism Week, Discover Lancaster released its 2024 tourism economic impact report today – showing further industry increases over 2023 – as the organization welcomed the recent arrival of its new President & CEO Jeffrey S. Vasser and also touted some of what’s new for tourism in 2025.

“It’s very gratifying to join a renowned destination like Lancaster County that continues to grow,” noted Vasser, who started his position on April 21st.  “I look forward to working with our partners, our team & Board, and our public officials & other stakeholders to keep that momentum going.”

Conducted by the respected analysis firm Tourism Economics, highlights of the new report include:

• An estimated 10.2 million visitors to Lancaster County who directly spent $2.7 billion in 2024, representing gains of 2.7% and 4.2%, respectively, over 2023.
  
  
• This visitor spending supported 26,341 county jobs in total, including 17,411 direct industry jobs.  These figures both grew by 1-2% last year and keep tourism in the Top 10 largest non-agriculture private sector employers in the county.

Prior to joining Discover Lancaster, Vasser had served as Executive Director of the New Jersey Division of Travel & Tourism (NJTT) since 2018.  During a multi-decade career in hospitality and tourism, he started out in lodging companies like 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, and headed the Caribbean Hotel & Tourism Association for a time.

Despite recent uncertainty in the economy and among consumer sentiment, the organization remains hopeful that 2025 can still be a solid year for area tourism, owing to Lancaster’s driveable location, relative good value overall, and the debut of many new visitor offerings, including: 

• Lititz and other Lancaster areas named to AFAR’s worldwide “Where To Go In 2025” list!
  
  
• The monumental and renewing story of “Noah” in a re-freshed 30th anniversary edition at Sight & Sound Theatres®.
  
  
• Lancaster City’s cool vibe, with Passerine being named to the New York Times’ latest list of “America’s Best Restaurants,” a second location for Chellas Arepa Kitchen (ranked #5 in Yelp’s Top 100 U.S. Restaurants for 2025), and Decades’ new outdoor patio experience coming this summer!
  
  
• The 40th anniversary year of “Witness,” and Lancaster County’s enduring Amish culture & farmland that form the landscape of this internationally-acclaimed film.  LoKal’s “Unique Amish Immersion Experience” tour includes a stop at the Witness farm.
  
  
• Our multi-faceted history with special commemorations of the 100th anniversary of Pennsylvania German heritage at Landis Valley Village & Farm Museum, and the 50th anniversary of the Railroad Museum of Pennsylvania’s world-class collection.
  
  
• The beloved Bird-in-Hand Family Restaurant & Smorgasbord slated to re-open later this spring or summer after substantial renovations.

Lancaster County is a wonderful blend of urban style and rural splendor, with many rich cultures, from the Amish to the arts. Visit us at www.DiscoverLancaster.com.   

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