Tourism Rebounding With Nearly $1 Billion In Local Impact, But Not Yet Back To 2019 Levels

Tourism is rebounding in Bucks County, but it has still not yet returned to 2019 levels, tourism officials said on Wednesday.

Visit Bucks County, the county’s tourism agency, gathered more than 150 officials from local hotels, tourism destinations, and related organizations at the picturesque Inn at Barley Sheaf Farm in Buckingham Township for their annual meeting.

Paul Bencivengo, president and COO of Visit Bucks County, briefed the local tourism leaders on the recovery from the pandemic and other updates.

“Looking back at 2021, data showed a strong recovery of the Bucks County tourism industry,” he said.

Visit Bucks County data collected by firm ESI found that 7.58 million visitors came to Bucks County in 2021. They generated $986 million in economic impact, which supported a hospitality workforce of 25,300, which is down from 29,000 people working in that sector in 2019.

“As travel restrictions lifted, potential visitors in key markets such as the New York, Washington, D.C. and Philadelphia metros sought experiences and connection through travel again in suburban, drivable destinations,” Bencivengo told the industry officials.

The county saw tourism boost the local economy by $1.1 billion in 2019, but Bencivengo said that number nearing $1 billion again in 2021 is positive considering COVID-19 and people using 2021 to take overseas vacations.

“It shows a substantial, but an incomplete recovery,” Bencivengo said.

Sharon Rossi, chairperson of the Visit Bucks County’s Board of Directors, reminded tourism leaders that Visit Bucks County has been around more than 60 years and the industry has seen upheaval before.

“We have seen a lot, and this industry has always proven to be resilient,” she said.

For 2022, according to Bencivengo, hotel room supply in the county is at its highest ever, but hotel occupancy is essentially flat. However, he noted that the average daily hotel cost in the county is up 15.9 percent over 2021 amid inflation. The average hotel rate in Bucks County is $123.08.

A graph presented by Bencivengo showed hotel demand slowed in the summer months of this year, which he attributed to high gas prices and international travel making a return.

Despite the slowdown in hotel stays, destinations remained busy and requests for information on Bucks County were strong, Bencivengo said.

The organization reported receiving a minimum of 50 requests per day for the printed destination guide.

Heather Walter, Visit Bucks County’s marketing director, said the organization’s website had 3.5 million pageviews and millions more via Facebook, YouTube, and TikTok in recent months.

“Our content, marketing and reporting is all starting to grow and evolve to market to new generations of visitors on platforms like TikTok, YouTube and other reel, short and vlog dominated social media spaces where consumers are spending a great deal of time and watching a ton of content,” she told tourism officials.

The organization released data that showed TV and streaming commercials for Visit Bucks County were seen more than 83 million times in the target markets of New York, northern New Jersey, Philadelphia, Harrisburg, Lebanon, Lancaster, York, and Washington D.C.

Walter said there has been a new focus on the Harrisburg, Lebanon, Lancaster, and York market.

Visit Bucks County recently produced three new commercials and will be creating a new one over the holiday season, Walter said.

Bencivengo said that tourist to Bucks County spend most of their money on lodging and food and drinks while in the area.

Walter explained that data has led to a focus on initiatives like the Ale Trail, which has led to 33,000 check-ins on the app at Bucks County’s numerous breweries.

Visit Bucks County recently launched a Bucks County Wine and Art Trail that is similar to the Ale Trail.

Tourism officials also heard from Senior Vice President of Strategy and Engagement for the Pennsylvania Restaurant and Lodging Association (PRLA) Ben Fileccia.

Fileccia, who has worked in the hospitality business for years, said the industry is in a “really critical phase” as the pandemic eases and tourism destinations deal with rising costs and a tight labor market.

He said restaurants have increased pay, provided new benefits, and focused on work and life balance for staff in the tight labor market.

Prior to COVID-19, most restaurants didn’t have takeout offerings, especially higher-end items, but that has changed, Fileccia said.

In addition, the industry has seen a boom in four-season outdoor dining, Fileccia stated.

“New restaurants are popping up all over the place because the demand is there,” he said.

Despite the challenges, tourism official portrayed the view Bucks County’s hospitality industry is primed for continued recovery.

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