Pennsylvania Unveils "Great American Getaway" Campaign Amid Tourism Revamp

Pennsylvania is inviting tourists to discover the Keystone State anew with a fresh tourism slogan: "Pennsylvania. The Great American Getaway." Governor Josh Shapiro, alongside Lt. Gov. Austin Davis and other officials, introduced the new branding last week at PNC Field, the home stadium of the Scranton/Wilkes-Barre RailRiders minor league baseball team.

This new campaign replaces the "Pennsylvania. Pursue Your Happiness" slogan, which had been in place since 2016 under former Gov. Tom Wolf's administration. The unveiling marks the start of a week-long, 50-stop RV tour led by Gov. Shapiro, aimed at showcasing Pennsylvania’s diverse attractions, from outdoor adventures and award-winning restaurants to historic sites and charming small towns.

Highlighting the state’s strategic location—within a four-hour drive for 72 million Americans—Shapiro expressed confidence that the new campaign will push tourist spending beyond the nearly $800 million recorded in 2022, a figure that has already surpassed pre-pandemic levels. "I think we can reach a billion," Shapiro stated, emphasizing the potential for creating tens of thousands of new jobs through increased tourism.

Tourism remains a major economic driver for Pennsylvania, attracting 192.4 million visitors in 2022 and supporting over 486,000 jobs, according to the latest Economic Impact of Travel and Tourism report. To bolster this sector, Shapiro’s proposed 2024-25 state budget includes a $15 million increase in tourism promotion spending.

The administration also launched a summer marketing campaign, "Your Great American Getaway Starts Here," running from late May through August in regional markets such as New York City, Washington, D.C., Cleveland, Toronto, and across Pennsylvania.

The campaign features a new advertisement narrated by Abbi Jacobson, a Pennsylvania native and star of "Broad City." Among the highlighted destinations are Hershey, York County, Amish country, and Gettysburg. Interestingly, the state’s capital city and historic Capitol are less prominently featured on the campaign’s website, listed under the “Dutch Country Roads” region.

Historically, Pennsylvania has trailed behind neighboring states like New York, Michigan, and Illinois in tourism, but Shapiro is determined to change that, especially with the nation’s 250th anniversary approaching in 2026. "We want to show the rest of the world that Pennsylvania is indeed the great American getaway,"

Shapiro said. Community and Economic Development Secretary Rick Siger, along with Lt. Gov. Davis, will accompany Shapiro at various stops on the RV tour. Siger noted that the new branding aims to appeal to all travelers, regardless of age or ability, encouraging them to explore every part of the commonwealth.

As Pennsylvania embarks on this new chapter, the state is poised to elevate its status as a premier travel destination, promising great things for both visitors and residents alike. The Shapiro-Davis administration is making tourism a top priority for the first time in more than a decade, investing in tourism as a central part of its economic development strategy, driving opportunity and prosperity for generations to come.