As a tenured member of the VisitPITTSBURGH Board of Directors, what a joy it has been serving the organization over the past year in my capacity as chairperson. The VisitPITTSBURGH team spent much of 2023 rebuilding both their staff and the industry post-pandemic, and they have done a tremendous job of establishing a solid foundation for the future. I can attest that the team in place is bold, forward-thinking and passionate about travel, and they offer a new energy that I’m confident will serve the tourism sector across Pittsburgh and Allegheny County well in the coming years. Alongside the entire Board of Directors, I applaud their hard work, dedication and initiative on behalf of our community.
The tourism industry was among the hardest hit during the pandemic, but as leisure travel soars and business and sports events continue to rebound, Pittsburgh is wellpoised to capitalize on this momentum. With a new global tourism brand, we are showcasing the vibrancy of our city and inviting visitors here to unearth Pittsburgh’s greatest surprises. We also have plans in place to grow and develop the industry from all sides to ensure new and enhanced offerings for leisure and business travelers and those who call our city home. Thanks to VisitPITTSBURGH’s 10-Year Tourism Development Plan, we will be implementing new strategies and synergies to enhance our experiences, connectivity and tourism-supported workforce.
There has never been this much excitement around tourism in Pittsburgh, and what I love most is that it’s an industry that touches everyone. The tourism sector is a collaborative effort among hundreds of stakeholders, so I continue to express my sincere thanks to our elected officials and incredible network of partners. We appreciate your steadfast support and confidence in VisitPITTSBURGH. Our region’s momentum is unmatched, and I can’t wait to witness its historic success.
Chairperson of the Board VisitPITTSBURGH
I can proudly say with confidence that travel is back to Pittsburgh, and what a landmark year it has been for the tourism industry across Allegheny County. Thanks to the dedicated work of our Board of Directors, our VisitPITTSBURGH team and our growing network of 650 partners, the region’s travel industry was able top $6.4 billion in direct visitor spending, marking a 97% nominal recovery from pre-pandemic, 2019 levels. This three-year journey will forever be a part of Pittsburgh’s story, but I’m proud that, together, we were able to bring about real, lasting change in the midst of challenge.
Starting with the launch of our leading global tourism brand, we showcased the city in a new way and put Pittsburgh on the map as a bold, vibrant and must-visit city of multitudes. The new brand continues to resonate with both locals and visitors alike, as we saw a major increase in top-tier PR placements, more than 3.7 million website sessions and an 11% increase in social media followers.
This momentum carried into our Business Events and SportsPITTSBURGH initiatives, as we welcomed more than 25,000 participants for the 2023 National Senior Games and hosted 10 citywide events, that together, made a major economic impact. Collectively, these teams secured 228 future bookings for an estimated direct visitor spending of $260 million. The future for Pittsburgh’s namesake as a premier host destination is bright.
The culmination of our efforts was celebrated through the launch of the 10-Year Tourism Development Plan. This plan marks a year’s worth of research and sets us up for continued success as a destination through investment in our in-market experiences, connectivity and workforce throughout 2024 and beyond.
Our work wouldn’t be possible without the continued support and collaboration from our local officials, stakeholders and business partners throughout the community. Your work and many voices are the fabric of our city and Pittsburgh’s story as a destination. Thank you for all you do. Here’s to another successful year together.
Jerad Bachar President & CEO VisitPITTSBURGH
12.2M 8.1M day trips overnight trips STATE OF
20.4 million
TOTAL TRIPS IN 2023
$6.4 billion in direct visitor spending
$358.2 million in state and local tax revenue
38,178 tourism-supported jobs
$1.8 billion in tourism-supported earnings
313,713 room nights booked for business & sports
$9 million in leisure hotel revenue
THE INDUSTRY IS ON PACE WITH NATIONAL RECOVERY TRENDS.
6.1% increase
$ $
6.7% increase in tourism-supported earnings
4.6% increase in total trips
5.4% increase in state and local tax revenue
7.1% increase in overnight trips
3.3% increase in day trips
The post-pandemic travel resurgence signaled the opportune time to launch a new global consumer brand for VisitPITTSBURGH. Unveiled at the 2023 Annual Meeting, this marked the first substantial branding update the organization had introduced in more than two decades. VisitPITTSBURGH engaged global design firm Landor & Fitch in the effort to create a modern, bold and inviting representation of Pittsburgh as a city of multitudes. IMMERSE
The Visitor Engagement team supported the implementation of the new brand through the distribution of updated visitor collateral, including the Official Visitor’s Guide, See & Do, maps and more. The team also began concepts for new, interactive and immersive welcome center stations at the David L. Lawrence Convention Center and Pittsburgh International Airport, which will be rolled out in the coming year.
The remainder of the year focused on bringing the brand to life through compelling creative across digital advertising, social media, trade show and sales materials, promotional items and an all-new AI-driven website.
To avoid traditional banner blindness, VisitPITTSBURGH’s digital advertising transformed into a colorful invitation to Pittsburgh’s arts and culture, outdoor recreation, sports, family-friendly activities and world-class culinary scene.
VisitPITTSBURGH’s new 10’ x 10’ and 20’ x 20’ trade show booths boldly bring the new brand to life vividly in multidimensions. Featuring illuminated lettering, a large LED video screen allowing for customized, playable media and messaging and an interactive map of Pittsburgh, it has proven to be an exhibition floor head-turner from its debut at the 2023 high-profile ASAE Conference.
To extend brand awareness among consumers off-screen, VisitPITTSBURGH developed apparel and promotional items that were distributed across industry events, activations, press trips and among influencers, content creators and key target demographics.
An entirely updated, user-centric web experience featuring the design and visual elements of the new brand were carried through to VisitPITTSBURGH.com. Powered by AI, the updated website provides a more immersive, engaging and customizable experience for more than 3 million mobile and desktop visitors seeking to learn about our region and plan their visits.
DIGITAL CAMPAIGNS ARE DRIVING MORE TRIPS TO PITTSBURGH.
VisitPITTSBURGH’s digital advertising focused on converting midweek travelers with partner hotel deals through Adara and Sojern campaigns. The team also engaged Hopper, a mobile-first travel booking app to feature Pittsburgh through timely push notifications, email marketing campaigns, destination videos and in-app deals.
216.8 million paid digital campaign exposures
69% increase yearover-year*
$9 million in leisure hotel revenue generated
50,600 room nights booked as result of direct advertising
*Excludes
CO-OP CAMPAIGNS TARGETED KEY AUDIENCE SEGMENTS TO RAISE AWARENESS AND DRIVE LEISURE TRAVEL TO PITTSBURGH.
VisitPITTSBURGH’s BURGH101 program targeted the 80,000+ Pittsburgh and Allegheny County college students and their families to encourage exploration of the region beyond campus via a savings badge that incentivized visitation at local businesses, restaurants and attractions throughout the city. Debut results exceeded expectations.
1,375 SIGNUPS for the savings pass
4.9 million paid social and native campaign impressions
This annual family-focused campaign was enhanced in 2023 through a gamified digital passport delivered straight to a visitor’s phone to access pass-holder discounts and collect points at check-ins when visiting KidsBURGH partners.
468
2,363% increase yearover-year* pass downloads
6 million paid social and native campaign impressions
While VisitPITTSBURGH’s advertising is focused on driving visitation, research shows that tourism advertising not only attracts visitors, but also creates a major lift on the destination’s overall image as a place to live, buy a second home, start a business, go to college and retire.
Source: Longwoods
PUBLIC RELATIONS EFFORTS HAVE PUT A SPOTLIGHT ON PITTSBURGH.
1,958 earned media placements
5.5 billion earned media impressions
$90.9 million advertising value equivalency
35+ journalists and influencers hosted across 20 trips
OUR NETWORK OF PARTNERS IS GROWING.
70 new VisitPITTSBURGH partners
$46,500 in Emerging Festivals & Cultural Events Funds dispersed
15 grants recipients $1.19M in total revenue
WE LAUNCHED AN AMBITIOUS TEN-YEAR PLAN TO DEVELOP PITTSBURGH AS A DESTINATION.
Based on extensive data collection and research conducted by global placemaking consultancy Resonance, along with broad stakeholder engagement, VisitPITTSBURGH launched an ambitious 10-Year Tourism Development Plan. The plan includes more than 40 strategies and 80 unique action items that together form a roadmap for the development, management and marketing of tourism assets across Allegheny County. With ongoing progress trackable on a dedicated microsite, key projects were identified and launched in 2023.
Formation of the African American Tourism Advisory Council in partnership with the Mayor’s Office
Expansion of community events that celebrate African American history and culture
Co-sponsor and support Pride Week events across Pittsburgh’s neighborhoods
Support of the development of amenities for river use
65% increase yearover-year* Real-time
Cross marketing of existing major culinary events and festivals
Throughout the first half of 2023, VisitPITTSBURGH
Business Events prioritized the recruitment and training of nearly the entire business development team and refilling the organization’s pipeline of opportunities. Back to full strength, the team focused on prioritizing, targeting and connecting with high-probability prospects through inmarket activations, unique customer experiences, trade show appearances and networking events to ensure Pittsburgh was at the top of the list for meeting planners and event organizers alike. The result: increased RFP opportunities and a promising pipeline of bookings.
174 total events booked
217,032 room nights booked
UPCOMING EVENTS & KEY FUTURE BOOKINGS: $
$151.3M
total direct visitor spending for events booked
American Society for Microbiology – Annual Biomedical Research Conference for Minoritized Scientists
NOVEMBER 2024
13,600
Humane Society of the United States - Animal Care Expo
APRIL 2026
5,300
American Trucking Association – National Truck Driving Championships
AUGUST 2026 / AUGUST 2028
4,100
National Association of Student Financial Aid Administrators – National Conference JUNE 2029
7,500 Estimated
In August 2023, the Business Events team, along with partners from the David L. Lawrence Convention Center and Sheraton Station Square, debuted the new VisitPITTSBURGH branded exhibit booth at the American Society of Association Executive’s (ASAE) Annual Meeting in Atlanta. Here, the colorful and inviting VisitPITTSBURGH brand was front and center for meeting planners, association leaders and more than 5,000 association professionals in attendance.
From furry takeovers to science-based forums, Pittsburgh proudly hosted a record-breaking number of events in 2023.
Beginning with the Event Service Professionals Association 2023 Annual Conference at the Westin Pittsburgh, we hosted event service counterparts from destinations around the country for three days of networking and education. From pre-conference tours and mobile workshops to participation in a sales/services fireside chat, VisitPITTSBURGH was actively involved in this standout event—from planning to execution.
Anthrocon returned to Pittsburgh in 2023 and was bigger and better than previous years—boasting a 40% increase in attendance and 49% increase in actualized total room nights. This event is loved by event organizers and community members alike and stands as a true testament to the work our team does day-in and day-out to build lasting relationships that lead to real, meaningful impact for Pittsburgh.
We were also proud to welcome the International Association of Venue Managers 2023 VenueConnect—the largest industry-related event that took place in Pittsburgh in 2023. Here, managers of arenas, performing art venues, stadiums and convention centers gathered in Pittsburgh for a week of networking, education and touring our city’s most prized venues.
With a focus on aligning business meetings and events with Pittsburgh’s robust industries, we welcomed the Geological Society of America 2023 Connects, which opened Pittsburgh to a world of geologists and researchers from across the globe for four days of networking, education and field trips to geological sites around the region.
Thanks business events—like these—throughout 2023, hundreds of thousands of visitors proudly gathered in our city—leaving a lasting impact on Pittsburgh’s venues, accommodations and local business community.
154 number of events hosted
125,382 consumed hotel room nights
$108.3M total direct visitor spending
108,221 total attendance for events hosted
73,671 total attendance
68,501 consumed hotel room nights
$75.5M direct spend
An important part of the services sector of VisitPITTSBURGH Business Events is to help clients leave a legacy in Pittsburgh, enhancing the community for residents and visitors alike. There was no shortage of community-focused leave behinds in 2023.
WESTIN PITTSBURGH | JANUARY 2023
The event collected youth items to be donated to Beverly’s Birthdays and participated in a volunteer project with Beverly’s Birthdays to assemble birthday gift bags for teenagers.
DAVID L. LAWRENCE CONVENTION CENTER | MARCH 2023
The event raised $660 for SisterFriend, collected $900 worth of essential household and personal hygiene items for the Free Store 15104 and donated $1,700 worth of flowers to Scent With Love.
DAVID L. LAWRENCE CONVENTION CENTER | JUNE/JULY 2023
The event raised over $52,000 for Rabbit Wranglers, a 24% increase over their charitable fundraising efforts last year.
SportsPITTSBURGH had a year of rebuilding with the return of three sport-specific positions, including Business Development Director, Program Coordinator and Event Assistant. Together, the team focused heavily on new lead generation and subsequent definite bookings to meet—and exceed—2023 goals by year-end.
54 total events booked
96,681 room nights booked
$108.9M
total direct visitor spending for events booked
UPCOMING EVENTS & KEY FUTURE BOOKINGS:
United States Golf Association – U.S. Senior Women’s Open
AUGUST 2024
United States Collegiate Athletic Association – Men's and Women’s Soccer Championships
NOVEMBER 2024
Special Olympics North American Softball Championships
SEPTEMBER 2024
National Association of Intercollegiate Gymnastics Clubs National Championship APRIL 2025
East Coast Volleyball Championships
MAY 2025
5,400
From fan-favorite, repeat events to new and emerging sports, Pittsburgh welcomed tens of thousands of athletes, their families and fans throughout 2023.
For decades, Pittsburgh has put forth strong bid packages for collegiate events, and last year, we were proud to welcome two new NCAA events into our growing portfolio.
SportsPITTSBURGH co-hosted the NCAA Women’s Gymnastics Regionals alongside the University of Pittsburgh, bringing the top eight women’s teams to the Petersen Events Center. The following week, the team co-hosted the NCAA Women’s Bowling Regionals alongside Duquesne University, bringing the top four women’s teams to AMF Lanes in Mt. Lebanon. Together, these events showcased the true depth and breadth of collegiate sporting events that Pittsburgh can host across our diverse neighborhoods.
Youth sports continue to be a focus area for SportsPITTSBURGH, and Pittsburgh was proud to host back-to-back youth basketball tournaments in 2023. The Western PA Bruins Spring Tip-Off immediately followed by Hoop Group Pitt Jam Fest welcomed 965 teams for six days of girls and boys club basketball at the David L. Lawrence Convention Center last Spring. Each year, the region's largest, most versatile event space is transformed into a 40+ court basketball facility in the heart of downtown Pittsburgh. The two-week transformation showcases the versatility of the space, and the technical skill of the staff along with providing efficiencies for the clients.
SportsPITTSBURGH is committed to growing Pittsburgh’s position as a host destination for emerging sports—from rugby and men’s volleyball to women’s hockey.
In 2023, SportsPITTSBURGH supported two events hosted by Premier Ice Prospects, a Pittsburgh based organization focused on providing opportunities for women and girl’s participation in ice hockey. Together, the events hosted 121 teams with 80% out-of-town attendance. The team proudly supported the inaugural Premier Rugby Sevens Circuit Pittsburgh Tour Stop at Highmark Stadium. PR7s is the first major standalone club rugby sevens circuit in the world –designed to ignite fandom in North America as we prepare for the Men’s and Women’s Rugby World Cup in 2031 and 2033, respectively.
39 events hosted
69,071 consumed hotel room nights
$109.9 million total direct visitor spending
255,023 total attendance for events hosted
112,594 total attendance
45,580 consumed hotel room nights
$67.2 million direct spend
SportsPITTSBURGH proudly welcomed the National Senior Games back to the City of Champions—marking the second time in the city’s history to host the prestigious multi-sport event. The Games, which serve as the largest multi-sport event in the world for senior athletes 50 years and older, were co-hosted by SportsPITTSBURGH. From the Flame Arrival Ceremony on the rooftop of the David L. Lawrence Convention Center to the Celebration of Athletes at PNC Park, all 50 states and eight countries were represented across Pittsburgh. This 12-day sports takeover shined a light on Pittsburgh’s venues, skilled volunteer base and in-market experiences, while solidifying our place in the market as a premier host city for global events.
$
$30.4 million in direct visitor spending
25,900 out-of-town visitors
10,900 individual athletes*
20 sports across 20+ venues in Allegheny County & Western PA
13,700 consumed hotel room nights
The Business Operations vertical supported the organization’s mission throughout 2023 by ensuring the operational infrastructure—from IT and accounting to human resources—was set up for success. A large focus for the Business Operations Team was increasing VisitPITTSBURGH’s reliance on digital tools for enhanced IT, financial and human resources.
IT AND CLOUD-BASED UPGRADES SET INFRASTRUCTURE UP FOR SUCCESS.
VisitPITTSBURGH’s network system framework was improved by upgrading network switches, increasing bandwidth and moving all network storage into the cloud. Additionally, a significant number of staff workstation equipment was upgraded in accordance with our IT strategy to provide updated equipment on a three-year rotation.
Our Accounting/Finance team completed another successful fiscal audit, and all regulatory filings were completed on time. In 2023, VisitPITTSBURGH received another audit by the Allegheny County Controller’s Office. As a result, updates to reporting and policy clarifications have been made. The Accounting/Finance Team also sent out an RFP for accounting and CPA services—awarding the upcoming 5-year contract to Schneider Downs.
VisitPITTSBURGH’s Human Resources team continued the conversion to BambooHR, which now facilitates all recruiting, onboarding, payroll and performance management activities. Throughout the year, we continued to focus on diversity, equity and inclusion initiatives, updating policies and bylaws to reflect gender neutral references and ensuring our operational procedures represent best practices in this area.
In 2023, the VisitPITTSBURGH Research and Analytics team remained laser focused on the pulse of group, domestic and international traveler segments, providing relevant data to inform strategy and partner decisions. The data team also expanded, welcoming two new team members. Throughout the year, several notable reports were issued, including VisitPITTSBURGH’s ROI, quarterly industry performance reports, quarterly hotel forecasts and traveler sentiment reports across both domestic and international visitors.
$12,385,054
in hotel tax income for 2023 26.1% over budget
Allegheny County Hotel Room Tax Revenue
$12,385,055 | 83%
Gain/Loss on Investments
$754,491 | 5%
Advertising & Sponsorships
$607,598 | 4%
Membership Investment
| 4%
| 2%
Other Revenue
| 1%
Leisure Marketing
$4,185,460 | 30%
Convention Sales
$3,232,114 | 23%
Sports Initiatives
$2,633,319 | 19%
Membership Development/Services
$903,620 | 6%
Convention Services
$752,159 | 5%
Participation Fees
| 0.5% Restricted Grants & Revenue
| 0.2%
| 0.1% Convention Services
|
| 0.1%
| 5%
| 4%
| 3%
Management/Operating
| 3% Opportunity/EDF
| 2%
Based on the organization’s relatively conservative approach to budgeting income, the 2024 organizational budget is estimated at $13.4 million with slightly over $12M coming from Hotel Tax. Our tax collections are estimated using a regression analysis with more than 30 years of performance data. Expenses are budgeted at $13.1M for the year and will support an aggressive marketing and sales plan. The reserve cash will be used to support several mission-driven projects, including the NFL Draft bid, if awarded, in a future year.
VisitPITTSBURGH joined the Commonwealth of Pennsylvania at IPW to meet with a robust mix of international and domestic journalists and group tour operators
Members of SportsPITTSBURGH attended the 2023 NCAA Division I Women’s Volleyball Championship alongside clients of the annual GK Sports Steel City Freeze
VisitPITTSBURGH Business Events Vertical touring the Tryp Hotel during their fall retreat
Members of the Business Events vertical attending the Carnegie Science Center’s Point View Hall Starry Night Celebration
Members of our Marketing and Partnership team celebrated the 125th Anniversary of Kennywood Park
(Far left) Members of VisitPITTSBURGH’s Marketing vertical hosted a group of UK-based tour operations in collaboration with Black Diamond Agency and Pittsburgh International Airport
VisitPITTSBURGH’s Communications team hosted a group of journalists from the UK and Ireland in collaboration with Black Diamond Agency and Pittsburgh International Airport
Members from SportsPITTSBURGH, P3R, National Senior Games and an incredible group of volunteers gathered to stuff more than 10,000 welcome bags for athletes
SportsPITTSBURGH attended the National Sports Forum 2023 Springtime Event in San Diego to gear up for hosting the event in 2024
