The destination marketing organization for Westmoreland, Fayette and Somerset counties, is spotlighting the “Power of Travel” during National Travel and Tourism Week, held during the first week of May.
Ligonier-based GO Laurel Highlands also will welcome visitors during two open house events, 3 p.m. to 6 p.m. Wednesday and Thursday at its new office on the town’s Diamond, 113 E. Main St.
As officials ease guidance on outdoor health precautions during the covid-19 pandemic, the staff is encouraging visitors and residents alike to explore the area’s “wide-open spaces” and take part in its economic recovery.
“Every individual has the power and personal choice to help our industry recover,” said Ann Nemanic, executive director. “Travel is a powerful tool; one that aids in one’s physical and mental well-being. The Laurel Highlands is a destination where these elements are intricately woven into the fabric of our landscape.”
According to the annual state study Economic Impact of Travel & Tourism in Pennsylvania, in 2019, before the pandemic, visitors spent a record $1.92 billion in the three Laurel Highlands counties, up from nearly $1.85 billion in 2018.
When the travel industry took a hit from the pandemic, and social distancing became a way of life, the marketer focused on the region’s outdoor recreational assets. Nemanic said “that messaging will continue through 2021.”
Ski resorts provided a boost to tourism during this year’s first quarter, Nemanic said, noting lodging reports show occupancy levels in March were up 40% from the same month a year earlier.
“We know from our website analytics that searches and bookings for vacation rentals are through the roof,” she said. “Our campground partners are seeing spots being reserved quickly.”
Those who can’t make it during one of the open house events can check out the new office and visitor center during regular hours, 8:30 a.m. to 4:30 p.m. weekdays. The office is open some weekends when special events are happening in Ligonier. Masks are required for visitors to the office, which can be reached at 724-238-5661.
More space
After more than 20 years occupying an office at the borough town hall, the bureau moved across the Diamond to a three-story building, formerly occupied by Conte Design Lifestyle Gallery, that offers a storefront in the heart of the business district.
“We settled on the building shortly before the pandemic and relocated to the facility last spring and into the summer,” said Anna Weltz, director of public relations and community relations.
Visitors to the new office can purchase items such as drinking glasses, water bottles, duffel bags and apparel featuring the organization’s new logo.
The organization completed its re-branding, settling on a shorter name, shortly before the move to its new location. “We gently worked it in in 2020, and it’s been well received,” Weltz said.
During the tourism week celebration, the bureau will partner with seven other Western Pennsylvania destination marketing organizations including VisitPittsburgh and groups in Erie and Beaver, Butler, Crawford, Lawrence and Mercer counties in a cross-promotional effort. Each organization will provide the others with gift cards or other prizes to be given away via social media.
Laurel Highlands-themed prizes include gift cards from Irwin-based Greenhouse Winery to pair with Laurel Highlands Pour Tour passports, admissions to Living Treasures Wild Animal Park, and gift cards from Valley Dairy restaurants.
