LEISURE TOURISM

In 2022, the Leisure Tourism vertical built upon its successful, multi-platform formula for promoting Pittsburgh and Allegheny County as a destination of choice for those seeking unique sports and recreation opportunities; world-class cultural attractions and entertainment; an elevated food and craft beverage scene; and family-friendly activities, attractions, and one-of-kind specialized and inclusive festivals that celebrate everything from neighborhood diversity to music, food and the creative arts.

Leisure Tourism in 2022 saw a robust, consistent recovery, thanks to Pittsburgh and Allegheny County’s favorable drive-in destination positioning and highly targeted digital advertising in major metropolitan areas from New York and Philadelphia to Washington, D.C., and Toronto. Inflation and rising gas prices did not dissuade Pittsburgh’s leisure drive-in visitors in 2022, and VisitPITTSBURGH sees the trend continuing in 2023.

The Leisure Tourism team’s strategy includes micro-targeted digital messaging, along with a multiplatform media, advertising and communications that amplify the destination’s offerings and reaches potential visitors where they spend their most time: on social media and on the web’s digital landscape. The team’s efforts continued to help VisitPITTSBURGH understand the demographic profiles of those most likely to visit the region, and in 2022, the vertical honed its marketing to them.

Highlights

• $2.2 million in hotel revenue generated as a result of direct advertising

• 17,100 room nights booked as a result of direct advertising

• $7.7 million generated from OTA marketing efforts

• 34,000 room nights booked from OTA marketing efforts