Q&A with Pennsylvania Deputy Secretary of Tourism Anne Ryan

Independence Hall. The Poconos. Amish Country. Gritty. You would think that Pennsylvania’s myriad attractions sell themselves to tourists. You would be wrong, as Anne Ryan explained in a recent interview. Ryan left the advertising and public relations firm Brownstein Group to head up the state’s third-biggest economic sector – just in time to launch a massive new ad campaign and to prepare for 2026.

How do you explain to people just how important tourism is to Pennsylvania?

When I tell folks that almost 200 million people visited Pennsylvania in 2023 – with an $80 billion economic impact – they’re shocked. I don't think anyone ever credits tourism for driving that kind of revenue, because people just think Knoebel’s and Hershey and camping – it’s leisure, right? But that economic impact and power make it one of Pennsylvania’s top three industries – agriculture, manufacturing and tourism. Without tourism, a Pennsylvania taxpayer would have to pay $903 more each year. So, when I’m out there talking to folks, I really like to reverse-engineer that and say that we’re giving you $903 back in your state taxes. In terms of state and local taxes generated, that was $4.8 billion in state and local taxes, and that’s the number the Commonwealth cares about the most.

Also, in 2023, 507,594 people worked in the state’s tourism sector; we're actually outpacing our neighboring states in growing our workforce, particularly since the pandemic. 

What’s the story behind the Great American Getaway campaign?

The strategy was: Because we're not a destination with enough awareness for why you should fly here, let's focus on being more of that road trip destination and market ourselves as the perfect weekend away. Do we want people to stay for a whole week? Of course; we want as many days as people will give us. But the challenge that Pennsylvania faces is a lack of awareness around many of our assets: Many folks in our drive market wouldn't know how to put together a five-day itinerary in Pennsylvania, but they know that they could spend a weekend here. Whether it's Lancaster or Honesdale or Bedford or Pittsburgh, you know you will have these quintessential American experiences.

Are you worried that 2025 could be a down year because so many people are planning 2026 trips for the Semiquincentennial, the World Cup, the MLB All-Star Game, etc.?

No, not at all. We project that 2025 will be a strong year for Pennsylvania tourism. This year, there are plenty of marquee events: The Oakmont Country Club, near Pittsburgh, is hosting the U.S. Open Golf Championship. The FIFA Club World Cup is coming to Philadelphia, with eight matches being played at Lincoln Financial Field. Homecoming 250, which will celebrate the 250th anniversary of the Navy and the Marine Corps, is also happening in Philadelphia. 

There is also a hypothesis that because of the cultural climate, people are less inclined to fly, to take costly international trips or trips because of some uncertainty. Road trips and staying a little bit closer to home is a trend that is being projected for this year. 

How has the transition from the private sector to the public sector been?

It was a huge adjustment. I went from working at an ad agency where I would wear a hoodie every day, we had tequila in the office … it was good, the “Mad Men” comparisons aren’t entirely wrong … but I wanted this kind of meaningful, fulfilling work. I loved doing advertising and the big, crazy ideas, but it just felt like the opportunity to do the most meaningful work I’ll probably ever get to do in my life.

A lot of folks said, “The state moves slow, you’re going to get frustrated, there’s a lot of red tape” – I was worried about that. But I've never worked anywhere with a faster pace and a faster “get it done” mentality – like ever. There really is a duty to get shit done. That’s not just a marketing line; that is the ethos internally.