‘Tourism on steroids’: How the next 18 months will determine Philadelphia’s future as a travel destination

As the nation approaches 250 years since the signing of the Declaration of Independence – a moment when the nation’s Founding Fathers and preeminent thinkers gathered in what was then the Pennsylvania State House, now known as Independence Hall, to declare independence from Great Britain – the Keystone State will be at the forefront of celebrations commemorating the revolutionary document’s 250th anniversary.

In addition to the Semiquincentennial, the City of Brotherly Love will also be one of the host cities of the 2026 FIFA World Cup, which will be held across North America, including in Boston, Los Angeles, Miami and cities in Mexico and Canada. 

Add in the other major sporting events set to take place in the city in 2026, like the MLB All-Star Game, the PGA Championship, and the first and second rounds of the NCAA Men’s Basketball tournament, and it becomes clear why the region will experience a historic influx of visitors and dollars throughout the year.

Philadelphia City Councilmember Isaiah Thomas, who hosted a hearing in November 2024 examining the city’s preparedness for its 2026 programming, told City & State that next year will be a landmark moment for the city of Philadelphia and could have long-term effects on both the city’s tourism sector and the city as a whole.

“We say all the time that Philadelphia is the city of eds, meds and beds – and the beds are the hospitality industry. We rely on our tourism sector on a regular basis just to be able to put us in a position to operate as a city,” Thomas said in an interview. “This is tourism on steroids.”

Coming attractions

Philadelphia World Cup organizers estimate that the festivities will have a massive economic impact on the city and the region. An economic impact analysis conducted by Econsult Solutions Inc. suggests that the event could result in more than 6,000 jobs, $51 million in tax revenue, and $314 million in employee compensation. 

The event is also expected to improve the city’s soccer infrastructure, with at least 26 facilities investments planned ahead of the World Cup. Stakeholders hope to see a similarly sizable return on investment across the region in a number of sectors. 

“All of these events contribute to a strong ecosystem to directly support the Philadelphia region’s tens of thousands of tourism-related jobs and livelihoods,” said Philadelphia Convention & Visitors Bureau President and CEO Gregg Caren. “We are anticipating strong economic returns: Travelers from across the nation and around the globe will be staying in Philadelphia hotels, dining in our restaurants and bars, visiting our museums and more.”

Thomas said he hopes to see the total economic impact of 2026 programming surpass the $1 billion mark. 

“Hopefully, over a billion dollars comes into the city that year as it relates to tourism and taking advantage of other initiatives, events and spending opportunities that will exist across the City of Philadelphia,” he said. “We may never get this opportunity again in my lifetime, so I want to make sure that we’re our best selves, and that we’re able to have things that sustain even after 2026.”

Caren said 2026 will shine a spotlight on the city, and that the Philadelphia Convention & Visitors Bureau will be trying to attract more events and conventions next year by hosting the Professional Convention Management Association Convening Leaders event, which he described as “the Super Bowl of the meetings and business events industry.”

“Next year, Philadelphia will welcome thousands of key decision-makers and members of the events industry. This allows Philadelphia to be on full display and show the potential of hosting meetings, conventions and events in Philadelphia,” he said. “Every PCMA attendee has the potential to bring their own annual convention to Philadelphia in future years.”

Thomas also said the benefits of the myriad of events happening in 2026 go well beyond the economy.

“I think the thing that kind of drives me to really fight for this moment and to make sure we maximize it is just to think about the impact it’s going to have on the next generation,” he said. “Someone is going to see the person of their dreams next year, as it relates to FIFA, as it relates to Major League Baseball, as it relates to the entertainment industry.”

Living Up To The Hype

However, for the city to fully capitalize on the events and programming planned for 2026, it will need to overcome some major hurdles, including making sure that government entities and event planners raise awareness about everything going on next year, as well as ensuring the region’s public transit system – the Southeastern Pennsylvania Transportation Authority – has the appropriate funding to weather a $240 million budget deficit. 

The issue of mass transit funding could also complicate matters as visitors from across the nation and the world flock to Philadelphia. SEPTA leaders have said that without an infusion of dollars from Harrisburg, the transit agency could be forced to cut services, resulting in a loss of available rail lines.

That concerns state Rep. Mary Jo Daley, who chairs the Pennsylvania House Tourism, Recreation and Economic Development Committee and oversees tourism-related legislation and issues in the state House. 

“We’ve got really big sporting kinds of events in Philadelphia, but also in Pittsburgh, and they’re all going to draw crowds,” she told City & State in an interview. “I think that one of my biggest worries is if we don’t figure out a way to fund mass transit in Pennsylvania – that’s going to be an issue for people getting around.” 

Thomas expressed optimism that Shapiro and state lawmakers will deliver on funding for mass transit. 

“I believe our governor, and I think that they’ll be able to put us in a position to fix some of the issues that we’re facing with mass transit, specifically around funding, because they recognize how important it is and how much people are going to rely on SEPTA,” he said. “So I have full confidence in our state partners, especially the Philadelphia delegation, as well as our governor, to be able to make things happen.”

A major increase in visitors and the expectation that large crowds will congregate in the city also presents public safety challenges. The Philadelphia Police Department told City & State that they don’t discuss deployment plans for events, but said: “As with any major event in the city our department works closely with Federal, State and local partners.”

Michael Newmuis, the director of Philadelphia 2026, provided more details on how the city will be working to ensure public safety will be top of mind. 

“When it comes to events in Philadelphia, safety is always at the forefront. It takes teamwork, preparation, and constant vigilance to create an environment where everyone can enjoy the moment without worry,” he told City & State in an interview. “For 2026, we are working closely with law enforcement, public safety officials, and event organizers to implement comprehensive safety plans, just as we have successfully done for major events in years past.”

What comes next

Thomas suggested that more work must be done to ensure the city is situated to put its best foot forward in 2026. His office plans to hold another hearing focused on 2026 preparations in the spring, which will come after both Gov. Josh Shapiro and Philadelphia Mayor Cherelle Parker unveil their budget proposals for 2025, which will likely each include public funds for 2026 programming and activities. 

“I wouldn’t say we’re in a good place – not yet,” he said. “I think it’s 100% on our radar. It’s a top priority for myself and my team. It’s a priority for the mayor and certain departments that work within her branch of government, and we think that we do have enough time to put us in a position to really be ready and to present Philadelphia in our best fashion.” 

Newmuis added that cities nationwide are grappling with funding concerns and a tightening timeline to finalize 2026 programming. 

“In cities across the country, including Philadelphia, we’re hearing a lot of focus on two valuable resources: funding and time. Funding is in high demand, and time is of the essence,” he said, adding that the expectation is that the City of Philadelphia will be a significant financial supporter of the upcoming slate of events.  

“To that end, the Parker administration is actively preparing to present to Council a robust budget proposal for 2026 initiatives. The proposal includes funding for programmatic, marketing, and operational needs,” he said.

Now less than one year away, 2026 has the potential to usher in a new generation for the City of Philadelphia in terms of its tourism economy and reputation as an events leader, Caren said. “The unprecedented events we’ll see in 2026 will shine a global spotlight on Philadelphia, opening the city to visitors, and introducing the city, possibly for the first time, to prospective visitors. 

“In addition to booking events well into the 2030s, our organization plans to use 2026 as a jumping-off point for future successes for Philadelphia,” Caren added. “The events being hosted in Philadelphia in 2026 have incredible value in what they bring to the city and how they set it up for the future. The legacy, and more importantly, the longevity of the results of these events in 2026 will not be a peak for Philadelphia but a new standard of success.”

In addition to further establishing Philadelphia as a tourism hub and premier destination for large-scale events, the hope is that the shine from 2026 will last long after the sheen has worn off. 

“The spotlight from 2026 can open doors for future investments, with more people and more businesses choosing to call Philadelphia and Pennsylvania home,” Newmuis said. “But perhaps the most lasting impact is harder to measure – the civic pride, the stronger bonds, and the story we’ll tell about a community that came together to show the world its heart, grit, and unstoppable spirit.”