Special Presentation
June Special Presentation
Reaching More Travelers With Discover Lancaster
Pictured left to right: Marshall Snively, President, Lancaster City Alliance; Jeff Vasser, President & CEO, Discover Lancaster; Colleen Wagner, LCA Vice President Administration & Relations; Dave Aichele, Executive Director of the Downtown Investment District.
Lancaster City Alliance welcomed Jeffrey Vasser, President & CEO of Discover Lancaster, as the featured presenter at the July Merchant Meeting for an insightful look at how regional tourism marketing continues to benefit Lancaster City’s small business community. His presentation, Reaching More Travelers with Discover Lancaster, highlighted the remarkable impact of tourism on the local economy and the collaborative efforts underway to attract even more visitors to Lancaster County.
Attendees learned that Lancaster County welcomed 10 million visitors in 2025, generating $2.74 billion in visitor spending and a total economic impact of $3.61 billion. Tourism also supports more than 26,000 jobs across the county while helping reduce the local tax burden for residents.
Jeff also shared Discover Lancaster’s latest marketing initiatives, including digital campaigns, public relations efforts, international outreach, and partnerships that continue to elevate Lancaster’s profile as a premier destination. He highlighted collaborative promotions such as Lancaster City Restaurant Week, the Ice Cream Trail, FIFA World Cup-related marketing, and America250 initiatives, all of which encourage visitors to explore Lancaster City’s vibrant restaurants, shops, attractions, and cultural experiences.
The presentation reinforced the important role collaboration plays in strengthening the local economy. By working together with Visit Lancaster City, Lancaster City Alliance, and community partners, Discover Lancaster continues to increase visitor awareness, drive foot traffic to local businesses, and enhance Lancaster’s reputation as one of Pennsylvania’s most dynamic destinations for dining, shopping, arts, history, and authentic experiences.
Free Promotional Opportunity: Discover Lancaster invites businesses to submit event information, videos, and reels for consideration in its marketing efforts. Send your content to marketing@discoverlancaster.com.
Presentation: Visit Lancaster City
Turning Experiences Into Opportunity
Pictured from left to right: Alysha Plaza, Social Media Intern; Michele Littrell, Travel Consultant; Yazmin Way, Special Events & Programs Manager; Kristen Simon, Bureau Chief of Tourism and Promotions; Ruby Mundok, Social Media & Tourism Marketing Manager; Milzy Carrasco, Director of Neighborhood Engagement; DJ Ramsay, Communications Manager; Doren Brown, Bureau Chief of Civic Engagement
Lancaster City Alliance was delighted to welcome the City of Lancaster’s tourism team, Kristen Simon, Bureau Chief of Tourism, and Ruby Mundok, Social Media & Tourism Marketing Manager, to our July Merchant Meeting. Although this dynamic duo has been in their roles for less than a year, they have already made a remarkable impact on promoting Lancaster City as a premier destination for visitors.
Their presentation showcased Visit Lancaster City’s data-driven approach to tourism marketing, highlighting visitor trends, targeted advertising strategies, and collaborative campaigns designed to increase foot traffic and support Lancaster City’s independent businesses. Attendees learned that Lancaster City welcomed more than 326,000 visitor trips between March and May 2026, with visitor traffic and monthly visitation continuing to trend upward. Philadelphia remains the City’s strongest visitor market, while Lancaster continues to rank among Pennsylvania’s top tourism destinations.
Kristen and Ruby also shared how Visit Lancaster City promotes the community through seasonal campaigns, digital advertising, public relations, and partnerships with organizations, including Discover Lancaster and Lancaster City Alliance. Signature initiatives such as Lancaster City Restaurant Week, Indie Retail Week, Art Walks, Small Business Saturday, and major events like the FIFA World Cup, America250, and the Stevens & Smith Center for Democracy are helping attract new audiences while encouraging visitors to extend their stay and explore more of the city.
The presentation also highlighted the success of City-led events and placemaking initiatives, including free daily programming in Binns Park and Ewell Plaza, the record-breaking Red Rose Run, international soccer watch parties, and the Freedom Jazz Festival. Together, these efforts demonstrate Visit Lancaster City’s commitment to creating memorable visitor experiences while generating meaningful economic opportunities for Lancaster City’s restaurants, retailers, attractions, and cultural organizations.
