- PHLCVB records more than 1.1 million international visitors to the city in 2023
- India has risen from the 4th to 3rd spot as a key source market for Philadelphia, driven by a 17% increase in visitor numbers in 2023.
T3 talks to Svetlana Yazovskikh, Vice President of Global Tourism, Philadelphia Convention & Visitors Bureau to understand more.
How has been the overall response & projections for the rest of 2024?
The PHLCVB was responsible for bringing more than 1.1 million international visitors to the city in 2023. These visitors spent $579 million and generated an economic impact of $956 million for Philadelphia. In 2024, Philadelphia is on track to achieve full recovery in the international tourism market. This is ahead of the national average, where full recovery is not expected until 2025. International visitor volume is expected to reach 1.3 million, a 16% YoY increase, and direct visitor spending is projected to see a 37% YoY increase, as international visitors are choosing to stay longer and see more.
How significant is India as a source market for your tourism sector?
With a 17 percent growth in visitor numbers in 2023, India is now the third-largest international market for Philadelphia and also one of our fastest-growing ones. India was Philadelphia’s fourth largest source market until 2019 and jumped to third place in overall arrivals in 2023, trailing behind Canada and the UK. India ranks third in direct visitor spending, consistently remaining as one of the top five markets from 2000 onwards.
Historic Old City Philadelphia
What emerging trends are you noticing among Indian travelers?
Philadelphia’s educational and medical sectors attract Indian students and medical tourists, contributing to substantial (VFR) traffic. Also, Indian travelers are increasingly drawn to Philadelphia’s rich history, including the city’s role in the founding of the United States, innovative arts & culture, and diverse tourist attractions. With its tax-free shopping on clothing and shoes, Philadelphia has also emerged as a great shopping destination for Indian families and individuals. From historic sites to renowned museums, expansive parks, vibrant neighborhoods, and world-class dining, Philadelphia is becoming known as the city where you need several days to fully experience its charm and cultural richness.
How do you plan to strengthen your association with travel trade in India?
2026 will hold a special significance as it will mark the 250th Anniversary of the Declaration of Independence, with year-long celebrations planned in Philadelphia, the birthplace of the United States. Additionally, Philadelphia will host key events such as PCMA Convening Leaders, the MLB All-Star Game, and the FIFA World Cup 2026™. Over the last decade, including the pandemic years, we have implemented and maintained a sustained travel trade and PR program in India, driven by digital-first strategies.
This includes joint marketing campaigns in partnership with key industry partners; immersive trips for tour operators, travel agents, and media; engaging with travel trade professionals from across India; assisting travel trade in connecting with various DMCs, suppliers, etc; conducting regular training sessions with OTAs, tour operators, and travel agents across India; and suggest itineraries, photos, and videos for effective destination marketing. Over the last 3 years, all our consumer and tactical trade promotions have moved mostly online and digital.
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