Hotel revenue heads toward $300 million
The board reported that hotels brought in $36 million in room revenue in May, more than in any previous month. Occupancy hit 77%, topping the Philadelphia region, while Montgomery County outperformed the suburban market in both average daily rate and revenue per available room.
Lisa Karl, the board's vice president of sales and strategic partnerships, said hotel room revenue was expected to reach $300 million by the end of 2026, a 5% increase from 2025. She forecast growth of close to 2% in 2027, with that growth rate expected to double in 2028.
The report also presented countywide economic figures for 2025. Tourism Economics put visitor spending at $1.8 billion and the industry's total economic impact at $2.5 billion. Board Chairman Rick Odorisio said Montgomery County has 82 hotels offering more than 9,000 guest rooms, and its tourism industry supports over 51,000 hospitality jobs.
A milestone summer at Valley Forge
America's 250th anniversary coincided with Valley Forge National Historical Park's 50th year as a federally designated park. The tourism board said the park recorded its highest summer visitation, welcoming nearly 800,000 people.
According to the National Park Service, Valley Forge is the country's only national park established on July 4. Its 50th anniversary fell on July 4, 2026, during the July 3-5 "Retreat to Valley Forge" commemoration. The Pennsylvania House of Representatives recognized the anniversary by designating July 4, 2026, as "Valley Forge National Historical Park Day" in the state.
Valley Forge's public-park history began in 1893, when it became Pennsylvania's first state park. It remained under state control for 83 years. On the nation's Bicentennial, July 4, 1976, President Gerald Ford signed legislation authorizing the federal government to take control, creating Valley Forge National Historical Park.
Before the 2026 commemoration weekend, the National Park Service had anticipated heavy visitation because of regional Independence Day celebrations and international travelers attending the 2026 FIFA World Cup.
A separate National Park Service report, released Sept. 30, 2025, measured the park's economic contribution in 2024. It found that 1.9 million visitors spent $28.9 million in neighboring communities. That spending supported 325 jobs and provided a cumulative local economic benefit of $44.8 million.
A sold-out gathering at Valley Forge Casino Resort
The annual luncheon drew 750 people to Valley Forge Casino Resort. Both the event and the report carried the theme "Endless Horizon," which the board described as a mindset of progress without limits, encompassing destination development, visitor engagement, community impact and economic growth.
"2026 was a year we will never experience again in our lifetime, but we're not slowing down," board President and CEO Mike Bowman said in a statement. "The horizon is endless."
Montgomery County Commissioners Chairwoman Jamila Winder, Vice Chairman Neil Makhija and Commissioner Tom DiBello addressed the gathering, discussing tourism alongside historic preservation, community initiatives and economic development.
The board also recognized Valley Forge National Historical Park Superintendent Rose Fennell as she retires from the National Park Service.
Endurance swimmer Diana Nyad delivered the keynote, speaking about perseverance and possibility. Her record-breaking Cuba-to-Key West swim inspired the Oscar-nominated film "NYAD." Rachel Riley, the board's vice president of marketing and communications, said in a statement: "Diana Nyad's story is a powerful reminder to keep pushing toward what's possible, and that's exactly the spirit we're bringing into the year ahead."
Local attractions join the event
Before the luncheon, guests could explore activities presented by Netflix House, Victus Bats, Elmwood Park Zoo, Dave & Buster's, Law Blank, John James Audubon Center, Topgolf, Prism Bic Booth and Valley Forge National Historical Park. Therapy dogs from the National Dog Show also met attendees.
Netflix House Philadelphia opened at Montgomery County's King of Prussia Mall on Nov. 12, 2025, becoming the streaming service's first permanent immersive entertainment venue in the United States. The attraction takes up about 100,000 square feet across two floors of the former Lord & Taylor store. Netflix said construction employed more than 260 local tradespeople and the venue supports nearly 300 permanent jobs.
New ads and anniversary campaigns
In her review of the year's marketing, Riley highlighted major sporting events and the Montco Watch Party, along with Montco Jazz Fest's fifth anniversary. She also noted Cirque du Soleil's return to the Greater Philadelphia Expo Center at Oaks, where it brought "LUZIA" in May 2026.
Riley introduced two commercials: one promoting the county's golf offerings and another presenting it as a destination for youth sports. Future campaigns will feature its 50 golf courses, more than 100 miles of trails and expanding youth sports tourism offerings.
Beginning in fall 2027, the board plans to promote 250th-anniversary milestones at Valley Forge National Historical Park and other historic sites. It is also continuing its Freedom from Hunger initiative, with an America250 goal of collecting the equivalent of 250,000 pounds of food.
