The Board of Directors is a group of industry professionals and business leaders from Lehigh and Northampton Counties.
The Annual Report from fiscal year 2023-24 is available.
Download the full document or scroll through a brief synopsis below.
Discover Lehigh Valley® contracts with Smith Travel Research, also referred to as STR, the recognized leader in hospitality benchmarking around the globe. DLV analyzes a monthly report and utilizes traveler sentiment derived from Longwoods International and insights from migration data on behalf of Tourism Economics to aggregate destination insights.
Our efforts were focused on platforms with the highest growth potential, including Facebook, Instagram, and TikTok, which delivered the most significant engagement growth Year over Year (YoY). Our organic strategy included an increased focus on video content, a robust, forward-looking content calendar, and a goal of posting one organic video daily. These efforts resulted in a 403% increase in video views YoY and an increase in total published posts across Facebook (+19%), Instagram (+107%), and TikTok (+208%).
Creative elements featured It's Always Playtime (Crayola Experience, Dorney Park & Wildwater Kingdom, Martin Guitar), Holiday Magic (Easton Winter Village), A Mountain Bike Playground, while pairing with VisitPA.com’s “The Uncommon is Calling.” Target Markets: New York, Northern New Jersey, Philadelphia, HLLY, Washington, D.C., and Baltimore.
Targeting editorial calendars with specific pitches, Lehigh Valley landed in national and regional headlines totaling 670 placements, an advertising value of $372,441, garnering 16,406,502 impressions.
To support Historic Moravian Bethlehem’s progress towards World Heritage Site status, DLV reached international connections through a paid partnership with BrandUSA and VisitTheUSA.com (15 sites & 8 languages), as well as collaborative efforts through VisitPA.com.
DLV partners are tourism-facing businesses across Lehigh and Northampton Counties that contribute to the rich diversity of experiences available to visitors each day. These businesses can participate in a wide range of services enhancing their visibility and engagement with visitors and residents.
89.7% of web traffic came from new users,showing that DLV's strategy successfully attracts fresh eyes and visitors to Lehigh Valley. DLV continues its reach to neighboring areas, including New York, Philadelphia, and Baltimore while continuing to engage our local communities.
In spring of 2024, DLV launched custom content for foreign English, Spanish, and German speakers visiting DiscoverLehighValley.com. Content includes travel information from airports, UNESCO World Heritage, attractions, and more.
The Tourism Development team achieved remarkable success by generating 140 business opportunities for Lehigh Valley hotels, venues, and sports facilities, resulting in over 22,000 hotel room nights booked, an impressive 86% year-over-year growth.
The Lehigh Valley Ambassador Program is a community-centered initiative launched by DLV to inspire local pride and elevate our region as a premier destination. We designed this free program to transform residents into passionate advocates, giving them the tools and knowledge to promote the best of the Lehigh Valley—from its cultural heritage to its vibrant local attractions. Our goal is simple: empower people to tell our story and showcase why Lehigh Valley is such a unique and wonderful place to live and visit. Community members can become an ambassador in less than one minute.
Get more detailed research, connect with the DLV team, and more. Contact Alex Michaels.
