Mike Bowman, president and CEO of the Valley Forge Tourism and Convention Board has outlined the agency's strategies for 2026. In this file photo, Bowman addresses attendees at the agency’s annual luncheon Oct. 30. (Courtesy Valley Forge Tourism and Convention Board).
As the nation gears up for America’s 250th anniversary, the Valley Forge Tourism and Convention Board has been preparing for the spotlight that will shine on the region this year.
As the official Destination Marketing Organization for Montgomery County, the board has been working to position the county for a “once-in-a-generation opportunity” to capitalize on the events surrounding the 250th, according to a press release.
Not only will the area host marquee events related to America’s 250th anniversary, but 2026 marks a milestone for Valley Forge National Historical Park, as well. The park will celebrate its 50th year as a national park, also on July 4.
The Valley Forge Tourism and Convention Board has been preparing for the spotlight that will shine on the region in 2026, and has released its key strategies. In this file photo, The National Memorial Arch at Valley Forge National Historical Park. (DONNA ROVINS - MEDIANEWS GROUP FILE PHOTO)
In addition, the greater Philadelphia region will be welcoming domestic and international visitors to large-scale events such as NCAA March Madness, the PGA Championship, FIFA World Cup, and the MLB All-Star Game.
In preparation, the tourism board has been working to align marketing, partnerships and sales efforts to capture anticipated demand, the agency announced.
“We’re leveraging this moment to drive return visitation and long-term growth using a data-driven approach focused on readiness to ensure we can convert increased awareness into economic impact well-beyond a monumental year,” board President and CEO Mike Bowman said. “Our message? Retreat, because there are plenty of ways for visitors to do that here.”
Bowman outlined the agency’s top six strategies for 2026.
Protect Core Sales Business
The Valley Forge Tourism and Convention Board is prioritizing the protection of traditional economic drivers such as youth sports tournaments and group travel to ensure they remain strong and secure even as major global events take center stage.
“While 2026 will bring an anticipated more than 1 million visitors to our region, it was critical that we protect the business that has long sustained our hotels, meeting spaces, and sports facilities,” Bowman said. “Our team worked diligently to ensure partners continued to have confidence in Montgomery County as a reliable host destination.”
Use Data to Drive Decisions
Data and research insights are guiding how the organization targets audiences, allocates resources and shapes marketing strategies. Bowman said the board has partnered with Future Partners and Expedia to better understand who is traveling to the region and what they’re looking for once they arrive.
“The team made a bold decision early on to aggressively target both international and domestic prospective visitors through digital and social channels, and the results validated that approach,” he said, adding that in December, the agency saw more than 700,000 pageviews — the highest monthly website traffic in the organization’s history.
‘Retreat to Valley Forge’
The Valley Forge Tourism and Convention Board uses “compelling, story-driven content,” including history-focused video assets, to communicate its “Retreat to Valley Forge” message, according to the agency.
“The Retreat to Valley Forge message is resonating,” Bowman said. “You might see it behind home plate at a Phillies game, flying across the sky on a plane banner, or delivered straight to your cell phone as you’re planning your next trip.”
Bowman said the content will continue to be refreshed.
This year, historic sites across Montgomery County will be spotlighted through monthly history-focused video vignettes and public readings of the Declaration of Independence with the tourism board’s Houses of Declaration initiative, he added.
Prioritize Community Engagement
Community-centered initiatives remain a priority as the organization supports events that benefit residents and visitors.
Bowman said that in addition to supporting festivals and events across the county, the tourism board hosts signature initiatives such as the Valley Forge Revolutionary 5-Mile Run, which has raised more than $800,000 over its lifetime and is celebrating its 20th anniversary. Another initiative is the Freedom from Hunger food drive, which has set a 2026 goal of collecting the monetary equivalent of 240,000 pounds of food.
“These efforts strengthen local pride and provide a meaningful way to give back to our community,” Bowman said.
The Valley Forge Tourism and Convention Board has been working to position Montgomery County for the attention it will receive during 2026. In this file photo staff members from the organization prep food for the launch of the agency's annual Freedom from Hunger Food Drive, on Friday, Aug. 15, 2025 at Emmanuel Lutheran Church in Pottstown. (Courtesy Valley Forge Tourism and Convention Board)
Collaborate with Partners
Strong collaboration with public officials and industry partners is helping ensure visitors have a seamless experience across the county and region, the agency said.
“We’re grateful for the continued support of our county and state elected officials and members who understand the value of tourism,” Bowman said. “By working together, we can ensure visitors feel welcomed, have a great experience while they’re here, and leave with a positive impression that brings them back.”
Create Experiences Around Major Events
The organization is focused on turning major events into broader visitor experiences that encourage exploration beyond the main attraction.
“We know users and visitors are looking for things to do. This type of content consistently ranks among the top across our website, social channels and digital kiosks,” Bowman said, adding that visitors coming to the region for an event like the PGA Championship at Aronimink Golf Club in Newtown Square, for example, “aren’t just here for the tournament.
“Once the play wraps up, they want to keep exploring — they’ll shop at the King of Prussia Mall or take the family to the Elmwood Park Zoo,” he added. “By pairing these moments with top-tier entertainment like Cirque du Soleil’s LUZIA, we’re helping visitors extend their stay and fully experience Montgomery County and the region.”
For more information visit www.valleyforge.org and on social media at @visitvalleyforge.
