Expanding in Leaps and Bounds
History, sports, leisure, theatre, arts, cuisine, shopping and miles and miles of nature are all at your doorstep in the ever-booming Montgomery County, Pennsylvania.
Located just outside the City of Philadelphia, it’s the third largest county in the state, stretches over 450 miles and is home to more than 864,000 residents.
The Visitors Center for Montgomery County is on the grounds of the historic Valley Forge National Park, explained Mike Bowman, president and CEO of the Valley Forge Tourism & Convention Board (VFTCB). Last year alone, the park had more than two and a half million visitors.
The historic grounds, where General George Washington led foot soldiers through a snow-covered battlefield during the Revolutionary War, attract tourists from across the country and the globe. “When I travel overseas and meet with international tourism groups, the historic park is on their bucket list,” said Bowman. Yet, once people visit the region, he noted, they realize how much more there is to do and see. And the county is extremely family focused.
Bowman
Over the last few years, several hotels have opened to accommodate the increasing number of visitors to the region. With weddings – traditional and destination – on the rise in recent years, the county offers
a wide array of venues. Some couples choose hotels or catering halls to celebrate, while others gravitate to small towns, barns, cafes or breweries. One constant is the choice by many to take wedding photos at Valley Forge National Park.
“When you come for a wedding, come early and play golf, stay late, have brunch,” said Bowman. “Economically, it’s an amazing county to come to – to shop, dine, and stay overnight because of the value proposition.” Bowman is quick to point out that parking is free in many towns and attractions throughout the county, a huge perk.
“We were the first county in the state to promote pet-friendly hotels,” added Bowman, proud of one of the area’s many distinctions. The campaign, Embark Montco, emphasizes outdoor attractions and much more. “Bring your dog, your bike, your kids, yourself, just have a great weekend,” said Bowman.
Rebranding of the VFTCB
Shortly after Bowman took the reins in 2015 of the VFTCB, a 501c (6) non-profit organization, a marketing and rebranding campaign was launched. When he and his team began working on the campaign, they realized there were 17 Montgomery Counties in the country. So, it made sense to focus on the Valley Forge name, “a world icon.” As a result, the brand – Valley Forge Tourism: Make it Montco – was born. And the unprecedented growth has continued to soar. At the time, they also launched sub-brands, such as Cirque du Soleil, Montco Weddings, Crave Montco (cuisine for every taste bud), Valley Forge Sports and Montco Golf (over 50 courses). Suffice it to say there’s a lot to do. Visitors enjoy walking and hiking trails, sports, arts, entertainment and world-class shopping.
In 2023, the plethora of tourism translated into over $1.7 billion in economic impact to the region, an increase from 2019, another phenomenally strong year just before the life-changing pandemic. “We’re outperforming some of the other counties with our indicators, such as hotel occupancy,” said Bowman.
The Pandemic Altered the Landscape
Bowman shared some of the changes that occurred when the unprecedented COVID pandemic occurred, and the recovery and growth that has since resulted. “We were the first county in the tri-state region to shut down,” recalled Bowman. “Schools, Valley Forge National Park, the mall, everything was completely shut down on March 20, 2020. I always said we were the first ones down and we’ll be the first ones up. And we were.”
Even with a dramatically altered landscape, the VFTCB sprung into action, implementing creative ideas, with health and safety top of mind. “People wanted to be outside, so we focused on main streets,” said Bowman. Although outdoor dining and festivals were already a trend, the VFTCB took that to the next level. Whether it was going to a brewery, flower shop, arts festival, concert or outdoor cafe in one of the region’s many towns, that world – with an inviting ambiance all its own – became the new and popular norm.
“Our weekend business, like leisure (weddings, getaways) and youth sports, has really taken off. It’s through the roof,” said Bowman. He noted that the Montco boasts 2500 restaurants, over 100 miles of walking and hiking trails, LEGOLAND, the Greater Philadelphia Expo Center in Oaks featuring a variety of consumer shows, The Proving Grounds multi-sports complex and the King of Prussia Mall. “Last year, the mall had nearly 25 million visitors,” said Bowman. “It’s the number one mall in the Northeast for high-end shopping.”
All Roads Lead to Montco
According to Bowman, the number one reason that people visit the VFTCB’s website is because they are looking for things to do. And they are sure to find options in ready reach. He explained that all major arteries, including the Schuylkill Expressway/76, the Blue Route/476 and the Pennsylvania Turnpike all lead to Montgomery County, making it easily accessible.
Bowman is also proud that Montco is home to every major international and national life sciences company, including Merck, GlaxoSmithKline and CSL Behring.
Passion for Tourism and the Region
Bowman, who was born and raised in Philadelphia, is clearly passionate about the region and brings a unique perspective to tourism and hospitality. Prior to his current position, he was president and CEO of the Valley Forge Casino Resort. Over the last 30-plus years, he has held senior-level positions in the hospitality and gaming industries, with stints at Hilton Hotels, Wyndham Worldwide, Rush Gaming and Harrah’s (now Caesars) Entertainment.
“I worked my way up the ranks, which has benefitted me,” said Bowman, a graduate of The Culinary Institute of America in Hyde Park, New York. In fact, he began his career as a chef.
Even with the flurry of activity at the VFTCB, Bowman finds time to serve on multiple boards, including the Elmwood Park Zoo, Montco 250 and the Philadelphia Convention and Visitors Bureau.
Looking Ahead
One of the long-range goals of the VFTCB is to build a 100,000-square-foot youth sports facility – a necessity to meet the growing demand. “We’re working with elected officials, private investors and existing sports facilities,” said Bowman. “We will have something bigger and better; it’s a matter of when.”
Numerous existing facilities continue to host youth sports – indoors and outdoors.
Tournaments and competitions are ongoing throughout the year: soccer, basketball, baseball, field hockey, football, rugby, spike ball, dodgeball, kickball, paintball and quidditch, to name a few. This past May, the YMCA Nationals, a large gymnastics competition, was held at the Greater Philadelphia Expo Center and Villanova University. Visitors filled the Montco hotels. “We had an incredible week,” stated Bowman, which resulted in $6 million in economic impact for the county. There’s also the National Dog Show, an annual event held at the Expo Center which aired on NBC – a huge draw for people near and far.
The VFTCB continues to reach out to millennials as well as Gen X and Y to promote activities based on their likes and interests, including biking, festivals and more.
Bowman’s sales team consistently travels around the globe – to such places as Asia, India and the UK – where they meet with destination travel organizations to promote the region. International tourism has been a steady over the years, and Bowman hopes to expand this further.
2025 and Beyond
Numerous changes are underway at the King of Prussia Mall. “Netflix is building a major facility that will be opening at the end of 2025,” said Bowman. “It will include restaurants, theaters, celebrity chefs, bars. It’s going to be a must-see attraction and experience. No one in the country has anything like this. It will be the first of its kind in the world.”
Eataly, an experiential food and dining concept featuring Italian cuisine, will also open inside the mall. And in May 2025, the PGA will hold the Truist Championship at the Philadelphia Cricket Club.
America 250
The VFTCB is gearing up for a monumental year in 2026 to celebrate “America 250,” the Semiquincentennial. It will be a nationwide commemoration, noted Bowman, but with Philadelphia being the birthplace of America, celebrations will take on extra significance.
Major events are set for the region, including the PGA Championship at Aronimink Golf Club, World Cup Soccer – attracting fans from around the world, NCAA (March Madness) games and more. Although some of the competitions will be held in Philadelphia, Bowman expects the largest number of people ever to visit Montco.
“We’re focusing on history, and we’ve been strategically marketing in Europe,” said Bowman of the 250th anniversary of the founding of our nation and signing of the Declaration of Independence. “It’s going to be a huge deal for the region and the whole country.”
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