MILTON, PA – From visitors booking a weekend getaway and stopping at a local restaurant to families exploring area attractions and shopping in downtown communities, tourism continues to make a meaningful contribution to the Susquehanna River Valley.
According to the 2025 Economic Impact of Travel and Tourism report, visitor spending in Northumberland, Snyder and Union counties reached $492.6 million in 2025, an increase of approximately 4.9% over the previous year.
The Pennsylvania State Tourism Office partners annually with Tourism Economics, an Oxford Economics Company, to measure the statewide and county level impacts of visitor spending.
That spending goes beyond a visitor’s vacation. When travelers stay at local hotels, eat at area restaurants, shop at small businesses or visit local attractions, they help support the businesses, employees and communities that make the region a great place to live and visit.
“Tourism is about more than bringing people to our region. It helps support local businesses, creates opportunities for workers and contributes to the economic vitality of our communities,” said Judy Machesic, Executive Director of the Susquehanna River Valley Visitors Bureau.
The report highlights tourism’s role in the regional economy, with direct visitor spending supporting jobs and generating tax revenue. From outdoor recreation along the Susquehanna River to local festivals, wineries, shops and attractions, the region offers a variety of experiences that encourage travelers to visit, stay longer and explore more.
The Susquehanna River Valley Visitors Bureau works to sustain this growth by promoting the region's destinations, attractions and local businesses through coordinated marketing efforts designed to attract visitors to Northumberland, Snyder and Union counties.
“Our marketing strategy combines digital advertising, social media, print, public relations and other campaigns to reach potential visitors throughout Pennsylvania and the Mid-Atlantic,” Machesic said. “We're continually sharing the stories of our region, from working with travel influencers to creating digital content that helps visitors discover experiences they may not have known were here.”
Through its website, regional blog, Explore the SRV podcast and partnerships with local businesses, the bureau connects travelers with ideas and resources to plan their next visit.
“Our goal is to inspire more people to discover the Susquehanna River Valley, experience what makes our region special and support the local businesses that help our communities thrive,” added Machesic.
For more information about the Susquehanna River Valley and its many attractions, go to VisitCentralPA.org, stop by the Visitors Center at 2733 State Route 45, Suite 2, Milton, PA 17847 or call 570-524-7234.
About the Susquehanna River Valley Visitors Bureau
The Susquehanna River Valley Visitors Bureau is a nonprofit organization dedicated to promoting tourism, recreational activities and economic development in Northumberland, Snyder and Union counties. Through regional marketing, community partnerships and visitor resources, the bureau showcases the area's natural beauty, local businesses and diverse experiences to travelers and residents alike.
