Lancaster County is rich in resources, culture and things to do, and in Lancaster County, tourism is big business.

Discover Lancaster takes a proactive approach to drawing visitors to Lancaster County. Its work is designed to maximize and unlock the locale's full potential and make the area a destination.

"We pack a mighty punch for the size we are," said Joel Cliff, who's been Discover Lancaster's director of communications and advocacy for 17 years. "We have a very robust and vibrant tourism community. We want to share it with as many people as we can. Lancaster County has a great tradition of hospitality."

Situated at 501 Greenfield Road, Lancaster, Discover Lancaster is the official destination marketing organization of the county. In 2023, 10 million tourists visited Lancaster County, generating $3.4 billion in economic impact and helping to employ 26,000 people in the tourism-related businesses in the areas of attractions, lodging, dining and retail.

"It's pretty safe to say that Lancaster County is in the top five in the state in terms of number of visitors and visitor spending," said Cliff. "We've broadened the message about what there's to do in Lancaster County. There are a lot of cool, neat experiences and recreational activities. We're still changing. We're continuing to grow. We have a wide geography and a wide demography that we draw from."

A vast majority of visitors - about 75% - coming to Lancaster County as a destination hail from the metropolitan markets of Philadelphia; New York and Long Island; and Washington, D.C., and Baltimore. For some, it's a day trip or an overnight stay. For others, it's a three- or four-night getaway or a weeklong vacation.

They're coming here for the Amish experience; outlet shopping; historic hidden gems; family attractions; main street shopping found in places like Lititz, Ephrata or Mount Joy; art galleries; wineries, breweries and coffee shops; theater; events; farmers markets; and museums.

"It's a different experience for people coming from big metropolitan areas," said Cliff. "It's folks who know and love the Amish culture, but you also have families coming for attractions like Dutch Wonderland. We certainly draw well with adults and families. Where we've been lacking is in that 20s-to-30s age group."

Discover Lancaster employs 14 full-time staff members and eight part-time travel consultants. Discover Lancaster promotes local tourism through straight-up marketing; sales teams working to bring meetings, conventions and sports teams to the area; and public relations.

"There's a real quality of life enhancement piece to it," said Cliff. "It does have that ripple effect to the community and their suppliers. A lot of the things we trumpet are attractive to people thinking about relocating a business here, or a doctor or professor who is being recruited to work in Lancaster County. It's a great place to come and play, but it's also a great place to come and work. We also have a sizeable retirement community in the county."

There are lot of things to see and do in Lancaster County.

"We certainly hold our own," said Cliff. "We don't have an ocean. But we have a lot to do besides that."

Discover Lancaster receives about 80% of its funding from the Lancaster County hotel tax. In 2015, Discover Lancaster was formed from the former Pennsylvania Dutch Convention and Business Bureau, whose roots can be traced to the 1930s and the Lancaster Chamber of Commerce.

"We definitely very much consider locals in the things we do," said Cliff. "Locals use our resources as much as visitors do. Locals love Lancaster County. Local tourism is a very important part of what we do, kind of like 'Get out and enjoy what's in our backyard.'"

For additional information, go to http://www.discoverlancaster.com.