Pennsylvania sees the World Cup as a global audition

Pennsylvania sees the World Cup as a global audition

Pennsylvania's message to the world this year: There's a little jawn in us all.

The big picture: The state has poured more than $50 million into selling Pennsylvania to travelers ahead of the summer's big events.

  • It has partnered with influencers, set up FIFA fan zones, and even launched a $1.2 million ad blitz to reach the countries whose teams will play in Philly for the World Cup.

    • What they're saying: "This is Philly's show, but it's also Pennsylvania's moment," Pennsylvania's deputy tourism secretary, Anne Ryan, tells Axios.

    Zoom in: Ryan says Pennsylvania found a common language with each country, from food to history to nightlife.

  • Enticing the French was a piece of croissant: Marketers pushed Philly's outstanding Michelin-star cuisine and France's "greatest assist" during the American Revolution.
  • For Germany, it was all about Germantown, beer halls and our Pennsylvania Dutch culture.
  • In the U.K., fans share the same devotion to their soccer clubs as Eagles fans.
  • And for Brazil: The spotlight was on the party — Philly's street festivals and 4am bar hopping.

    • Between the lines: Pennsylvania wants to show visitors such a memorable time that they're eager to come back. One way they're doing that:

  • Assembling Visit PA's Playmakers — what Ryan calls a "motley crew" of creators, power brokers and innovators who embody Pennsylvania — at some of the biggest events this year, like the NFL Draft and last month's PGA Championship.
  • Ryan says they've been a huge hit. "The head of the NFL host committee in Pittsburgh said, 'Pennsylvania just rewrote the playbook for how a state engages in an NFL Draft.'"

    • Here's how else they're showing the state off:

  • Sending tourism officials to Philly's FIFA Fan Fest, and throwing a huge Pennsylvania Day bash there on June 27 with a special lineup of guests and entertainers.
  • Setting up free World Cup fan zones in Pittsburgh, Reading and Scranton.
  • Hosting celebrities and courting sports executives who could bring future marquee events here.

    • Visit PA's installation. Photo: Isaac Avilucea/Axios

    Reality check: The international spotlight can be a showcase or a magnifying glass, creating opportunities for host states or exposing their shortcomings.

  • The special touches are about more than this year, Ryan says. They're an audition for future events, including a potential bid to host the 2031 FIFA Women's World Cup.

    • By the numbers: Ryan says that the data signals their efforts may be paying off:

  • Bookings to Philadelphia from several of these World Cup countries were up between 25% and 59% over the last two months, per industry estimates.
  • About 70% of World Cup travelers don't even have match tickets and are coming to Pennsylvania for other tournament-related offerings, Ryan says.

    • The bottom line: "We could have just shown up with a table and some brochures about Pennsylvania," Ryan says. "That's never what we're going to do."