Community Interest
Discover Lancaster: Lancaster County tourism past and present
Beginning as part of the Lancaster Chamber in the 1930s, Discover Lancaster became an independent organization in 1958 and is now the official destination marketing organization for Lancaster County.
Lancaster County’s tourism industry had modest beginnings. The Willows property along Route 30 in the 1930s marked some of the earliest tourism development, bolstered by a National Geographic article about the Amish community. The 1950s brought new growth with the Amish-related Broadway hit Plain & Fancy in 1955. Then in 1985 came the worldwide sensation Witness, starring Harrison Ford, which showcased Lancaster’s farmland and Amish culture to millions.
Each wave of tourism built upon the last, but Downtown Lancaster’s revitalization in the 2000s marked a turning point.
What began informally through Discover Lancaster’s efforts with partners like Fig became formalized by 2013/2014, when research revealed a broader untapped market. Visitors were drawn not only to Amish countryside, Pennsylvania Dutch dining, and outlet shopping, but also to walkable towns, thriving arts, diverse dining, outdoor recreation, and exceptional lodging.
Discover Lancaster has since led the evolution of Lancaster’s brand, promoting this full spectrum of experiences to appeal to both long-time fans and first-time visitors.
Looking forward, Discover Lancaster’s new President and CEO Jeffrey Vasser is bringing over 30 years of hospitality experience to the role and the county.
“I believe Lancaster County tourism is poised for sustainable, inclusive growth. Visitors increasingly seek authentic experiences, so our emphasis will remain on farm-to-table dining, cultural storytelling, and outdoor recreation,” Jeff shared. “DowntownLancaster and our small towns continue to attract younger, experience-driven travelers, while returning guests deepen their connections with the Amish and rural countryside. At the same time, we’re investing in digital marketing, visitor data, and sustainable tourism practices to ensure that our growth benefits both visitors and residents.”
“The future is about balance—welcoming more people while preserving the character that makes Lancaster unique.”
– Jeffrey Vasser, President & CEO of Discover Lancaster
Beginning as part of the Lancaster Chamber in the 1930s, Discover Lancaster became an independent organization in 1958 and is now the official destination marketing organization for Lancaster County. Their focus is on generating the $3.5 billion in economic impact that tourism brings to the county annually. In addition to their marketing efforts, they manage a Visitors Center which features informational materials, a retail shop, and an art gallery. Travel Consultants assist guests with inquiries and guide them to curating the perfect itinerary for their Lancaster visit.
Want to discover more local? Follow Fig on Facebook and Instagram for inspiration.
