Susquehanna Joins Northumberland and More Pennsylvania Counties Generate 3.5% Increase with $620.5 Million Visitor Spending – Travel And Tour World

Susquehanna joins Northumberland and more Pennsylvania counties in reporting $620.5 million in visitor spending during 2025. The four-county tourism economy recorded approximately 4.3% growth, outperforming Pennsylvania’s statewide 3.5% increase. The findings highlight growing tourism demand, stronger local business activity and the economic importance of regional travel across central Pennsylvania.

Pennsylvania’s Susquehanna Valley tourism industry generated approximately $620.5 million in visitor spending during 2025 across Union, Northumberland, Snyder and Montour counties. The latest Tourism Economics figures highlight the region’s growing importance to the state’s visitor economy, with tourism supporting local businesses, hospitality employment, outdoor recreation and heritage attractions.

Pennsylvania’s Susquehanna Valley tourism industry recorded strong growth in 2025, with visitor spending exceeding $619 million across Northumberland, Snyder, Union and Montour counties. The latest figures highlight the growing economic importance of regional tourism, supporting local businesses, hospitality services, employment opportunities and community development throughout central Pennsylvania.

Pennsylvania county	Visitor spending in 2025	Growth from 2024
Union County	$185.8 million	−1.4%
Northumberland County	$165.8 million	+10.3%
Snyder County	$141.0 million	+7.8%
Montour County	$127.9 million	+2.0%
Four-county total	$620.5 million	+4.3%

Susquehanna Valley Tourism Records Strong Visitor Spending Growth in 2025

Tourism continues to strengthen the economy of Pennsylvania’s Susquehanna Valley, with four counties generating more than $619 million in visitor spending during 2025. The latest figures, compiled by Tourism Economics, demonstrate the important contribution of domestic and regional travel to local businesses and communities.

The combined tourism expenditure across Northumberland, Snyder, Union and Montour counties reflects continued demand for the region’s outdoor attractions, cultural experiences, accommodation, restaurants and recreational activities.

According to the reported findings, tourism spending across the four counties increased by approximately 4.1% compared with 2024.

The results highlight the economic value of visitors exploring destinations beyond Pennsylvania’s major metropolitan centres. Smaller communities, rural landscapes and heritage attractions remain important components of the state’s wider tourism economy.

Northumberland, Snyder and Union Counties Generate $492.6 Million

Northumberland, Snyder and Union counties collectively recorded $492.6 million in direct visitor spending during 2025, representing an increase of 4.9% compared with the previous year.

Judy Machesic, Executive Director of the Susquehanna River Valley Visitors Bureau, confirmed the figures while explaining the economic assessment conducted annually by Tourism Economics.

The visitors bureau represents the three counties and promotes the region’s tourism attractions, recreational opportunities, local businesses and visitor experiences.

The spending increase demonstrates the continued importance of tourism to businesses operating across these communities.

Restaurants, accommodation providers, retail establishments and entertainment businesses benefit when travellers spend money during their visits.

Tourism also creates opportunities for smaller businesses, including independent shops, local attractions and hospitality operators, to participate in the regional visitor economy.

The latest findings provide an important economic benchmark for destination marketing organisations seeking to understand tourism performance and identify opportunities for sustainable growth.

County	Direct jobs	Direct personal income	State and local taxes
Union	1,188	$39.6M	$9.0M
Northumberland	1,184	$44.7M	$7.8M
Snyder	843	$24.4M	$5.9M
Montour	930	$29.0M	$6.2M
Four-county total	4,145	$137.7M	$28.9M

Pennsylvania’s Susquehanna Valley Records Growth in Regional Tourism Spending

Pennsylvania’s Susquehanna Valley recorded another year of tourism growth in 2025, with combined visitor spending across four central Pennsylvania counties rising from approximately $594.9 million in 2024 to $620.5 million.

The latest county-level findings from Tourism Economics show that Northumberland, Snyder and Montour counties experienced increased visitor expenditure, while Union County recorded a modest decline.

Despite differing performances, tourism remained an important economic contributor across the region, supporting restaurants, accommodation providers, recreational attractions, retail businesses and transportation services.

The research examines visitor spending alongside employment, personal income and tax revenues, offering an overview of how tourism contributes to Pennsylvania’s local economies.

County	Lodging	Food and drink	Recreation	Retail	Transport
Union	27.9	49.2	27.9	34.8	46.0
Northumberland	5.1	33.8	51.1	20.9	54.9
Snyder	15.6	35.0	27.2	25.6	37.5
Montour	18.0	31.0	26.8	21.6	30.4

Union County Leads Regional Visitor Spending with $185.8 Million

Union County emerged as the largest tourism spending market among the four counties, generating approximately $185.8 million in 2025.

Although this represented a 1.4% decline from $188.4 million in 2024, the county maintained a substantial tourism economy supported by cultural attractions, accommodation, restaurants and recreational activities.

Lewisburg remains one of Union County’s principal visitor destinations. Its historic town centre, independent shops, restaurants and connection with Bucknell University attract leisure travellers, families and visitors attending university-related activities.

The Buffalo Valley Rail Trail offers opportunities for cycling, walking and outdoor recreation, while Mifflinburg provides heritage attractions and traditional small-town experiences.

Tourism spending supported approximately 1,188 direct jobs in Union County during 2025, demonstrating the sector’s importance to local employment.

Northumberland County Records Strongest Tourism Growth at 10.3%

Northumberland County delivered the strongest visitor spending growth among the four counties, with expenditure increasing from $150.3 million in 2024 to $165.8 million in 2025.

The 10.3% increase highlights the county’s expanding tourism economy and the contribution of recreation, transportation and hospitality services.

Sunbury, Northumberland and Milton offer a combination of historic attractions, riverfront experiences and community-based tourism.

Shikellamy State Park, located near the meeting point of the Susquehanna River’s branches, provides opportunities for scenic exploration, boating and outdoor recreation.

The county’s natural surroundings also attract visitors interested in fishing, walking and countryside travel.

Recreation spending reached approximately $51.1 million, while transportation accounted for $54.9 million.

Tourism directly supported around 1,184 jobs, contributing to employment across several visitor-related industries.

County	Lodging	Food and drink	Recreation	Retail	Transport
Union	27.9	49.2	27.9	34.8	46.0
Northumberland	5.1	33.8	51.1	20.9	54.9
Snyder	15.6	35.0	27.2	25.6	37.5
Montour	18.0	31.0	26.8	21.6	30.4

Snyder County Tourism Spending Climbs to $141 Million

Snyder County recorded approximately $141 million in visitor spending during 2025, representing growth of 7.8% compared with $130.8 million in 2024.

The increase reflects positive tourism expenditure trends across a county recognised for its rural landscapes, heritage communities and outdoor attractions.

Selinsgrove serves as a major destination, offering independent restaurants, historic streets, local shopping and cultural experiences associated with Susquehanna University.

Visitors can also explore the Isle of Que, a scenic area alongside the Susquehanna River.

Elsewhere, Faylor Lake and the Snyder-Middleswarth Natural Area provide opportunities for fishing, hiking, wildlife observation and nature-based recreation.

Food and beverage spending reached approximately $35 million, while transportation contributed $37.5 million.

The tourism industry supported around 843 direct jobs, reinforcing its contribution to Snyder County’s economy.

Montour County Generates $127.9 Million Through Visitor Spending

Montour County contributed approximately $127.9 million in visitor spending during 2025, increasing from $125.4 million in 2024.

The figures indicate growth of approximately 2% based on the rounded annual totals.

David “Otto” Kurecian, Executive Director of the Columbia Montour Visitors Bureau, has highlighted the county’s positive tourism performance.

Danville remains an important centre for local tourism, offering historic architecture, restaurants, community attractions and access to surrounding countryside.

The Montour Preserve provides additional recreational opportunities, including walking trails, wildlife observation and outdoor exploration around Lake Chillisquaque.

Food and beverage expenditure generated approximately $31 million, while transportation spending reached $30.4 million.

Tourism directly supported approximately 930 jobs in the county, illustrating the importance of visitor activity to hospitality businesses and local services.

Pennsylvania Tourism Supports Jobs, Businesses and Regional Development

Across the four counties, tourism directly supported approximately 4,145 jobs and generated $137.7 million in personal income during 2025.

Visitor-related activity also contributed approximately $28.9 million in state and local tax revenues.

These results form part of Pennsylvania’s wider tourism economy, which welcomed 206.2 million visitors and generated $51.6 billion in visitor spending during 2025, according to the Pennsylvania Department of Community and Economic Development.

Susquehanna Valley Tourism Maintains Positive Economic Momentum

The 2025 results demonstrate the continuing importance of tourism across Pennsylvania’s Susquehanna Valley. Northumberland and Snyder recorded substantial growth, Montour maintained positive spending trends, and Union remained the largest visitor spending market among the four counties.

With approximately $620.5 million generated collectively, the region’s tourism economy continues to support employment, independent businesses and community development. Its combination of heritage attractions, countryside recreation and welcoming small towns provides a foundation for future tourism opportunities.

Montour County Tourism Spending Reaches $127.9 Million

Montour County also recorded positive tourism performance, generating $127.9 million in visitor spending during 2025.

David “Otto” Kurecian, Executive Director of the Columbia Montour Visitors Bureau, reported that tourism expenditure increased by 4% compared with 2024.

The figures reinforce Montour County’s contribution to the broader Susquehanna Valley tourism economy.

Danville, one of the county’s principal communities, offers visitors access to local heritage, dining establishments and recreational experiences.

The surrounding area also provides opportunities for countryside exploration, community events and short leisure breaks.

Montour County’s tourism performance illustrates how smaller destinations can contribute significantly to regional economic activity.

Its visitor spending complements the economic results recorded across Northumberland, Snyder and Union counties, strengthening the overall tourism profile of central Pennsylvania.

Tourism Economics Measures the Wider Impact of Visitor Spending

Tourism Economics conducts annual assessments examining the economic contribution of tourism across Pennsylvania and its individual counties.

According to Machesic, the research evaluates several important indicators, including business sales, employment, income and tax revenues.

The assessment considers visitor expenditure across five principal sectors:

• Entertainment and recreational activities.
• Food and beverage services.
• Retail shopping.
• Accommodation and lodging.
• Transportation services.

These categories provide a broader understanding of how tourism spending circulates through local economies.

For example, travellers staying overnight contribute directly to accommodation businesses while potentially supporting restaurants, attractions and retailers during the same visit.

Day visitors also contribute through spending on dining, shopping, entertainment and transportation.

The economic benefits can extend beyond businesses directly serving tourists, as visitor-related activity creates demand for local suppliers and services.

However, direct visitor spending should be distinguished from wider economic impacts, which may include indirect and induced business activity.

Outdoor Recreation and Heritage Support Regional Tourism Appeal

The Susquehanna Valley offers a combination of natural landscapes, historic communities and recreational attractions that appeal to different categories of travellers.

The Susquehanna River provides opportunities for kayaking, fishing and other outdoor activities, while surrounding countryside destinations attract visitors interested in hiking, cycling and scenic travel.

Communities such as Lewisburg, Selinsgrove and Sunbury contribute to the region’s cultural and historical identity.

Lewisburg is recognised for its historic town centre, independent businesses and connection with Bucknell University.

Selinsgrove offers a traditional small-town atmosphere, while Sunbury provides access to riverfront recreation and local heritage attractions.

These destinations can appeal to families, couples, outdoor enthusiasts and travellers seeking quieter alternatives to major urban tourism centres.

Seasonal festivals, community markets and cultural events further support visitor interest throughout the year.

Although the latest spending figures do not identify which attractions generated the greatest economic contribution, the region’s varied tourism offering provides a foundation for continued destination development.

Local Businesses Benefit from Pennsylvania’s Regional Tourism Economy

The latest tourism figures underline the importance of visitor expenditure to local economic resilience.

When travellers purchase meals, book accommodation, visit attractions or shop at independent establishments, their spending contributes directly to business revenue.

Tourism-related demand can also help sustain employment across hospitality, retail, recreation and transportation.

For smaller communities, visitor spending provides an additional source of economic activity alongside established industries and services.

Destination marketing organisations play an important role in connecting prospective travellers with local experiences and encouraging visits throughout the year.

The Susquehanna River Valley Visitors Bureau and Columbia Montour Visitors Bureau promote their respective destinations, helping businesses reach audiences interested in regional Pennsylvania travel.

Understanding visitor spending trends allows tourism stakeholders to assess market performance and consider future investment priorities.

“Pennsylvania’s tourism performance demonstrates the remarkable economic value of regional destinations and the growing importance of experiences beyond major metropolitan centres. The Susquehanna Valley, together with Northumberland, Union, Snyder and Montour counties, represents an attractive combination of natural beauty, cultural heritage, outdoor recreation and community hospitality. Generating $620.5 million in visitor spending is a significant achievement that reflects the contribution of local businesses and tourism stakeholders.

The statewide 3.5% increase in visitor spending further highlights Pennsylvania’s position as a competitive American tourism destination. What makes this growth particularly encouraging is its potential to support independent businesses, strengthen employment opportunities and bring economic benefits to smaller communities.

Continued investment in sustainable tourism, destination marketing, accessible infrastructure and authentic visitor experiences can help these counties attract new audiences. Pennsylvania’s regional tourism economy offers valuable opportunities for long-term growth, community development and meaningful travel experiences for domestic and international visitors alike.” -Anup Kumar Keshan, Founder and Editor-in-Chief, Travel And Tour World.

Pennsylvania’s Smaller Destinations Gain Economic Importance

The Susquehanna Valley results illustrate the contribution of regional destinations to Pennsylvania’s tourism industry.

While major cities attract substantial visitor attention, smaller counties offer distinctive experiences that support a more geographically distributed tourism economy.

Rural tourism, heritage travel, outdoor recreation and short-break holidays provide opportunities for communities to attract visitors and encourage local spending.

The 2025 figures indicate continued growth in visitor expenditure, although they do not independently establish whether visitor numbers, average spending per traveller or both increased.

This distinction remains important when assessing long-term tourism performance.

Future tourism development will depend on maintaining destination appeal, supporting local businesses and ensuring that visitor infrastructure meets changing travel expectations.

Susquehanna Valley Tourism Growth Strengthens Regional Economic Outlook

The latest Tourism Economics findings provide a positive indication of the Susquehanna Valley’s tourism performance in 2025.

With Northumberland, Snyder and Union counties generating $492.6 million and Montour County contributing $127.9 million, combined visitor spending reached approximately $620.5 million.

The figures demonstrate tourism’s continuing role in supporting hospitality businesses, recreational attractions, retail establishments and local communities.

As Pennsylvania promotes its diverse destinations, the Susquehanna Valley remains an important example of how regional tourism can contribute to economic activity beyond the state’s largest cities.

For tourism stakeholders, the latest results establish a useful benchmark for future destination marketing, investment and regional development initiatives.

Pennsylvania’s Susquehanna Valley continues to demonstrate tourism’s importance to regional economic development. With $620.5 million in visitor spending, the four counties support hospitality businesses, employment and recreational attractions. Continued investment in destination promotion, heritage experiences and outdoor tourism can strengthen local communities while encouraging sustainable visitor growth.