The Valley Forge Tourism & Convention Board (VFTCB), the official Destination Marketing Organization for Montgomery County, has positioned Montco for a once-in-a-generation opportunity to capitalize on the region shining under a global spotlight.

With the Philadelphia region set to welcome domestic and international visitors to several large-scale events such as NCAA March Madness, the PGA Championship, FIFA World Cup, and the MLB All-Star Game, the VFTCB is proactively aligning marketing, partnerships, and sales efforts to capture anticipated demand.

Not only will the area host marquee events and America’s 250th anniversary, but Valley Forge National Historical Park also shares a birthday with America, celebrating its 50th year as a national park, also on Jul. 4.

VFTCB’s President and CEO, Mike Bowman, shared his top six strategies for 2026.

“We’re leveraging this moment to drive return visitation and long-term growth using a data-driven approach focused on readiness to ensure we can convert increased awareness into economic impact well-beyond a monumental year,” said Bowman. “Our message? Retreat, because there are plenty of ways for visitors to do that here. That’s also what General Washington and the Continental Army were doing, strategically regrouping. If they hadn’t, the Revolutionary War could have looked quite different.”

1. Protect Core Sales Business

The VFTCB is prioritizing the protection of traditional economic drivers, such as youth sports tournaments and group travel, to ensure they remain strong and secure even as major global events take center stage.

“While 2026 will bring an anticipated more than one million visitors to our region, it was critical that we protect the business that has long sustained our hotels, meeting spaces, and sports facilities,” said Bowman. “Our team worked diligently to ensure partners continued to have confidence in Montgomery County as a reliable host destination.”

2. Use Data to Drive Decisions

Data and research insights are guiding how the organization targets audiences, allocates resources, and shapes marketing strategies leading into 2026.

“We’ve partnered with Future Partners and Expedia to better understand who is traveling to our region and what they’re looking for once they arrive,” said Bowman. “The team made a bold decision early on to aggressively target both international and domestic prospective visitors through digital and social channels, and the results validated that approach. In December alone, we saw more than 700,000 pageviews, the highest monthly website traffic in our organization’s history.”

3. Elevate the Retreat to Valley Forge Message

VFTCB continues to use compelling, story-driven content, including history-focused video assets, to bring the Retreat to Valley Forge message to life.

“The Retreat to Valley Forge message is resonating,” said Bowman. “You might see it behind home plate at a Phillies game, flying across the sky on a plane banner, or delivered straight to your cell phone as you’re planning your next trip. We’re continuing to invest in this approach and refreshing the creative to keep it impactful. This year, we’ll also spotlight historic sites across Montgomery County through monthly history-focused video vignettes and public readings of the Declaration of Independence with our Houses of Declaration initiative, giving visitors new reasons to explore the destination throughout the year and beyond.”

4. Prioritize Community Engagement

Community-centered initiatives remain a priority as the organization supports local events that benefit residents and visitors alike.

“Community engagement is a crucial part of our tourism strategy,” said Bowman. “We support festivals and events across Montgomery County’s downtowns, while also hosting signature initiatives like the Valley Forge Revolutionary 5-Mile Run, an event that has raised more than $800,000 over its lifetime and is celebrating its 20th anniversary this year, as well as our Freedom from Hunger food drive, which aims to collect the monetary equivalent of 240,000 pounds of food in 2026. These efforts strengthen local pride and provide a meaningful way to give back to our community.”

5. Collaborate with Partners

Strong collaboration with public officials and industry partners is helping ensure visitors have a seamless experience across the county and region.

“We’re grateful for the continued support of our county and state elected officials and members who understand the value of tourism,” said Bowman. “By working together, we can ensure visitors feel welcomed, have a great experience while they’re here, and leave with a positive impression that brings them back.”

6. Create Experiences Around Major Events

The organization is focused on turning major events into broader visitor experiences that encourage exploration beyond the main attraction.

“We know users and visitors are looking for things to do. This type of content consistently ranks among the top across our website, social channels, and digital kiosks,” said Bowman. “Visitors coming for events like the PGA Championship aren’t just here for the tournament. Once the play wraps up, they want to keep exploring. They’ll shop at the King of Prussia Mall or take the family to the Elmwood Park Zoo. By pairing these moments with top-tier entertainment like Cirque du Soleil’s LUZIA, we’re helping visitors extend their stay and fully experience Montgomery County and the region.”

Montco is positioned for a truly historic year. To explore more and plan your stay, visit VFTCB, and follow along on social media at @visitvalleyforge.