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The Expert in Baby Boomer Travel

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Visit Philadelphia

Philadelphia's Old City neighborhood beckons tourists from around the world. Photo by J Fusco for Visit Philadelphia.

Philadelphia’s Old City neighborhood beckons tourists from around the world. Photo by J Fusco for Visit Philadelphia.

What do you do if you’re in charge of marketing a city destination and you lose most of your state funding?

If you’re Meryl Levitz, president and CEO of Visit Philadelphia — the official destination marketing organization for the city and five regional counties — you get creative.

Levitz, who has headed up Visit Philadelphia (known as the Greater Philadelphia Tourism Marketing Corporation until November 2013)  since the mid-1990s, told the travel site Skift.com that her biggest challenge was funding, with Pennsylvania state cutbacks resulting in a one-third cutback in her budgets for the past three years. State funding for Visit Philadelphia has dropped from $4 or $5 million a year to zero, though this year they’re getting a special $850,000 grant from the state to promote countryside towns in the area.… Continue reading

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According to government and private surveys:

  • Leading-edge baby boomers (born between 1946 and 1955) and seniors account for four out of every five dollars spent on luxury travel today.
  • Roughly half the consumer spending money in the U.S.--more than $2 trillion--is in the hands of leading-edge baby boomers and seniors.
  • Baby boomers (born 1946-1964) travel more than any other age group.
  • When asked what they would most like to spend their money on, baby boomers answered “travel” more than any other category, including improving their health or finances.

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