Add CNBC to the increasingly long list of major media outlets trumpeting Pittsburgh as one of America’s great urban vacation destinations.
In a piece on how second-tier cities draw tourists by focusing on what they do well, Pittsburgh earned recognition alongside Louisville, Portland and Milwaukee.
“In my opinion, second-tier cities should sell what they have,” Visit Pittsburgh CEO Craig Davis told CNBC. “We’re proud and we own who we are.”
Right now, Visit Pittsburgh’s “Mighty Beautiful” campaign focuses heavily on the city being within a six-hour drive for 55 percent of the United States’ population. It’s worked well so far—Pittsburgh’s appeal as a regional destination has it leading all second-tier cities in revenue per available hotel room (rev par).
“The drive-in market is our sweet spot,” Davis says.
While places like Portland have stepped up their international marketing presence, hoping to draw more travelers from overseas, Davis says Visit Pittsburgh still views that as “the next frontier.”
“If you’re honest with yourself about what you are and what differentiates you from everyone else,” he says, “I think you’ll market yourself more effectively.”
Read the entire CNBC item on second-tier urban destinations.