Entered by Visit Philadelphia

Visit Philadelphia knew years in advance that 2026 would present a once-in-a-generation opportunity. America's 250th anniversary would coincide with major events, including the FIFA World Cup, MLB All-Star Game, PGA Championship, and NCAA March Madness. But being America's birthplace didn't guarantee Philadelphia would own the moment. Competition was fierce and plentiful. Washington, D.C., Boston, and New York would command attention, while destinations nationwide created their own 250th celebrations.

Early demand wasn't guaranteed either. While 75% of travellers believed the 250th was important to celebrate, only 36% planned to visit an event commemorating it. Visit Philadelphia believed interest would accelerate as the national media cycle intensified, and Philadelphia needed to be ready before it did.