VisitPITTSBURGH Unveils “Forge On” Destination Campaign as Region Builds Toward Landmark 2026
2026 Annual Meeting highlights record momentum, major events and a bold new vision for Pittsburgh tourism
VisitPITTSBURGH today unveiled Forge On, a new, fully integrated destination marketing campaign, during its 2026 Annual Meeting—marking a defining moment for the region as it builds toward a landmark year ahead.
Held at the David L. Lawrence Convention Center, the meeting gathered more than 500 tourism industry partners, regional stakeholders, and elected officials to celebrate a year of continued growth—and to set the stage for what’s next.
A Record Year—and a Defining Moment Ahead
VisitPITTSBURGH’s Annual Meeting reflected on the strength of Allegheny County’s tourism economy in 2025, which welcomed an estimated21.5 million visitors and generated an estimated $7.1 billion in economic impact—continuing a recurring trajectory of year-over-year growth.
But the focus was equally on the future.
With Pittsburgh preparing to welcome the world for the 2026 NFL Draft, VisitPITTSBURGH emphasized that the region is entering a benchmark year—one that presents an unprecedented opportunity to elevate the city’s national and global profile.
Forge On: A Rally Cry for the Steel City
Rooted in the city’s legendary history of making and building, the Forge On campaign marks a strategic pivot from simply inviting visitors to see Pittsburgh to challenging them to experience the "spark" of a city that is constantly reinventing itself.
The Forge On campaign is a solution rooted in data to increase visibility and galvanize a unified message of resurgence. With 83% of current travelers to Pittsburgh consisting of repeat visitors, the campaign aims to increase first-time visitation and reach new travelers across the region, while continuing to inspire the city's loyal visitor base.
“Pittsburgh was built on the fire of an industrial era and the grit that shaped champions, but our legacy was never just about steel,” said Jerad Bachar, President & CEO of VisitPITTSBURGH. “It has always been about resilience and creativity. This campaign is our new north star; it is a rally cry that honors our DNA while celebrating the new energy, flavors and ideas that make our city so inspiring today.”
Positioning Pittsburgh as one of the original “maker” cities, the campaign invites both residents and visitors alike to be a part of what’s being created now.
Forge On will be supported by a robust multi-channel media strategy including out-of-home, streaming TV and audio, high impact display, paid and organic social media, and a global earned media program designed to tell the city's story at scale.
Learn more about the Forge On campaign at: Forge On: A Bold Destination Campaign
Driving Demand: Tourism by the Numbers
VisitPITTSBURGH shared key performance metrics underscoring the organization’s role in driving visitation and economic impact.
In 2025, VisitPITTSBURGH’s Business Events and SportsPITTSBURGH team had a record year:
- 291 events booked
- 375,600 hotel room nights generated
- $433.5 million in anticipated direct visitor spending
- 42 hosted events at the David L. Lawrence Convention Center (DLCC), generating
- $121 million in direct visitor spending and 131,000 hotel room nights
Access VisitPITTSBURGH’s 2025 Annual Report
Leadership, Collaboration and Community Impact
The Annual Meeting also highlighted the collaboration shaping Pittsburgh’s future.
A panel discussion on the region’s trajectory—moderated by Anne Ryan, Deputy Secretary of Tourism for the Commonwealth of Pennsylvania—featured insights from:
- Mayor Corey O’Connor
- Allegheny County Executive Sara Innamorato
- Jeremy Waldrup, President & CEO, Pittsburgh Downtown Partnership
The program also recognized excellence in hospitality, as Steelers President Art Rooney II received the Robert P. Imperata Spirit of Hospitality Award, presented by VisitPITTSBURGH board member and Steelers alumnus Charlie Batch.
Looking Ahead
As Pittsburgh prepares for a global moment in 2026, VisitPITTSBURGH’s message is clear: this is a city defined not only by what it has built—but by what it continues to create.
