LIGONIER, Pa. – Following a record-breaking year for tourism in the Laurel Highlands, the region’s official destination marketing organization has introduced a new name and look designed to build on growing national and international recognition.
The organization announced Monday that it is now operating as Laurel Highlands Tourism, replacing its GO Laurel Highlands name. It also unveiled a new logo featuring “Laurel Highlands Pennsylvania” and introduced its new website address, LaurelHighlandsPA.com.
Visitors spent a record $2.35 billion in the Laurel Highlands in 2025, setting a new high for the fourth consecutive year, according to the state’s newly released Economic Impact of Visitors to Pennsylvania report. Visitor spending in the region – defined as Fayette, Somerset and Westmoreland counties – rose 9.1% from 2024, the highest growth rate among Pennsylvania’s 11 tourism regions.
Tourism supported 24,098 jobs in the Laurel Highlands in 2025, accounting for 12.3% of the region’s employment.
“In February, our organization engaged with Miles Partnership, an agency that conducted research on our region and brand,” Laurel Highlands Tourism executive director Ann Nemanic said. “The discovery process landed on a platform for our future which was defined in a statement that takes Laurel Highlands Tourism into our next chapter.”
That statement is “We believe in deeply satisfying experiences that should restore you, strengthen connection and leave you fulfilled rather than depleted. The best experiences aren’t one-and-done moments. They’re the ones that feel complete in the moment, layer over time, and are meaningful long after you return home.”
The new logo features “Laurel Highlands” in bold blue lettering above “Pennsylvania” in green, identifying the destination’s location for travelers unfamiliar with the region.
Over the past several years, the region has been featured in publications including Condé Nast Traveler, National Geographic, Travel + Leisure, The Washington Post, The New York Times and USA Today. The organization has also hosted travel writers from the United Kingdom, Ireland, Germany and Australia.
Laurel Highlands Tourism has collaborated with dozens of content creators whose combined social media audiences number in the millions and actively participates in tourism initiatives through VisitPA, VisitPittsburgh and the Pittsburgh International Airport.
As a Preferred Vacation Destination of the Pittsburgh Steelers, the Laurel Highlands benefits from joint promotions connecting the region with the team’s global fan base. Laurel Highlands Tourism’s sponsorship of the Steelers’ 2026 schedule release generated 42.2 million impressions, while advertising tied to the team’s 2025 game in Dublin extended its marketing efforts into Ireland.
“Our vision is for the Laurel Highlands to be a destination that is recognized globally,” said Jennifer Benford, Laurel Highlands Tourism’s senior director of marketing. “As we look beyond our traditional markets and introduce the region to new audiences, incorporating ‘Pennsylvania’ into our logo immediately gives travelers a sense of place. It strengthens our identity, builds recognition and gives us a clearer, more powerful way to introduce the Laurel Highlands to the world.”
Founded in 1958, the Laurel Highlands Visitors Bureau operates under the Laurel Highlands Tourism name. The organization previously did business as GO Laurel Highlands beginning in 2020.
“We are confident we now have a strong logo that firmly defines who we are and the fact we are a regional destination in Pennsylvania,” Nemanic said. “The new logo has subtle hints of our landscape. No frills, just a distinct mark.”
Laurel Highlands Tourism has begun replacing its branding across the region and in its advertising campaigns, which target audiences in Maryland, Ohio, Virginia, West Virginia and the United Kingdom.
“What you will see is an impactful brand in our fall marketing campaigns,” Nemanic said. “Gone is GO LH, and we now have Laurel Highlands Pennsylvania – bold, stable, impactful and a bit edgy.”
About the Laurel Highlands
A magnificent mountainous region, the Laurel Highlands offers 3,000 square miles of scenic views and endless recreation in southwestern Pennsylvania. The beautiful four-season destination is located within an hour’s drive of Pittsburgh, attracting outdoor enthusiasts who enjoy outstanding skiing, hiking, biking and golfing opportunities. The Laurel Highlands is also home to remarkable historic sites, attractions and family activities. Notable destinations within the region include four architectural masterpieces by Frank Lloyd Wright – Fallingwater®, Kentuck Knob, Mäntylä and Duncan House – as well as the Flight 93 National Memorial. Visitors flock to our world-class resorts including Nemacolin and Seven Springs Mountain Resort. Families enjoy the award-winning Idlewild and SoakZone, whitewater rafting in Ohiopyle State Park and much more.
Located within 200 miles of the major metropolitan areas of Pittsburgh, Baltimore, Cleveland and Washington, D.C., the Laurel Highlands can be easily accessed from exits 67, 75, 91 and 110 of the Pennsylvania Turnpike.
Information about the Laurel Highlands can be found online at LaurelHighlandsPA.com or facebook.com/LaurelHighlandsPA or by calling 724-238-5661.
Established in 1958, the Laurel Highlands Visitors Bureau is the official destination marketing organization for Fayette, Somerset and Westmoreland counties in southwestern Pennsylvania and conducts business as Laurel Highlands Tourism. The organization is accredited through Destinations International’s Destination Marketing Accreditation Program (DMAP), earning Accreditation with Distinction, the program’s highest level of recognition. Globally recognized as a benchmark for destination marketing and management, DMAP evaluates organizations against standards that emphasize strategic leadership, community-shared value, social inclusion and welcoming environments. The designation reinforces Laurel Highlands Tourism’s commitment to strong organizational practices and creating value for the communities, businesses and visitors it serves.
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