Transforming the Philadelphia Tourism Landscape to Drive Year-Round Tourism

Project Category:

Client Name: Philadelphia Convention and Visitors Bureau

Year: 2004

Project Website:

Business Challenges

Veneto Collaboratory was tasked with generating visitation and generating repeat visitation to Philadelphia on a year-round basis.


Veneto Collaboratory engineered a group of new, engaging and immersive visitor experiences with the Philadelphia CVB attraction partners. These included Museums, Cultural sites, Restaurants and Historic attractions. The experiences provided deeper, richer, behind-the-scenes, hands-on and special-access opportunities for visitors.


Veneto Collaboratory implemented two phases of experiential development from 2004 to 2007, and created more than 30 new experiences with local attractions. Offerings were employed to drive visitation and repeat visits in the Group Travel, Meetings and Convention markets.

For Philadelphia, the Experiential Development process allowed our partners to engineer new and unique, engaging experiences. The results provided visitors to Philadelphia with a deeper, richer experience and gave people multiple reasons to return to the city. The Experiential process is a must for destinations that want to create new experiences.

Sam RogersVice President, MarketingPhiladelphia Convention and Visitors Bureau