Pennsylvania’s tourism industry generated nearly $83.9 billion in economic impact in 2024, welcomed 201.6 million visitors, and supported more than 514,000 jobs, according to the Pennsylvania Department of Community and Economic Development. As the Commonwealth experiences record-breaking growth, the City of Bethlehem, newly inscribed as a UNESCO World Heritage Site, is positioned to benefit from heritage tourism.
Moravian University is at the forefront of this history, with the campus being intertwined with the Moravian settlements.
For President Bryon Grigsby, the statewide tourism surge catalyzes institutional and city-wide international growth.
“The growth of Pennsylvania’s tourism industry amplifies the significance of our World Heritage site, which owes its recognition to the Moravians’ universal religious beliefs and pioneering experience,” he said.
He emphasized that the university was founded on these same principles and will leverage the tourism upswing by collaborating with partners such as Historic Bethlehem Museums & Sites to create immersive tours. Because the site is transnational, it opens the opportunity for digital tours.
The link between heritage recognition and tourism growth is strong. According to the Department of Community & Economic Development (DCED), overnight visitor spending in Pennsylvania rose in 2024, and international visitation increased to 4.2% of total demand. Grigsby expects this to fuel interest from International students and scholars.
“This global recognition will attract those interested not only in heritage and history, but also in the study of religion, intercultural dialogue, and peacebuilding,” he said.
Site manager Katherine Faull reports early and promising signs of growth in interest and engagement in Bethlehem’s Moravian district.
“The newly launched HBMS World Heritage tour program has attracted hundreds of visitors,” Faull said. “The tours have proven particularly popular during the spring and summer months.”
She cited collaboration with Central Moravian Church, noting “nearly 1,400 visitors in just five months, with September alone bringing nearly 400 guests to the historic site.”
Faull explained the inscription will fundamentally shift how both visitors and residents experience the district.
“For visitors, the UNESCO recognition serves as an international recognition of outstanding universal values,” she said. “For residents, the designation fosters a deeper sense of pride and stewardship for their community’s heritage.”
She stressed that long-term stewardship will require creativity, “For a small city like Bethlehem … we must leverage grants, public-private partnerships, and volunteer networks to sustain preservation efforts over decades.”
Grigsby sees the university as central to Bethlehem’s transformation over the next decade.
“In the coming decade, the World Heritage Site will increasingly define Bethlehem as a city shaped by the Moravian ethos of inclusivity, education, community, and global vision,” he said.
Bethlehem stands to gain from the marquee heritage listing, but also the broader tourism surge in Pennsylvania. With more than 200 million visitors in 2024 and upward spending trends, heritage-rich destinations can capture a greater share of travel dollars. For Bethlehem, that can translate into longer stays and more hotel nights at places such as Historic Hotel Bethlehem, increased business for restaurants and shops, and expanded programming around the Moravian story.
However, growth must be managed. Faull emphasized the importance of balancing conservation with accessibility by managing visitor traffic, preserving the living community, maintaining historic buildings, and ensuring that locals benefit.
She remarked, “Residents still need to live, work, and adapt their spaces to modern life.”
For Moravian, the opportunity lies primarily in academic programming, internships, and partnerships aligned with the heritage tourism era.
“Our students will play a central role in designing these digital experiences,” Grigsby noted. “Using the humanities and digital humanities to connect local and global audiences.”
