Research firm hired to plan Bethlehem’s tourism economy

As Bethlehem prepares for the increase in tourism – and tourism dollars – that will come with its designation as a UNESCO World Heritage Site, Historic Bethlehem Museums & Sites has announced its undertaking a major tourism planning project 

HBMS said it has selected a world-renowned research company to study scope and impact of improvements to help create a master plan to establish a world class visitor experience in Bethlehem.  

PlaceEconomics is a global firm in heritage tourism research with experience in destinations that have World Heritage Sites including Willemstad, Curacao, Yogyakarta, Indonesia, and Melaka, Malaysia. 

According to HBMS, the researchers will examine how tourism-related improvements could increase revenue and help preserve Bethlehem’s historic sites. 

“We especially appreciated that the PlaceEconomics team includes many University of Pennsylvania graduates. It’s an elite school for education in historic preservation and architecture through the Stuart Weitzman School of Design,” said LoriAnn Wukitsch, president & CEO of HBMS. 

Larry Eighmy, the chair of strategic planning for HBMS, said the research will help determine how to improve the visitor experience for travelers and increase tourism while balancing the community’s needs.  

“We want to determine how big we can be and how good we can be,” said Eighmy. 

 HBMS selected the firm from among four applicants that specialize in community and economic impact studies.  

The research company will investigate how different historical sites can be better connected and more inviting for travelers.   

“Currently, visitors who arrive in Bethlehem don’t have an integrated way to get oriented and travel efficiently between historic sites. PlaceEconomics will consider innovative ways to recognize visitor needs such as restrooms, concessions, transportation or other elements,” said Eighmy.  

While the research and eventual master plan will include Bethlehem’s World Heritage Inscription site, the study will also encompass all properties within the 20 acres that HBMS cares for.  

“This is a comprehensive planning project to create a visitor centered experience that celebrates not only the UNESCO inscription but also looks to connect all the other components that make Bethlehem a world class destination,” said Eighmy.  

To involve the whole community, HBMS is creating a Master Planning Initiative Advisory Council. 

“The master plan will coordinate all stakeholders around a shared, fundable, and implementable vision to create investment-grade infrastructure and programming that transforms Bethlehem from a well-kept secret into a global destination,” said Eighmy 

The Advisory Council will include representatives from a variety of companies and organizations in the region including Air Products, B Braun, PPL, ArtsQuest, the Bethlehem Parking Authority, Discover Lehigh Valley and the Greater Lehigh Valley Chamber of Commerce.