Blair County, nestled in the heart of central Pennsylvania and known for its scenic railroads, mountain main streets, cultural heritage and outdoor recreation, has taken a decisive step in reshaping its tourism landscape with the launch of a newly certified tourism promotion agency and the appointment of a locally celebrated communicator to lead it. This significant development marks a fresh chapter for the county’s efforts to attract visitors, promote local businesses and amplify awareness of the region’s travel appeal.

The county’s tourism promotional agency, Discover Blair County, has officially selected Morgan Koziar—a well‑known WTAJ‑TV host and multimedia journalist—as its inaugural director. Koziar will assume the leadership role in February 2026, following a competitive search that drew approximately 40 applicants from across the region. Her appointment reflects Blair County’s evolving vision for tourism marketing, placing emphasis on community storytelling, digital engagement and strategic promotion of local assets that range from historic sites to outdoor adventure opportunities.

At its first public reaction, Koziar shared her deep personal connection to Blair County, saying she is honoured to help “champion the places, people and experiences that make Blair County feel like home.” Her local roots and media experience are seen by county officials as valuable assets in positioning the region as a competitive destination in Pennsylvania’s broader travel ecosystem.

Blair Alliance President and CEO Steve McKnight described the selection process as rigorous, noting the need for a leader with strong communication skills, proven destination marketing experience and an intimate understanding of the region’s assets. According to McKnight, Koziar’s blend of local insight and media savvy made her the standout choice to spearhead Discover Blair County’s tourism initiatives.

A Strategic Pivot in Tourism Governance

The creation of Discover Blair County did not occur in isolation; it was the result of determined policy actions and community dialogue over the past year. In early 2025, the Blair County Commissioners voted to decertify Explore Altoona, the organization that previously served as the county’s tourism promotion agency under the Pennsylvania Tourism Promotion Act. Officials explained that differences in vision had emerged between Explore Altoona and local government priorities, particularly around expanding outdoor recreation promotion and leveraging county‑wide assets.

Under Pennsylvania’s Tourism Promotion Act, municipalities are permitted to levy a small percentage tax on hotel room stays—commonly called a “bed tax”—with a portion of those funds allocated for destination marketing. Blair County collects roughly $1.5 million in bed tax revenue annually, and about half of that amount is designated for use by the county’s tourism promotion agency. With Explore Altoona decertified, those funds were reallocated to support the newly certified Discover Blair County.

The unanimous vote by the commissioners to certify Discover Blair County as the county’s tourism promotion agency reflects a strategic shift toward a broader, more inclusive vision for destination marketing. The county’s decision included approving a memorandum of understanding between the government and the agency, outlining how it will operate, manage funds and represent Blair County under state tourism law.

Vision for the Future: Outdoor Recreation and Digital Marketing

Blair County’s renewed tourism strategy emphasises modern, asset‑driven promotion rooted in digital engagement. Public officials have signalled a strong interest in showcasing the region’s outdoor recreation infrastructure, trail networks, historical landmarks and cultural events, with the aim of attracting both day‑trip visitors and longer‑stay travellers.

This approach aligns with broader tourism trends favouring experiential travel—where visitors seek authentic experiences such as hiking mountain trails, exploring rail history sites or attending local festivals. Marshalling tourism growth around these experiences responds to rising traveler demand for meaningful and active visits, and promises to channel visitor spending into lodging, dining and local attractions across the county.

The digital‑first promotional approach that will be championed by Discover Blair County includes the development of strategic social media campaigns, compelling short‑form video content and curated storytelling that highlights Blair County’s unique identity as America’s First Frontier—a phrase rooted in the region’s frontier heritage and rugged landscapes.

Leadership with Local Roots and Communication Expertise

Koziar’s media background positions her to lead the agency’s storytelling efforts in innovative ways. As the host of a popular local lifestyle program and a seasoned multimedia journalist, she brings both narrative skill and visibility that can amplify Blair County’s tourism message across multiple platforms.

Her leadership will focus on strengthening partnerships with local businesses, hospitality venues, outdoor outfitters and cultural institutions. The goal is to convert local pride into visitor curiosity and to stimulate economic activity through heightened awareness of Blair County’s offerings.

Blair Alliance Board Chair Ron McConnell highlighted Koziar’s “deep knowledge base” of local destinations and experiences, underscoring the importance of effective communication in destination marketing. He and other community stakeholders view her appointment as a crucial step in connecting Blair County’s story to potential visitors in meaningful, engaging ways.

Community Impact and Economic Potential

The establishment of Discover Blair County and the selection of its first director represent more than a bureaucratic change—they signal a community’s commitment to elevating its tourism potential. Officials expect the agency’s work to produce a measurable increase in visitor interest, resulting in stronger economic performance for local businesses and hospitality partners.

Key to this strategy is leveraging the county’s trail systems, scenic drives, history‑rich districts and community events. Moreover, by aligning tourism promotion with outdoor recreation and heritage tourism, the agency aims to drive longer stays and expand visitor spending, which in turn supports job creation and strengthens the local economy.

Blair County’s tourism transformation arrives at a moment when travellers increasingly seek destinations that offer immersive experiences, natural beauty and authentic stories. Under Koziar’s leadership, Discover Blair County is poised to elevate the county’s profile on regional and national tourism platforms, and to attract visitors who may not have previously considered the area as a travel destination.

A New Era for Blair County Travel

As Blair County embraces a new era of tourism leadership and strategic marketing, the appointment of Morgan Koziar and the establishment of Discover Blair County set the tone for future growth. With a focus on digital outreach, community partnership and audience engagement, this new chapter promises to highlight the county’s distinctive identity and unlock fresh opportunities for economic vitality through travel and tourism.

Through collaboration, creativity and a shared vision for what Blair County can offer, this rejuvenated tourism effort seeks to bring the county’s rich stories and outdoor experiences to a wider audience. Residents and visitors alike will be watching closely as Discover Blair County begins its work under dynamic new leadership, shaping the next chapter of tourism success in this vibrant Pennsylvania community.

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