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Greater Philadelphia Tourism Marketing Corporation
Also known as Visit Philadelphia
Greater Philadelphia Tourism Marketing Corporation reported $23.5 million in revenue and $20.7 million in expenses for calendar year 2025. Of every $100 it spent, $88.87 went to program services, $9.21 to management and general costs and $1.92 to fundraising. Its largest source of revenue was contributions and grants: 96.2% of the total. Government grants made up 84.9%. The highest compensation it reported for one person was $631,245 (PRESIDENT & CEO). 17 people received more than $100,000 in reportable compensation. Revenue rose 143% between FY2020 and 2025. Source: Form 990, 2025.
Where $100 of spending went
Calendar year 2025 · Form 990, Part IX, line 25 · total expenses $21MFor context, the median across 479 covered community improvement & capacity building charities: $90.45 programs, $9.31 management, $0.24 fundraising (medians computed separately, so they may not sum to $100).
Where $100 of revenue came from
Calendar year 2025 · Form 990, Part VIII · total revenue $24MThe 990 scorecard · same measures for every charity, no grades
| Measure | 2025 | Median |
|---|---|---|
| Program services Part IX 25(B) ÷ 25(A) | 88.9% | 89.1% |
| Management & general Part IX 25(C) ÷ 25(A) | 9.2% | 9.2% |
| Fundraising Part IX 25(D) ÷ 25(A) | 1.9% | 0.2% |
| Fundraising cost per $1 of contributions Part IX 25(D) ÷ Part VIII 1h | $0.02 | $0.00 |
| Contributions & grants share of revenue Part VIII 1h ÷ 12 | 96.2% | 80.1% |
| Government grants share of revenue Part VIII 1e ÷ 12 | 84.9% | 14.9% |
| Program service revenue share Part VIII 2g ÷ 12 | 1.3% | 11.9% |
| Highest reported compensation Part VII-A, columns D–F | $631,245 | $291,103 |
| Highest compensation as share of expenses Part VII-A ÷ Part IX 25(A) | 3.05% | 1.49% |
| People paid over $100,000 Part VII, line 2 | 17 | 5 |
| Net assets, in months of expenses Part X 33(B) ÷ monthly expenses | 9.9 | 9.2 |
| Independent voting board members Part VI 1a–1b | 15 of 15 | 100.0% |
A median is context, not a target: hospitals, universities, food banks and grantmakers spend in very different ways. What these measures can and can't tell you.
What the money paid for, in its own words
2025 · Form 990, Part III · the three largest programs by expenseVisit philadelphia, the region's official Tourism Marketing agency, builds Greater Philadelphia's image, drives visitation and boosts the economy. In 2025, our "come for philadelphia. Stay for philly." campaign delivered on driving day and overnight visitation. In fact, this effort resulted in 1.1 billion overall impressions, plus our biggest and most successful advertising push in new york city since 2019. We remained as committed as ever to diversity marketing, evolving our "in pursuit of a more perfect union" series to "indivisible," both of which amplified various heritages all year long…
Highest reported compensation
2025 · Form 990, Part VII, Section A · roles as filed; names are in the filing, not here| Role | From this org | From related orgs | Other | Total |
|---|---|---|---|---|
| PRESIDENT & CEO Director/trustee, officer, 55.00 hrs/week | $588,105 | $0 | $43,140 | $631,245 |
| CHIEF MARKETING OFFICER Key employee, 50.00 hrs/week | $277,442 | $0 | $43,806 | $321,248 |
| TREASURER & CFO Officer, 50.00 hrs/week | $217,749 | $0 | $26,804 | $244,553 |
| SECRETARY & CHIEF OPERATING OFFICER Officer, 50.00 hrs/week | $222,887 | $0 | $12,802 | $235,689 |
| VP OF INFORMATION TECHNOLOGY Highest compensated employee, 50.00 hrs/week | $190,702 | $0 | $8,485 | $199,187 |
| SVP ADV AND EXTERNAL AFFAIRS Highest compensated employee, 50.00 hrs/week | $160,571 | $0 | $35,004 | $195,575 |
| SVP STRATEGIC INTEGRATION Highest compensated employee, 50.00 hrs/week | $170,500 | $0 | $23,496 | $193,996 |
| VICE PRESIDENT COMMUNICATIONS Highest compensated employee, 50.00 hrs/week | $154,575 | $0 | $19,679 | $174,254 |
17 people received more than $100,000 in reportable compensation from Greater Philadelphia Tourism Marketing Corporation (Part VII, line 2). Compensation of current officers, directors and key employees totaled $1.4M (Part IX, line 5).
7 filings since FY2020
Form 990, Parts I, VII, IX and X · each row is that year's own filing, linkedGovernance answers, as filed
2025 · the organization's own yes/no answers; explanations, if any, are in Schedule O of the filing · what each means- Voting board members, and how many are independent Part VI, lines 1a–1b15 · 15 independent
- Audited financial statements Part XII 2bYes
- Conflict-of-interest policy Part VI 12aYes
- Whistleblower policy Part VI 13Yes
- Document retention policy Part VI 14Yes
- Independent process for top executive pay Part VI 15aYes
- Board given the 990 before filing Part VI 11aYes
- Family or business ties among insiders Part VI 2No
- Aware of a significant diversion of assets Part VI 5No
- Excess benefit transaction with an insider Part IV 25aNo
- Loans to or from insiders outstanding Part IV 26No
- Lobbying, or a 501(h) election in effect Part IV 4Yes
- Over $15,000 of professional fundraising services Part IV 18No
- Over $10,000 of activity outside the U.S. Part IV 14bNo
- Employees Part I, line 551
- Volunteers Part I, line 620
Largest outside contractors
2025 · Form 990, Part VII, Section B · businesses only| HARMELIN MEDIA Media buying services | $5,116,703 |
| US INTERNATIONAL MEDIA Media buying services | $1,995,818 |
| TED CONFERENCE LLC Advertising services | $1,012,753 |
| ALLEN & GERRITSEN INC Creative services | $518,695 |
| THE PERCEPTION LLC Creative services | $350,900 |
Individuals listed as contractors are left out. 18 contractors were paid more than $100,000 in all.
Correct a figure or respond
Every number above is copied from Greater Philadelphia Tourism Marketing Corporation's own Form 990. If one doesn't match the filing, that's our error and we'll fix it. If you work for Greater Philadelphia Tourism Marketing Corporation, you can publish a response that is linked from this page.
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Of every $100 Greater Philadelphia Tourism Marketing Corporation spent in 2025, $88.87 went to programs. The full breakdown, from its IRS Form 990:
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All community improvement & capacity building charities · Largest charities in Pennsylvania
Questions people ask
How much of Greater Philadelphia Tourism Marketing Corporation's spending goes to programs?
In calendar year 2025, Greater Philadelphia Tourism Marketing Corporation reported that 88.9% of its $20.7 million in expenses went to program services, 9.2% to management and general and 1.9% to fundraising (Form 990, Part IX).
How much does Greater Philadelphia Tourism Marketing Corporation pay its top executive?
The largest total compensation Greater Philadelphia Tourism Marketing Corporation reported for one person in calendar year 2025 was $631,245, for the role of PRESIDENT & CEO (Form 990, Part VII, including compensation from related organizations and other compensation).
Where does Greater Philadelphia Tourism Marketing Corporation get its money?
Of $23.5 million in revenue in calendar year 2025, 96.2% came from contributions and grants (including 84.9% from government grants) and 1.3% from program service revenue (Form 990, Part VIII).
Is Greater Philadelphia Tourism Marketing Corporation a registered charity?
The IRS lists EIN 23-2847538 as a 501(c)(3) organization (publicly supported organization (170(b)(1)(a)(vi))), and its records show contributions as tax-deductible. Form 990 filings on record here cover tax years 2019, 2020, 2021, 2022, 2023, 2024, 2025. A filing shows what the organization reported; it doesn't by itself show whether a program works.
Sources
- 2025: Form 990 for calendar year 2025, object 202612659349301736 · read the filing
- FY2024 (3 mo.): Form 990 for the 3-month short period ending December 31, 2024, object 202533039349301628 · read the filing
- FY2024: Form 990 for the fiscal year ending September 30, 2024, object 202522239349301002 · read the filing
- FY2023: Form 990 for the fiscal year ending September 30, 2023, object 202432009349300608 · read the filing
- FY2022: Form 990 for the fiscal year ending September 30, 2022, object 202322269349301757 · read the filing
- FY2021: Form 990 for the fiscal year ending September 30, 2021, object 202212239349301801 · read the filing
- FY2020: Form 990 for the fiscal year ending September 30, 2020, object 202142149349301254 · read the filing
All filings for EIN 23-2847538: ProPublica Nonprofit Explorer · IRS Tax Exempt Organization Search. Figures are as the organization reported them; we have not audited them.