When Gregg Caren took the reins as the President and CEO of the Philadelphia Convention and Visitors Bureau (PHLCVB), the world was essentially closed. It was June 2020. Most of us were figuring out how to use Zoom or bake sourdough, but Caren was stepping into a role where "business as usual" had vanished overnight. Imagine being the guy in charge of bringing crowds to a city when crowds were technically illegal.
Fast forward to today, and the vibe in Philly is completely different.
The city is currently bracing for 2026, which is shaping up to be the most intense year in Philadelphia's modern history. We’re talking about the FIFA World Cup, the MLB All-Star Game, and the 250th anniversary of the United States. Basically, if it’s a big deal, it’s happening here. Gregg Caren and the Philadelphia Convention and Visitors Bureau aren't just riding the wave; they’ve been the ones building the surfboard for the last few years.
Why Gregg Caren Inherited a Nightmare (and Fixed It)
Honestly, Caren didn’t just walk into a new job; he walked into a rescue mission. The hospitality industry in Philadelphia supports over 100,000 jobs. When conventions stop, hotels go quiet, and the ripple effect hits everyone from the guy driving a taxi to the family-run restaurant in Reading Terminal Market.
Caren wasn't a stranger to the mechanics of the city, though. Before he took the top spot at the PHLCVB, he spent over two decades at ASM Global. He knew the Pennsylvania Convention Center inside and out because his previous company actually operated it. That familiarity was a massive hedge against the chaos of the pandemic.
Instead of just waiting for things to "get back to normal," the bureau under his leadership started focusing on the long game. They didn’t just want to recover; they wanted to evolve.
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You’ve probably seen the headlines about Philadelphia becoming a "Life Sciences" hub. That’s not an accident. The PHLCVB has specific divisions like PHL Life Sciences and PHL Diversity that target very niche, high-value meetings. It’s a smart move. When you bring a massive medical conference to town, those attendees aren't just here for the history; they’re spending money on high-end dining and filling up hotel blocks during the middle of the week.
Breaking Down the 2026 Surge
If you live in Philly, you've heard people talking about 2026 like it’s the Super Bowl, but for an entire year. It’s a lot of pressure.
Gregg Caren has been vocal about the fact that 2026 isn't just about the games. It’s about the economic "tail" that follows. The bureau has already secured business representing more than $1 billion in projected economic impact through 2030. That’s a staggering number, but it’s backed by real bookings.
The Major 2026 Checklist:
- FIFA World Cup 2026: Six matches are coming to Lincoln Financial Field.
- MLB All-Star Game: Bringing the baseball world to Citizens Bank Park.
- America250: The official national celebration of the Semiquincentennial.
- PGA Championship: Taking place at the historic Aronimink Golf Club.
It’s easy to look at these as just "fun events," but from a business perspective, it’s a global audition. The Philadelphia Convention and Visitors Bureau is using 2026 to show international travelers that Philly is more than just a day trip from New York or D.C.
Actually, international travel is one of Caren’s big focus areas. Did you know Canada is Philly's largest international market? The PHLCVB recently launched a campaign called "You’ll Love It Here," specifically targeting Canadian travelers. They’re even using Canadian-born Philly residents to tell the story. It’s a clever bit of marketing that feels more authentic than a standard glossy travel brochure.
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What Most People Get Wrong About the PHLCVB
People often confuse the PHLCVB with "Visit Philadelphia." It’s a common mix-up.
Basically, Visit Philadelphia handles the leisure side—the "hey, come here for a weekend and see the Liberty Bell" crowd. The PHLCVB, led by Caren, is the heavy lifter for the group business and international markets. They are the ones talking to meeting planners who control thousands of room nights.
If a 5,000-person tech convention chooses Philly over Chicago, that’s usually the work of Caren’s team.
There's also a huge emphasis on DEI (Diversity, Equity, and Inclusion) that doesn't always get the spotlight it deserves. PHL Diversity was actually one of the first divisions of its kind in the country. They work to make sure that the economic benefits of tourism actually reach the diverse neighborhoods that make Philly what it is. Caren has been pretty firm on the idea that if the hospitality industry isn't inclusive, it isn't sustainable.
The Michelin Effect
One of the coolest things to happen recently under this leadership was the arrival of the MICHELIN Guide.
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For a long time, Philly foodies felt snubbed. We knew the food was world-class, but getting that official stamp of approval from Michelin changes the game for international "foodie" tourism. Caren and the bureau didn't just celebrate the stars; they used the moment to partner with Philabundance.
They’re connecting recognized chefs with the Philabundance Community Kitchen to create job pathways. It’s a "business with a heart" approach that feels very on-brand for the City of Brotherly Love.
Looking Forward: Beyond the Hype
The big question is: what happens in 2027?
Gregg Caren has addressed this by focusing on "stability of impact." The goal is to use the spotlight of 2026 to fill the pipeline for the next decade. It's about infrastructure, too. The renovations at Philadelphia International Airport and the constant upgrades to the Convention Center are all part of this larger machine.
Is everything perfect? Of course not. The industry still faces hurdles with rising costs and the shifting nature of how people work and meet. But having a guy at the helm who transitioned from managing venues to selling the whole city has given Philly a bit of an edge.
Actionable Takeaways for Local Businesses and Planners:
- Prep for the 2026 Wave: If you own a business, start thinking about your international "readiness" now. That means everything from multi-language menus to accepting international payment methods.
- Leverage the Bureau’s Resources: If you’re planning an event, don't ignore the PHLCVB's business divisions. They have data and connections that can save you a ton of money and headache.
- Watch the International Market: Keep an eye on the new flight routes coming into PHL. Where the planes come from, the tourists follow.
Gregg Caren and the Philadelphia Convention and Visitors Bureau have managed to turn a period of total industry collapse into a launchpad. Whether or not you’re a fan of big crowds, the economic engine they’re building is going to be felt in this city for a long time.
To stay ahead of the curve, you should regularly check the PHLCVB’s annual reports and outlook briefings. They provide the most accurate data on upcoming city-wide "blackout dates" where hotel rooms will be at a premium, allowing you to plan your own business or travel accordingly.