Ohio Revives 'Heart of It All' to Reclaim Midwest Tourism

Ohio Gov. Mike DeWine and Lt. Gov. Jon Husted kicked off Ohio Tourism Day in Cleveland this week by announcing the state's return to "Ohio, The Heart of it All" as its tourism campaign slogan, reviving branding that last promoted the state between 1984 and 2001.[1][2] The decision signals a deliberate pivot in how state leaders frame Ohio's economic draw, expanding beyond traditional tourism messaging to emphasize quality of life. "It is time for an update," DeWine said during the announcement.[2] "What we are promoting is more than a travel destination. We are promoting our great state holistically, not just tourism. We want people to come to Ohio, explore Ohio, and love our state as much as we do. We also want them to know this is a good place to live, work and raise a family."[2] The campaign targets residents in Ohio, Indiana, Michigan, Kentucky, Pennsylvania, and West Virginia—the geographic heart of the Midwest tourism market.[3] Ohio's tourism sector carries substantial economic weight: in 2019, the industry generated a record-breaking $48 billion in visitor spending, welcomed 226 million visitors into and within the state, and supported 431,000 Ohio jobs.[3] State tourism marketing efforts have grown accordingly, with the most recent major campaign representing an $8 million investment—the largest ever for the state's Ohio.Find It Here. brand at that time.[3] The messaging now emphasizes Ohio's diverse attractions: roller coasters in Cincinnati, cultural experiences in Zanesville, and natural beauty along Lake Erie shores.[3] By positioning Ohio as a destination for both short-term visitors and potential long-term residents, state leaders aim to capitalize on the Midwest's growing appeal as remote work and quality-of-life considerations reshape where Americans choose to settle.