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Historic Bethlehem Is Planning Its Next Chapter: You Can Help Write It
August 7th, 2026 | In The News
Two years after Historic Moravian Bethlehem was inscribed as part of the Moravian Church Settlements–Bethlehem UNESCO World Heritage Site, Historic Bethlehem Museums & Sites (HBMS) is asking the community a bigger question: what should the visitor experience look like 5 to 10 years from now?
That question comes at a moment of real momentum. Bethlehem was recently named one of the top 10 towns in the country to visit by CNN, and the World Heritage Tour has already drawn visitors from 24 states and five countries, with additional tours planned starting this fall.
To help plan for that growth, HBMS has selected PlaceEconomics, a firm with more than 30 years of experience studying how historic preservation shapes local economies, to conduct a community and economic impact study. The research, funded by HBMS and grants, will lay the groundwork for a master plan for Bethlehem’s historic district, focused on drawing travelers from across the nation and around the globe.
“This is the first step towards a master plan to create a world-class visitor experience in Bethlehem,” said Larry Eighmy, Chair of Strategic Planning for HBMS. “We want to determine how big we can be and how good we can be.”
Right now, visitors don’t always have an easy way to get oriented or move efficiently between historic sites. PlaceEconomics will study how the 20 acres and 20 historic buildings that HBMS cares for, including properties within the World Heritage Site, could be better connected. As part of this planning process, wayfinding, signage, walkways, transportation options, and amenities will all be addressed.
The focus on growing tourism also means evaluating infrastructure, both for the people who live and work in the city and those coming to visit. Parking, wear on sidewalks and streets, and restroom capacity will all be part of the planning conversation from day one, with input from city and transportation partners who understand these systems best.
“This is the first stage of an extensive process,” Eighmy said. “We’re committed to keeping the community involved every step of the way. Public input and coordination with city partners is vital and will help shape how we move forward. We’re working together to develop a solid roadmap that will provide opportunities to draw even more people to Bethlehem without placing undue strain on the infrastructure and amenities already in place.”
A community-driven process
PlaceEconomics will complete its research this fall, and HBMS will use the findings to issue a request for proposals for a firm to execute the master plan. To keep local voices at the table throughout, HBMS has formed a Master Planning Initiative Advisory Council, inviting representatives from more than 25 organizations across Bethlehem and the Lehigh Valley — including the City of Bethlehem, the Bethlehem Parking Authority, the World Heritage Site, Moravian University, Lehigh University, ArtsQuest, the Pennsylvania Tourism Office, and local and state legislators. Bringing together this diverse group will provide an important cross-section of civic, business, and preservation perspectives to help inform and support the entire planning process.
“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,” Eighmy said.
Once the community and economic impact study is complete, the results will be posted on Historic Bethlehem’s website, with community members invited to share their thoughts at [email protected]. A public forum will also be held as part of the planning process in the fall.
“Our goal is to make this entire planning process as inclusive as possible, which is why we’ve invited so many different groups to participate,” said HBMS President & CEO LoriAnn Wukitsch. “The input from our residents will also be very important as we all work together to transform the historic district into a globally recognized destination.”
