The Chester County Tourism Board of Directors is proud to announce the selection of Alicia M. Richie, CDME, as the new Executive Director of Chester County Tourism, Brandywine Valley.
A Certified Destination Management Executive (CDME)—the highest professional credential in the destination marketing industry—Richie brings a distinguished record of senior leadership across some of the most recognized tourism organizations in the northeastern United States.
A Proven Track Record in Tourism Leadership
Throughout her career, Richie has held senior executive positions across major regional tourism hubs, including:
-
Finger Lakes Visitors Connection (Current President and CEO)
-
New Jersey Division of Travel and Tourism
-
Discover Lehigh Valley
-
Visit Philadelphia
-
Kalahari Resorts & Conventions
-
Pocono Mountains Visitors Bureau
In these roles, she has led destination branding, tourism marketing, public relations, and visitor experience initiatives for major tourism destinations, including statewide campaigns and planning efforts tied to the FIFA World Cup 2026 and America 250.
Chester County Tourism Board Chair, Nick D’Addezio (Vice President, Marketing and Communications at Longwood Gardens), led the search committee.
“After an exhaustive selection process with many outstanding candidates, the committee was united on choosing Alicia M. Richie,” said D’Addezio. “Her wealth of knowledge and experience, professionalism, drive, and passion for the region, drove our decision. We are confident that Chester County Tourism will thrive under her leadership.”
Vision for the Brandywine Valley & Equestrian Heritage
Richie expressed her enthusiasm for the new role and her vision for promoting the region’s diverse assets.
“I am thrilled to join Chester County Tourism and to help advance the Brandywine Valley as a premier destination,” said Richie. “This region has a remarkable story to tell with rich history, world-class gardens, vibrant culinary experiences, and stunning natural landscapes.”
An avid supporter of the equine community, Richie is particularly eager to highlight the county’s deep roots in horse country.
“As someone who deeply appreciates the equestrian world, I am especially excited to champion Chester County’s exceptional horse country heritage. From its iconic steeplechase events and polo grounds to its network of fox hunting trails, world-class eventing facilities and training centers, and highly coveted equestrian grounds such as Devon, Plantation Fields, and Radnor Hunt, all working together to make this region truly one of a kind. I look forward to partnering with the board, community stakeholders, and the talented Chester County Tourism team to build on the exceptional foundation that has been established here.”
Honoring a Legacy of Success
Richie will succeed Susan Hamley, who is retiring after more than 12 years of dedicated service to Chester County Tourism.
“While we are incredibly excited to welcome Alicia, the entire board is deeply grateful for everything Susan has accomplished,” D’Addezio added. “In over a decade of leadership, she has elevated tourism across the region, launched new programs and visitor experiences, and built and mentored an exceptional team. Her impact will be felt for many years to come.”
The Economic Impact of Chester County Tourism
Richie steps into the leadership role at a pivotal, high-stakes moment for the regional economy:
-
$1.9 Billion: Total annual economic impact generated by tourism in Chester County.
-
$870.5 Million: Direct visitor spending in Chester County, according to the 2024 Tourism Economic Impact report by Tourism Economics (an Oxford Economics Company).
-
Millions of Visitors: Drawn annually to world-renowned attractions like Longwood Gardens and the storied landscapes of the Brandywine Valley.
The robust tourism sector sustains thousands of hospitality and recreation jobs and drives vital tax revenue that supports communities throughout the county.
Alicia M. Richie will officially join the Chester County Tourism team on August 24, 2026.
About Chester County Tourism
Chester County Tourism (CCT) is a not-for-profit, independent agency that serves as the official Tourism Promotion Agency (TPA) for Chester County. Created in 1963, CCT is responsible for marketing Chester County and the Brandywine Valley to individual leisure travelers, motor coach and group tour operators, meeting planners and travel writers.
CCT maintains the Chester County Welcome Center in the Historic Chester County Courthouse, located at 21 W. Market St. Suite 111, West Chester, PA. The Center is open daily to welcome guests.
