COLUMBUS — State Representative Melanie Miller (R-Ashland) unveiled a new statewide program this week aimed at promoting tourism opportunities across Ohio.
Miller, who serves as chair of the House Arts, Athletics, and Tourism Committee, announced the introduction of legislation — House Bill 732. If signed into law it would create the new program — which is being called the “Ohio, The Heart of It All Pass.”
The statewide initiative aims to allow Ohioans and visitors to the state a “unique opportunity to enjoy more of Ohio’s thriving tourism industry,” according to a press release issued Wednesday from Miller’s office.
The announcement was made Tuesday afternoon during a press conference in the Harding Press Room at the Ohio Statehouse. It was also livestreamed via The Ohio Channel.
Joining Miller during the press conference was Matt MacLaren, director of travel and tourism policy for the Ohio Chamber of Commerce and Donna Collins, executive director of the Ohio Arts Council.
Todd Kleismit, executive director of the America 250-Ohio Commission, also supported the measure.
“This legislation is about showcasing the very best of who we are as a state. The ‘Ohio, The Heart of It All’ Pass Program will make it easier for families to explore our communities, support our small businesses, and experience the rich history, culture, and recreation that define Ohio,” Miller said.
“By investing in tourism, we are investing in economic growth, workforce development, and the long-term vitality of communities across our state.”
What will the pass offer to Ohioans and visitors?
House Bill 732 creates a promotional pass offered by participating partners, and administered by TourismOhio, that will be available for purchase by Ohio residents and visitors.
Miller said the pass will be available to Ohio residents for free during 2026, with validity extending into 2027. The price of the pass moving forward will be determined by TourismOhio, but Ohioans can expect to receive a discounted rate.
“We certainly would like the pass to be affordable to Ohioans and I think it’s only fair that it’s a little higher cost for out-of-staters,” Miller said.
Passholders will be able to visit participating attractions, activities and destinations around the state. Entities that apply and are approved to participate in the program by TourismOhio will offer things like special discounts, unique experiences and promotional gifts as part of the pass program.
Those special discounts, unique experiences or promotional gifts would all be determined and set by the participating partner and not TourismOhio, Miller said.
There currently is no set limit to how many participating partners can join the pass per county, she said. However, the desire is for applicants to be Ohio-based businesses or organizations.
MacLaren mentioned entities such as COSI, the Toledo Museum of Art, Cedar Point and the Rock & Roll Hall of Fame as places that will have the opportunity to be a part of the pass.
“We see it as a great way to promote Ohio’s quality of life, to help connect Ohio residents to their local attractions and to help keep Ohio’s population growing,” he said.
Collins said the initiative is less about discounts and more about “opening doors.”
The pass creates a simple, accessible way for Ohioans and visitors to fully engage with extraordinary assets already present in the state, she said.
“The ‘Ohio, The Heart of It All Pass’ creates a unified invitation. Come, explore, participate and belong,” Collins said.
Visitors to Ohio in 2024 generated $57 billion in visitor spending
In 2024, visitors to Ohio generated $57 billion in visitor spending, plus indirect business sales driven by 242 million visits, according to the release. These visits generated $4.7 billion in state and local taxes, reducing the burden on community residents by helping to fund infrastructure, education, health, and safety services.
According to the release, 67 percent of individuals report having visited their eventual hometown as a leisure visitor prior to moving there — highlighting the broader economic and workforce benefits of investing in tourism promotion.
HB 732 also establishes the “Ohio, The Heart of It All Pass Fund” within the state treasury.
Revenues from pass sales, along with gifts, grants, and other contributions, would be used by TourismOhio to administer the program and promote tourism statewide, ensuring transparency and accountability in how funds are managed, the release said.
HB 732 will now be assigned to a House committee, according to the release.
Miller said she would like to see the pass available by July 4, which marks the 250th birthday of the United States of America.