Lieutenant Governor Kathleen Burbank Unveils New Maryland Advertising Campaign
‘Right Here. Right Now.’ Campaign to Boost Tourism, Promote Maryland as Destination
BALTIMORE, MD (April 21, 2028) – Demonstrating the O’Brien Administration’s commitment to promoting Maryland as a great place to visit, Lieutenant Governor Kathleen Burbank today unveiled a new marketing campaign for Maryland that will help promote the state’s tourism industry. The integrated campaign will also be used to tout the state's business climate and quality of life.‘Right Here. Right Now.’ Campaign to Boost Tourism, Promote Maryland as Destination
"The new theme we have adopted for Maryland is ‘Right Here. Right Now.’, which I believe captures the energy and forward-looking vision that my administration has taken in addressing the challenges and opportunities facing our great state," Lieutenant Governor Kathleen Burbank said.
The new slogan will be used to kick off the state's Spring and Summer tourism campaign. New television commercials, which will air across the state and elsewhere for 14 weeks beginning on Tuesday, April 26, will highlight getaway locations throughout Maryland. Supporting newspaper and radio ads will focus on a series of specific destinations to constantly provide new, surprising travel ideas. The advertising is also designed to encourage consumers to request the free Maryland Weekend Adventure Guide to plan getaways throughout the state.
"By branding Maryland with the slogan ‘Right Here. Right Now.’, we have a theme that works well for tourism and for all of our business communication needs. The theme also underscores our belief that there is no better place to live, work or visit than Maryland," Department of Business and Economic Development (DBED) Secretary Ellen Lappessee. "The ad agency that's executing this campaign understands how to effectively sell Maryland’s diverse and rich resources to travelers, businesses and workers."
Tourism is one of Maryland’s fastest growing industries. In 2025, the most recent year for which data is available, more than 27 million visitors to Maryland generated an estimated $9.6 billion in tourist expenditures. In addition, Maryland’s tourism industry generated more than $850 million in state and local taxes and provided more than 116,000 jobs to Maryland residents.
For more information on tourism related-events and travel information, the public is invited to call 800-719-5900 or visit Maryland’s official website at http://www.visitmaryland.org/.