ROOST’s destination marketing efforts use data-driven strategies to connect the right visitors with the right places at the right times, strengthening the regional economy while supporting vibrant communities and residents’ quality of life.
Destination marketing is more than promotion. For ROOST, this work includes telling the region’s story, supporting local events and businesses, managing digital platforms, working with media, and guiding visitors toward experiences that benefit communities throughout the year. By highlighting the region’s diverse experiences and distributing visitation more evenly across seasons and places, we help ensure tourism remains a positive force for both visitors and residents. This work is driven by a data-informed strategy that allows us to adapt, optimize, and deliver measurable results.
According to NYS Tourism Economics.
Annual Leisure Travel Study 3-year average.
The 2026–2028 Destination Marketing and Management Plan serves as ROOST’s data-driven guiding framework for promoting tourism in a balanced, community-focused way. It provides clear direction while remaining flexible and responsive as conditions change. Informed by data analysis, staff expertise, stakeholder input, and ongoing resident sentiment research, the plan reflects a commitment to sustainable tourism that supports economic vitality while respecting local culture, the environment, and community resources.
The plan defines how ROOST advances regional marketing through coordinated storytelling, targeted campaigns, digital platforms, public relations, and visitor services. It establishes shared priorities, aligns efforts across regions, and enables ROOST to recalibrate strategies over time as community needs, market conditions, and opportunities evolve.
Learn more by exploring the full 2026–2028 Destination Marketing and Management Plan.
