Summer Toolkit
Everything you need to promote summer in the region lives here.
Summer Promotional Tools
The Adirondacks have long been a place to escape summer, and we’re proud to be known as the birthplace of the American vacation. That legacy continues today in the lived experience of our visitors: early mornings on glassy lakes, afternoons on shaded trails, or discovering small-town shops, with evenings filled with live music, community events, or a quiet meal after a full day. Days unfold naturally between adventure and ease, with time and space to unwind, disconnect, and reconnect.
As we prepare for summer, we invite you, our tourism partners, to help bring this experience to life. Whether you offer outdoor adventure, welcoming places to stay, great food, unique shops, or memorable moments, you play a vital role in shaping how visitors experience the Adirondacks. To help you share your story this season, we’ve gathered some tools and resources below.
Business Checklist: Get Summer-Ready
Summer is peak season in the Adirondacks and a key time to drive revenue, visibility, and repeat visitation. Make sure your business is optimized, discoverable, and aligned with what travelers are actively seeking. Use this checklist to help prepare:
Refresh Your Listings
Make sure your listing also reflects what makes you stand apart. Swap out your winter and spring imagery for bright summer visuals—lakes, paddling, hiking, patios, live music, family activities, relaxing spots, and sunset views. Summer imagery should feel inviting and full of possibility.
Action: Contact Crystal Lyons at crystal@roostadk.com to update your listings with fresh summer photos and current information.
- Highlight what’s new or seasonal (menus, unique inventory, events, experiences)
- Confirm amenities and features (indoor/outdoor seating, AC, waterfront access, family-friendly options, accessibility)
- Ensure booking, reservation, or contact links are up to date
Review and Update Your Business Hours
Visitors rely heavily on Google and mobile search while they’re in-market. If your hours are wrong, you’re losing business.
Action: Audit and update your hours across all platforms, especially Google.
- Keep your Google Business Profile hours current, including holidays and event days
- Clearly communicate kitchen hours, last seating, or tour times
- Reflect rainy-day or weather-dependent adjustments
- Highlight extended hours where applicable
Resource: How to update Google Business Profile hours.
Promote Your Spring Events & Offers
From summer festivals and outdoor live music to guided adventures and family-friendly packages, summer is packed with reasons to visit. Make sure your offerings are visible and inviting.
Action: Add your events and submit your packages and promotions for FREE to be included in our summer marketing efforts.
- Are you doing something special at your business for America 250? If so, be sure to take advantage of our ADK Celebrates USA 250 Toolkit.
Plan Your Summer Social Media
Use social media to capture the vibrancy of summer at your business and show visitors how you fit into their Adirondack story. Help answer the question: why stop or stay here? And what will they experience when they do?
Showcase what draws people in, and connect it to how your business fits naturally into part of their Adirondack experience. Visitors build itineraries, not single stops, so when we tell a more connected story together, we all benefit.
- Lake life, swimming, boating, paddling, and waterfront relaxation
- Relaxed outdoor dining, signature dishes with local flavors, and refreshing drinks
- Live music, farmers' markets, events, and lively atmosphere
- Shopping, browsing, and unique in-store experiences
- Family-friendly moments and group experiences
- Tranquil moments, sunrises, golden hour, and sunsets
Action: Use the images and links below to expand your story, link to your region’s summer landing pages to support trip planning, and collaborate with regional channels to amplify your reach. If there are additional photos you need, reach out to your regional representative today.
Summer Resources Across Our Regions
Access resources to support your summer marketing, including destination landing pages with trip ideas and itineraries, seasonal image libraries for your use, and easy ways to submit your events, packages, and business updates for promotion.
Lake Placid
Set among New York’s highest mountains, this region pairs world-class outdoor recreation with a vibrant Olympic legacy and walkable village life. It’s a place to invent your own perfect day, blending adventure, culture, and iconic Adirondack scenery.
Saranac Lake
Decidedly different and creatively driven, Saranac Lake combines authentic Adirondack character with a lively arts and culture scene. Waterways, trails, and a vibrant downtown make it a hub for connection, creativity, and exploration.
Tupper Lake
Tupper Lake is a place to connect with people, nature, and discovery. Known for dark skies, family-friendly adventures, and hands-on learning, it invites visitors to explore at their own pace and stay a little longer.
Experience Our Adirondacks
Hamilton County offers a timeless Adirondack experience defined by vast wilderness, pristine waterways, and authentic small towns. It’s a place for big outdoor adventures, rich history, and meaningful connections to nature and community.
Adirondack Hub
The Adirondack Hub is a natural launch point for exploration, connecting lakes, mountains, and historic small towns. With easy access to outdoor recreation and classic Main Streets, it blends nostalgic charm with year-round adventure.
Lake Champlain Region
Where the Adirondack Mountains meet Lake Champlain, this region offers open spaces, legendary landscapes, and a relaxed pace. Outdoor recreation, agritourism, and deep historical roots come together in welcoming lakeside communities.
Whiteface Region
Centered around Whiteface Mountain and the Ausable River Valley, the Whiteface Region offers close-to-nature adventure in every season. From alpine sports to biking, fishing, and family-friendly attractions, everything here feels just a step away.
Summer Travel Insights
Here are key dates and timely opportunities to help you plan ahead and make the most of peak summer travel moments across the Adirondacks.
2026 summer travel trends
We’re closely tracking a set of emerging, data-backed travel trends to ensure the Adirondacks are positioned in line with how and why people are choosing to travel in 2026. These insights are actively shaping how we market the region, align experiences, and connect with evolving visitor interests:
- The Adirondacks are well-positioned for 2026 travel. Early travel trends show a continued shift toward simpler, healthier, and less crowded experiences. Travelers are spending more time in one place and looking for authentic connections with local communities. In the Adirondacks, this presents the opportunity for visitors to explore multiple towns, connect with nature, enjoy our dark skies, experience local culture, and discover farms, food, and craft beverages along the way. Source: Why Slow Travel Is Set to Become 2026’s Biggest Vacation Trend
- "Hushpitality" is a fun word representing a real trend. The #1 motivator for leisure travel in 2026 is "to rest and recharge" (56%), with spending time in nature close behind (37%). Source: Hilton 2026 Trends Report
- Authentic experiences still win. 76% of luxury travelers rank unique experiences above lodging amenities, and 82% of Millennial and Gen X travelers would rather spend on experiences than lodging upgrades. Source: Why Authentic Connections Are the New Luxury in Travel
- Interested in more? Visit page 24 of our Destination Marketing & Management Plan for more trends to watch.
Be sure to check back as more info will be added regularly.
Early summer dates & opportunities to have on your radar
Looking ahead, here are key dates and opportunities to keep on your radar as you plan for the upcoming season. These moments present strong opportunities to align promotions, packages, and experiences with expected visitor demand:
- Great Adirondack Garage Sale: May 22–24. This event draws bargain hunters across the Adirondacks. Businesses can participate in sidewalk sales or inventory clear-outs alongside traditional garage and yard sales hosted by residents. Sign up.
- Memorial Day Weekend: May 23–25. Summer kickoff for lakes, hiking, and paddling; feature three-night stay deals, boat/gear rentals, event calendars, and clear parking/Leave No Trace tips to manage peak demand.
- Americade Motorcycle Rally: May 27–30. Just south of the Adirondacks in Lake George, Americade draws thousands of touring riders, making it a prime opportunity to extend stays north into the ADK. Promote scenic ride itineraries, bike-friendly lodging & restaurants, and authentic stops (coffee, taverns, breweries, short experiences).
- Juneteenth & Father’s Day Weekend: Jun 19–21. A meaningful family weekend; pair history and culture with paddling or fishing, sunrise coffee hikes, and museum passes.
- Path Through History Weekend: June 20–21. Statewide weekend highlighting New York’s heritage through tours, exhibits, and cultural experiences. To participate, contact your ROOST representative.
- NYS Free Fishing Weekend: June 27–28. Residents and visitors can fish without a license during New York’s Free Fishing Days. All other fishing regulations apply.
- America 250: July 4, 2026. As the nation marks the 250th anniversary of the signing of the Declaration of Independence, travel interest for extended Independence Day getaways is expected to rise. Take advantage of our ADK Celebrates USA toolkit and our dedicated 250th Insider to help plan your Independence Day.
Summer Canadian holidays
NOTE: See the full Canadian Toolkit for more insights
- Victoria Day (Canada) / National Patriots’ Day (QC): May 18. Canada’s early-summer long weekend; push fishing openers, early paddling, and 3-night cottage stays; add border-crossing tips and Leave No Trace reminders.
- St-Jean-Baptiste Day (QC): June 24. A major cultural holiday in Québec that often extends into a long-weekend getaway. Target drive-market visitors, including repeat guests, mountain lovers, and outdoor-focused travelers, by emphasizing proximity, ease of access, and beat-the-crowds messaging. Promote midweek escapes, nature-based itineraries.
- Canada Day: Wednesday, July 1. While Canada Day may not drive travel to the U.S., it presents a strong opportunity to stay top of mind with targeted outreach to our audience north of the border.
- 2026 Quebéc Construction Holiday: July 19–August 1. A province-wide vacation period when construction shuts down, and nearly 28% of Quebéc residents are off. One of the biggest summer travel windows; promote extended stays, family-friendly experiences (including multi-generational), and midweek stays to capture longer trips.
- Civic Holiday (Not QC): Monday, August 3. The Civic Holiday is celebrated on the first Monday in August across much of Canada, creating a long summer weekend. While it is not a nationwide statutory holiday, it is widely observed in Ontario.
Upcoming Regional Events Highlights
Get a quick, printable snapshot of major events across the region with the Adirondacks, USA Insider PDF. Updated daily, it highlights what’s happening over the next two weeks—perfect for welcome desks and guest rooms.
