Visit Syracuse Annual Report 2025
Who We Are
As Onondaga County’s official tourism promotion agency, Visit Syracuse plays a crucial role in driving direct visitor spending in a $1.2 billion-dollar local tourism economy.*
OUR MISSION
The Visit Syracuse mission is to showcase the beauty, historic charm, diverse cultural richness, four distinctly inviting seasons, and alluring array of events and festivals that define our region, inspiring visitors to create memorable experiences while providing quality of life benefits for our residents. Our core values are To perform effectively by adhering to guiding principles of equity, authenticity, and excellence.
OUR VISION
As a community leader through our promotions and partnerships, we continuously aim to stimulate economic vitality for our stakeholders and create a prosperous future for our community through consistent growth and development of tourism, conventions and special events. Through the Visit Syracuse Film Office, we work to promote, develop, and increase the area’s film and television production positioning Syracuse, Onondaga County and the Central New York Region as a key player in the entertainment and film industry.
* Source: Empire State Development, I LOVE NEW YORK & Tourism Economics
ABOUT OUR ORGANIZATION
Visit Syracuse plays a critical role in Onondaga County’s economic development strategy through its focus to grow the area’s business of leisure tourism, meetings & conventions, sporting & special events and film/television production. We are designated as Onondaga County’s official Tourism Promotion Agency (TPA) via our direct collaboration with Empire State Development and the “I Love NY” program.
An abundance of fabulous restaurants, first-class arts and cultural experiences and top-notch attractions await all visitors to the region, and the dedicated team of professionals at Visit Syracuse continuously promotes all four seasons through marketing campaigns, brand development, media relations, and more. We have the data and the resources to identify, capture, target and retarget a wide scope of potential visitors as we invite them to come enjoy and explore Syracuse, Onondaga County and Central New York, a great place to live, work, play and visit.
History
Visit Syracuse was established in 1919 to promote the Greater Syracuse area as a convention and leisure destination. Known initially as the City Club of Syracuse, which merged with the Syracuse Chamber of Commerce in 1918, the organization was officially designated as the Syracuse Convention & Visitors Bureau in November 1919. In 2015, the name was shortened to Visit Syracuse, for marketing purposes. No matter which name we go by, we have the distinction of being the first officially designated CVB organization in New York State.
Hosting conferences, conventions and more
Meeting and event planners, along with their attendees, appreciate the accessibility of our destination at the crossroads of two major Interstate Highways, within a short four-hour drive of 10 major North American markets (home to about 80 million people.) Easy access via AMTRAK, as well as continued expansion of incoming flights to Syracuse’s Hancock International Airport, further solidifies our ability to serve as a host destination for a variety of meetings and events. Planners work closely with the Visit Syracuse sales and services team to review our selection of facilities and venues alongside an array of accommodations to fit any style and budget, setting the stage for the Central New York Region to host a variety of state, regional and national meetings, and events.
Bringing Film Production to Syracuse
The Visit Syracuse Film Office works to promote, develop, and increase film & television production in the Central New York Region. Utilizing state and local tax and rebate incentives, initiating local crew training programs, assisting with permits, and connecting filmmakers with area businesses are just a few examples of ensuring success. Having worked on dozens of films, with many more in development, the film office is constantly striving to make the Syracuse area a staple in the entertainment and film industry.
A letter from the President and CEO
As we reflect on an incredible year of growth and success, 2024 stands as a testament to our region’s momentum— breaking records, driving economic impact, and setting the stage for an even brighter future. 2024 visitor spending is on track to exceed $1.3 billion, once again setting new benchmarks and reinforcing our region’s status as a leading destination in New York State.
2024 brought with it the highly anticipated Solar Eclipse where Syracuse took center stage. Promotional preparations began two years in advance with a creative plan to market our premium location within the Path of Totality. The event drew unprecedented crowds, filling hotels, restaurants and attractions, resulting in millions in visitor spending. Nothing reinforced that more than Bloomberg News reporting that the Syracuse area generated the highest economic impact in the nation, leading year-over-year foot traffic growth within the Path of Totality. While this once-in-a-lifetime celestial phenomenon captivated spectators it served to reinforce our growing reputation as a welcoming top-tier destination for tourism and economic activity.
Visit Syracuse Film continued its remarkable growth, driving over $30 million in production revenue across Onondaga County. Film production is more than just storytelling—it’s a powerful economic engine that fuels local businesses, creates jobs, and puts our region on the map. The extended stays of production crews, the local landmarks that turn into must-visit visitor destinations, and the recent addition of cutting-edge film infrastructure projects clearly demonstrate that the film industry is becoming an essential driver of our economic success.
In the face of a rapidly evolving convention center district, our convention sales team continues to deliver exceptional results. Surpassing all booking goals, their 2024 efforts secured definite bookings with an economic impact exceeding $39 million. Success in an increasingly competitive landscape requires more than just expertise, it demands dedication, innovation, and an unyielding commitment to excellence. Our team embodies these qualities, while reinforcing our region’s status as a solid destination for conventions and events.
Our world-class marketing team has delivered outstanding results, achieving a 60% increase in engagement across all platforms, a 13% rise in followers, and a staggering 112% boost in Instagram video views, surpassing 1.3 million. Their creativity, dedication, and strategic vision have significantly elevated our online presence, setting a new standard for digital marketing excellence. Additionally, a 44% increase in website pageviews in just one year is an impressive achievement, reflecting the growing interest and engagement with our content. This surge highlights the effectiveness of our digital strategies and the expanding reach of our brand, positioning us for continued success in the year ahead.
Local festivals, particularly the NYS Rhythm and Blues Festival and the Syracuse International Jazz Fest, experienced impressive growth, thanks in large part to successful cooperative marketing efforts, expanding outreach to attract fans from near and far - including as far as Scotland—highlighting growing appeal on a global scale. Increased attendance led to a notable rise in visitor spending, benefiting local businesses and contributing to the vibrancy of our community. Continued collaboration and strategic promotion align these festivals to become even more significant cultural and economic drivers, further solidifying Syracuse as a top destination for music lovers.
As we look to the future, I am filled with optimism. Significant investment in our county’s tourism assets is laying a strong foundation for future growth. At the same time, we must navigate a period of considerable challenges within our convention district. The strong performance of our market, combined with the exciting potential of Micron’s presence, paves the way for future investments in hotels, further enhancing our ability to accommodate and attract visitors, signaling a bright future for hospitality and tourism in Syracuse and Onondaga County.
DANNY LIEDKA President & CEO
TABLE OF CONTENTS
• Record-Breaking Tourism Growth: 2024 set new records for the region’s tourism economy, with visitor spending totals projected to surpass $1.3 billion.
• Solar Eclipse Impact: Syracuse was a top destination in the path of totality, generating the highest economic impact in the nation, boosting local businesses, and increasing foot traffic.
• Booming Film Industry: Visit Syracuse Film drove over $30 million in production revenue, turning local landmarks into attractions and strengthening the economy.
• Convention Success: The convention sales team exceeded booking goals, securing over $39 million in economic impact despite challenges in the convention district.
• Marketing Achievements: Digital engagement soared, with a 60% increase in engagement, 112% rise in Instagram video views, and a 44% growth in website traffic.
• Festival Growth: Events like the NYS Rhythm and Blues Festival and the Syracuse International Jazz Fest expanded their reach, attracting international visitors and boosting local spending.
BOARD OF DIRECTORS
The Visit Syracuse Board of Directors is comprised of members of our hospitality industry representing accommodations and culinary, the county’s largest convention center space, top attractions as well as the Syracuse Regional Airport and county government. The Board assists Visit Syracuse in overall planning, budgeting, approval processes and direction of destination management within Onondaga County as well as the Finger Lakes and Central New York Regions.
DAVID AITKEN Pyrmaid Management Group
PETER CASPER
ASM/Syracuse: The Oncenter/St. Joseph’s Health Amphitheater at Lakeivew
FRY Redhouse Arts Center
KYLE HARES Woodbine Hospitality Group
Onondaga County Executive Office
KATHY RAPP Chair
DAVID HOYNE
Kitty Hoynes Irish Pub & Restaurant
FRANK CALIVA Business & Workplace Mediator
FRANKLIN
JULIE LAFAVE New York State Fair
TONY MANGANO Prima Terra Properties
JASON TERRERI Syracuse Regional Airport Authority
ISABELLE HARRIS
OUR STAFF
DANNY LIEDKA President & CEO
ERIC VINAL VP of Film, TV & Entertainment
JEFF MICKLE Senior Sales Manager
BRITTANY JURAVICH Marketing & Creative Specialist
CAROL EATON Sr. VP of Marketing & Communications
CHAD WELCH Senior Sales Manager
PAUL STANNARD Digital Marketing Specialist
GREG SNELL Sales Team Leader
MARY MOORE Tour & Travel Sales Manager
ROBIN CORTESE Brand Champion
ELIZABETH JUDGE Marketing Portfolio Director
SARAH CONWAY Director of Services OUR STAFF
BRIDGET ROONEY Digital Marketing Outreach Manager
MELISSA MORGAN Senior Administrative Assistant
‘S EXPLORING SYRACUSE!
ALLYSON TOWNDROW Manager, CNY Welcome Center
VISITOR SPENDING
Growth in traveler spend was up 6.8% FROM 2022 TO TOTAL $1.256 BILLION IN 2023
VISITORS SPEND
$143,378 EVERY HOUR in Onondaga County
JOB GENERATION
Tourism related industries employed
15,485 PEOPLE and resulted in $534 MILLION in labor income
TAX REVENUE
Tourism generated $84 MILLION in local taxes and $66 MILLION in state taxes
TAX SAVINGS PER HOUSEHOLD
IN ONONDAGA COUNTY WAS $784
VISITOR SPENDING
CATEGORY
TOURISM IS VITAL IN SUSTAINING A COMMUNITY’S ECONOMIC GROWTH AND BALANCE.
Marketing & Communications PROMOTIONS & PARTNERSHIPS
Advertising campaigns are critical to the overall success of our marketing objectives. Together with a variety of partners, we strategically target diverse audiences throughout the year, covering the following themes, and more.
NY BY RAIL
Visit Syracuse runs yearly campaigns in the NY By Rail magazine, found on Amtrak trains and stations across the state. These ad campaigns run both in the print edition as well as digital and include a special highlight in their e-newsletter.
NYS BLUES FESTIVAL & SYRACUSE INTERNATIONAL JAZZ FEST
Visit Syracuse continued partnerships with the New York State Blues Festival and the Syracuse International Jazz Fest the last several years, to grow campaigns developed by Advance Media NY promoting these two large musical events. Campaign components included Spotify ads, digital and social ads, YouTube, streaming channels and print, throughout NYS and the Northeast, including Boston, Philadelphia and the NYC/NJ/Conn tri-state regions.
SYRACUSE AIRPORT KIOSK & VIDEO WALL
Visit Syracuse installed a full-size and desk-size kiosk at the Syracuse Hancock International Airport, as well as a video wall showing highlights of the region. The kiosk pulls content directly from VisitSyracuse.com, allowing airport visitors to access information and maps showcasing hotels, events, attractions, and more throughout the entire region! In 2024, the kiosk had 4,146 sessions with over a 3 minute session duration. The most popular categories were Things to Do and Food & Drink.
SIMPLE WONDERS
In 2024, Visit Syracuse launched the beginning of a two-year long campaign focusing on the outdoors as well as historic and cultural attractions. In conjunction with Travel Alliance Partners, the team focused on digital activations, including VDX.tv, display, SEO, and Meta ads to promote the attractions and spefically focused itinararies, such as Wellness, Fall, History, Family Fun and more! Year two of the campaign will focus on an App that was developed around the itinararies and a more PR focused strategy. Results seen from just year one include 42K views to the campaign landing page, while the VDX ads saw 641K+ views, with 82% video completion and a 3.1% engagement rate.
SPORTS & ATHLETICS
Visit Syracuse has longstanding relationships with both the Syracuse Crunch and Syracuse Mets. Through a variety of partnerships the SYR logo can be seen during televised broadcasts, including SNY, as well as on partner social media channels. The organization is also wrapping up the third year of an exciting partnership with Learfield and Syracuse University Athletics to promote visiting or returning fans to the region for a game. Some of the fun digital promotions and contests you may have seen so far are the “Where Do You Cheer From?” and “Why I Love Syracuse”. These two campaigns combined saw total engagements over 14K and click-thru rates of 1.4% & 1.23%.
ADDITIONAL PARTNERS
Ongoing partnerships and promotional activities also occur between Visit Syracuse and a variety of our hospitality partners and venues including the Oncenter, Empower FCU Amphitheater, the Landmark Theatre, various restaurants and more! Crosspromotion often comes in a variety of creative forms including blog posts, social media posts and contests to name a few.
SOLAR ECLIPSE
The Visit Syracuse team prepared for the 2024 Solar Eclipse for two years before the event! The team distributed 6,000 eclipse glasses to area parks, community groups and more. The commemorative eclipse posters, created for the event, had several reprints requested due to their popularity! Through all our efforts the region became a popular focus for potential visitors looking to experience the eclipse, and with a positive weather forecast in the days preceding the event, the region ended up as one of the top two destinations to benefit the most from the eclipse, across the entire United States per a Bloomberg report.
Did You Know?
55K
24.6K SHARES OF IG ECLIPSE REEL VIEWS OF IG ECLIPSE REEL
HOSPITALITY ALERTS HOSPITALITY ALERTS
Visit Syracuse sends out email notifications when we have large groups coming to town. Our Hospitality Alerts let our area Partners know when to prepare for large groups coming to various parts of the Syracuse area. In 2024, we sent alerts out monthly to inform area businesses.
Visit Syracuse also emails about opportunities such as advertising in the Visitors Guide, conference discounts and more!
If you would like to be added to receive these, or would like access to our Partner Portal, where we list large groups coming within a 60day range please reach out to Brittany Juravich.
Visit Syracuse partners with BCI to stock and manage the Preble Visitors Center on I-81 northbound. You can find Visit Syracuse guides as well as those from around the state. You can also find our Guide at the CNY & Finger Lakes Welcome Centers, as well as a number of Pennsylvania and New Jersey rest areas and AAA offices.
VISITORS GUIDE
*NEW in 2024 was a pullout map of the region, a popular request among visitors.
Annually there are 50k+ printed guides distributed, with requests coming from 40+ states, as well as several countries outside the U.S., including Bulgaria, Canada, Italy, Singapore the U.K. and more!
VisitSyracuse.com is a top source of information for everything a visitor needs to know about coming to the Syracuse and Onondaga County region! The site features information on things to do, daily events, itineraries, landing pages for conferences, film production and more. Blog content alone drives over 100,000+ visits per year!
PR/COMMUNICATIONS
In 2024, Visit Syracuse boasted a wide variety of earned media coverage from some top outlets such as World Atlas, Bloomberg and more! The area was also featured multiple times in USA TODAY’s 10Best section!
Our PR team also assists conferences, film productions and special events in garnering local media coverage for their events, as well as earning media coverage to cover a variety of important tourism topics. In 2024, the team earned placements with Bridge Street, NewsChannel 9, Syracuse.com, CNYCentral and more!
Jennifer Allen also named Syracuse her Best Progressive Accessible Destination after visiting for the 2024 Solar Eclipse!
Wonders Within Reach author, Jennifer Allen, highlighted Syracuse with an entire spread on wheelchair accessibility with her family during an April trip to the region.
Visit Syracuse works in close partnership with I LOVE NY to promote the region. From attending seasonal Media Nights in NYC to pitching story ideas for journalists and giving monthly updates on happenings and information for blog posts. We even update listings and events in our area to appear on ILNY.com as well as FingerLakesTravelNY.com
Top watched Reels on Instagram
51,074
SOCIAL MEDIA
Instagram video views reached 1,331,512 views in 2024, an increase of 112.3%
Reels watch time exceeded the equivalent of 4 months of viewing time, from 285 videos created.
LinkedIn followers increased 30.5% YOY
KAIROS CAFE:
80.5K views
2.8K likes 2,725 shares 4 days of watch time 40 comments
ROSE GARDEN:
90K views 4K likes 1000 shares 5 days of watch time 55 comments
TOTAL NUMBER OF FOLLOWERS COMBINED STATS ACROSS: FACEBOOK, INSTAGRAM, LINKEDIN AND X
161,480 ENGAGEMENT ACROSS ALL PLATFORMS
4,736,415 IMPRESSIONS ACROSS ALL PLATFORMS
FOLLOW US!
sales & services
The Visit Syracuse Sales Team works year-round to book small and large conferences, conventions and sporting events in the Greater Syracuse Region. The team works with event planners, associations and organizations as well as individuals to find meeting spaces, locations, hotels and more!
2024 Meetings (Top L to R): Navy Week, the Public Employees Federation & NYS Association of Fire Chiefs Conference & Expo, Senior Softball USA ONONDAGA COUNTY HOTEL COMPARISONS
The Visit Syracuse Sales and Services Team attends several trade shows every year to find new conventions, events and meeting planners to bring to Syracuse. One of the annual NYS-based shows (pictured) is the Empire State Society of Association Executives, typically held in Albany, NY.
The Visit Syracuse Sales Team includes the group tour & international market segments. In 2024, the team partnered with I LOVE NY to host a fam tour of international tour operators.
Group Tours
VISITOR SERVICES
The Visit Syracuse Team offers convention and event services to groups that book in the region. From welcome bags and signage, to fully staffed events with knowledgeable locals at our concierge desks, we have services available for any size group!
95% 95% OF 2024 MEETING PLANNERS THAT HOSTED AN EVENT IN ONONDAGA COUNTY SAID THEY WOULD RETURN OF 2024 MEETING PLANNERS RATED THE CITY OF SYRACUSE ABOVE AVERAGE FOR FRIENDLINESS
“The event was an academic conference hosted by Syracuse University and SUNY ESF. It went very well and Sarah and team were extremely helpful. They provided advice, facilitated contacts with hotels and bus services, and supplied welcome bags with local favorites and helpful literature and signage. They were great.”
- Joint Annual Meeting of the Agriculture, Food, & Human Values Society & the Association for the Study of Food & Society
VISITOR PROFILES*
VISITOR IMPACT:
$94 $85 $166
Avg. Visitor Spend at Restaurants
VISITOR PERSONA:
Are 25 - 54 years old
Avg. Visitor Spend at Retail
Avg. Visitor Spend at Attractions
Have an avg. household income
WHERE VISITORS ARE FROM:
40% Have children in the household
Roughly 55% of visitors were from in-state-markets with the top origin markets being NYC (16.8%), Rochester (9%) and Albany-Schenectady-Troy (8.8). Out of the Top 10 visitation markets, visitors from the Washington D.C. market spend the most on average per visit with that average being $223 per cardholder, followed by NYC visitors with $204 per cardholder.
*based off of visitor data observed via in market cell devices
CENTER
DID YOU KNOW?
VISIT SYRACUSE MANAGES THE CENTRAL NEW YORK WELCOME CENTER, LOCATED AT DESTINY USA, ON BEHALF OF TASTE NY.
The Welcome Center offers visitors and locals alike the opportunity to explore interactive I LOVE NY displays, purchase Syracuse area and regional Taste NY products and learn more about what New York State and the Syracuse area has to offer, from things to do, where you should visit and what you should try!
The Welcome Center store offers a variety of products, many from right here in Syracuse! It is also the only place in the Syracuse area to purchase the iconic I Love NY products, outside of Hancock Intl. Airport. TOP WELCOME CENTER
221 221 LEADS SENT OUT FOR CONFERENCE/ CONVENTION ROOMS
377,321 377,321 CLICKS TO PARTNER LISTINGS ON VISITSYRACUSE.COM
INDIVIDUAL LOCAL AND REGIONAL BUSINESSES OR ATTRACTIONS HIGHLIGHTED IN 2024-2025 VISITORS GUIDE IN SALES GENERATED BY VS ONLINE HOTEL BOOKING ENGINE FOR 2024 $66.7K $66.7K 243
The Visit Syracuse Film Office drives film and television production in the Central New York Region. The Office pitches major production studios and networks to film in the area, utilizing state tax incentives, county rebates and talented local crew. The region boasts a 40% NYS production tax credit, a 45% NYS post-production tax credit and a newly added state Above the Line tax credit. These credits are higher than those offered in the downstate region. Filmmakers can also work with Onondaga County’s PRIMED program for additional incentive information.
HIGHLIGHTS
The Visit Syracuse Film Office was represented at the Location Managers Guild International Awards by Vice President Eric Vinal, and had a presence throughout the awards, with a program ad. The team also partnered with Studio Central to promote the region with an ad placed in the Hollywood Reporter.
Film
$30M+ $30M+ IN PRODUCTION BUDGETS BROUGHT TO ONONDAGA COUNTY IN 2024
NEW INFRASTRUCTURE
For the second year in a row the film community has a brand new space, this time a modern post-production studio located in downtown Syracuse. Studio Central is a premier postproduction facility featuring a dual purpose re-recording mixing and color grading Dolby Atmos Theater, two dedicated 4K HDR Dolby Atmos mix stages, two world-class ADR stages, a 2D/3D animation studio, screening room, underground foly pit, 22 sound/ picture editorial offices and cutting-edge infrastructure.
SYRACUSE IN PHOTOS
There are a variety of ways businesses and individuals can connect with Visit Syracuse for partnering, promoting or just learning a bit more about what we do!
CONNECT WITH VS EVENT CALENDAR
Among the most popular sections of VisitSyracuse.com, our Events Calendar and the What’s Happening this Weekend page provide great ways to let the public know about your upcoming event! Users can submit their own events, which will then enter an approval queu. All events can be easily uploaded after making a user login here: events.visitsyracuse.com
Did You Know: The Visit Syracuse events calendar is connected to the CNY Arts and Downtown Committee calendars so you can enter your event one time and have it sent to ALL 3 calendars!
WEBSITE LISTING MEDIA RELATIONS
Businesses in Onondaga County can have their own FREE listing on VisitSyracuse.com. You can even have access to update it yourself, upload pictures, edit contact information and more! Looking to get your business on our site, or gain greater access to your already existing listing? Contact: Brittany Juravich at bjuravich@visitsyracuse.com.
Note: Some restaurants and attractions may already have existing listings, added by our team.
YouTube
Visit Syracuse creates and hosts videos—from retail shops, featured festivals, craft beers and more—on youtube.com/ VisitSyracuse. Feel free to request your favorite business to highlight with one of our Youtube Syracuse Uncovered videos or just let us know if you’re open to filming at your location or event!
Our media relations team interacts continuously with the press, I Love NY and PR agencies. Keep us updated on your news, so we can include it in our pitches and press materials as appropriate. Send your seasonal and event-related updates one month out for short-lead coverage and six months out for long-lead coverage. And tell us about your fun, quirky or underthe-radar stories any time of the year. Contact: Nikita Jankowski at njankowski@visitsyracuse.com.
PHOTOGRAPHY+
We are always adding to our vast library of images and video footage—much of which is available to media, ILNY and additional hospitality partners for editorial use. Let us know if you’d like us to consider adding your high-quality photos or b-roll to our expansive library. Contact: Brittany Juravich.
VISITORS GUIDE
Visit Syracuse distributes our annual FREE Visit Syracuse Visitors Guide in bulk to The Oncenter, Destiny USA, area hotels, and businesses, libraries, visitor information centers and AAA offices throughout the Northeast and more! If you would like a box of guides or to get on our regular distribution list let us know!
