Chemung County tourism agency previews rebrand, reports $113 million visitor spending in 2023

Alexis Frelson, manager of tourism for the Chemung County Chamber of Commerce'Tourism Promotion Agency, told the county committee on a presentation how the agency'which the chamber has run as the county-designated TPA for more than 50 years'uses marketing, partnerships and data to attract visitors.

Frelson said the most recent available tourism economics report showed $113,000,000 in visitor spending in Chemung County in 2023 and that spending was relatively high in food, beverage and lodging categories. "Our role is to develop and execute tourism marketing strategies, attract business visitors to boost the local economy, and support tourism related events, attractions, and businesses," she said.

The agency highlighted a mix of strategies aimed at different audiences: billboards and print for older demographics, social and digital advertising and short videos for younger travelers, and targeted campaigns for out-of-state markets within about a four-hour drive. Frelson said the agency has run a targeted campaign to Florida residents timed to Allegiant direct flights to Elmira Corning Regional Airport and that data showed an increase of over 4,000 visitors from Florida from 2023 to 2024. She also said the chamber distributed more than 35,000 physical copies of its new travel guide since late 2023 and that its video content was produced with American Rescue Plan Act funding.

Frelson described ongoing and upcoming work: a near-term rebrand from "Mark Twain Country" to "Discover Chemung," a new website and updated travel guide expected in June, a blog with itineraries, and expanded digital and social presence (including TikTok). She said the TPA recently added 10 additional tracked locations to a mobile-insights platform used for visitor research, and is working with the Finger Lakes Regional Tourism Council on regional marketing and on an accessibility-rating program the council calls Wheel of the World.

Jennifer Merrick McDonough, president and CEO of the Chemung County Chamber, introduced the presentation and emphasized partnerships with local businesses, regional councils and state programs. After the presentation several legislators and committee members thanked the presenters and discussed continuing regular updates between the chamber and county staff.

Frelson asked committee members to share the new Discover Chemung branding and said the TPA is assembling a media kit for partners. She said funding for the TPA comes exclusively from county occupancy taxes and New York State tourism matching funds, and that the agency aims to maximize that funding by producing much of the creative work in-house.

The presenters invited legislators and local businesses to request digital copies of the presentation and travel guide resources; contact information was left on the meeting materials.