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Tourism director: out-of-state visitors now majority; digital campaign yields millions of impressions
Summary
Tourism Director Karen Kuhl reported out-of-state visitors comprised 55% of visitors in June 2025 (up from 46% in June 2024) and the FLX Outdoor Experience digital campaign generated 3.1 million impressions and 69,100 clicks; the department is pursuing multiple marketing and heritage corridor projects.
Karen Kuhl, Director of Tourism, presented June 2025 performance metrics showing occupancy of 65.2% for June (up slightly from 64.9 in 2024) and a year-to-date shift that places out-of-state visitors at 55% of total visitors (up from 46% in June 2024). Kuhl said average visitor spending decreased to $74 from $95 year-over-year for June, while retail spending share increased and restaurant spend share declined slightly.
Kuhl also reported the FLX Outdoor Experience marketing campaign launched in early July and produced 3.1 million impressions, 69,100 total clicks and 54,200 social engagements; the Fishing and Slow Travel videos performed best. The Tourism office is advancing projects including the Harriet Tubman Underground Railroad Scenic Byway Corridor Management Plan, Market NY video placements, Erie Canal Bicentennial promotions and accessible travel outreach.
