With pandemic restrictions easing and vaccinations increasing, a local tourism organization is looking for more visitors to the Rochester area this summer.

Visit Rochester put some of its marketing plans on hold for a while during the pandemic. And while COVID-19 is still around, restrictions are easing and more people are being vaccinated, so the tourism agency resumes its marketing efforts.

Here’s what Visit Rochester’s President and CEO, Don Jeffries, said. He said they are focusing on the fact that Rochester is a relatively easy-to-drive market, as it is within a 5-hour drive of a third of the US population.

Jeffries said this includes major northeastern cities as well as towns across New York state.

“And we’re targeting these markets, specifically Buffalo, Albany, Binghamton, and Syracuse. We target these markets because they are good “drive” markets. We’ll also have another marketing campaign ready once they open the Canadian border. “Jeffries points out a number of outdoor attractions in the Rochester area, as well as museums and other indoor areas that may allow more visitors as New York eases some restrictions.

Jeffries said hotels in the area are already enjoying a boom and that at least two major conventions have been booked for this summer. Despite moving to a virtual world for many office workers and meetings, Jeffries still sees great interest from organizations that want their members to meet in person.

“People want to meet, they want to get together, they want this social interaction, and we’re seeing it,” Jeffries told WXXI News.

Jeffries said tourism is key to the region’s economic health as it typically has an annual impact of $ 1 billion on the local economy and is linked to around 20,000 jobs. Jeffries said the pandemic has certainly affected a number of these jobs, but he sees some of them coming back now, including in the restaurant industry.

Jeffries made his comments as the industry marked National Travel & Tourism Week through May 8th.

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