Visit Buffalo Niagara & Destination Niagara USA Win National Award

| Press Releases

BUFFALO, NY Sept. 1, 2017 – Visit Buffalo Niagara and Destination Niagara USA have won a joint award for niche marketing from the U.S. Travel Association.

U.S. Travel presented the Destiny Award at its annual ESTO Conference earlier this week in Minneapolis. Visit Buffalo Niagara and Destination Niagara USA beat out other finalists in the niche marketing category from Travel Portland (Ore.) and Visit Kansas City.


The teams of Destination Niagara USA & Visit Buffalo Niagara

U.S. Travel lauded the local agencies for the skillful implementation of the 2015-2016 Girlfriend Getaway Marketing Campaign, which used a multi-faceted approach of printed collateral, digital marketing and broadcast advertising to promote travel experiences in the area aimed at women in Southern Ontario. Scores of destinations from throughout the country competed for these highly-regarded awards.

The campaign resulted in more than 46,000 visitor parties traveling to the area, consuming 82,000 hotel room nights and producing $66.9 million in spending across the Buffalo Niagara region, according to a study completed afterwards by Texas A&M University. Niche marketing was one of over one dozen award categories featured by U.S. Travel in an open competition designed to recognize excellence in destination marketing.


“From the start, they had a targeted, specific audience identified by research,” the judges noted.  “The final result that didn’t measure just soft metrics, but rather hard-earned tourism dollars, stood out from the other entries.”

Patrick Kaler, president and CEO of Visit Buffalo Niagara, said the recognition was indicative of the quality of the  work done to promote the Buffalo Niagara region to potential visitors.

“Our marketing teams give 110 percent every day to tell the story of our region’s resurgence to potential travelers through aggressive marketing and media relations campaigns,” Kaler said. “Receiving this award puts the Buffalo Niagara region on a national stage among travel and tourism industry leaders and is a wonderful third-party validation of our efforts.”

John Percy, President & CEO of Destination Niagara USA added, “Collaboration is key to a successful campaign and we are so proud to have partnered with Visit Buffalo Niagara on this marketing effort. The results are impressive and we look forward to future cooperative campaigns that promote our entire Western New York region to the world.”

Visit Buffalo Niagara sells and markets our assets and attractions to visitors outside of the Buffalo Niagara region as a convention, tourism and leisure destination for the economic benefit of the community.

Destination Niagara USA works to ensure Niagara County is a preferred international destination for group and leisure travel. It supports its mission to expand the economic prosperity of Niagara County by generating individual and group visitation. For more information, visit