Destinations Magazine – September/October 2020 - 9

FAST
LANE | TRENDS

First alert for travel news

Roaring Comeback

NEW YORK STATE OFFICE OF PARKS, RECREATION, AND HISTORIC PRESERVATION.

Pent-up demand will spark a robust recovery for Niagara Falls

Groups will soak
up the Niagara
spray as they
climb to the
Crow's Nest
lookout point for
an up-close view
of American Falls.

J

ohn Percy, president and CEO
of Niagara Falls USA, predicts
2021 will be "one of the best
years ever" for tourism at North
America's largest waterfall by volume.
Visits to the natural wonder bounced back
strong after 9/11 and the 2008 financial
crisis, according to Percy, who believes the
recovery from the COVID-19 lockdown
will roar like the Falls itself.
"Our research shows us people are
thinking about future travel and are willing

to travel on a leisure basis in their own
vehicle to an open-spaced area," says Percy,
who has led this ABA member DMO since
2006. About 80 percent of the Falls' annual
eight to 10 million visitors live in the U.S.
and Canada within a six-hour drive.
Niagara Falls USA's current marketing
campaign, "Dream Now, Adventure
Later," focuses exclusively on that
road-tripping audience. A 30-second
video shows the Maid of the Mist (also
an ABA member) with a rainbow, which

Percy is happy to note is a "true, natural"
one, not a rainbow created digitally. "It's
a message of hope and inspiration to
intrigue and entice and tell people, 'We're
here for you and look forward to welcoming you back with open arms.'"
Motorcoach tours are an equally key
group that Niagara Falls USA believes
will return soon. Nearly 4,560 tour
buses visited Niagara County on day and
overnight trips in 2018, according to a
study by the ABA Foundation, bringing
SEPTEMBER-OCTOBER 2020

\ DESTINATIONS 9



Destinations Magazine – September/October 2020

Table of Contents for the Digital Edition of Destinations Magazine – September/October 2020

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Destinations Magazine – September/October 2020 - Cover2
Destinations Magazine – September/October 2020 - 1
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Destinations Magazine – September/October 2020 - Insert 1
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