What Does the Cayuga County Office of Tourism Do?

Noah Howard

Not long ago, someone asked a simple question that caught us off guard: “What does the Tourism Office actually do?”

It wasn’t a challenge, just honest curiosity and a desire to understand. We saw it as an opportunity. For all the stories we share about Cayuga County, we rarely pause to explain our own.

The short answer is simple: What Does the Tourism Office Do? Cayuga County Office of Tourism, also known as Tour Cayuga, helps people discover what makes this county worth experiencing. The longer answer goes deeper. Tourism is not only about visitors; it’s about nurturing the pride, opportunity, and sense of connection that grow when our home is seen and appreciated.

Building a Legacy of Vision

Tour Cayuga was created through a local law passed by the Cayuga County Legislature in 1994—a decision that proved both visionary and enduring. More than thirty years later, that act continues to pay dividends. The Legislature recognized early on that tourism is not a luxury—it’s an economic driver and a source of community pride. We owe much to their foresight in designating a single not-for-profit corporation on behalf of the county to steward and promote the county’s assets.

Today, we are proud to be the state-designated tourism promotion agency (TPA) for Cayuga County, working in partnership with I Love NY, the New York State Division of Tourism. This designation ensures that local stories, attractions, and small businesses are represented not just regionally, but on a statewide and national stage.

Research, Strategy, and Return

Tourism is one of Cayuga County’s strongest economic engines, yet it’s often misunderstood. Many residents don’t realize that the Tourism Office is funded by visitors themselves. When travelers stay overnight in local lodging, the occupancy tax they pay is reinvested into programs that strengthen our economy and elevate the quality of life here.

Every decision we make is grounded in research—visitor behavior studies, industry benchmarks, and community feedback that help us understand what travelers seek and what our residents value. This data-driven approach ensures that every marketing campaign, partnership, and event investment delivers measurable results.

And it works. According to Oxford Economics, the world’s foremost independent economic advisory firm, every dollar spent on tourism promotion produces nine dollars in state and local tax revenue. That nine-to-one return means a single visitor dollar circulates many times back through the community.

In 2024, travelers spent more than $150 million in Cayuga County. Their spending generated $18.6 million in state and local taxes, supported over 1,500 jobs, and provided about $600 in annual tax relief per household. Tourism is not a cost to taxpayers—it’s an investment that lightens the load and sustains growth.

The Impact Multiplier

Beyond the numbers, tourism strengthens the social and cultural fabric of Cayuga County. We call this the Impact Multiplier—the ripple effect that occurs when visitor spending supports local employers, artisans, and entrepreneurs, who in turn reinvest in the community.

A thriving restaurant hires more staff. A boutique owner expands their hours. A new visitor discovers a local theater, a farm stand, or a lakeside trail—and tells a friend. The benefits of tourism don’t stop with visitors; they circulate among residents, creating vitality and opportunity.

Tourism also fuels community pride. When residents see their home featured in national publications or shared by travelers online, they are reminded that the beauty, heritage, and hospitality of Cayuga County are worth celebrating.

Stories, Identity, and Shared Experience

Numbers explain the scale of tourism, but not its spirit. The deeper value lies in what we call Pride in Place—that moment when residents see their community through the eyes of a visitor and feel renewed appreciation for it.

Cayuga County’s story begins with its landscape—rolling hills, fertile farms, and three remarkable Finger Lakes (Cayuga, Owasco, and a slice of Skaneateles). Its history is rooted in courage and innovation. Harriet Tubman chose Auburn as her home after securing freedom for herself and so many others, grounding our community in the living legacy of equality and service. And in Auburn, Theodore Case perfected sound-on-film technology, forever changing the way stories are told.

Today, our vineyards, trails, and waterways continue that legacy of creativity and connection. The Finger Lakes Wine Region, named “American Wine Region of the Year” by Wine Enthusiast Magazine, reflects the craftsmanship and character of our land and people.

Tour Cayuga works to weave all of these threads—heritage, history, and natural beauty—into a unified story that invites both travelers and residents to look closer.

Collaboration Creates Impact

Tourism succeeds through cooperation. Our office builds partnerships that expand both the reach and the relevance of Cayuga County’s story.

With Wheel the World, we’re improving accessibility across the region through their “Destination Verified” program, ensuring visitors of all abilities can explore the Finger Lakes with confidence. Our relationship with Travel Unity keeps us aligned with national standards for diversity, equity, and inclusion in travel.

Each year we host the Black Travel Alliance Creators Weekend, welcoming content creators who share Cayuga County’s story with new audiences. Through the Finger Lakes Regional Tourism Council (FLRTC), we amplify our message alongside 13 other counties, and through Destinations International, we stay connected to a global network of destination professionals and research.

Every partnership grows from the same belief: collaboration magnifies impact.

Looking Ahead

Tourism isn’t just about visitors—it’s about us. It’s about the vitality that comes from connection, creativity, and shared experience. As we move forward, Tour Cayuga is launching a new advocacy and public relations campaign designed to answer questions about tourism’s impact and strengthen understanding of its value for everyone who lives and works here.

We’re also continuing our Tourism Community Days—a series of conversations held throughout the county that invite residents, business owners, and community leaders to share ideas and ask questions. Your voice matters. These gatherings are a reminder that the best way to promote Cayuga County is to start by listening to it.

Tourism brings us together. It connects local employers to opportunity, gives visitors a reason to explore, and reminds residents that their home is extraordinary.

So, the next time someone asks, “What does the Tourism Office actually do?”—we hope you’ll tell them:
We help people see what you already know.
Cayuga County is worth experiencing, worth sharing, and worth celebrating.