Diana Keating is a motivated and accomplished professional in the tourism and marketing industry, currently serving as the vice president of marketing at Visit Rochester in New York. With a strong dedication to driving growth and creating memorable experiences, she strategically manages the leisure market presence, including family travel, Canadian cross-border, and international markets, while also overseeing the domestic group travel market.
Keating collaborates closely with the communications department to ensure consistent messaging across platforms. She has played a crucial role in large-scale community events like the 2019 Senior PGA Championship, 2023 PGA Championship, and, most recently, the 2024 Total Solar Eclipse. Her leadership extends to chairing the “Wine, Water, and Wonders of New York State” program and spearheading initiatives in Inclusion, Diversity, Equity, and Accessibility. Throughout her career, she has successfully secured more than $500,000 in marketing grants and earned multiple awards for excellence in tourism marketing and leadership.
With years of expertise under her belt, Keating spoke to Group Tour about all Visit Rochester has to offer your group, making it an ideal destination for your next itinerary.
Photo courtesy Visit Rochester
Q: How would you describe Rochester to someone who has never visited before?
A: Rochester offers a unique mix of history, culture, and natural beauty. Nestled in the Finger Lakes region, it features stunning parks, a vibrant arts scene, and historical landmarks. Visitors can explore world-class attractions like the George Eastman Museum, home to modern photography, and the Strong National Museum of Play, housing the world’s largest collection of toys, dolls, and games. Outdoor enthusiasts can enjoy the Genesee River’s waterfalls and the Erie Canal, while history buffs can explore historic neighborhoods like Corn Hill. Rochester’s culinary scene, with farm-to-table restaurants and wineries, ensures a delightful dining experience.
Photo by Mike DiNardo
Q: What makes Rochester a great place for group tours?
A: Rochester offers a variety of attractions that cater to diverse group interests, from cultural landmarks like the Susan B. Anthony House to outdoor activities along the Genesee River. It is easily accessible via major highways and airports, and the city provides ample accommodations ranging from budget to luxury. With year-round festivals such as the Lilac Festival and Rochester International Jazz Festival, groups can enjoy a dynamic cultural experience. The city’s scenic beauty, historical significance, and friendly community make it a perfect destination for group tours.
Q: How does Visit Rochester help tour operators plan their group tours?
A: Visit Rochester offers comprehensive support for planning group tours. This includes personalized itinerary planning, site visits, and familiarization (FAM) tours for tour leaders. They also assist in finding group-friendly accommodations, securing discounts, and coordinating on-the-ground support during the visit. Additionally, they provide marketing materials and help with event coordination, ensuring a smooth and enjoyable experience for tour groups.
Q: Are there specific themes or activities that are ideal for group tours in Rochester?
A: Yes, Rochester excels in several key areas:
- Historical and Cultural Heritage: Groups can explore landmarks like the Susan B. Anthony House and the George Eastman Museum.
- Arts and Entertainment: Festivals such as the Rochester Jazz Festival offer vibrant cultural experiences.
- Outdoor Adventures: Activities include hiking in Letchworth State Park and scenic tours of the Finger Lakes.
- Culinary and Wine Experiences: Group tours can enjoy the Finger Lakes wine region and farm-to-table dining in Rochester’s flourishing food scene. These themes make Rochester a versatile destination for all types of group tours.
Photo by Jim Montanus
Q: What is the long-term outlook for group tours in Rochester?
A: The long-term outlook is highly positive. Rochester continues to expand its attractions and promote niche tourism like eco-friendly travel and culinary tours. With enhanced infrastructure and year-round appeal, Rochester is positioned to attract a growing number of group tours. The city’s commitment to sustainability, rich history, and dynamic cultural offerings ensure its continued growth as a popular group tour destination.
Q: Are there any upcoming attractions or events that group tours should know about?
A: Several major events are on the horizon. In 2025, the Susan B. Anthony House & Museum will celebrate its 125th anniversary, and the Erie Canal will celebrate its bicentennial. Additionally, the Rochester International Jazz Festival’s 25th anniversary in 2026 will be a must-attend event for music lovers.
LEARN MORE
Visit Rochester
585-279-8314
visitrochester.com
Lead image:
George Eastman Museum, celebrating its 75th anniversary in 2024
Photo courtesy Visit Rochester
