Diana Keating, vice president of marketing at Visit Rochester, has spent over a decade building and leading tourism marketing initiatives that showcase Rochester, New York, as a welcoming and memorable destination. “At Visit Rochester,” she says, “I’m passionate about using marketing and storytelling to drive growth, strengthen partnerships, and position our community as a destination where visitors not only come to play but feel at home.”
Keating spoke with Group Tour for more on Rochester and how she showcases it to visitors.
Q. How would you describe Rochester to someone who has never visited before?
A. I’d describe Rochester as a city that surprises people. In fact, we often hear from visitors, “I had no idea.” Nestled along Lake Ontario and the gateway to the Finger Lakes region, it’s a destination where history, culture, and play all come together. Visitors are often struck by how accessible and affordable it is, but also by the depth of experiences here, from world-class attractions like The Strong National Museum of Play (home to the world’s largest collection of toys, dolls, and games), to breathtaking natural wonders like High Falls, a 96-foot waterfall in the center of the city. Pair that with a welcoming community, vibrant dining scene, and the kind of authenticity that makes you feel right at home, and you have a destination that blends small-city charm with big-city amenities.
Q. What makes Rochester a great place for group tours?
A. Rochester is a fantastic group tour destination because it offers variety, accessibility, and value all in one place. Located in the scenic Finger Lakes region, it’s also a great hub-and-spoke destination with 7,300-plus hotel rooms and just a short drive from Niagara Falls, Corning Museum of Glass, Finger Lakes Wine Country, and more.
What makes Rochester stand out for groups is the mix of nationally recognized attractions, hands-on-history through the legacies of civil rights icons Susan B. Anthony and Frederick Douglass, and the natural beauty of High Falls or nearby Letchworth State Park. Seasonal highlights, such as the Lilac Festival, apple orchards and fall foliage, and wine trails, add even more options to customize an itinerary.
Q. How does Rochester help tour operators plan their group tours?
A. At Visit Rochester, we see ourselves as true partners to tour operators. Our team provides hands-on support at every stage of the planning process—from itinerary development and attraction recommendations to hotel coordination and step-on guide connections. We take the guesswork out of building a group tour by curating experiences that fit operators’ needs, whether that’s family-friendly attractions, history and culture, outdoor adventure, or seasonal festivals.
We also connect operators with our robust network of local partners, ensuring groups have access to exclusive experiences, special rates, and group-friendly dining and lodging options. Additionally, we can provide marketing materials, imagery, and destination expertise to help operators sell their tours more effectively.
Q. Are there areas, themes, or activities you would like to promote to group tours?
A. Yes—there are several themes and experiences we’re actively promoting to group tours. Rochester has a strong heritage and cultural story, with deep ties to Susan B. Anthony, Frederick Douglass, and the women’s rights movement, which can be woven into meaningful itineraries. For groups seeking the outdoors, scenic landscapes and agritourism are key, featuring attractions such as apple orchards, wineries, Letchworth State Park, and the Erie Canal.
Q. What’s your long-term outlook for group tours at your destination/attraction?
A. We are deeply committed to group travel and view it as a cornerstone of Rochester’s tourism industry. Over the years, we’ve built strong relationships with operators and partners, and we look forward to continuing to build on this sector by offering fresh, themed itineraries and strengthening key markets. As we look ahead, our focus is on expanding opportunities for operators, enhancing accessibility and inclusion, and ensuring that Rochester remains a welcoming, group-friendly destination where memorable journeys begin.
Q. Is there anything new or upcoming in Rochester that group tour planners should know about?
A. Rochester continues to grow and innovate, providing operators with numerous new ways to keep their tours fresh and engaging for travelers. Several community investment projects are underway that will transform our community in the next five years, including plans for a new interpretive center to complement the National Susan B. Anthony Museum and House and a new state park at the base of High Falls. This urban state park will offer access to the Genesee River like never before. Additionally, our museums regularly update and offer new exhibits, and the Genesee Country Village and Museum will be celebrating its 50th anniversary in 2026.
Q. Is there anything else our audience of tour operators should know about Rochester?
A. One of the most important things to know about Rochester is how welcoming and supportive our tourism community is for groups. We pride ourselves on being easy to work with—whether it’s customizing itineraries, connecting operators to the right partners, or ensuring groups feel at home while they’re here. Operators can build tours that appeal to a wide range of interests—history, culture, food and beverage, nature, or play—without the challenges of navigating an overcrowded or overly expensive destination.
Visit Rochester
585-279-8314
visitrochester.com
Lead image:
High Falls
Credit: Sprung Photography
