Niagara Falls USA Launches New Tourism Brand

Niagara Falls, New York - March 14, 2017 - Destination Niagara USA, formerly the Niagara Tourism & Convention Corporation, today unveiled a new tourism marketing brand to increase awareness of Niagara Falls and Niagara County as an international bucket-list destination.

The new brand evokes a sense of discovery and brings to life the once-in-a-lifetime thrills that can only be found in Niagara Falls USA. It is an approach designed to inspire travelers to re-connect with nature through authentic experiences unique to the region.

“For those who would rather come and do rather than just see, Niagara Falls is the embodiment of America’s adventurous spirit,” says John Percy, president and CEO, Destination Niagara USA. “The new brand reflects everything that makes our region an iconic national and international destination – there’s something to do here for everyone.”

The Falls are just the start of the region’s natural beauty and opportunities for adventure. Niagara Falls is full of timeless historical attractions, arts and culture, shopping and dining, agriculture, outdoor activities and so much more. Visitors can plan their trip with the Destination Niagara USA travel guide which includes a new augmented reality feature or with the new trip planner tool located on

Destination Niagara USA spent over a year conducting research to test the new brand components against a number of possible concepts with consumer focus groups as well as feedback from local community and travel-industry partners. The research revealed visitors travel to Niagara Falls for exploration, relationship enhancement and self-discovery, and value most the region’s scenic, historical and natural attributes.

Niagara County’s $608 million-a-year tourism industry supports nearly 20 percent of the total workforce, making it the area’s second largest employer.

“Increased tourism means economic growth for our local business,” Percy said. “We believe we are going to achieve that growth by increasing awareness, being consistent in our messaging and developing a powerful, distinctive and authentic brand.”

Beginning today, the new branding components will be incorporated into Destination Niagara USA’s travel and tourism communications, as well as through ongoing integrated marketing communications that include advertising, email marketing, tradeshows, public relations and digital marketing tools. The components include:

  • A new logo
  • A tagline identifying Niagara County as a travel destination “where adventure comes naturally”
  • The destination name “Niagara Falls USA”
  • An advertising and email marketing campaign
  • All updated collateral including the travel guide which will have a new augmented reality feature and a new website equipped with a digital trip-planner tool.

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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

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