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With shifting traveler behaviors and evolving global dynamics, 2026 is a pivotal moment to define how the Buffalo Niagara region presents itself to the world.

The Buffalo Niagara Partnership recently convened its fifth Industry Leaders Forum (ILF) of the year with a clear focus on bringing together the region’s hospitality and tourism experts to align around both the challenges and the significant opportunities shaping the industry.

The Hospitality & Tourism ILF reinforced the importance of collaboration across the sectors that collectively drive a multi-billion-dollar impact in Western New York.

Challenges, shifts & opportunities

The hospitality and tourism landscape continues to evolve rapidly. International travel patterns remain in flux, while domestic traveler expectations are shifting in meaningful ways.

Key dynamics shaping the industry include:

• Shorter booking windows
• Increased demand for flexibility
• Heightened price sensitivity among travelers
• Greater emphasis on experience-driven destinations

Despite these challenges, Western New York is uniquely positioned to capitalize on this moment by leaning into its authenticity, neighborhoods, waterfront, food culture and sense of place.

Reintroducing Buffalo to the world

Visit Buffalo President & CEO Patrick Kaler and Vice President of Marketing Karen Fashana (pictured below) took our members behind the organization’s ambitious new branding initiative, “That’s Buffalo For You.”

The campaign, which was launched in 2025, represents a bold effort to reshape national perceptions of Buffalo – moving beyond outdated narratives and highlighting the city’s energy and creativity.

From a revitalized waterfront to a nationally recognized food scene, the campaign leans into what makes Buffalo distinct: its authenticity.

A key takeaway for attendees was the opportunity, and responsibility, for local businesses and organizations to align with this narrative. The strength of the campaign depends on consistent storytelling across every visitor touchpoint.

Industry & policy insights

• Andrew Waters, Manager of Business Development at EnergyMark, provided actionable insights into energy management, which is an increasingly important lever for hospitality businesses managing operational costs.
• Josh Veronica, the BNP’s Director of Government Affairs, shared timely updates on policy developments impacting the hospitality and tourism sectors. He emphasized the importance of advocacy and awareness as regulatory and economic conditions continue to shift.

A shared responsibility

The Hospitality & Tourism Industry Leaders Forum reinforced that no single attraction defines a destination – an entire ecosystem does.

As Buffalo Niagara continues to gain attention, the ability of its hospitality and tourism leaders to align, collaborate and tell a cohesive story will determine how far that momentum goes.

The ILF will remain a critical space for that work – where ideas are shared, strategies are shaped and partnerships take root.

Continued reading

• The Buffalo News: Absent Canadians, transportation woes and bed tax policies: 3 challenges facing tourism

Thank you sponsors

The Buffalo Niagara Partnership extends its sincere thanks to its 2026 Industry Leaders Forum sponsors, whose support makes these conversations possible.

Title sponsor
Bank of America and Merrill Lynch

Presenting sponsors
Harris Beach Murtha
National Grid

Supporting sponsors
Catapult Executive Consulting
EnergyMark
LaBella Associates
Verizon

Next Industry Leaders Forum

Sector: Healthcare & Human Services (click here to learn more)
Date: Wednesday, May 27
Time: 8:10 a.m.
Location: BNP @ the cobblestone