Buffalo, Chicago, Boston, and Washington D.C. Lead the Charge in New Tourism Campaign Aimed at Rebranding Buffalo’s Image and Boosting the Local Economy – Everything You Need to Know

Published on December 27, 2025

Buffalo, New York, has launched a bold multimillion-dollar tourism campaign with the aim of transforming the city’s image and boosting its local tourism economy. The initiative is designed to draw in visitors from across the United States, with a focus on major metropolitan areas like Boston, Washington, D.C., and Chicago. The campaign, which includes an updated logo and a fresh brand identity, will feature a wide range of digital ads, social media promotions, and outdoor billboards. The rebranding efforts are a part of Buffalo’s larger strategy to shed its old image and introduce itself to the world as a vibrant and innovative destination.

A Historic Effort for Buffalo’s Visitor Economy

This new marketing initiative marks a significant milestone for Visit Buffalo, the city’s tourism marketing organization. For the first time in its 40-year history, Buffalo has the opportunity to take its story to a national level. By focusing on authenticity and local pride, the campaign hopes to redefine how the world perceives Buffalo. The revitalization of the city’s waterfront, the restoration of its historic landmarks, and the ongoing expansion of the Buffalo AKG Art Museum are just a few of the key highlights that visitors can expect to see showcased in the campaign.

A New Look for a New Era

As part of the comprehensive rebranding effort, Visit Buffalo has adopted a simplified name and a new logo. Formerly known as Visit Buffalo Niagara, the organization now focuses solely on the city of Buffalo itself. This shift reflects a deeper commitment to showcasing Buffalo as a destination in its own right, separate from the surrounding Niagara Falls region. The rebranding effort also includes major visual elements, such as illuminated night projections on prominent buildings like the Statler Hotel and large-scale ads on city buses and the Buffalo Convention Center’s walkway.

Embracing the City’s Contrasts

The campaign, titled “That’s Buffalo For You,” plays off the city’s unique blend of old and new. The slogan highlights Buffalo’s unexpected contrasts, using catchy two-word phrases that reveal the city’s diverse character:

• “Polished Grit” celebrates the reinvention of industrial spaces, such as beer gardens and climbing walls in old grain silos.
• “Refreshingly Spicy” emphasizes Buffalo’s dynamic food scene, with its signature wings, vibrant international flavors like Yemeni coffee, and the presence of James Beard-nominated chefs.
• “Historically New” captures the preservation and transformation of Buffalo’s architectural gems, such as the Richardson Olmsted Campus and the Lipsey Architecture Center, alongside the growing presence of modern art spaces.

These phrases reflect the city’s rich industrial past, its new cultural renaissance, and its diverse food offerings, providing a narrative that appeals to both history buffs and food lovers alike.

Crafting Buffalo’s Identity with Local Insights

The new branding initiative is deeply rooted in the local community. It grew out of a series of listening sessions, interviews, and workshops held with around 25 local leaders, artists, and entrepreneurs. By gathering direct feedback from the people who know the city best, Visit Buffalo was able to craft a message that truly reflects the city’s spirit. This approach has allowed the campaign to be more than just a marketing tool; it’s a reflection of Buffalo’s evolving identity.

Tourism’s Economic Impact on Buffalo

Tourism plays a pivotal role in Buffalo’s economy, contributing a staggering $2.7 billion annually. With approximately 10 million visitors each year, tourism generates $268 million in local and state taxes and supports nearly 30,000 tourism-related jobs. The city’s tourism industry is crucial not only for its economic growth but also for its potential to attract investment, foster local talent, and create a more vibrant urban experience for both residents and visitors.

What Should Travelers Know?

For potential travelers, this updated brand promises more than just a new look. Visitors can expect exciting new attractions, a focus on historic preservation, and upgraded infrastructure aimed at improving the city’s hospitality offerings. Travelers are encouraged to explore the revamped waterfront area, check out the Buffalo AKG Art Museum expansion, and enjoy the culinary delights that the city has to offer. Whether you are an art enthusiast, a foodie, or simply looking to experience a city in transition, Buffalo now offers something for everyone.

Additionally, tourists will find that the city’s public transportation system and new downtown developments are making it easier to navigate and enjoy everything Buffalo has to offer. From old industrial districts to new cultural hotspots, visitors can experience the city’s rich diversity in a way that is convenient, accessible, and authentic.

Buffalo’s Bright Future

As Buffalo continues to evolve, the city’s revamped tourism campaign offers a glimpse into a future filled with opportunities for both locals and visitors. By investing in its branding, infrastructure, and cultural assets, Buffalo is poised to become a premier destination for tourism in the Northeast United States.

The campaign’s focus on authenticity, local pride, and economic growth signals that the city is not just marketing itself to visitors but redefining what it means to be a modern, culturally rich American city. Buffalo’s future is bright, and this campaign is just the beginning of a new chapter in its tourism journey.