The state of New York is arriving in Las Vegas with a clear strategy: to stop playing solo and compete alongside several of its cities (Rochester, Saratoga Springs, and Buffalo) while forming a common front with Santa Rosa and Philadelphia to conquer IMEX America 2025, the most important trade show for meetings and events tourism (MICE).
Led by Empire State Development (ESD), they want to show the world that “New York” is much more than skyscrapers and neon lights, and that it has its own identity to attract visitors. It is a mosaic of destinations with their own character, ready to attract visitors, investment, and new opportunities.
What is IMEX America 2025
IMEX, held in Las Vegas, is basically the place where the most important companies and event organizers meet to do business, like a showcase.
Normally, each city participates on its own, but this often makes many of our country’s gems go unnoticed, so now they will all go together under a common brand.
Taking over IMEX America 2025
Of course, New York will not be alone at this fair. The state has decided to form a kind of “tourism belt” with Rochester, Saratoga Springs, Buffalo, Santa Rosa, and Philadelphia and present themselves together at this event where the future of the economy is shaped.
The initiative is led by Empire State Development (ESD), which has long been trying to get the world to understand that “New York” is not just New York City. There are beaches, mountains, culture… and many cities that don’t get as much visibility because the Big Apple overshadows them.
Mission: boost tourism
ESD has been preparing this for months because they don’t just want to attract tourists, they want to attract investment, connect businesses, and make the region an attractive destination in every sense.
Within this plan is also the Global NY Export Promotion Tour (from September 3 to 11, 2025), designed to open doors for local companies in international markets. Tourism + investment = economy in motion.
Three cities, three styles
Each destination offers something special. For example, Rochester brings a unique balance between tradition and innovation: museums, art, universities, technology… a cultural and professional combination that appeals to business travelers.
Saratoga Springs, on the other hand, offers relaxation, thermal waters, spas, racetrack, and tranquility. In 2024, it recorded 855,000 hotel nights and $150 million in tourism revenue!
Lastly, Buffalo has been renewing itself for years with a new waterfront. It’s the kind of city no one considers and then falls in love with, so we recommend visiting it!
Although they don’t belong to the state, Santa Rosa (California) and Philadelphia (Pennsylvania) have joined the same team, Santa Rosa with its vineyards (over 10 million visitors in 2024) and Philadelphia with its history and 26.6 million tourists last year.
Santa Rosa brings its winning card: the vineyards. It received more than 10 million visitors in 2024, most attracted by wine tourism.
Philadelphia contributes history, museums, cultural life, and 26.6 million tourists in 2024, not bad as support.
New York keeps growing
In 2024, the state surpassed 315 million visitors, and tourism spending reached $94 billion.
Just New York City contributed 64.3 million visitors, almost returning to pre-pandemic numbers, something incredible. But the best part is within the state, as small and mid-sized cities are also catching tourists’ attention.
And it is important because…
Because when cities that normally compete decide to collaborate, everyone wins. They will gain visibility, investment, and that will translate into more tourism. The famous “all for one”.
So, it’s a new bet that aims to showcase more than skyscrapers and screens, who would want to miss the best that’s inside NY?