ROCHESTER, N.Y. (WROC) — “Yeah, it’s been devastating, the hospitality industry,” says Don Jeffries, President and CEO of Visit Rochester. Jeffries says since the Covid close down in March, restaurants, hotels, bars, museums, and attractions have taken a heavy hit.

“I think the number was 91 meetings and conventions cancelled, we had over 60 sporting events cancelled,” he says, adding that equals about 32,000 hotel stays lost, that economic hole rippling out. To help the region recover, he says they’re cooking up something new.

“We’re promoting a program called ‘Rediscover Rochester’, and it’s not only to our visitors, but also people who live here,” he says.

And to help you re-discover the region, Visit Rochester has created a number of resources online, including trip ideas, open restaurants, and what you need to know before you go. Jeffries says to all out there: be a tourist in your own town.

“We are the cultural capital of Upstate New York. The museums are open, the Strong Museum, the Eastman Museum, all the attractions are opening up.”

Jeffries says safety with consumers is key, and goes a long way. If businesses can open securely and protect customers, they will come. “We’re anxious for our residents and our visitors alike to get out and visit Rochester,” he says.