"There's so much to do and so much to see," said VisitRochester CEO Don Jeffries.
To know Rochester, is to love it.
"Once we get people here, they come back!"
Rochester is home to some of the best golf courses, hotels, lakes, and city festivals.
"What a year we had. Spider-Man, the PGA, the LPGA. We're the only city in the country ever to have the men's and women's championship in the same year."
Tourism dollars are up in Monroe County. Visit Rochester predicts 2013 figures will reach one billion dollars.
"Think about people that come to visit. They're staying in our hotels, they're using our restaurants, but they're buying gasoline, they're buying clothes, they're shopping."
Canadians visiting the area have always helped to boost the tourism industry and officials are targeting downstate visitors hoping to add new money to the economy.
Visit Rochester is now working on a new campaign that will hopefully attract more visitors from New York City. Some 30 to 40 community members from New York will arrive here in October to learn more about our area, and act as ambassadors for Rochester.
"We're going to show them Rochester, the Finger Lakes, what we have to offer, the affordability, and out of that we hope to drive some meeting and convention business."
Visit Rochester finished up a promotional piece this week, where the goal is to convince more people to fall in love with Rochester.
"We want people to come here, we want to see it, experience it," Jeffries said. "I always say, we're family, friendly and affordable."