Nov 25, 2025
This week’s Wednesday Webinar brought together Dylan Forsyth of Zartico and Gina Mintzer from the Lake George Regional Chamber, who explored how destination strategies shift when you zoom in on local visitors vs. zoom out to focus on out-of-state travelers. Their conversation highlighted how understanding these different audience types helps DMOs make smarter marketing and investment decisions.
Dylan began by outlining how Zartico defines visitors, local visitors, and residents—and why their behaviors differ so significantly. Using real examples from Lake George and Buffalo, he demonstrated how visitor intelligence can reveal spending patterns, website engagement, travel behavior, and the kinds of experiences different audiences prioritize.
Gina shared how Lake George uses that data to support year-round activity, noting that local and resident visitors make up 73% of their summer fireworks audience and play a major role in sustaining retail and community facilities. She emphasized how nearby counties like Washington and Saratoga influence Lake George’s overnights, shopping patterns, and economic balance, underscoring how interconnected regional destinations can be.
Shifting the lens, Dylan walked through how Buffalo’s out-of-state visitors—such as those from Cleveland and Erie—behave differently from in-state travelers. Cleveland visitors are more likely to stay overnight and spend at accommodations and gas stations, while Erie visitors tend to make day trips focused on arts, entertainment, and retail. These differences help DMOs tailor messaging, budgets, and campaign priorities more efficiently.
The takeaway: Know who your visitors are, use data to build clear profiles, and focus on efficient, targeted strategies that deliver the strongest return on limited marketing dollars.
Thank you again to Dylan and Gina for presenting, as well as everyone who attended! You can view the recording above, and access the slide deck here.
About the NYSTIA Wednesday Webinar Series:
Back by popular demand, NYSTIA is once again hosting a free, weekly virtual workshop series in an informal, "coffee and conversation format. All are welcome to join and send invitations to your friends and colleagues! Each webinar is recorded and archived for post-event access. This season's webinar topics include: the outdoor recreation economy, tech in tourism, generative engine optimization, community branding, digital maturity, sustainable event planning, accessible recreation, & more! Sign Up for Free
Next Week: Advocacy Planning...But Explained Like It's the Macy's Thanksgiving Day Parade with Josiah Brown, AKA the New York Sherpa. Learn More & Register