GLOW Tourism Region Launches Fresh Air Adventures Program

Includes comprehensive brand, tourism website and social media 

The counties of Genesee, Livingston, Orleans and Wyoming are excited to launch a new regional tourism program: “Fresh Air Adventures – New York’s Falls to the Finger Lakes.” 

This is a refresh of the successful long-running Country Byways of Greater Niagara and the Finger Lakes program, which has existed for over 25 years and has given the GLOW counties collaborative capabilities to leverage their unique rural towns and villages, collective attractions, and prime location between Niagara Falls and the Finger Lakes. 

“The goals of Fresh Air Adventures are to encourage travel to our world-class attractions, discover our quaint towns and villages, and experience all that our great region has to offer,” a news release states. “The initiative includes a new comprehensive website,, designed by Corporate Communications based out of Rochester, as well as Facebook and Instagram (@FreshAirAdventuresNY) platforms. Each of these digital tools will provide tourists a wealth of valuable information, including outdoor recreation experiences, culinary and craft beverage fare, overnight accommodations, events, adventure ideas and itineraries, interactive maps, and trip planning capabilities.” 

“Fresh Air Adventures tells tourists exactly what they can expect when they visit our region,” said Eric Szucs, tourism director for the Wyoming County Chamber of Commerce and Tourism. “We have a spacious, safe and beautiful natural setting, so the GLOW counties collaborated to build this incredible program supported by a comprehensive website and social media platforms. In doing so, we can share the outdoor experiences and uniqueness of our rural villages and the small businesses that make up our communities. 

“It’s an incredible way to connect so many outdoor landmarks like Lake Ontario, Letchworth State Park and the Finger Lakes.” 

Fresh Air Adventures, as part of New York Empire State Development’s I LOVE NY program, will continue Country Byways work of marketing approximately 1,000 GLOW tourism businesses. 

“As we navigate the Covid-19 pandemic, our marketing will concentrate on New York State travelers and once the pandemic is over, we will resume marketing to national and international leisure and group tour travelers, and those passing along major routes traveling to Buffalo, Niagara Falls and the Finger Lakes from places like New York City, Toronto, Canada and elsewhere within a six-hour drive,” the news release continues. 

This visitation is critical to the area economy and the sustainability of its small business community. Tourists spend more than $238 million dollars in the GLOW region each year, which translates to $28 million in sales tax dollars, over $15 million of which remains local so the GLOW counties can improve the quality of life for residents. 

Along with the Fresh Air Adventures moniker, includes a new logo that features earth-tone colors, adventurous fonts, the profile of New York State to give visitors a sense of location and place, and clever touches like a bird in flight and a waypoint marker dotting the “i” in AIR – adding to the explorative nature of the brand. The tagline, “New York’s Falls to Finger Lakes” adds to the intrigue, playing on internationally renowned outdoor landmarks like Niagara Falls, the major waterfalls in Letchworth State Park and the Finger Lakes. 

“A regional collaboration connecting ‘Falls to the Finger Lakes’ stands to benefit the hundreds of small businesses through the region that cater to and delight tourists year-round,” said Laura Lane, president & CEO of the Livingston County Chamber of Commerce and Tourism. “Travelers looking for Fresh Air Adventures will surely delight as they make their way throughout the GLOW region counties and enjoy the multitude of experiences coupled with an array of complementary shopping, dining and indoor explorations. Livingston County appreciates working with our neighboring counties to truly connect New York’s Falls to Finger Lakes – creating a memorable vacation experience.” 

For more information, call (800) 622-2686 or visit