Small business owners in the Hudson Valley are in need of a win. With a rocky first half of 2025 marked by the Trump administration’s mercurial trade wars (yesterday’s newly announced round is set to take effect on August 7) and inflation on major categories of consumer goods on the rise, margins are feeling tighter than ever. Fortunately, regional tourism trends are lining up to offer a bit of a financial rebound this autumn.
“All indications are that we are coming into a great autumn season,” says Lisa Berger, director of the Ulster County Department of Tourism. “We’re finally past the pandemic revenge tour,” she says, referencing the last few years of Americans spending big on cross-country and international travel after a long pandemic pause. Last week, the Farmer’s Almanac released its forecast for a blessedly cool, dry autumn in the Northeast—cider-sipping, apple-picking, and hiking weather at its finest.
While the Hudson Valley has historically had a push-pull relationship with tourists, the simple fact is that tourism is a vital part of the region’s economy, accounting for $8 billion in annual spending in 2023. According to Melaine Rottkamp, President and CEO of Destination Dutchess, 54 percent of spending in restaurants and 58 percent of spending in retail in Dutchess County comes from non-residents. “The truth is that many businesses can’t survive on resident support alone,” she says.
International Travel Is Down, But Domestic Travel Is Up
With increased political tensions due to the Trump administration’s policies on trade, foreign policy, and immigration, international visitor spending across the US is down about seven percent already this year. (New York City, which expected a banner year for visitors, has already had to revise its tourism outlook twice.) While major cities are bearing the brunt of the drop in international visitors, regional destinations like the Hudson Valley may still see increased traffic this autumn.
According to a July report by Longwoods International, 91 percent of US travelers say they have travel plans within the next six months. They’re just spending their travel dollars differently than last year. “People are tightening their wallets,” says Rottkamp. “They’re taking shorter trips. They’re driving instead of flying, which is great for us because we’re a drive destination for 44 million people in the Tri-State Area.”
According to Berger, that bump will be welcome after a tough spring. “Our March visitor numbers were definitely way off,” she says, pointing to tariff announcements, economic jitters, and unusually cold weather as possible reasons. Luckily, she notes, a decrease in Canadian tourism hasn’t hit Ulster County nearly as hard. “They have never been a huge part of our economy,” she notes.
For those international travelers who are still planning to come to New York City, Destination Dutchess is doing everything it can to spread the word about the Hudson Valley before they get here. The organization actively promotes tourism to Dutchess County in 36 different countries, with a dedicated representative in Germany. “It’s not an accident that international visitors show up here,” she says. “We spend time and money getting them excited about coming.”
What Domestic Travelers Want
The Longwoods study found that the top three interests for road-trippers this year were great local restaurants, beautiful outdoor scenery, and historic attractions—AKA the Hudson Valley’s bread and butter. “Those are all things we have in great abundance,” Rottkamp says.
Berger says that recent local traveler data is reflecting this, with strong spikes in weekend trips and interest in experience-driven travel. In particular, she notes that outdoor adventure tourism is growing, with Ulster County seeing a significant rise in gravel biking and “bike-packing” vacations.
“Visitors are using Ulster’s 75 miles of connected rail trails and more than 250 miles of carriage roads to plan multi-day cycling trips,” she says. This group of visitors is one she advises businesses near trails begin marketing to if they haven’t already. “These travelers often cap off their days with a craft beverage or local meal. They’re not just out riding,” she says.
Berger also notes that the county’s many renowned live music venues are seeing a strong comeback after a difficult few years during the pandemic, with newer venues like The Local in Saugerties and Assembly in Kingston bringing in high-caliber acts.
For pennywise tourists, Rottkamp notes that the Hudson Valley is an ideal destination this year. “Obviously, we would love for people to spend the night because then they’re spending more money, but, for daytrippers, there’s so much to see and do for everybody and for all budgets.”
She also points out that the luxury accommodations that have opened in the Hudson Valley are offering high net worth individuals more reason to visit. “They’re still coming and they’re still going to our shops and our restaurants,” she says. “So it’s a good thing that we have a mix of lodging and attractions in our communities because it helps us weather some of those storms.”
How Small Businesses Can Prep for Autumn
To prepare for autumn’s increase in traffic, Rottkamp urges small businesses to spiff up their online presence and consider small ad buys to amplify visibility. “Make sure that your social media, website, and Google business listing are all up-to-date and accurate,” she says. “There’s nothing worse than missing out on getting business because someone didn’t think you were open or the address or phone number wasn’t right.”
Naturally, Rottkamp also recommends that small business owners reach out to local tourism organizations to see what support they can offer, such as Destination Dutchess’s lunch-and-learns, social media seminars, and Tourism Ambassador Program training. “We try to help people navigate this because we know they’re great at their businesses, but they don’t necessarily have the background and skills to really promote them in the way that a destination marketing organization like Destination Dutchess can.”
Another tactic to take into the autumn season is a simple shift in mindset. Rottkamp recommends that small business owners adopt a collaborative attitude to increasing tourism spending in their towns. “If somebody comes into your business, ask them if they’ve had lunch yet or visited another shop down the road,” she says. “Spread the wealth around, and make sure visitors know that there’s other things to see and do nearby.”
Above all, Berger says that business owners need to get comfortable with telling their story. “Hospitality is about connection,” she says. “Just be authentic and connect genuinely with each person who comes through that door. Because that’s what people remember from their trips that keeps them coming back. They remember how you make them feel.”
