1.3M visitors and counting: Watkins Glen ready for strong tourism season in NY's Finger Lakes

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More and more people are choosing the Watkins Glen area as a weekend getaway spot or vacation destination in the scenic Finger Lakes.

Tourism in the region, driven by Watkins Glen State Park, Watkins Glen International and Seneca Lake wineries and breweries, is on the rise, according to industry officials and business owners in Schuyler County.

“Last year at Watkins Glen State Park there was close to 1.3 million visitors,” said Nigar Hale, executive director of the Watkins Glen Area Chamber of Commerce. “Watkins Glen International is filled with thousands and thousands every week starting in the first week of April until the end of October. This is really just an indication of their popularity.”

Hale said 2023 marked a record-breaking year for area tourism. The Watkins Glen Area Chamber of Commerce manages two visitors' centers, one at Watkins Glen State Park and one in downtown Watkins, that last year welcomed more than 100,000 visitors — a 35% increase over 2022.

“We recorded every single conversation we have with visitors who often ask about the state park, Watkins Glen International, when the wineries and breweries are open on Seneca Lake, and special events," said Hale. "So, we are expecting a very strong season this year."

While the region's natural beauty along the lake and the Gorge Trail are internationally renowned, Watkins Glen International also puts the area in the national and global spotlight with its marquee events, like the annual NASCAR weekend.

But the track's impact is felt on a daily basis for much of the year, said new track president Dawn Burlew, a longtime Corning Inc. executive. Burlew said Watkins Glen International has cars on the track daily from April until the end of October. The drivers come from far and wide to make the same turns as some of the biggest names in motorsports.

“We bring people into the community every day, seven days a week with car clubs and all types of events and competitions,” Burlew said. “Those events could be anywhere from 60 cars to a couple hundred cars, and each car brings a crew and people with them, so they spend time in our hotels, they eat at our restaurants, utilize our services and they truly enjoy our lake and everything that we have to offer.”

Jim Guild, owner of Famous Brands in downtown Watkins Glen, said the tourism that Watkins Glen State Park, Watkins Glen International and Seneca Lake bring to the area is a huge reason for the success of local businesses and restaurants.

“We had almost 1.3 million tourists go through the gorge last year, and what the track brings is amazing,” Guild said. “It’s a big deal in Watkins Glen because a lot of businesses really live off tourism. We do pretty good 12 months a year, but the seven or eight months we are jammed by tourists is a big thing.”

Alex Brown, manager of Grist Iron Brewing Company on Seneca Lake, agreed. Brown expects business to really start picking up this holiday weekend.

“Memorial Day really begins our busy season, and things go up again once the high school year is out. It gives people more time to do different things,” Brown said. “Really, we are busy from Memorial Day until Halloween when things begin dropping off.”

The peak of the tourism season in Watkins Glen may last longer than ever this year. NASCAR moved its annual visit to The Glen back a month from its usual date in early August. It will now take over the track Sept. 11-15.

The change is expected to give the region another infusion of visitors at a time when, historically, the tourism season may be starting to wind down.

Hale said NASCAR moving its race weekend to September is “just fabulous” for area businesses. The track has sold out its grandstands for the Cup Series race the last eight years.

“That big event, which brings thousands to the area, really stretches out the tourism time frame,” Hale said. “It’s so exciting.”

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Hale said other tourism drivers are events like the annual wine festival at Watkins Glen International, the Balloon Festival, the Grand Prix Festival and the Waterfront Festival, which includes the Cardboard Race Regatta, just to name a few.

“These events help bring people to the Seneca Lake Wine Trail and the breweries,” Hale said. “There are a couple of brew festivals happening on Seneca Lake this summer as well. These festivals kind of go in line with what we expect to anticipate for tourism.”

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Hale and the Watkins Glen Chamber of Commerce are expecting big things again this year as the region continues to bounce back from COVID-era slowdowns in tourist traffic.

“There's no doubt that everyone in the region is anticipating a strong pre-COVID showing this year because of Watkins Glen’s visibility and beautiful outdoors as a recreation destination,” Hale said. “We're expecting a strong season as a result.”

This article originally appeared on Elmira Star-Gazette: Tourism growing in Watkins Glen, jewel of New York's Finger Lakes