Courtesy Discover Saratoga
By Darryl Leggieri, President, Discover Saratoga
As we reflect on 2024, it’s clear this year was a landmark moment for tourism in Saratoga County. Our region continued to shine as a premier destination for leisure travel, meetings, and events, delivering exceptional experiences for visitors and significant economic benefits for the community.
2024: A Year of Growth and Innovation
Saratoga County’s tourism sector thrived in 2024. Our iconic attractions—Saratoga Race Course, Saratoga Performing Arts Center (SPAC), Saratoga National Historical Park, Universal Preservation Hall, and Caffe Lena—drew significant crowds. The summer meet at Saratoga Race Course exceeded one million in paid attendance, cementing its place as a cornerstone of our tourism industry.
Our lodging sector also experienced a banner year, with growth in demand, occupancy, average daily rate, and revenue per available room. These gains highlight the enduring appeal of Saratoga County as a destination for relaxation, culture, and entertainment.
This year, we proudly assumed the role of the official Tourism Promotion Agency for Saratoga County, a designation that underscores our commitment to promoting the unique offerings of our region. Our marketing efforts yielded impressive results, including a leisure advertising campaign that generated over 7 million impressions and 25 key media placements, garnering 708 million media impressions.
New Initiatives to Enhance Visitor Experience
Innovation was a cornerstone of 2024. To enhance visitor engagement, we launched:
• A mobile app to help travelers explore the area,
• Digital kiosks at the Saratoga Springs City Center and Heritage Area Visitor Center to enhance the visitor experience,
• A podcast and YouTube series showcasing Saratoga’s unique stories.
Our collaboration with Saratoga 250 celebrated the county’s pivotal role in American history, including a feature on Travels with Darley. These initiatives laid the groundwork for the upcoming 250th anniversary of the Battles of Saratoga in 2027.
Events That Made Headlines
The Belmont Stakes at Saratoga Race Course was a standout moment, drawing Triple Crown fans to our vibrant community. The Belmont on Broadway celebration in June was another highlight, attracting over 15,000 attendees and generating economic benefits for local businesses. SPAC also had its busiest season yet, with the renowned Jazz Festival and classical performances, and Live Nation hosted record-breaking events like Hozier’s largest North American concert.
Group sales further boosted our economy, with 481 groups contributing an estimated $67.5 million in economic impact. These numbers underscore Saratoga’s reputation as a premier destination for meetings and events.
2025: A Year of Opportunity and Growth
Looking ahead, we are excited about the opportunities 2025 holds for Saratoga County. The demand for authentic travel experiences, from wellness retreats to heritage tourism, remains strong. With our stunning natural landscapes, mineral springs, and rich history, Saratoga is perfectly positioned to meet this demand.
In June, we’ll once again host the Belmont Stakes Racing Festival, a marquee event that promises to bring visitors from across the country. We’ll also continue to partner with SPAC, Live Nation, and other cultural institutions to present world-class entertainment.
To further enhance visitor experiences, we are excited about our new TrueOmni Visitor Experience Kiosks, offering interactive and personalized travel information. These kiosks will make it easier than ever for guests to discover and enjoy all that Saratoga County has to offer.
Looking Forward
Tourism is a vital driver of Saratoga County’s economy, and we remain committed to its continued growth. With the support of our community and members, we’ll build on the successes of 2024, driving economic impact and creating unforgettable experiences for visitors.
Thank you to everyone who contributed to an extraordinary year. Together, we’re making Saratoga County a destination that truly stands out. Here’s to an even brighter 2025!