Thousand Islands Region Plans Binational Tourism Brand
Tourism officials from New York and Ontario met to coordinate one shared destination message for the region.
Updated on Nov. 10, 2026 in Canada
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Tourism officials from both sides of the border met Tuesday at the Thousand Islands Harbor Hotel in Clayton to coordinate messaging as one destination. A branding company is creating a new binational slogan and brand for the region.
Why it matters
Officials say speaking with one voice can grow visitor numbers and help the region compete globally. For New York readers, the effort aims to strengthen a cross-border destination that draws visitors from both countries.
Tourism generates more than $1 billion a year for the Thousand Islands region, and the combined Thousand Islands and Kingston industry totals $1.1 billion across about 5.25 million annual visitors. Visitor numbers have fluctuated and are recovering slowly, and the new brand's impact on those figures has not yet been measured.
The players
Thousand Islands International Tourism
A tourism organization that promotes the Thousand Islands region on the U.S. side of the border, led by director Corey Fram.
Tourism Industry Association of Ontario
An Ontario trade association representing the province's tourism businesses, led by president and CEO Andrew Siegwart.
The details
Corey Fram, director of Thousand Islands International Tourism, and Andrew Siegwart, president and CEO of the Tourism Industry Association of Ontario, were among officials who met to coordinate a single regional message. Tensions between the U.S. and Canada have affected visitor numbers, and the effort aims to present the region as one destination.
Timeline
Tuesday: Tourism officials met at the Thousand Islands Harbor Hotel in Clayton, New York.
Spring 2027: The new binational brand is expected to launch.
Season Trajectory
The effort extends the cross-border promotion model used by shared border destinations, positioning the Thousand Islands against competitors such as Niagara Falls, Cape Cod and Long Island. Officials aim to draw visitors through a unified regional identity rather than separate marketing from each side.
Travelers planning a trip to the Thousand Islands can expect a more unified regional promotion as the new brand rolls out. The region's combined visitor base of about 5.25 million a year suggests peak demand may continue to shape lodging and booking decisions.
The takeaway
A single shared brand can help a border destination compete for visitors who might otherwise choose larger tourist regions. Travelers can watch for the spring 2027 launch to see how the region presents itself.
What happens next
The new binational brand is expected to launch around spring 2027.
Further reading
Explore more about the Canada destinations that border New York's Thousand Islands region.
Source note: This article includes information reported by Wwnytv.
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