Visitor Industry Council

The Visitor Industry Council (VIC) is the working arm of the membership of Visit Rochester and a member benefit. The VIC provides an environment of collaboration and informs Visit Rochester members on topics impacting the hospitality industry in Rochester and the Finger Lakes Regions. Staff of all Visit Rochester member organizations are welcome and encouraged to attend the monthly membership meeting and engage in VIC activities, committees, and events. 

Please note that everyone from your organization is welcome to attend and participate in the VIC. Success with the VIC is truly based on ROI—Return On Involvement. We find that the more you can get involved with the VIC the bigger the benefits you’ll receive as an individual and for your organization. 

Monthly VIC Meetings 

Visit Rochester members gather 12 times a year at different member locations on the third Tuesday of each month for the monthly VIC meeting. The agenda and topics for the meeting are set by the VIC Steering Committee and provide insights on Rochester’s hospitality industry, departmental updates from Visit Rochester staff members, and the opportunity to share what’s happening with your organization. Each meeting is followed by a reception with time to network with fellow member attendees. Register in advance for VIC meetings here. 

2026 Meeting Schedule

Please contact Greg LaDuca if you are interested in hosting an upcoming VIC meeting. 
 

VIC Committees

Committees combine the expertise and passion of Visit Rochester members with the resources and knowledge of professional staff. Visit Rochester members are invited to join forces with their fellow members on a committee and/or task force of interest that annually tackle an initiative set forth by Visit Rochester’s business plan and organizational mission of aggressively selling and marketing Greater Rochester as a preferred destination to maximize visitor spending and enhance the local economy. View a list and descriptions of the 2025 VIC Committees here.