New York is making hard cider a bigger part of its fall tourism strategy. Gov. Kathy Hochul and the New York Cider Association have launched the “NY State of Cider” campaign, a statewide effort designed to draw visitors to orchards, cideries, restaurants and rural communities during one of the busiest seasons for New York agriculture. This initiative highlights how the New York’s State of Cider Campaign Boosts Tourism.
The campaign, announced Sept. 25, is tied to a 2026 State of the State commitment to expand cider-related agritourism. State officials say New York has more active cideries than any other state and is the nation’s second-largest apple producer. The governor’s office also puts the annual economic impact of the state’s orchard and cider industry at more than $1.8 billion. The emphasis on cider is a clear example of how New York’s State of Cider Campaign Boosts Tourism.
A fall tourism push built around farms and cideries
The campaign combines tourism marketing, digital storytelling, culinary partnerships and statewide promotion. A key part of the effort is a new partnership between the New York Cider Association and Airbnb. The partnership will create an online destination guide that connects travelers with cideries, orchards, restaurants, lodging and other attractions across five cider regions.
According to the governor’s office, Airbnb says 86% of travelers are interested in visiting rural communities and nearly two-thirds of its guests travel within 300 miles of home. State officials are using those figures to argue that cider tourism could help channel more visitor spending into small towns and agricultural communities.
“Hard cider is one of the most authentic ways to experience New York,” New York Cider Association Executive Director Scott Ramsey said in the announcement. He described the campaign as an effort not only to promote a beverage, but also to support agriculture, local businesses and tourism.
Why cider matters to New York agriculture
New York’s cider industry is closely tied to its apple growers. The state’s 2026 policy agenda identified hard cider as an area with room for additional tourism and business growth. Earlier this year, the state said the industry had generated more than $1 billion in economic impact over the previous decade, while the new campaign announcement places the current annual industry-wide impact at more than $1.8 billion.
The cider push also comes during a difficult growing year for some New York fruit farms. State agriculture officials reported that an April frost damaged apple, grape, stone-fruit and strawberry operations in several regions, with producers reporting more than $30 million in estimated losses. That makes fall visits, direct sales and agritourism especially important for affected farms.
What visitors can expect
The statewide campaign is expected to highlight several types of destinations and experiences:
- Apple orchards and pick-your-own farms
- Hard cider tasting rooms and farm cideries
- Restaurants serving New York cider and local food
- Bottle shops and retailers featuring New York producers
- Nearby lodging, outdoor recreation and fall attractions
For Central New York residents, the campaign could also make it easier to plan short-distance fall trips without leaving the state. The broader goal is to encourage visitors to spend money not only at a cidery, but also at nearby farms, restaurants, shops and lodging.
A broader rural economic strategy
Hochul framed the campaign as part of a larger effort to strengthen rural economies and small businesses. “Our world-class apple growers, innovative cider makers, and vibrant rural communities have made New York a leader in hard cider production,” she said in the release.
New York Agriculture Commissioner Richard Ball said cider tourism can create a direct link between consumers and farmers. Each visit to a cidery, he said, can support growers while helping preserve working agricultural land.
The campaign also continues a trend in state tourism policy that treats food and beverage production as travel destinations. New York has used similar approaches to promote wine, craft beer, maple products, farm markets and regional food trails.
What it could mean for the Mohawk Valley and Central New York
Although the campaign is statewide, the basic strategy is relevant to communities across Upstate New York. Small farms often rely on several income streams, including wholesale sales, direct-to-consumer sales, events and tourism. A successful statewide marketing push could increase visibility for producers that might otherwise be overlooked by visitors heading to larger destinations.
The effect will depend on how many local producers participate, how widely the campaign is promoted and whether travelers use the new destination tools. The state has not released a region-by-region projection for visitor spending or job growth, so those local economic effects cannot yet be measured.
For now, the initiative gives New York’s cider industry a larger statewide platform just as fall travel begins. Residents interested in supporting local agriculture can look for New York-made cider, visit orchards and tasting rooms, and check individual farm websites before traveling for seasonal hours and availability.
Source: Office of Governor Kathy Hochul.
