Rochester's regional tourism council, Visit Rochester, has planned another push to encourage traffic from across the border.
The organization is appealing to local business partners to help out with the campaign.
With help, it plans to spend more than 100-thousand dollars to market to Canadians - online, on radio, and in-person at events across the border
Visit Rochester said there are 1 million border crossings every year and it would like to make sure the Canadians don't pass through the Rochester and finger lakes region, but stop for a visit.
It said the Canadian dollar is strong and crossing the border has become easier.
News 8 caught up with some Canadian travelers at a NYS Thruway rest stop.
Anand Oza said he visited Lake George, New York City, and New Jersey in just a matter of days.
The Ontario resident said it was his first time in the United States.
He liked the landscape and the bargains.
"Gas, I just couldn't believe how cheap gas is in the U.S. compared to Canada," said Anand Oza, a Canadian.
The Canadian dollar is worth more in the U.S., so shopping for everything from gas to clothing is a deal.
Visit Rochester is hoping to tap into that mindset.
It said that every year nearly 2 million visitors come to the area and spend roughly $1 billion.
It said Canadians can be a big part of that.
"Our job is to get people across the border past some of the traditional border destinations to Rochester Finger Lakes and Genesee Valley," said Gregory Marshall, Director of Marketing for Visit Rochester.
Sean Dennis is from Toronto and years ago spent part of his honeymoon in the Finger Lakes.
"It was beautiful," he said.
The only downside? The border crossing, Dennis said.
"Make U.S. immigration more friendly. It's not very welcoming," said Dennis.
But Dennis said he plans to come back anyway for a trip on his motorcycle.
The "A Welcome Surprise" Campaign starts on September 20.