PHOTO: Plenty of new projects are underway on the American side of Niagara Falls. (photo via Pixabay/myeviajes)While Niagara Falls continues to attract visitors, the tourism board for its New York side wants the public to know that there’s plenty to discover beyond these magic waters—especially within this Western New York region.Launched in March 2017, Destination Niagara USA’s new tourism marketing brand as “Niagara Falls USA” promotes an experiential approach to seeing not just Niagara Falls, N.Y., but also Niagara County. Its tagline is “where adventure comes naturally.”According to Destination Niagara USA Director of Communications Andrea Czopp, this approach is to show both locations as bucket list destinations due to their natural wonders and epicurean and educational attractions.MORE Destination & Tourism“We believe this area evokes a sense of discovery and connection,” she said. Along with the falls themselves, Czopp added that the campaign will also “get the word out about what else [there is] to do in this county besides [seeing] Niagara Falls.”As Niagara Falls is well known worldwide, Cropp said it’s also important to bring to attention to locations like Lockport, a city whose name comes from a set of Erie Canal locks, and Youngstown, a village that’s home to the historic Old Fort Niagara. While Cropp noted that these places might “not be immediately household names,” their recognition could grow from extended visits to the falls.This experiential focus for “Niagara Falls USA” ties into a rising visitor demographic: Millennials.In catering to this group’s interest in locality, Destination Niagara USA has been including info on restaurants and similar establishments on their website and featuring them in their travel guides and in-market publication.READ MORE: Visiting the Birthplace of the Buffalo WingAnother focal point is the apparent extension of the visitation season. Czopp noted that for years Niagara Falls was seen as a top destination from Memorial Day through Labor Day, but now they’re seeing visitors arriving as early as April and straight into fall.While winter will close up some falls-related attractions, Czopp pointed out there are any indoor activities. Off-season visits can be to the wineries along the Niagara Wine Trail and open year-round venues like Fort Niagara State Park in Youngstown, the Niagara Power Vista in Lewiston and the Aquarium of Niagara in Niagara Falls.However, Niagara Falls is still a big part of this picture, in particular with hotel development.The city welcomed the DoubleTree by Hilton Niagara Falls New York in December 2016 and expects a Courtyard by Marriott property to open in August 2017. Another major development involves the 1920s era Niagara Hotel, whose guest list once included Joe DiMaggio and Marilyn Monroe. The abandoned landmark hotel will undergo a $42 million restoration project to be reopened for business.READ MORE: Niagara Falls Reinvents ItselfThere’s also a big project underway is at Niagara Falls State Park—where you can view the American side of Niagara Falls—with a $70 million program to restore the park’s natural landscape and enhance its facilities.Part of the plan involves the Cave of the Winds—a falls-side attraction within the park—getting an Experience Building that will serve as a waiting area and a correlating interactive attraction teaching about Niagara Falls’ history and geology. It’s anticipated to open after Labor Day.