BUFFALO, N.Y. — Family reunions are more than meaningful gatherings, they are major economic drivers for cities across the country, especially within the Black community.

Visit Buffalo is leaning into that legacy with a seminar designed to support families planning reunions in Western New York. The event is scheduled for Saturday, Feb. 28 from 10 a.m. to noon at the Michigan Street African American Heritage Corridor Headquarters, located at 119 Broadway at Elm Street.

Click here to register to attend for free.

The seminar will provide families with tools and resources to help organize successful reunions while showcasing Buffalo as a welcoming destination.

Renata Toney, vice president of destination experience for Visit Buffalo, recently discussed the impact of Black family reunions on the local economy during an appearance on commUNITY on WGRZ-TV, speaking with Claudine Ewing and Pete Gallivan.

Toney explained that the tradition of Black family reunions dates back to post-emancipation, when formerly enslaved people searched for relatives who had been separated and sold during slavery. Those reunions became annual gatherings — a tradition that continues hundreds of years later.

Today, Toney says, Black family reunions are the backbone of African-American travel, generating significant revenue through hotel bookings, restaurant spending, cultural attractions, and support of Black-owned businesses.

“These families are loyal,” Toney said. “They book large hotel blocks, they spend money locally, and they come back year after year. It’s a major economic force that is often underserved.”

Toney says Buffalo is uniquely positioned to benefit. With generations of families having left the city during population declines, reunions now offer an opportunity to bring people back home — many of whom have never seen the city’s revitalization.

“There’s so much new energy here,” she said, pointing to developments downtown and along the waterfront. “We want families across the country to see what’s happening in Buffalo now and know that we’re ready to support them.”

Toney also highlighted Buffalo’s reputation for warmth and hospitality, recalling encounters with fellow Buffalonians while traveling who immediately connected over their shared roots.

“We were voted one of the nicest places in America,” she said. “People here are approachable, welcoming, and full of love. That’s what we’re selling — who we are — and inviting families to come back home and experience it.”

According to MMGY Travel Intelligence research: 

• Black travelers spent $145 billion on U.S. leisure travel in 2023
• Account for 11% of the U.S. leisure travel market
• Safety and feeling welcomed remain top priorities as deciding factors when selecting destinations
• Friends and family recommendations are the #1 driver of travel decisions among Black leisure travelers
• Research shows up to 70% of non‑business travel among African Americans is related to family reunions