This study, written by the SE Group and supported by a Ralph C. Wilson, Jr. Foundation grant to the Natural Heritage Trust, explores the state of outdoor recreation and cultural tourism in Western New York (WNY). Developed in partnership with the Ralph C. Wilson, Jr. Foundation, New York State Parks, and Empire State Development, the study outlines the region’s major tourism assets. With this, SE Group puts forward regional branding ideas, opportunities to support and grow WNY’s tourism assets and benefits, and case studies of other regions to understand strategies that WNY’s tourism sector can learn from.