Visit Buffalo Prepares with Partners for NCAA Basketball Tournament
Hoops fans welcomed as strong sports events season opens
With March Madness fast approaching and thousands of visitors set to arrive for the games next month, Visit Buffalo is rallying the region’s hospitality community to prepare for one of the biggest sports tourism events of the year:
The NCAA Men’s Basketball Tournament returns to Buffalo on March 19 and 21 at KeyBank Center, beginning a high-energy stretch of amateur athletic events that will draw thousands of athletes, families and fans throughout 2026.
To kick off the busy season ahead, Visit Buffalo held a morning seminar Thursday, Feb. 12 at Resurgence Brewing Company and offered insight to hotels, restaurants, attractions and service providers about what to expect during tournament week – from the anticipated influx of 19,000 visitors to marketing strategies that encourage longer stays and region-wide exploration.
Partner preparedness is especially important as sports related events continue to be a strong local economic driver. The collective economic impact of meetings and amateur athletic events in Erie County in 2026 is projected at $81 million. The calendar includes a busy March with the NCAA Tournament and the United States Collegiate Athletic Association Basketball Championships, both drawing athletes, families and fans.
“Amateur athletics are big business for Buffalo,” said Patrick Kaler, president and CEO of Visit Buffalo. “The momentum starts in March with the NCAA and USCAA tournaments. Our hospitality partners are critical collaborators. When we’re aligned and ready, we can make sure every guest leaves with a great impression of Buffalo.”
The Visit Buffalo seminar shared insights about:
- The NCAA Tournament experience and what it means for Buffalo businesses
- Key tournament schedules and visitor-traffic patterns
- Revenue opportunities for hotels, restaurants, breweries, retailers and attractions
- Marketing tactics to encourage guests to explore beyond game time
- Friday, March 20 — a non-game day — as a prime opportunity for citywide visitation
- Volunteer engagement opportunities and the Certified Tourism Ambassador™ program
- How to use Visit Buffalo’s NCAA visitor landing page as a resource for guests and staff
Fans, families and alumni expected to visit for the NCAA games will generate a strong demand across the county’s hospitality sector and set the tone for the year ahead.
“Hosting events is only half the equation,” Kaler said. “Success comes from how well our entire community shows up. This meeting helps make sure Buffalo is ready to shine.”
Visit Buffalo is the destination marketing organization for Buffalo and Erie County, promoting the region for tourism, meetings and sporting events. By showcasing the area’s culture, attractions and hospitality, Visit Buffalo drives visitor spending and supports economic growth.
