By JAMES FINK
jfink@bizjournals.com | 716-541-1611

With the leader of the Niagara Tourism and Convention Corp. chairing the annual American Bus Association Marketplace, it could open the door for Niagara Falls, N.Y., to land more bookings from the lucrative motor coach industry.

NTCC President and CEO John Percy is chairing the event being held this week in Philadelphia. And his presence is giving Niagara Falls a boost, in terms of recognition.

"Our name is being mentioned several times, a lot more than it normally would," Percy said. "It is putting us in a larger spotlight."

The annual event - considered the Super Bowl of the bus trade - brings tour bus operators together with convention and visitors bureaus for four days of meetings and exhibits. Niagara Tourism and Convention has an information booth, but the key is Percy, who by virtue of his role as convention chairman shines extra light on Niagara Falls.

"It helps," he said. "Every time they mention me, they mention Niagara Falls."

Tour buses are a significant segment of the region's visitor base - and a lucrative one. A standard, 65-person bus leaves behind an economic impact of nearly $15,000. Last year, the NTCC estimates, tour buses and motor coaches had a $10 million economic impact on Niagara Falls and Niagara County.

"Buses are also the greenist form of travel groups because instead of 65 individual cars driving to Niagara Falls, you have one vehicle with 65 people in it," Percy said.

The true impact of his role as convention chairman will likely be felt in 2012 and 2013, because many tour operators handle bookings several years in advance.

"We might get some more immediate impact," he said. "But realistically, we'll see more impact in the years going forward than this year. Most of the 2011 tours have been set and booked."