NYC Tourism Comeback Launched by NYC & Company in Largest Ever $30M Marketing Campaign

Edited by: TJVNews.com

At a press conference on Wednesday, NYC & Company, New York City’s official destination marketing organization and convention and visitors bureau, presented “NYC Reawakens,” a new communications initiative to signal the City’s reopening and comeback. Just prior, NYC & Company President and CEO Fred Dixon joined Mayor Bill de Blasio and Chef Daniel Boulud at the Mayor’s daily news briefing to announce the largest-ever $30 million marketing campaign for tourism recovery that will launch in June.

The Mayor also joined NYC & Company’s press conference to communicate the new campaign and reinforce the City’s resilience as he addressed more than 200 domestic and international travel writers. In 2021, NYC & Company predicts 36.4 million people will visit New York City, recovering more than 50 percent of the record 66.6 million visitors that came in 2019.

 

“Tourism accounts for hundreds of thousands of jobs in this city, and building a recovery for all of us means welcoming tourists back to the greatest travel destination in the world. The ‘NYC Reawakens’ initiative will show travelers everywhere that New York City is not only ready to host them – it’s creating a fairer, better, and more vibrant city than ever before,” said Mayor of the City of New York Bill de Blasio.

Mayor DeBlasio added: “I think for everyone who’s part of this today and who are experts in the field and report on it and think about it a lot, we can safely say for years and years, New York City gave our visitors just extraordinary experiences, a richness of opportunity that is, I think, unparalleled in the world. The fact that you can literally connect with every culture on earth in one place, and the cuisines, the art, the music of the entire world gathered in one place, that you can come someplace with such amazing energy and personality, where so much talent was gathered together, so many amazing cultural institutions, Broadway, you name it, before you even talk about our sports teams and so many other things that draw people here.”

“We’re putting $30 million behind this effort to reach the whole world and let people know how important it is to come back here, what a joy it will bring, that it’s a place you can enjoy the right way, the healthy way, the smart way, but it’s also part – an opportunity to be part of a rebirth. It’s the opportunity to be part of something really special in a place that was the epicenter in this country for quite a while, and now has fought our way back to being a place of joy again. I’ll only conclude with this – you know, when tourists come back, so many jobs come back, so much energy comes back. This city is well on its way to regaining everything we lost and then surpassing again, because we just don’t know how, as New Yorkers, to sit still. We don’t know how to have limited, small goals. We aim high and that’s been the greatness of this place for generations. And we welcome the tourists back and we guarantee them an amazing New York City experience.”

“As the ship turns toward tourism recovery, we’re pleased to present ‘NYC Reawakens’ as a call to action to encourage visitors and meetings delegates to plan and visit the five boroughs this year and experience the City’s unmatched energy, excitement and dynamism. With a packed cultural calendar, world-class hotels, a new outdoor dining scene and so much more, visitors can experience the best of everything right here in New York City. We’re so grateful to be collaborating with Mayor de Blasio to launch this unprecedented marketing campaign later this Spring to draw visitors back to the greatest city in the world,” said NYC & Company President and CEO Fred Dixon.

“Tourism is one of the pillars of our economy, there is no recovery without it. I applaud the Administration and NYC & Company taking the initiative with the ‘NYC Reawakens’ campaign and making a proactive investment in our recovery and our future,” said New York City Council Member Paul Vallone.

In 2021, NYC & Company is predicting 36.4 million visitors to the City. In 2020, the City welcomed 22.3 million visitors. In 2024, the City is expected to exceed its prior 2019 record of 66.6 million visitors with an anticipated 69.3 million visitors.

Even before the new $30 million global marketing campaign launches, NYC & Company is kicking off a new “Wish You Were Here in NYC” initiative, encouraging New Yorkers to inspire their friends and family to visit New York City with a personalized email invitation through NYCgo.com.

During Wednesday’s press conference, in pre-taped video montages, NYC & Company’s Dixon and Union Square Hospitality Group CEO Danny Meyer showcased the City’s unparalleled energy, vibrancy and excitement in Madison Square Park and Gramercy Tavern, while the cast of Broadway’s Girl from the North Country assembled in the streets of New York City to perform “You Ain’t Goin’ Nowhere.” U.S. Travel Association President and CEO Roger Dow also joined today’s in support of the City’s tourism recovery and marketing efforts.

“New York is always a leader, and this investment in reigniting the City’s tourism economy signals a deep commitment to the importance of bringing back travel and the millions of jobs it supports,” said U.S. Travel Association President and CEO Roger Dow.

At Wednesday’s press conference, NYC & Company announced the dates for NYC Summer Restaurant Week—the popular program will run from July 19-August 15. NYC & Company also reinforced its commitment to promoting the City’s vibrant multicultural offerings, including the recently launched “The Black Experience in NYC.” Latino and AAPI content will also be rolled out later this year on NYCgo.com.

NYC & Company also provided a summary of New York City’s new 2021 developments and openings including hotels, restaurants, attractions, retail offerings, meetings venues and more—for a sampling of this content, media can access the press release, “10 Ways to Experience What’s New in NYC.” For meetings delegates, a newly-expanded Javits Center awaits along with attractive hybrid meetings venues throughout the City. A “Meet Local NYC” campaign recently launched by NYC & Company calls on local corporations and businesses to hold their next meeting or retreat in the five boroughs. On the hotels front, 110,000 rooms are expected to be available in the City’s inventory by year’s end.

About NYC & Company:

NYC & Company is the official destination marketing organization and convention and visitors bureau for the City of New York, dedicated to maximizing travel and tourism opportunities throughout the five boroughs, building economic prosperity and spreading the positive image of New York City worldwide. For all there is to do and see in New York City, visit nycgo.com.