New York State is rebranding to reflect the fact the state has more to offer than Manhattan-based city breaks.


Markly Wilson, director of international marketing at the New York State Division of Tourism, said agents would be sent itinerary ideas based around a city break together with a specialist activity such as skiing, fishing, hiking and water sports.


Promotional and educational activity would include fam trips, while the tourist board was also working with operators to put together package tours including both aspects of New York State’s appeal, he said.


The famous ‘I heart NY’ logo is being adapted to reflect the activities the state can offer. The logo had been popular for more than 30 years but had become synonymous with the city, rather than the state, Wilson said.