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Global $30m New York City tourism recovery plan unveiled

An “unprecedented” $30 million global tourism recovery campaign has been unveiled to promote New York City.

‘It’s Time for New York City’ is claimed by destination marketing firm NYC & Company as the largest-ever, multi-phased global tourism marketing and advertising campaign to promote the five boroughs in the wake of the pandemic.

The promotion is being introduced out as Covid restrictions are lifted, more people are vaccinated and travel resumes in the US and beyond.

Travellers in 23 markets across the US will be targeted first, followed by Mexico, Canada and Latin America, with plans to expand farther internationally as other key markets reopen for leisure and business travel.

Designed to be flexible as travel restrictions evolve, international feeder markets will also include the UK, Europe and other key regions, with translated advertisements to roll out alongside to-be-announced travel partners, according to NYC & Co.

The new investment is made possible through American Rescue Plan Act funds secured and awarded by US Senate majority leader Charles Schumer and mayor Bill de Blasio.

The campaign will run in three phases including television, digital, outdoor media and partnerships.

The initiative comes as New York City expects to attract 36.1 million visitors this year, recapturing more than half of its record 66.6 million visitors in 2019.

Mayor Bill de Blasio said: “The summer of NYC is here – and now it’s time to tell the whole world about how this city is building a recovery for all of us.

“Tourism impacts hundreds of thousands of jobs across the five boroughs, and its return will fuel our recovery even more.

“The greatest travel destination in the world is ready to welcome back visitors from around the region, country and globe, and we can’t wait to greet them.”

NYC & Company president and chief executive Fred Dixon said: “New York City is open for business and we invite visitors to experience everything our destination has to offer – from exceptional deals on dining during Summer NYC Restaurant Week to surfing in the Rockaways to exploring the City’s rich tapestry of diverse communities.” 

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