The UK and Ireland are among six countries initially targeted as part of a new global tourism push by New York City.
The ‘With Love + Liberty, New York City’ campaign includes out-of-home, digital, video and social media activity.
Using the Statue of Liberty as New York City’s symbol of welcome, the promotion will be supported by airlines, tour operators and online travel agency partners.
It will expand to 12 additional markets by next June in the lead up to a historic 2025-26 in which the founding of the City of New York will be commemorated together with the 250th birthday of the US, and the hosting eight FIFA World Cup matches including the final in there city in summer 2026.
The initiative follows United Airlines being named as an official airline partner for destination meetings organisation New York City Tourism + Conventions in multiple countries including the UK.
The year-long partnership includes collaboration on sales missions, fam trips, travel trade training and other initiatives.
New York City attracted 62.2 million visitors last year, including 11.6 million international travellers.
Arrivals are expected to grow to 64.8 million this year, a 97% recovery of record 2019 pre-pandemic levels.
New York City Tourism + Conventions chief marketing officer and Interim chef executive Nancy Mammana said: “New York City is, and always will be, the most welcoming, diverse and vibrant city in the world.
“Through ‘With Love + Liberty,’ we are unequivocally sending the message that all are welcome and invited to enjoy the countless world-class experiences we have across our five-borough destination.
“Global travel is strong right now, and it’s critical that New York City continues to showcase itself in order to keep engaging travellers who have an incredible amount of choices.”
She added: “Tourism is a critical driver for NYC’s economy, with international travellers making up 50% of $48 billion in direct spending across our hotels, restaurants, attractions, cultural organisations and more.
“We are so proud to launch this new effort and continue building upon the appeal of Lady Liberty to attract visitors from all across the globe who will support our local businesses in neighbourhoods citywide.”