Voices of Travel

EMPIRE STATE GETTING THE WORD OUT

New York State’s largest tourism campaign in decades has been launched, with government officials committing nearly US$60 million to grow the industry, create jobs and attract even more visitors to the Empire State. As the fifth largest employment sector in New York, tourism supported 714,000 jobs and generated more than US$29 billion in wages in 2012. One out of every 12 jobs in New York is tourism-related. The more than 202 million international and domestic visitors to the Empire State last year resulted in US$57 billion in direct tourism spending, and generated US$7 billion in state and local taxes. “New York State has some of the most beautiful tourist attractions in the world. From the peaks of the Adirondacks to the beaches of Long Island, no matter what you’re looking for you can find it here,”said Governor Andrew M. Cuomo. “I want the world to know about these assets, too, and am committed to making the State a ‘must see’ global destination and creating new jobs and investments in New York.”After discussions with tourism experts and hearing the concerns and ideas of local and international tourism officials, the Governor announced a series of initiatives designed to make New York State the tourism capital of the world: !!! Highest Level of Tourism Funding in Decades: The Governor announced the state would invest nearly US$60 million in tourism funding — the highest level in decades, making New York State third in the country in tourism funding. Last year, the state invested US$19 million. !!! New I LOVE NY marketing campaign with Port Authority and MTA to promote Upstate NY tourism destinations: Under the partnership announced today, The MTA and Port Authority will provide US$2 million worth of advertising space on subways, bus and commuter rail systems and at airport arrival points and kiosks to promote Upstate tourism. !!! The MTA/I LOVE NY Partnership will result in more 7,000 advertising spaces throughout the MTA subway, bus and commuter rail systems. This will include 2,500 posters at subway stations, platforms and in rail cars; 2,600 ads in New York City buses; 2,000 ads in Metro North and LIRR trains; and ads at 250 Metro North and LIRR station platforms promoting Upstate tourism. The Port Authority/I LOVE NY Partnership will result in advertising at the Port Authority’s most important travel hubs and services: JFK Airport, LaGuardia Airport, PATH, Stewart Airport, the Port Authority Bus Terminal and the JFK AirTrain. !!! Additional Airline and Airport Partnerships: As the first entry point for many travellers and tourists, the Governor announced new initiatives to welcome visitors to the Empire State and inform them about the state’s many assets and attractions. This will include on-site greeters and welcome centers at New York’s airports. The Governor also announced the state’s airports will feature Taste NY. Additionally, the Governor announced that Delta Airlines will start featuring I LOVE NY advertisements in their in-flight magazine starting this month. !!! NYS Sports and Special Events Commission: The Governor announced that the State will create a Sports and Special Events Commission. The commission will be charged with recruiting sporting and other special events to venues across the state – and competing for part of the US$600 billion global sports tourism industry. !!! New Welcome Centers at Border and Interstate Crossings: The centres will serve as hubs of information about the State’s tourism assets and attractions. New signs showcasing local attractions will also be strategically placed at these border and interstate crossings. !!! New Taste NY Marketing Efforts: Also announced, Taste NY products will be sold at strategically located rest stops across the State. The Governor also announced there will be a Taste NY Tent at this year’s PGA tournament in Rochester, selling and sampling Made in NY products to tournament-goers. !!! International Tourism Campaign: From Asia to South America: The Governor announced an international tourism campaign – ILOVENY ASIA / ILOVENY SOUTH AMERICA – that will invite people overseas to the Empire State and have a presence in emerging markets such as China and Brazil. There will be NYS representatives in parts of Asia and South America to promote the Empire State as a top travel destination and help plan itineraries. !!! New Tourism Information for Decision-Makers: Empire State Development will be a clearinghouse for tourism metrics, offering New York’s businesses a place to go for information on how to best market to visitors and attract tourists. !!! I LOVE NY in Times Square: The Times Square Alliance has agreed to give New York space at the Visitors Center to help market state attractions to the more than 400,000 tourists that pass through Times Square every year. !!! I LOVE NY LGBT: The Governor announced an I Love NY LGBT niche tourism initiative to market NYS to the LGBT community, which accounts for approximately US$70 billion in tourism spending in the US every year. (http://www.iloveny.com)

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