New York City Sets Its Sights on Post-COVID Tourism Return

While there is still a long way to go, New York City tourism is officially on the path to recovery from the impact of COVID-19.

The city, prior to COVID-19, was experiencing record tourism numbers. According to NYC & Company, the city’s official DMO, 2019 saw 66.6 million tourists come into the city’s five boroughs, up from 65 million in 2018.

Like so many other destinations, New York City saw a steep decline in 2020 with just 22.3 million visitors, a majority of which came prior to COVID-19 in March. While the city expects to recover more than 50% of that number in 2021 (NYC & Company is predicting 36.4 million visitors), it expects to exceed 2019’s record number by 2024.

In order to do so, NYC & Company on Wednesday announced that it was launching a $30 million marketing campaign aimed at starting the city back on the road to recovery.

The campaign, the largest ever for New York City, comes with the support of the city’s mayor, Bill de Blasio, and with the encouragement of the U.S. Travel Association.

“Our recovery will be gradual, but it is certain,” said Fred Dixon, president and CEO of NYC & Company. “While we are seeing the ship turn, we recognize that there is still a lot to be done.”

“If there’s one city that’s important in travel in the U.S. it’s New York City,” said Roger Dow, president and CEO of U.S. Travel Association.

The campaign, which Mayor de Blasio said is “a campaign to bring people back to NYC and remind them that this is the place to be,” will officially launch in June and will be spread across marketing channels including TV, digital, and social media.

Initially, it will be aimed at bringing in domestic leisure travelers at first before expanding to international tourists and meetings and events travelers as those markets open. More information and details about the campaign will be revealed in the coming weeks, but the ultimate goal, Dixon said on Wednesday, is to kick start tourism’s return.

“It’s about doing all we can to accelerate tourism’s recovery,” he said. “We are committed to building back stronger and better.”

‘Wish You Were Here in NYC’
Prior to officially launching the $30 million campaign, NYC & Company is already starting a new “Wish You Were Here in NYC” initiative.

It aims to use the millions of people living in the five boroughs to help kick off tourism by welcoming their friends and families for the visits that had to be delayed or canceled over the past year because of COVID-19.

On its website, NYCGo.com, NYC & Company has built an electronic invitation tool that New Yorkers can use to send to friends and families encouraging them to return to the city. The invitations can be personalized with unique messages and includes links to help consumers plan their return to New York.

What to look forward to in New York
NYC Summer Restaurant Week, which gives residents and visitors the opportunity to eat at some of the city’s best restaurants for a bargain price, will kick off on July 20 and run through Aug. 15 this summer.

Attraction-wise, the new Phoenix Family Thrill Roller Coaster is making its Coney Island debut and the Deno’s Wonder Wheel Amusement Park marks its 100^th year this summer. The city is also getting its fifth observation deck, called the SUMMIT, at One Vanderbilt. SUMMIT will feature views from the highest vantage point in Midtown.

NYC & Company, and the city, are also anxious to show off some of the new travel infrastructure that has been built or has debuted over the last year. That includes the new Moynihan Train Hall in midtown; LaGuardia Airport’s redesigned Terminal B; the new Newark Liberty Terminal A that is 75% complete; and the Jacob K. Javits Center’s 1.2-million-square-foot expansion, which will open later this spring.

The city also has a total of 116 new hotels in the pipeline, including 52 new ones in Manhattan, 21 in Brooklyn, and 37 in Queens. That pipeline includes The Rockaway Hotel in NYC’s surfing community the Rockaways in Queens; Aman New York debuting on Fifth Avenue with 83 rooms and 22 private residences; and the new Margaritaville coming to Times Square this June.