New York was once one of the most vibrant cities in the world, with a stream of tourists coming from everywhere rushing over to see its various attractions. But with the pandemic, the Big Apple slept like the rest of the world. As pandemic restrictions ease in the country, NYC is planning a $30 million marketing campaign set to kick off New York’s tourism in June.
Led by NYC & Company, New York’s tourism arm, the campaign aims to bring back the tourist traffic in New York. As Mayor Bill de Blasio said, the campaign will bring an “exciting and energetic” environment in the coming months with its many outdoor activities. Though the campaign’s name is yet to be determined, the mayor, in a recent news conference called it “NYC Reawakens.” de Blasio also shared that with New York’s resilience, the city will indeed revitalize the culture it once had before the pandemic.
“Tourism accounts for hundreds of thousands of jobs in this city, and building a recovery for all of us means welcoming tourists back,” Mayor de Blasio recently said in an interview with The Wall Street Journal.
While the multi-million dollar campaign is aimed at both domestic and international visitors, Fred Dixon, CEO of NYC & Company, said that they would primarily focus on domestic visitors and move toward going global once international travel restrictions ease.
Despite the campaign planned to set in June, there have been signs of improvements in New York’s activities. Restaurants are now permitted to operate at 50% capacity. Various attractions, like the opening of Coney Island and prominent museums in the city, also created a buzz in the community. NYC will also welcome new attractions, including the Louis Armstrong House in Queens and a new observatory at the One Vanderbilt Skyscraper near Grand Central Station. Harry Potter fans are also in for a treat as a large themed store is set to launch.
Chef Daniel Boulud, one of the most prominent culinary personalities in New York, said that restauranteurs in NYC are ready to welcome guests. “The rebirth of our economy, but also our culture, that’s what we need. New York always attracted talent, ambition and creativity,” shared Boulud.
New York will also welcome a number of new high-profile hotels opening across the city. Aman, Margaritaville in Times Square, the Ritz-Carlton, and a new Ace Hotel in Brooklyn, to name a few. The hospitality industry was one of the worst-hit fields because of the pandemic. With a number of the hotels in the city closing their doors permanently, Dixon assured tourists that over 110,000 rooms would be available, not far from the pre-pandemic number of 122,000 rooms.
“It’s critical that we deliver the message that New York City is open and welcoming visitors once again,” Dixon told The Wall Street Journal. “We’re gonna do all we can to accelerate tourism’s recovery,” he added.
The upcoming campaign will use federal stimulus programs for television ads and social media campaigns. One of which is called “Wish You Were Here at NYC,” aiming to encourage New Yorkers to invite their friends to visit the city. The Big Apple will also re-launch its annual Summer Restaurant Week from July 20 to August 15.