NYC pitches for a bigger bite from Britain

NYC & Company, New York City’s official marketing, tourism and partnership organisation, brought its roadshow to London 24 June, as part of a week-long tour including stops in Amsterdam, Dublin, Belfast and Glasgow.
The campaign is part of NYC & Co’s campaign to highlight ‘new’ New York, including significant venue openings and developments in the Big Apple.
The destination marketing organisation’s new CEO Fred Dixon (pictured), speaking to media breakfast at the Soho Hotel, said: “New York City is experiencing a ground-breaking moment in history, with unrillaved new tourism products that are truly transforming the destination. We are pleased to present the ‘new’ New York City to influential audiences around the world, and, specifically, to European travel media this week. Summer is the ideal time to visit these brand-new attractions and hotels and also take advantage of the city’s many free and affordable activities.”
The NYC & Co Global Tourism Team also met with product managers from 40 key tour operators during two workshops in Dublin and London and hosted 240 travel agents at events.
New York venue representatives joining the roadshow included those from The Empire State Building Experience, Marriott Hotels and The Broadway Collection.
New York City is forecasted to receive 220,000 Irish visitors in 2015, up from 217,000 in 2014, while the UK remains the top overseas origin market to NYC, with 1,172,000 UK visitors forecasted for 2015, up over 32,000 on 2014.
Earlier this year, Mayor Bill de Blasio and Dixon announced NYC is on the road to 10 million more visitors by 2021, bringing the total to 67m.
Senior vice-president of global communications for NYC & Co, Chris Heywood, presented some of the new attractions to the London audience, including One World Observatory, the tallest building in the western hemisphere and which opened on 29 May, Ellis Island National Museum of Immigration (opened 20 May) and the Whitney Museum of American Art (opened 1 May).
Hotel developments continued, with a record 102,000 rooms available last year in NYC and another 11,000 coming on stream this year.
Dixon told CN that conference delegates now made up 6.1m of the visitors to NYC and noted that the Javits Centre was going through a $500m renovation with a subway extension coming right to its front door.
“We are in better shape than ever before to welcome meetings and incentives,” he said.
With airline uplift from Norwegian airlines, flying out of Gatwick to New York and Thomson TUI expanding into New York, it is definitely a time to visit the five boroughs, said Dixon, and noted that a marketing campaign on was featuring individual districts and their attractions for visitors.
British travellers have been going to NYC in increasing numbers for the past three years, although they have a shorter length of stay than the typical overseas visitor (5.4 v 7.36 nights).
80% of the British visitors stay in a hotel and 80% also use NYC as a port of entry to the US.

John Keenan


John Keenan

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