NYC Invests $30M Into Tourism Campaign To Spur Travel Recovery

NEW YORK CITY — Tourists who shunned New York City during the coronavirus pandemic will be asked to come back by a $30 million travel campaign.

The tourism marketing campaign — NYC Reawakens — is a joint effort by the city's government and NYC & Company that launches in June.

Mayor Bill de Blasio said it aims to bring back 400,000 jobs related to tourism and travel.

"This will be the largest ever campaign to promote tourism in New York City,” he said.

Coronavirus shutdowns in spring 2020 largely stopped tourism to New York City — a devastating blow to the city's entertainment industry, hotels, restaurants, bars and other sectors reliant on travelers.

All told, the city went from 66 million domestic travelers in 2019 to 22 million in 2020, said Fred Dixon, NYC & Company's CEO.

Dixon said NYC Reawakens will first focus on drawing back domestic travelers, with the goal of hitting 36 million people this year. He outlined plans to entice travelers back for short trips and an initiative — "Wish You Were Here In NYC" — designed for New Yorkers to draw family and friends back to the city.

"With this new funding, NYC & Company will be able to launch a major, comprehensive marketing and advertising campaign in June the likes we have never seen," Dixon said.

Davis and his colleagues detailed several events coming up, including the return of NYC Summer Restaurant Week from July 19 to Aug. 15.

More information can be found here.