NYC Reawakens

As the pandemic continues, signs of light are beginning to emerge on the horizon. Such is the case in New York City, where NYC & Company—New York City's official destination marketing organization and convention and visitors bureau—is predicting 36.4 million visitors will visit in 2021, a sharp contrast to the only 22.3 million visitors welcomed in 2020.

Looking forward into 2024, the city is expected to exceed its prior 2019 record of 66.6 million visitors with an anticipated 69.3 million visitors.

To assist in these numbers becoming a reality, NYC & Company recently presented "NYC Reawakens," a new communications initiative to signal the city's reopening and comeback. Fred Dixon, President and CEO, NYC & Company, also joined Mayor Bill de Blasio and Chef Daniel Boulud to announce the largest-ever $30 million marketing campaign for tourism recovery, set to launch in June.

"Tourism accounts for hundreds of thousands of jobs in this city, and building a recovery for all of us means welcoming tourists back to the greatest travel destination in the world," said de Blasio. "The 'NYC Reawakens' initiative will show travelers everywhere that New York City is not only ready to host them—it's creating a fairer, better and more vibrant city than ever before."

With a packed cultural calendar, world-class hotels, a new outdoor dining scene and so much more, Dixon says visitors can experience the best of everything right in New York City.

"As the ship turns toward tourism recovery, we're pleased to present 'NYC Reawakens' as a call to action to encourage visitors and meetings delegates to plan and visit the five boroughs this year and experience the city's unmatched energy, excitement and dynamism," Dixon said. "We're so grateful to be collaborating with Mayor de Blasio to launch this unprecedented marketing campaign later this Spring to draw visitors back to the greatest city in the world."

New York City Council Member Paul Vallone explained that tourism is one of the pillars of New York City's economy, and that there is no recovery without it.

"I applaud the Administration and NYC & Company taking the initiative with the 'NYC Reawakens' campaign and making a proactive investment in our recovery and our future," Vallone said.

Also joining in on the excitement was Roger Dow, President and CEO, U.S. Travel Association.

"New York is always a leader, and this investment in reigniting the city's tourism economy signals a deep commitment to the importance of bringing back travel and the millions of jobs it supports," said Dow.

Before the new $30 million global marketing campaign launches, NYC & Company has kicked off a new "Wish You Were Here in NYC" initiative, encouraging New Yorkers to inspire their friends and family to visit New York City with a personalized email invitation through NYCgo.com. The organization has also shared more information about expected events, multicultural offerings, and a summary of new 2021 developments and openings.

Learn more at NYC & Company.

Written by Sarah Suydam, Managing Editor for Groups Today.