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NYC & Company, New York City’s official destination marketing organisation, today revealed a new global tourism campaign titled “True York City,” with advertisements and promotion now live around the world. “
True York City” showcases the unique culture produced by the 8.5 million residents of New York City’s five boroughs. The campaign invites travellers to discover the iconic experiences we are known for, as well as lesser-known aspects that can’t be found anywhere else in the world.
“When people think New York City, they think authenticity,” said Mayor Bill de Blasio. “As the safest and most dynamic big city in America, we have endless cultural offerings that continue to make the five boroughs a global draw for tourists. But now with ‘True York City,’ we can give those travellers an even more genuine, bona fide New York City experience while helping our businesses and communities thrive at the same time.”
“Over the last decade, New York City has grown into one of the world’s most exciting and popular destinations, as evidenced by our record number of tourism-related jobs, almost double the number of international visitors and unprecedented economic impact, now the largest in the US; but we ask ourselves, where do we go from here?” said Fred Dixon, president and CEO of NYC & Company. “The answer is we go deeper by enticing tourists to become travellers. With ‘True York City,’ we celebrate the fact that we are the world’s greatest creator and exporter of culture, and invite travellers who seek authentic experiences and appreciate the ‘local,’ from arts, design and retail to culture and cuisine.”
“For a city that can’t be defined by one single statement, one simple logo or a single spokesperson, ‘True York City’ is a platform to remind the world why we love our home,” said Elan Cole, creative director of NYC & Company. “
Tourism works for New York City—in 2016, New York City’s travel and tourism sector saw a record-breaking year, with 60.5 million visitors and $43 billion in direct spending, the largest economic impact of any US destination. The industry also sustained a record 383,000 jobs for working New Yorkers in all sectors of the economy. In the past decade, the industry’s contribution to City tax revenues has more than doubled to $4.2 billion. Half of the new hotels since 2006 have been built in the boroughs beyond Manhattan. The visitation forecast for year-end 2017 will increase to 61.8 million visitors, comprising 49.2 million domestic and 12.6 million international visitors.