NYC & Company launches NYC Reawakens initiative to signal tourism reopening

 Wednesday, April 28, 2021 


NYC & Company recently presented “NYC Reawakens,” a new communications initiative to signal the reopening and comeback of the city. Previously, NYC & Company Chief Executive Fred Dixon, joined Mayor Bill de Blasio and Chef Daniel Boulud at a press briefing to announce the largest-ever $30 million marketing campaign for tourism recovery.

The work is set to launch in June, with details, including the name and creative, to be announced at a future date. New York’s official destination marketing organisation has predicted that 36.4 million people will visit the city in 2021 recovering more than 50 per cent of the record 66.6 million visitors that came in 2019.  In 2020 the city welcomed 22.3 million visitors. In 2024, New York is expected to exceed its prior 2019 record of 66.6 million visitors with an anticipated 69.3 million visitors.

Mayor Bill de Blasio said in a statement that tourism accounts for hundreds of thousands of jobs in the city, and building a recovery for all means welcoming tourists back to the greatest travel destination in the world. He shared that the  ‘NYC Reawakens’ initiative will show travellers everywhere that New York City is not only ready to host them but is also creating a fairer, better, and more vibrant city than ever before.

Fred Dixon added that in a time when the ship is turning towards tourism recovery, the company is 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.

He mentioned that with a packed cultural calendar, world-class hotels, a new outdoor dining scene and much more, visitors can experience the best of everything right here in New York City. He shared that the company is very grateful to be collaborating with Mayor de Blasio to launch the unprecedented marketing campaign later in spring to draw visitors back to the greatest city in the world.

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