During the NYC & Company Annual Meeting at Lincoln Center’s Alice Tully Hall, Mayor Bill de Blasio, Deputy Mayor for Housing and Economic Development Alicia Glen, NYC & Company President and CEO Fred Dixon, and NYC & Company Board of Directors Chairman and President of The Metropolitan Museum of Art Emily K. Rafferty announced the "Road to 10 Million More Visitors," a new tourism target of 67 million visitors to New York City by 2021, to an audience of more than 800 tourism and hospitality members.
The success of the endeavor would result in significant economic gains for the City of New York, including the creation of more tourism-related jobs and increased visitor spending.
NYC & Company’s strategy to inspire visitation and prepare for 10 million more visitors also includes:
- Global tourism development in diverse international markets through NYC & Company’s network of 17 international representative offices serving 28 global regions; particular focus on emerging markets such as China, India, Brazil and Spanish-speaking Latin America
- Attracting major sports events to New York City, including the 2016 NCAA Wrestling Championships, the 2016 and 2017 NCAA Men’s Basketball Championships, the Brooklyn Rock ‘n’ Roll Half-Marathon and this summer’s WWE SummerSlam.
- Tourism-Ready seminars hosted in every borough to help tourism-related businesses and attractions increase visitation and expand their economic benefits locally
- Strategic seasonal and brand campaigns to promote New York City to the world, including the new NYCGO Insider Guides highlighting travel to diverse and vibrant neighborhoods throughout all five boroughs
- New “Free in NYC” messaging at nycgo.com/free to highlight free and low-cost activities, especially for the upcoming summer travel season, providing more reasons to visit and experience the five boroughs. Free museums and attractions; TV show tapings; free for kids; free Tours; and parks and gardens are all featured content on the new site.
- Global business development, including meetings, incentives, conferences and exhibitions with “Make it NYC” meetings campaign
- Media missions to developing tourism markets such as Europe, India and South America to promote New York City as a world-class destination