Empire State Development Launches NY’s New Tourism Campaign

Empire State Development recently launched New York State’s new fall tourism campaign. The new spot is part of the previously announced $40 million global tourism campaign aimed at revitalizing the state’s tourism industry, which was severely impacted by COVID-19. The campaign will run on digital outlets and broadcast television across New York State and northeast markets, and drives viewers to the “I LOVE NY website so they can plan their next getaway to the state.

According to Empire State Development CEO and executive deputy commissioner Kevin Younis, “Tourism is vital to our state and regional economies, generating revenue and supporting jobs in communities from Montauk to Niagara Falls. As the industry rebuilds from the pandemic’s devastating effects, marketing efforts like our new seasonal campaign support tourism’s recovery by encouraging visitors to plan a trip to experience the attractions, events and destinations that are uniquely New York.”

New York State is known for having one of the longest and most colorful foliage seasons in the country, thanks in part to its size and location. The campaign introduces new ways and places to experience and explore this pastime. Visitors can go on a hot air balloon ride over Letchworth State Park, known as the "Grand Canyon of the East," or zipline over the canopy of trees in the Catskills.

The spot also highlights the Ithaca Farmers Market, which showcases seasonal favorites like New York-grown apples, artisan cheeses, locally harvested vegetables and freshly baked treats. Family-owned farms like Springside Farm in Onondaga County offer visitors with the opportunity to pick pumpkins, navigate through a corn maze, and spend time with farm animals at the petting zoo. Visitors are also encouraged to explore the spookier side of the season with events like the Great Jack O’Lantern Blaze in the Hudson Valley, which has more than 7,000 hand-carved and illuminated pumpkins arranged in impressive displays.

The campaign coincides with I LOVE NY’s fall foliage reports, which are issued each week using the on-location field observations from over 85 volunteer leaf peepers across the state’s 11 vacation regions. The reports track color change and progression, and include predominant leaf colors and approximate percentage of change.

This year, I LOVE NY is introducing an enhanced, interactive map that will track weekly foliage change and progression across the state throughout the season. Located on the I LOVE NY foliage website, the map showcases foliage viewing locations in each of the regions throughout the state. Viewers can also use the map to see what the foliage is like during peak viewing in a given area, and learn about nearby tourist attractions. 

Reports and the new interactive map are updated every Wednesday, throughout the season, at www.iloveny.com/foliage.

Related Stories

Broadway Shows Begin Reopening; New Hotels Debut

U.S. Reopening Borders to Vaccinated Travelers in November

Civilian NYC Opening in Theater District This Fall

U.S. Faces Daily Loss of Nearly $198M Due to Travel Restrictions