WTTC Recognizes NYC as Model Destination for Managing Tourism Growth

New York City Skyline
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The World Travel & Tourism Council (WTTC) is recognizing New York City’s destination management campaigns as commendable models for managing city tourism flows and partnering with the local community.

New York City has been showcased in new major research alongside JLL as part of WTTC’s inaugural North America Leader’s Forum. “Destination 2030: Global cities readiness for tourism growth" focuses on the question of what makes a city ready for travel and tourism growth.

Utilizing over 75 indicators in 50 global destinations, 50 global getaway cities are categorized in one of five levels of “readiness,” which provides actionable solutions to develop sustainable growth in tourism activity. New York City was categorized as a “Mature Performer” and showcased alongside destinations including Auckland, Berlin, London, Los Angeles, Seville and Sydney.


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Strategies that mitigate bottlenecks, offer incentives to come at “off-peak” days, weeks or months, promote online advance bookings, spread visitors to outer districts and invest in new product developments are key to managing the experiences and flows of tourists.

NYC & Company and other travel businesses in the city of New York have unveiled several measures designed to disperse visitors, which includes creating the “True York City” marketing campaign. This initiative was created to incentivize visitors to stay longer and explore beyond the center, across the city’s five boroughs and their small businesses and arts communities.

Then, NYC & Company’s “Tourism Ready” program provides education to businesses throughout the five boroughs, equipping them with the tools necessary to expedite successful engagement with the travel and tourism sector.

According to WTTC data, Travel & Tourism supports 297,000 jobs in New York City or 6.7 percent of employment, with more than 20 billion annual visitor spend. WTTC represents the global private sector of Travel & Tourism.

For more information, visit https://www.wttc.org/

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