NYC saw 9.4 million international travellers visit the five boroughs, more than triple the number in 2021
New York City Tourism + Conventions is now officially the new name and brand identity of the NYC & Company, the official destination marketing organisation and convention and visitors bureau for the five boroughs of New York City. According to a press statement, President and CEO Fred Dixon presided over the inauguration of the new brand identity at its recently held annual meeting. The new brand system for the region targets tourists from all over the world, introduces a new brand strategy and a thorough visual identity system that comprises a new logo, colour standards, typography, art direction and graphic elements.
The statement says that the rebranding was introduced in conjunction with the social media campaign What’s good NYC, that aims to harness the ‘opinion power’ of the 8.5 million residents of NYC. The foundation and strength of the new branding comes from travellers’ desire for authentic experiences by highlighting the genuine, enthusiastic perspectives shared by a diverse mix of locals. It underlines the role played by New York City Tourism + Conventions in amplifying these perspectives to give tourists a richer experience in NYC. The programme encourages tourists and residents to explore all that New York City has to offer by providing insights, advice, suggested activities, and trips through a variety of platforms, adds the statement.
It goes on to say that the new name aims to represent the organisation’s mission to support New York City’s travel and tourism economy and provide a deeper, richer, more authentic experience of New York City for visitors. The structure, mission and global network of New York City Tourism + Conventions remains the same as that of NYC & Company.
“The introduction of our new name and brand system marks a significant moment for our organisation. Our new brand captures the essence of New York City in its entirety: an ever-expansive destination that offers diverse and authentic experiences that enrich the traveller and benefit all New Yorkers. This shift strategically positions us to continue leading the city’s nearly USD 65 billion tourism economy. It makes clear our purpose and mission as the official tourism organisation for one of the world’s greatest destinations—our commitment to New York City has never been greater,” says Fred Dixon, President and CEO of New York City Tourism + Conventions.
The statement adds that New York City’s economic recovery continued in 2022 with over 56 million travellers arriving in the city, a 72.5 pc increase over 2021. NYC saw 9.4 million international travellers visit the five boroughs, more than triple the number in 2021. The city also hosted over 4 million business travellers signalling the return of this important segment. This activity marks the return of 85 pc of NYC’s record 2019 visitation levels.
It says that NYC remains on track to welcome 63.3 million visitors in 2023. The pace of the tourism industry’s recovery supports about 340,000 jobs across the entire leisure and hospitality sector, more than USD 40 billion in direct guest spending, and about USD 60 billion in total economic impact for 2022, all of which contribute to the economic recovery of New York City, says the statement.
“With over 56 million visitors to the five boroughs last year, fuelling tens of billions of dollars in spending for our local economy, New York City is not coming back, it is back. New York City Tourism + Conventions’ new branding reflects our city’s energy and spirit and will make sure everyone knows that there’s never been a better time to visit the greatest city in the world. I am a five-borough mayor, and I look forward to seeing visitors all over the Big Apple this year,” says New York City Mayor Eric Adams.
“We are excited about this brand evolution and for the organisation’s continued stewardship of New York City’s tourism industry. The creation of this new brand system was informed and supported by dozens of organisations and hundreds of individuals from the tourism industry including members and visitors alike. We look forward to working with all our partners and stakeholders to further the work of connecting local businesses, visitors and residents, and spreading the benefits of tourism across all five boroughs,” says Charles Flateman, New York City Tourism + Conventions Board Chair and Executive Vice President of The Shubert Organisation.
“We are an organisation comprising passionate New Yorkers who have deeply informed our new brand and how it comes to life to engage travellers from around the world,” says Nancy Mammana, Chief Marketing Officer of New York City Tourism + Conventions.
“When creating the visual identity system, we wanted to reflect the fabric of New York City, and the rhythm and energy that locals and tourists alike love most about it,” says Elan Cole, Executive Vice President, Co-Lead, Creative/Content for New York City Tourism + Conventions.
