June 14, 2021
Albany, NY

Governor Cuomo Announces Second Phase of $40 Million Global Campaign to Support Revival of New York State Tourism Industry

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Governor Cuomo Announces Second Phase of $40 Million Global Campaign to Support Revival of New York State Tourism Industry
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Two New Spots Featuring World-Class Upstate New York Attractions to Air on Broadcast TV, Streaming Services and Online; Ads to Run Through the Summer

Post-Pandemic Campaign Invites Domestic and International Visitors to "Come Be A Part of It"

Watch the Ads Here and Here

Governor Andrew M. Cuomo today announced the launch of two new spots as the second phase of New York's $40 million campaign to support the revival of the state's tourism industry. The new spots feature world-class attractions from regions across the state, showing the breadth and variety New York has to offer. The campaign will run throughout the state as well as neighboring drive markets on broadcast TV, streaming services and online. These spots will run through the summer as part of a year-long statewide effort to increase tourism. 

"We're bringing New York back, defeating COVID-19 by getting more shots in arms every single day, and it's time to promote all the state has to offer to get tourism dollars flowing again," Governor Cuomo said. "These two new spots are the latest part of our $40 million campaign to foster tourism and economic development opportunities throughout the state, and they'll focus on the assets of beautiful Upstate New York. We're promoting our state to visitors across different markets and state borders, and I look forward to seeing New York State rebuild its economy from this terrible pandemic and move into the future." 

By highlighting popular outdoor destinations as the state reopens, this campaign will help spur the revival of the state's tourism industry and further the rebuilding of the economy. The new summer spots focus on a variety of seasonal and outdoor attractions beyond New York City. Favorites like The Great New York State Fair, Cooper's Beach, and renowned craft beverage destination Brewery Ommegangfeature prominently, along with historic Boldt Castle and Saratoga Race Course. The ads also highlight some of the state's world-class outdoor attractions, like the Wild Center in the North Country, Storm King Art Center in the Hudson Valley, and the Lake Placid Cliffside Mountain Coaster. Letchworth State Park, Niagara Falls State Park and Watkins Glen State Park are also included, which offer visitors unparalleled views and endless recreation opportunities.  

Empire State Development Acting Commissioner and President & CEO-designate Eric Gertler said, "Rebuilding New York's economy must include revitalizing the state's tourism industry. That begins with this campaign to reintroduce residents and visitors alike to all the great places to see and things to do throughout the state this summer. We are excited to welcome those who want to come and be a part of it, as there's no better time to plan a trip to experience and explore the attractions that are so uniquely New York."

New York State Executive Director of Tourism Ross D. Levi said, "New York is home to countless world-class attractions and experiences, and we are excited to once again invite visitors to explore the breadth and depth of what the state has to offer this summer. I LOVE NY will be utilizing its full complement of promotional platforms and working with local and regional tourism industry partners, ensuring that we are extending an enthusiastic invitation for families, couples and groups of friends to come be a part of the variety and majesty of the Empire State." 

New York State Tourism Advisory Council Chair Cristyne Nicholas said, "Time and again, New York State has rebuilt and risen in the wake of unimaginable challenges. As we can once again invite and welcome visitors from around the world, New Yorkers throughout the state are ready to share and celebrate with pride all the wonderful attractions the Empire State has to offer. I am thrilled that Governor Cuomo and I LOVE NY continue the tradition of promoting tourism and investing in this powerful economic engine, especially when the state is emerging from difficult times. Excelsior!"  

On June 2, Governor Cuomo announced the launch of a new $40 million global campaign aimed at revitalizing the state's tourism industry. The campaign will promote tourism attractions across all regions of the state through the summer, fall and winter tourism seasons as the state begins to welcome all visitors - local, national and international - back to New York State. 

The first spot in this campaign highlights destinations, attractions, sights and sounds synonymous with New York City. It showcases iconic New York City landmarks like Washington Square Park, Moynihan Train Hall, Times Square and the Statue of Liberty, set against the classic standard "Theme from New York, New York." Visitor favorites like New York-style pizza, the Central Park Zoo and Chinatown are interspersed with quintessential New York scenes like an MTA subway train, the Staten Island Ferry, Broadway, and the New York City skyline lit at night. The spot highlights New York City's role as the nexus of the state's vast and acclaimed network of arts, entertainment, sports, culture, business and culinary offerings.   

Throughout the Governor's administration, historic investments in tourism have generated record-setting levels of visitor spending and economic impact while supporting thousands of jobs, but the industry was disproportionately impacted during the pandemic. New York State has been successfully reopening segments of its economy, allowing the state to extend an invitation to visitors once again. As travelers are starting to make post-pandemic plans, New York State wants potential visitors to consider the Empire State as a safe destination with countless options available to create an unforgettable vacation. This new campaign will highlight the state's must-see destinations as the state reopens, helping spur the revival of the state's tourism industry and further the rebuilding of the economy. 

For more information on attractions and destinations across New York State, go to iloveny.com/summer

Contact the Governor’s Press Office

Contact us by phone:

Albany: (518) 474 - 8418
New York City: (212) 681 - 4640