Launch of New I Love NY Summer Tourism Camapign

Governor Kathy Hochul today announced the launch of I LOVE NY's new integrated summer tourism and travel campaign, highlighted by two new ads running through August across New York State, and in traditional drive markets including Canada. This includes advertising across broadcast, streaming and social platforms, and showcases some of the attractions and activities available. The summer campaign also includes I LOVE NY's largest mobile marketing tour ever, and additional complementary travel industry efforts to promote visitation to the State's 11 diverse vacation regions.

“Tourism is synonymous with New York State, thanks to all of our amazing attractions, from beaches to high peaks, from the Erie Canal to iconic museums and performing arts venues,” Governor Hochul said. “This vital industry is facing challenging new political and economic headwinds. That's why supporting our tourism industry is more important than ever, and why we are getting out the message that no matter where you're from, you're always welcome in New York State.”

I LOVE NY's multifaceted summer tourism campaign begins with two new ads featuring a new tagline – “New York State: Everything You Love.” – reflecting the depth and breadth of the world-class attractions and memory-making activities available in communities throughout the state. The new ads can be viewed here and here. More information about planning a summer getaway in New York State is available at www.iloveny.com/summer.

Empire State Development President, CEO and Commissioner Hope Knight said, “Tourism is crucial to New York State, supporting jobs and local economies, and we have so many incredible attractions ready to welcome visitors, from Niagara Falls to Montauk Point. This summer, New York wants to extend a special invitation to travelers from across America and all around the world: this is the perfect opportunity to plan a trip to celebrate history, explore our incredible landscapes, and enjoy all that our incredible state has to offer.”

Empire State Development Division of Tourism Executive Director and Vice President Ross D. Levi said, “In addition to iconic attractions across our state’s eleven beautiful vacation regions, the next few months in New York hold special delights for travelers from near and far. Guests can look forward to special events commemorating the bicentennial of the Erie Canal, a summer of thoroughbred racing at Saratoga Race Course headlined by the Belmont Stakes and Travers races, the Ryder Cup tournament at Bethpage golf course on Long Island, and food and fun at the Great New York State Fair in Syracuse. The endless variety of activities shows that there truly is everything to love in New York State.”

As part of this new campaign, I LOVE NY is extending a special invitation to international visitors – especially Canada, which represents New York's largest inbound international market. International visitation is vital to New York State's tourism economy. Historically, overseas visitors plan longer trips and produce more direct spending during their stays. New for this year's campaign is a direct-to-consumer international marketing element in the United Kingdom and Australia, which includes digital billboards, plus streaming and digital advertising. I LOVE NY also continues to work with members of the travel trade industry, like tour operators and travel agents in Canada, the United Kingdom, Germany and Australia through trade shows, sales missions and familiarization tours.

The summer campaign also includes I LOVE NY's largest-ever mobile marketing tour with more than 40 stops throughout the Northeast. The mobile tour will make stops at popular events such as music festivals, street fairs and sporting events where guests can interact with fun experiences to learn more about the state’s attractions, win special I LOVE NY prizes, and take pictures with a large I LOVE NY logo sculpture.

Under Governor Hochul, tourism is New York State's second largest industry, supporting one in 10 jobs. Recently, more than 306.3 million travelers visited New York State, generating $88 billion in direct spending and a record-high economic impact of $137 billion. Each year, tourism spending saves the average New York State household $1,400 in taxes.