The Coalition for NYC Hospitality & Tourism Recovery Rolls Out Roadmap

The Coalition for NYC Hospitality & Tourism Recovery, an initiative of NYC & Company, the official destination marketing organization and convention and visitors bureau for the five boroughs of New York City, today unveiled its roadmap for tourism reimagining and recovery, a Stay Well NYC Pledge and new revitalization campaign, All In NYC. 

These initiatives will help New Yorkers reconnect with the city they love, remind people that New York City remains the greatest city in the world and now one of the safest cities from a public health perspective, and help the City’s more than 403,000 tourism and hospitality employees return to work.

Understanding that the campaign will be fluid and may need to adapt as the City makes progress against the virus, All In NYC: The Roadmap for Tourism’s Reimagining and Recovery outlines three stages—RISE. RENEW. RECOVER.—envisioned for the revitalization of New York City’s tourism and hospitality industries from the economic fallout of the Covid-19 pandemic. 

Across these three stages, messaging and tourism-friendly programs will target first hyperlocally to metro residents, then as conditions allow, will expand to regional, domestic and, ultimately, to international travelers.

The roadmap also unveils a deceptively simple tagline that embodies how New Yorkers feel about their city and describes its greatest strengths: All In NYC. 

Designed by Aruliden, a New York City–based, woman-owned global award-winning design agency that offered its support pro bono as part of an open creative brief issued in collaboration with the Clio Awards, the creative was selected from over 60 submissions from branding companies around the world. Aruliden will help design the creative elements and support NYC & Company’s efforts as the full campaign is rolled out. 

The first component of the All In NYC campaign, helps to unify public health practices. Through the Stay Well NYC Pledge, NYC & Company will be creating transparency around Standard Operating Procedures (SOPs) to ensure that every New Yorker and visitor knows that the City, including the hospitality, tourism, arts, culture and entertainment sectors, are aligned on best-in-class cleaning standards. Consumers and member businesses will be asked to visit NYCgo.com, where they can view information about the Pledge and download the tool kit/standards to participate. 

As part of the All In NYC campaign, NYC & Company has created multiple initiatives that will help market New York City to both New Yorkers and visitors alike. As the City moves through the various recovery phases, different components of the campaign will begin. 

The second component of All In NYC will inspire New Yorkers, and eventually visitors, to explore neighborhoods throughout the five boroughs and support local businesses. N

YC & Company will be creating a series of video profiles along with a platform that allows residents to share their love for their neighborhoods, elevating a diverse range of voices across channels to both celebrate the locals who make the City so engaging and to help visitors enjoy a deeper, authentic experience in NYC’s many enclaves. 

Another way to inspire people to see all five boroughs of New York City is through Art on the Grid, a multi-platform exhibition of new work by a group of 50 NYC-based emerging artists. A partnership between NYC & Company, the Public Art Fund and JCDecaux, this large outdoor art exhibition will feature works of art on NYC bus shelters and LinkNYC screens around the City.

Additional pieces of the campaign include supporting industry segments such as restaurants, with content featuring New York City chefs; promoting staycations in NYC; leveraging well-known New Yorkers to become influencers for their city; engaging external audiences; and expanding the campaigns reach geographically. 

In 2019, New York City’s travel and tourism industry marked its 10th consecutive year of record growth, welcoming 66.6 million visitors for business and leisure trips. The economic activity of visitor spending supported more than 403,000 jobs citywide and generated close to $72 billion in economic activity. A forecast for 2020 is not available.