NYC & Company, New York’s tourism marketing organization, revised its 2017 travel forecast on Tuesday, stating that it expects 300,000 fewer international visitors than last year “in light of the recent travel ban and related rhetoric.”
“These updated figures take into account changing attitudes about travel and access to the U.S. since the previous forecast was announced in October 2016, prior to the new administration,” NYC & Company said in a statement issued on Tuesday. “This is the first drop in visitation since the start of the recession in 2008.”
The city anticipates that domestic visitation will remain strong, projected to increase to 49.3 million visitors this year, which would actually result in an overall visitor increase, from 60.7 million to 61.7 million.
“But, it’s important to note that it takes the spending power of four domestic visitors to equal what a single international visitor spends,” NYC & Company stated.
With the updated forecast, NYC & Company announced a new international communications and marketing campaign titled “New York City — Welcoming the World.” Beginning in March, the campaign will feature outdoor media valued at nearly $3 million targeting international source markets the United Kingdom, Mexico, Germany, and Spain, with more markets pending. International partners, including tour operators and airlines, are expected to help further the effort through their own channels and assets.
“The goal of the campaign is to reassure international travelers who may feel deterred about traveling to the U.S. and ensure them that New York City’s experiences and values remain the same and all are welcome,” the destination marketing organization stated.
The revised 2017 travel forecast was produced by the organization’s longtime data provider, Tourism Economics, an Oxford Economics Company.
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