Take Off New York: Using PTO to Power Increased NYS Visitor Spending

If New Yorkers Fully Utilized Their PTO, It Could Add $Billions in Visitor Spending!

Research indicates New Yorkers leave over 40 million days of paid time off (PTO) unused annually —with 12 million days forfeited forever. That’s more than $3 billion in lost benefits for employed New Yorkers and a lost opportunity to recharge and reconnect personally while adding economic vitality to New York State communities.

Take Off New York is a new statewide marketing initiative developed as a pro bono contribution by FOURTHIDEA for members of the New York State Tourism Industry Association (NYSTIA). Its central theme is to encourage New Yorkers to use the time they’ve earned to explore and experience our incredible state. By transforming unused PTO into travel, we strengthen local economies, enhance personal well-being, and support businesses' growth and success.

This is more than a tourism campaign. It’s a movement powered by partnership.

Why Participate?

When New Yorkers take time off, everyone benefits. By joining the Take Off New York program, your DMO becomes part of a unified effort that:

  • Drives Economic Impact: If all unused PTO were spent traveling in-state, it would generate over $6.2 billion in visitor spending and nearly $2 billion in employment income.
  • Strengthens Well-Being: Using PTO to travel has been demonstrated to reduce stress, boost productivity, and enhance relationships.
  • Promotes Accessibility: “Vacation” doesn’t have to mean far away or even for a long time - New York State offers enriching, affordable, and diverse experiences perfect for a long weekend close to home.
  • Builds Local Pride / Adds Vitality tor Our Communities: Every trip supports the businesses, workers, and communities that make our destinations unique.

Tools for your Destination

Participating DMOs will receive access to an Affiliate Media Kit developed for NYSTIA by FOURTHIDEA, which includes:

Logo Kit

Sammy Stickers for Social

Poster Template

These ready-to-use assets will help you seamlessly integrate the Take Off New York message into your own marketing efforts, inspiring travelers to use their PTO to plan trips right here in the Empire State.

You can also learn more about Take Off New York's creative process, see examples of Sammy in social media, by watching the official 'Take Off New York campaign briefing.

Join the Movement - Register Below

Help us inspire New Yorkers to take their time off—and take it in New York.

Take Off New York: Use PTO to Power Wellness, Workplace Productivity & Economic Growth
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The Take Off New York marketing initiative is provided as a pro bono contribution
to our NYSTIA colleagues by the team at