Skip to Main Content

This year is different. This year, choosing to vacation in New York will make a difference!

Apr 16, 2021

rte tn.jpgIn any given year, New York State's diverse destinations and attractions provide compelling reasons
for New Yorkers to choose New York as their vacation destination.

This year is different. This year, New Yorkers choosing to vacation in New York will make a difference.

Destination marketing organizations, museums, attractions and other tourism related businesses are rallying New Yorkers to ROAM THE EMPIRE and think New York first when making their 2021 travel and vacation plans. Organizers of the ROAM THE EMPIRE initiative point to the obvious benefits that will result if New Yorkers choose to explore the Empire State and vacation in-state in 2021. The campaign was developed pro bono by MOWER and is being launched organically with no budget or paid media planned. Participants statewide are supporting the program through social media, websites and individual outreach. The campaign is intended to support the NYS Division of Tourism's I LOVE NY campaign and outreach efforts by local communities across the state.

is the third largest industry in New York State. The tourism industry has paid dividends for years to New York's economy, setting new records for economic benefit in each of the past five years. In 2019, the tourism industry attracted 265 million visitors and generated record high levels of impact:

  • $72 Billion in spending at New York State businesses large and small;
  • $39 Billion in disposable income and over 961,000 jobs for New York State residents and
  • $9+ Billion in state and local taxes, the equivalent of $1,248 for every NYS household

During the pandemic year of 2020, tourism was inarguably New York's most impacted industry. At year-end 2020, travel and tourism was decimated:

  • Average annual employment declined 34%, a loss of over 330,000 jobs vs 2019; nearly three times the employment impact in any other major category!
  • An estimated 56% loss in travel spending and a corresponding 45% drop in tax revenues, the third most severely impacted state in the country!

New Yorkers who choose to 'Roam The Empire' and visit New York's destinations will help:

  • re-employ over 300,000 fellow New Yorkers who lost their tourism-related jobs during the pandemic.
  • revitalize local businesses and communities across the state.
  • restore sorely needed state and local tax revenues to further fund New York State's economic recovery.

“When New Yorkers are ready to travel, New York State destinations are accessible, affordable, operating safely and ready to provide experiences and create memories they will treasure for years to come," says Bob Provost, President of the New York State Tourism Association. “New York State offers travelers world class vacation destinations. It's an opportunity for New Yorkers to have a great vacation while doing something good for their fellow New Yorkers."


That's why New York State's tourism industry is coming together this year
to encourage New Yorkers to vacation in their home state.

Let's safely and proudly Roam the Empire!

Thank you to all the many destinations that are participating in this initiative,
and thank you to all those* who made it possible!

Bob Provost

* NYSTIA Committee Members:

  • Natasha Caputo, Tourism Director, Westchester Tourism & Film
  • Kelly Ann Curtin, Executive Vice President at NYC & Company
  • Julie Gilbert, Vice President Sales & Marketing, ‎Destination Niagara USA
  • Nancy Mammana, Chief Marketing Officer, NYC & Company
  • Special thanks also to Fred Dixon, President & CEO, NYC & Company and John Percy, President & CEO, Destination Niagara Falls, who initiated the campaign concept.
MOWER - the team that created the ROAM THE EMPIRE cause campaign:
  • Mike Baron, Senior Vice President-Creative Director,
  • Mary Gendron, Senior Vice President – Managing Director;
  • Amanda Widzinski, Senior Art Director;
  • Kearney Erhard, Creative Supervisor/Copywriter;
  • Jeff Hopper, Associate Creative Director;
  • Jeff Peters, Director, Strategic Planning
Participating Markets: