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Travelers Who ROAM THE EMPIRE In 2021 Will Support New York's Recovery

May 4, 2021

New Yorkers Choosing To Vacation In Their Home State
Will Make A Difference In 2021

A statewide collaboration coordinated by the New York State Tourism Industry Association is asking New York State residents to 'ROAM THE EMPIRE' in 2021.

rte tn.jpgDestination marketing organizations, museums, attractions, and other tourism related businesses are rallying New Yorkers to 'ROAM THE EMPIRE' and choose their home state 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.

“In any given year, New York State's diverse destinations and attractions provide great reasons
for our fellow New Yorkers to plan their getaways within our borders," states Bob Provost, President of the New York State Tourism Industry Association (NYSTIA). “But this year is different. This year, New Yorkers choosing to vacation in New York will make a huge impact. They will help reemploy over 300,000 of their fellow New Yorkers who lost tourism-related jobs during the pandemic in 2020. They will help revitalize local businesses and communities. And they will restore sorely needed state and local tax revenue to help fund our 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 Josiah Brown, NYSTIA's Board Chair and President of New York's Best Experiences. “'ROAM THE EMPIRE' and you'll find New York State offers world-class vacation destinations and experiences. It's an opportunity to have a great vacation while doing something good for their fellow New Yorkers."

In a difficult year for New York's tourism industry, the 'ROAM THE EMPIRE' campaign was developed pro bono by the highly regarded marketing firm MOWER and is being launched organically with no budget nor paid media planned. Participants statewide are supporting the program through social media, websites, and individual outreach. Organizations and businesses that would like to join the initiative are invited to participate by registering with THIS LINK.

About New York State Tourism:
Tourism 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 New York State household.

Tourism is Everybodys Bus.png

During the pandemic year of 2020, tourism was inarguably New York's most impacted industry. In fact, New York was one of the three most severely impacted states in the country.

By year-end 2020, the tourism industry was devastated:

  • 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 at New York State businesses and a corresponding 45% drop in state and local tax revenues.

About New York State Tourism Industry Association:
The New York State Tourism Industry Association (NYSTIA) advances economic growth, job creation, community revitalization, quality of life and pride of place by realizing the potential of New York State's tourism industry and facilitating the success of its members. We serve New York State's tourism industry through collaborative initiatives, research, legislative awareness, and exceptional marketing. www.nystia.org

About MOWER:
Mower is a strategically driven, intensely integrated, deeply digital, creative agency focused on building brands that truly connect with people and accelerate growth. Its nine-market presence includes five in New York State: New York City, Buffalo, Syracuse, Albany and Rochester. Mower's travel and tourism specialty has buoyed the marketing efforts of destinations, resorts, hotels and attractions throughout New York State. The agency currently supports the marketing efforts of clients including Westchester County Tourism & Film, Maid of the Mist, Whiteface Lodge, and Pebble Beach Resorts. www.mower.com

Participating Organizations (registered as of April 28):

Adirondack Coast Visitors Bureau (Clinton County) * Adirondack Frontier (Franklin County) * All Things Oz Museum * ALON Marketing Group * Amsterdam Castle NY Inc * BBG&G Integrated Marketing * Break The Ice Media * Cayuga County C&VB, Inc. * Cayuga Lake Scenic Byway, Inc * Chemung County Chamber of Commerce * Chenango County Historical Society & Museum * Commerce Chenango Tourism * Corning Museum of Glass * Destination Marketing Corporation - Schoharie County * Destination Marketing Corporation- Otsego County * Destination Niagara USA * Discover Saratoga * Discover Schenectady * Discover Seneca / Seneca County Chamber * Dutchess Tourism, Inc. * Emerson Resort & Spa * Enchanted Mountains (Cattaraugus County * Erie Canalway National Heritage Corridor * Experience Cortland * Finger Lakes Regional Tourism Council * Finger Lakes Tourism Alliance * Finger Lakes Visitors Connection (Ontario) * Fort William Henry * Fresh Air Adventures, NY * Genesee County Chamber of Commerce * Great Western Catskills of Delaware County * Greene County Tourism * Guides Association of NYC * Haunted History Trail of New York State * Lake George/Warren County * Madison County Tourism * Mower * National Baseball Hall of Fame & Museum * New York Press Service * New York's Best Experiences * New York State Tourism Industry Association * Nicholas & Lence Communications * NYC & Company * Old Forge, Herkimer County * Oneida County Tourism * Orange County Tourism * Orleans County Tourism * Putnam County Tourism * Rensselaer County Tourism * Rockland County Department of Economic Development & Tourism * Russian History Museum * Saratoga County Chamber of Commerce * Skaneateles Area Chamber of Commerce * St. Lawrence County Chamber of Commerce * Sullivan Catskills Visitors Association * The Wild Center * Times Union * Ulster County Tourism * Twin Travel Concepts * Visit Binghamton * Visit Buffalo Niagara * Visit Ithaca * Visit Rochester * Visit Staten Island * Visit Syracuse / Visit Syracuse Film * Westchester County Tourism & Film * Wyoming County Chamber & Tourism