New York City Goes the Extra Mile to Lure Foreign Visitors

The Big Apple is planning to spend USD $6m on an international campaign called “It’s Time for New York City,” to lure back tourists to the destination. Tourism agency NYC & Company is also planning on switching its message on billboards in various foreign cities from “New York City Misses You Too” to “New York City Is Ready for You.” The agency estimates 2.8m foreign travellers will visit the city in 2021, but NYC & Company chief executive Fred Dixon said it will still take years for the city to regain all of the tourism lost to the pandemic.

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