Governor Cuomo Announces Global Tourism Initiative to Promote New York Businesses to the Chinese Tourism Market

21 July 2014

I LOVE NEW YORK expands its global reach by offering “Becoming China Ready” workshops to NY businesses and tourism organizations

Governor Andrew M. Cuomo today announced that the I LOVE NEW YORK program promoting New York businesses and tourism is expanding into China. In addition to establishing an office in the country to market New York’s tourism attractions and activities, I LOVE NEW YORK is helping the State’s businesses and tourism organizations tap into to the $102 billion dollar Chinese tourism market by hosting several educational “Becoming China Ready” workshops. The expanded marketing strategy, which is aimed at creating awareness to consumers and travel industry leaders abroad, delivers on the promise made at the Governor’s second tourism summit to make New York State a global destination.

“Earlier this year, we pledged to make New York known to its widest audience ever as an international tourism destination, and today marks a major step forward in that effort,” Governor Cuomo said. “From the Adirondacks to Niagara Falls, New York has unparalleled tourism assets that support businesses in a variety of sectors, and by raising the State’s profile to global tourists we are helping to attract economic activity and create jobs in communities across the State.”

According to a Brand USA Custom Study, New York State is one of the top desired states for Chinese travelers to visit, and more than half of those who do visit plan 7-13 night stays while vacationing in New York. In an effort to access this high growth market, I LOVE NEW YORK established a China office earlier this year, and representatives from the program’s Global Tourism Initiative participated in the Governor’s tourism summit this year. The program’s representatives in China are located in four cities: Beijing, Shanghai, Guangahou and Chengdu. Together, the offices reach trade, media and consumers in over 20 other cities, help create awareness to consumers and travel trade abroad, and generate excitement about the best that New York State has to offer.

I LOVE NEW YORK is also offering “Becoming China Ready” workshops across Upstate New York to educate the private sector, government agencies and other tourism/hospitality organizations on how to best promote themselves to the Chinese market. Key topics covered during the workshops in Albany, Utica and Rochester will include understanding the Chinese visitor and how to work with Chinese tour operators. The workshop will be presented at three locations across the State as follows:

  • Albany: Monday, July 21, 2 p.m. - 7 p.m. at the Empire State Plaza, Meeting Rooms 4 and 5, Madison Avenue, Albany, NY 12210
  • Utica: Wednesday, July 23, 2 p.m. - 7 p.m. at the Radisson Hotel, Mohawk Room, 200 Genesee Street Utica, NY 13502
  • Rochester: Friday, July 25, 8 a.m. – noon at the Woodcliff Hotel & Spa, Conference Center, 199 Woodcliff Drive, Fairport, NY 14450
China expert David Turchetti, a senior marketing and media professional, who frequently speaks to business groups about China business strategy and marketing-communications topics, will be the featured speaker. Turchetti, who has spent sixteen years working in mainland China and is fluent in Mandarin Chinese, will discuss cultural differences and what it takes to generate business from Chinese tourists.

Workshop sessions will also be presented by two tour wholesalers from China and two from the United States who will provide specifics on how to identify and work with the industry entities and merchants. In addition, Brenda He, Director of ILNY China, will explain Empire State Development’s short and long term plans as well as how attendees can participate in ESD’s China programs. The program will also provide attendees with the opportunity to meet representatives of 12 carefully selected tour operators that are seeking to add New York State to their product offerings and representatives from the four ILNY offices in China.

There is no charge to attend the workshop, however advance registration is required and must be submitted by July 18, 2014. More information, including a list of participating tour operators and registration details, can be found here.

As a result of the Governor’s support of tourism in 2013, the industry has seen an increase in spending, state and local tax revenue, visitors and employment. In 2013, New York’s tourism industry generated direct spending of $59.2 billion, producing an estimated $7.5 billion in state and local taxes. The number of visitors to New York is estimated to have increased by 8.8 million and projected to finish at 218.8 million visitors in 2013. As the fourth largest employment sector in New York, the tourism industry also added 28,500 jobs in 2013 for a total of 832,500 jobs and generated more than $17.96 billion in wages. One out of every 12 jobs in New York is tourism-related.