NEW YORK (CBSNewYork) - New York City’s official tourism agency has a new annual goal of 55 million visitors by 2015, and they’re trying to reach that by appealing to young people.
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NYC & Company‘s new marketing effort is aimed at travelers age 18 to 29.
Speaking from Berlin on Wednesday, senior vice president for tourism Fred Dixon acknowledged that the young people have less money than older tourists, but, he said “when young people discover New York and everything it has to offer, we find that we have a visitor for life and so we have felt the need to offer new programs and new value, especially in this climate to make sure that they continue to come to New York and experience all it has to offer.”
They’re hoping to add another one million young people over the next five years by underlining the city’s attractions with phrases such as “cheap eats,” “pick up games,” “concerts every night,” and “clubs all night.”
They’re also using vintage shopping and art openings in their campaign.
“New York is actually a rite of passage for young people. So, they find that the transformative nature of coming to New York City not only helps them find who they are, but also helps them learn more about the world around them and the diversity and all the energy of New York City has become a real fostering ground for young people,” said Dixon.
In 2011, the city set a new tourism record, with 50.5 million tourists.
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