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New Yorkers: Tourists in Their HomeTown
By Melissa Maguire
The Way Things Were
New York City is one of the top travel destinations
in the world. Last year close to 37 million visitors,
approximately 105,000 visitors a day, brought $23 million
into NYC. Those visitors created 277,000 jobs in NYC.
Before September 11, the city was expecting 38.4 million
visitors in 2001. Due to the tragic events that occurred
that day, many of those visitors will stay home.
The Way Things Are
It is usually New York's busiest month for tourism, but this October NYC missed the bulk of its tourists. New York State is feeling the financial impact of this, having lost some $324 million in tourism revenues in the past two months. According to NYC & Co., these losses include lost revenues at hotels, restaurants, Broadway theaters, cultural organizations and tourist attractions. Five Broadway shows have closed as of November, and the ones that have stayed open are down 22% in ticket sales. Most of the hotels that have reported to the city's tourism board, are only three-quarters filled, from less than fifty percent immediately after September 11th. Over 6,000 employees from the service industry of NY have already been laid off. These gloomy statistics can only be reversed if tourists come back to the city that never sleeps.
As the mayor says, NYC is "open for business." Most
of NYC's attractions have reopened and welcome guests
to visit, including South Street Seaport, the United
Nations, Circle Line Boats, and the Empire State Building's
Observation deck. The question remains as to whether
tourists will visit these sites.
City tourism officials say that New Yorkers and people
from the tri-state area are the key to keeping the tourism
industry in New York afloat in the short term. Cristyne
Nicholas, the president and CEO of NYC & Company, the
city's tourism agency, said on NPR that, "(NYC & Company)
are focusing our efforts on the 15 million visitors
that come from the tri-state area, Boston, and Philadelphia.
They can get on a train or a bus, they can walk, or
they can drive." This may seem like a long shot for
those who share the opinion of Newsday reporter
Justin Davidson. In an article from September 27th,
he voiced his doubt. "New Yorkers have tended to regard
concerts and theater the same way as they do the Statue
of Liberty and the Observation deck of the Empire State
Building - as amiable features of the landscape that
only tourists and retirees could have time for."
New Yorkers may prove Davidson wrong. Or they may not.
Many New Yorkers say that they want to support their
city, but the population of New Yorkers on the Observation
deck of the Empire State Building on the Sunday morning
of Columbus Day Weekend was minimal. Although people
had lined up well around the corner an hour before the
first elevator rode up to the 86th floor of what is
once again the tallest building in New York, most of
those in line did not call the tri-state area home.
The same can be said for other attractions such as the
Metropolitan Museum of Art and the Guggenheim. Both
art museums have seen drastic decreases in visitors
and no real increase of New Yorkers.
 There
are various reasons why New Yorkers are not out in full
force, one of which is that they are worried about their
safety. One NYU Junior says that, "When something like
that happens, you definitely get a sense of pride for
your city, and I would like to see these things. I would
like to see Central Park and really appreciate it."
But she also says that she will not be rushing out to
New York's sights, as a matter of fact, she will be
visiting them "less, definitely less." Hannah admits
that she is "personally scared," and says she is even
riding the subway less often. Many New Yorkers feel
the same as the out-of-towners that have cancelled their
travel plans to NYC. They feel that NYC is a target
and its sights are all targets as a result.
NYC has felt a burst in camaraderie since September
11, but that feeling may be fading. In the weeks closely
following the attack, the New Yorkers that I talked
to were very interested in supporting the city in any
way possible. Most said that they would be spending
their money and time at attractions such as the Empire
State Building and Broadway shows such as The Music
Man and The Lion King. More recently, New
Yorkers that I spoke with said that they feel that they
have seen all of the sites that they want to see and
do not feel the need to see them again to support the
city.
In the Future
New York City is resilient and the spirit of its citizens
is strong. NYC will not let the terrorists win by getting
the best of them. Mayor Guiliani has asked those from
the tri-state area to support the city, "Come for the
weekend. See a show. Visit a museum. Eat at a restaurant.
Go shopping." The city is sponsoring a $40 million ad
campaign to remind everyone that NYC has a lot to offer.
The latest "I Love New York" campaign has been put together
with the help of many. Design firms donated their talent,
celebrities donated their time, publishers and TV networks
are donating ad space, and corporate sponsors are donating
money. Part of the campaign involves a television commercial
that features 500 Broadway performers from 18 shows
signing "New York, New York" on Broadway and 42nd Street.
This is just the beginning. NYC & Company, is putting
long hours into getting the city back on its feet. They
have just introduced a nationwide program called Paint
the Town Red, White and Blue that will offer 40 percent
off some Broadway tickets, discounted tours and meals,
and fifteen percent off at Bloomingdale's or Macy's
to enable travel agents to sell bargain vacation packages
to New York. "NYC Freedom Packages" start as low as
$157 per person for a one-night stay, Broadway show,
dinner, discounted parking and donation to the Twin
Towers Fund.
It seems that everything that can be done by the city
is being done. It is now up to New Yorkers to take their
call to action seriously. Although their response has
been weak as of yet, New Yorkers still have the chance
to support NYC and help heal its suffering tourism industry.
Have something to say? email
the author
Related Links:
New
York City & Co.: New York City's Official Marketing
and Tourism Organization
NYC
Tourist's Guide to Broadway Shows
NYC
& Co's "Paint the Town Red, White and Blue"
Campaign
Empire
State Building's Official Internet Site
Twin
Towers Fund
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