Empire State Review Team 
New York City is making a concerted effort to rejuvenate its tourism industry, which faced significant setbacks during the COVID-19 pandemic. The city has unveiled a new initiative, “Rediscover New York,” aimed at attracting both domestic and international travelers back to its vibrant streets and iconic landmarks.
The “Rediscover New York” campaign offers a variety of incentives to entice visitors. These include discounted hotel stays, special event packages, and complimentary tours of renowned sites such as the Empire State Building and Central Park. Local businesses, including restaurants, theaters, and cultural venues, are participating by providing exclusive deals to enhance the visitor experience. Additionally, a global advertising campaign has been launched to showcase the city’s diverse neighborhoods, culinary offerings, and cultural attractions.
Mayor Eric Adams expressed optimism about the initiative, stating, “New York is back, and we want the world to see all the excitement our city has to offer. We are confident that this initiative will not only boost tourism but also provide a much-needed economic boost to our hospitality and retail industries.”
The city’s tourism sector has shown signs of recovery, with 64.3 million visitors in 2024, a 3.5% increase from the previous year. Projections for 2025 suggest that visitor numbers could surpass the 2019 record of 66.6 million, reaching at least 67 million. This resurgence is expected to generate significant economic benefits, including increased tax revenue and job creation in the hospitality sector.
To further bolster tourism, New York City is preparing to host several major events in the coming years, including the 400th anniversary of its founding, the 250th anniversary of the United States, and the 2026 FIFA World Cup. These events are anticipated to draw large crowds and international attention, reinforcing the city’s status as a premier global destination.
While challenges remain, such as the need to address perceptions of safety and affordability, city officials are committed to ensuring that New York remains welcoming and accessible to all visitors. Through strategic marketing, community engagement, and investment in infrastructure, the “Rediscover New York” initiative aims to revitalize the tourism industry and reaffirm the city’s place on the world stage.
For more information on New York City’s tourism revival efforts, visit the official website of NYC Tourism + Conventions.
