New York’s destination management campaigns have been recognized by the World Travel & Tourism Council (WTTC) as exemplary models for pro-actively managing city tourism flows and meaningfully partnering with the local community.
WTTC’s ‘Destination 2030: Global cities’ readiness for tourism growth’ addresses the question of what makes a city ready for Travel & Tourism growth. Using more than 75 indicators in 50 global destinations, 50 global gateway cities are categorized into one of five levels of “readiness”, providing actionable solutions to sustainable growth in tourism activity.
New York City, categorized as a ‘Mature Performer’, was showcased alongside destinations including Auckland, Berlin, London, Los Angeles, Seville and Sydney. Managing the experience and flows of tourists in destinations requires strategies that reduce bottlenecks, offer incentives to come at ‘off-peak’ days, weeks or months, promote online advance bookings, spread visitors to outer districts, and invest in new product developments and experiences.
Strategies to Learn from New York City and Other Performers
- Entice visitors to stay longer and explore beyond the destination’s offerings
- Equip local businesses with the tools to engage with tourists and be tourism ready
- Increase flow and accessibility of transport routes in and around the destination
- Get insights, suggestions and feedback from the local community on how to shape the strategic direction of the destination.
- Curb the negative effects of short term rentals, boost safe and responsible home sharing
For a city to truly thrive and for travel and tourism to develop in a sustainable manner, city planning authorities, developers, investors, legislators, and community groups, need to understand how prepared the city is for future expected growth in tourism and the resulting challenges and opportunities it may face