Destination Marketing: A Spotlight on New York City--Tourism Capital of the World
Gotham, The Big Apple, The City That Never Sleeps—New York City is a world-class destination and one of the most cosmopolitan cities in the world. According to NYC & Company, the city’s official destination marketing organization, more than 60 million American and international tourists were welcomed to New York City in 2016, the largest number in history. Travel and tourism now sustain more than 375,000 jobs in New York City—a gain of 15,000 jobs over the previous year. Destination marketing organizations and stakeholders at local, city, state, and national levels play pivotal roles in developing, organizing, and implementing marketing activities that influence where, why, and how people travel.
This course will immerse you in the exciting world of tourism and destination marketing through the lens of New York City. Discover how Manhattan’s transportation providers, lodging, museums, theatres, attractions, restaurants, and other businesses work together to attract travelers to a destination and deliver authentic, exciting, and sustainable experiences. Discuss the concept of “Think Global/Act Local” and explore how tourism strategies work on a local level throughout the Washington Square Park neighborhood and discover the local tourism initiatives currently in place, while comparing and contrasting with the development projects of other neighborhoods such as Chelsea and the Meatpacking District. Through meetings with industry professionals and site visits, get to know about the role of each stakeholder in the tourism process. Learn how to develop a cohesive marketing campaign for an iconic NYC neighborhood by creating a unique tourism microsite and social media viral commercial for the Washington Square Park locale.
You'll Walk Away with
- An understanding of the role of stakeholders in the tourism business
- An appreciation of the activities involved in marketing destinations to a global audience
- An understanding of the importance of tourism to a city and as a transformative experience for travelers and the local community
- A cohesive marketing campaign that you developed for a New York City neighborhood
- High school students who have completed grades 9, 10, or 11
- High school students interested in a career in tourism and destination marketing