Written by Ruth Trojan. Presented to various groups interested in the steps NYC and its travel and tourism industry took to restore visitation to the city after 9/11.

1. State of the NYC Travel
& Tourism Industry
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2. Immediate Challenges
National Level:
 Another Terrorist Attack
 Flying Concerns
 Further Economic Downturns
 International Hostilities
NYC-specific:
 How Much of NYC was Destroyed?
 Inappropriate to Visit
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3. NYC Visitor Spending Losses
Cumulative Losses: $344.8 million
$120.6
$65.3
$51.3
$33.6 $34.4
$18.6 $21.1
Week
Ending: 9/15 9/22 9/29 10/06 10/13 10/20 10/27
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4. NYC Tourism Industry Losses
 Restaurant sales down 47% (9/10-9/30)
 Broadway ticket sales down 16% (9/11-10/28)
 Combined attendance at three major attractions
down 40% (9/11-10/15) (Metropolitan Museum of
Art, MOMA, Bronx Zoo)
 Combined sales at Macy*s and Bloomingdales
down 20% off original forecast (9/11-9/30)
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5. New York City Losses
 Economic losses of $90-$105 billion
 GCP shrank 3% in 4thQ2001
 $1 billion in tax losses in fiscal year
 56,000 jobs lost in October
 97,100 jobs through March 2002
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6. Rebuilding NYC
Tourism

7. NYC’s Messages
 NYC is open for business
 NYC is as secure as possible
 The best way to support NYC right
now is to come visit
 NYC is going to give you even more
reasons to come visit
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8. Initial Promotional Audiences
 New Yorkers
 Daytrippers
 Close-in markets
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9. Immediate Response
• Print advertising
• Pro-bono placements in
newspapers & magazines:
USA Today, Boston Globe,
Chicago Tribune, Travel +
Leisure, WHERE, Forbes
FYI, Forbes Global, Good
Holiday Ideas (UK), Bridal
Guide, Conde Nast titles
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10. Extensive Media Outreach
 Crisis Communications Committee
 Thousands of media inquiries
 Meetings with major city news boards
 Interviews with all major newspapers incl.
NYTimes, LATimes, Miami Herald, WSJ
 Local & national TV appearances:
CNBC, CNN, FNN, NBC
 Domestic & international press fam tours
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11. Securing Congressional Support
House Committee on Energy and Commerce,
Subcommittee on Commerce, Trade &
Consumer Protection.
(l-r) L. Conlin, US DOC; W. Norman, TIA; R. Warren, ATA.; J.W. Marriott, Jr.,
Marriott; C. Nicholas, NYC & Company; F. Lounsberry, Universal Studios; M.
Crye, Int’l. Cruise Lines Council; T. Jones, Travelocity.com.
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12. NYC CultureFest 2001
• Inaugural event
• Free festival with
performances, exhibits
and programs
• 66 participating cultural
organizations
• Estimated 60,000
attendees
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13. NYC Fall Restaurant Week
• First time ever in the Fall
• Second week of October;
extended through 10/31
• 145 participating restaurants
• First-ever prix-fixe dinners
• New sponsor Coca-Cola
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14. Major Groups Choose NYC
 American Federation of State, County and Municipal
Employees
 American Society of Association Executives
 American Society of Travel Agents
 Coca-Cola
 Magazine Publishers of America
 Meeting Planners International
 US Indoor Track & Field Championships
 World Economic Forum
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15. Paint the Town Red, White & Blue
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16. 2001 Travel
to NYC

17. Total Domestic Visitors to NYC
millions 29.8 29.4 29.5
27.1
25.8
1997 1998 1999 2000 2001
Source: NYC & Company
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18. Domestic Visitor Spending
Declined 10%
$billions
$9.778
$8.809
2000 2001(p)
Nadler & Associates Source: NYC & Company

19. 9/11 Impact: Total Domestic Travel
NYC domestic travel was growing before 9/11. Following
9/11, domestic visitor volume plummeted.
18.79 19.68 millions
10.63 9.83
+5%
-8%
pre 9/11 post 9/11
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2000 2001

20. Who Came to NYC Immediately After 9/11*
% of all NYC visitors 2000 2001
% from New York State 12% 25%
% coming to see friends/relatives 19% 41%
% on a business trip 29% 19%
% who traveled by air 22% 17%
% who traveled by train 11% 17%
% daytrippers 57% 61%
Average length of stay 2.1 2.0
Average daily spending $188 $154
*September, October, November
Nadler & Associates Source: NYC & Company

21. 2001 Int’l. Visitors to the US Declined 11%
millions
50.9
49.1
48.5
47.8
46.4
45.5 45.4
1997 1998 1999 2000 2001(p) 2002(f) 2003(f)
Nadler & Associates Source: Office of Travel & Tourism Industries, US Dept. of Commerce

22. NYC Travel & Tourism:
One Year Later

23. NYC Tourism Post 9/11: Hotel Occupancy
88.8%
86.5% 86.4%
85.3%
77.5% 78.4% 79.0%
77.3% 77.2% 76.8% 75.9%
74.6% 74.0%
72.1%
70.7%
66.2%
61.9%
80.9%
76.7% 76.3% 76.8% 75.6% 78.1% 77.6% 76.7% 75.0% 78.2% 78.8%
70.7% 72.1% 72.3% 72.7%
61.9% 62.5%
Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Aug. 2000 – Dec. 2001 Aug. 2001 – Dec. 2002
Nadler & Associates Source: PKF Consulting; Hotel RevMax

24. NYC Tourism Post 9/11: Hotel Room Sales
$458 $461 $millions
$448
$437
$355 $350 $381
$352 $331 $330 $369
$348
$295 $325 $295 $305 $300
$305 $306 $300 $306 $303 $268 $306
$284 $292 $296
$277
$268 $264
$259
$242 $238 $242
Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Aug. 2000 – Dec. 2001 Aug. 2001 - Dec. 2002
Nadler & Associates Source: NYC & Company

25. NYC Tourism Post 9/11: Airport Arrivals
4.60
4.48 millions
4.34
3.99 4.00 4.09
3.79
3.40 3.46 3.51
3.21 3.18 3.09
2.86
2.71
2.55
2.35
4.60
4.12
3.88
3.35 3.25 3.46 3.54 3.28 3.38 3.22
3.55
2.86 2.69
2.35 2.55 2.71 2.58
Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Aug. 2000 – Dec. 2001 Aug. 2001 - Dec. 2002
Nadler & Associates Source: PANYNJ

26. NYC Tourism Post 9/11: Broadway
1184 1168 thousands
1143 1124
1091
1038 1034
972 928
898
883 862
825 815
785
744
1145 1129 1156 1141
1091 1063
1034 539
948 956
898 859 897
815
716 718 678
539
Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Aug. 2000 – Dec. 2001 Aug. 2001 – Dec. 2002
Nadler & Associates Source: League of Amer. Theaters & Producers

27. NYC Tourism Post 9/11: Jobs*
410.0 thousands
403.8
393.1 394.3
384.7 388.4
391.0 384.1
380.1 381.0
383.8 384.3
382.6 384.8
379.0
377.7
371.2
388.4 390.0
381.0 384.8 384.4
377.7
373.2 376.3 374.2
371.2
366.6 368.8 366.8 371.7
359.9 356.7 360.2
Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Aug. 2000 – Dec. 2001 Aug. 2001 – Dec. 2002
• Aggregate of seven key NYC industries impacted by visitor spending
Source: NYS Dept of Labor
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28. Nadler & Associates
ruth@nadlerandassociates.com