• by Danielle Oster , Yesterday

New York Governor Kathy Hochul announced the state’s tourism department is kicking off a summer travel and tourism campaign that includes expanded international outreach and a 40-stop mobile marketing tour.

A pair of new ads introduce the refreshed tagline “New York State: Everything You Love,” which refers to the variety of summer travel experiences and destinations in the state.

I Love NY’s ads are running through August across New York state and nearby drive markets, including Canada on broadcast, streaming, and social media platforms. It also includes an expanded invitation to international travelers to visit the state.

In addition to a particular focus on Canada, which has represented the largest source of inbound international tourism for New York, this year’s campaign introduces a new direct-to-consumer international marketing component in Australia and the United Kingdom, which will run across digital billboards, streaming, and digital advertising channels.

In its largest-ever mobile marketing tour, I Love NY will make more than 40 stops throughout the Northeast region, focusing on reaching potential visitors at sporting events, music festivals, street fairs, and other popular events. The tour will invite audiences to interact with activations informing them about New York attractions, take photos with a large sculpture of the iconic “I Love NY” logo, and win “I Love NY” prizes.

According to the state, tourism is New York’s second-largest industry—supporting one in 10 jobs. The new campaign arrives as it faces additional challenges to attracting tourism due to social, economic, and political factors—particularly from international travelers concerned about traveling to the U.S. under the rising authoritarianism of the Trump regime.

“Tourism is synonymous with New York State, thanks to all of our amazing attractions, from beaches to high peaks, from the Erie Canal to iconic museums and performing arts venues,” Governor Hochul said in a statement. “This vital industry is facing challenging new political and economic headwinds. That's why supporting our tourism industry is more important than ever, and why we are getting out the message that no matter where you're from, you're always welcome in New York State.”