SOLUTIONAfter the 9/11 attack, New York became more stronger by the assault as a result of the enthusiastic obligation that made the local guests bolster the destination and the backing has now turned into a quality for the destination in light of the fact that individuals' while making a personality for the destination and here was the need to create a Destination Marketing office

Over the last 10 years post 9/11 the management office has been huge success under the leadership of George Fertitta, Former CEO, NYC & Company as the target was pretty much clear to focus on 50 million visitors by 2015.The success model has been identified to work on the five boroughs on phase to phase project, keeping the target audience in mind with respect to the development.

Destination Management Company (DMC) introduced a five-borough promotional strategy aimed on the international traveller, repeated customer and local people and in doing that they reimagined their marketing promotions to go further traditional tourism fields and redesigned tourism digitally with a website of thousands of pages of original borough and neighbourhood content which mobilized their press teams to convey their message that they are truly five cities in one.

Now we all know that New York has emerged as a great success as a destination but still there are certain areas of opportunity that we have discussed in the key challenges earlier to focus on to reach the next target to cater 70 million visitors by 2021

1) The challenge to promote a destination brand like New York is the target audience who develops a brand familiarity by which people start thinking that they already know much about that city and what next it has to offer based on various channels of media, but they don’t necessarily know what’s new and what’s beyond the major iconic attractions. Thus technology can play a vital role in this situation by getting in touch online with reference to the new event, tracking in things people are interested in and focusing on getting their attention and changing their mind-sets

There is need to make a platform in order to co create with the locals and the visitors like Tripadvisor, so that the official management can put reviews online and it will create a trust factor for let say the first time traveller, now he doesn’t have to waste time checking reviews on multiple platforms just to make an opinion or getting more confused, but having a government operated platform he can feel confident that yes the information is authentic and can be trusted on. The locals can play a vital role in order to put those vital information on the platform as they are the actual service providers or the part of tourism industry directly or indirectly

The success model report of New York tourism says that they initially expanded their

international presence by setting up representative offices or visa embassies in 18 countries across the world, focusing emerging markets such as Brazil, India, Australia and China and according to the writer’s key finding is that Brazil has been almost the top spender in last 4 years. STILL there is a need to focus on some points which are

Since Brazil is a Latin country, and their first language is not English, the idea should be to employ more Portuguese, Spanish speaking people in customer care and hospitality roles in order to give them more support. This will solve the recruitment supply for the emerging demand from a particular destination and will satisfy the need of the customer as well.

It is true that visa regulations are important and safety and measures can’t be denied, but to in order to make the application process faster, more local offices should be opened in smart cities which are emerging in a target audience where there is an office already. For example there is a VISA FACILITATION SERVICES (VFS) in New Delhi, India and there is a huge demand to visit USA from places nearby to Delhi. So to cater the audience and for the convenience of both as per the demand, an office can be set up for interviews and operation handlings. AND WHY ONLY VISA OPERATIONS? Why not setting up travel desk near the offices or making Travel Agents as their travel partners so that the untouched market can be reached through the agents on which the locals of that place have a trust on

While planning to be achieve the target, Europe as a market that can never be left behind, it has always been an integral part of the tourism industry, tourist from countries like Germany, France, UK etc. have traditionally been involved with the America and the destination itself. It was just a phase of recession which hit the Europe and it is not going to last much longer. Keeping that in mind we need to set up the same strategies which has been used for the other target audience.

The DMC should always realise this that they are targeting a city that is so well developed, standalone from other destinations, still it can’t be sold independently as an itinerary. In other words, according to writer if someone visits a country on a leisure trip, he/she would like to visit other destinations as well just to have a blend of everything so the DMC can always capitalise this with other state DMC’S to make it look more attractive for a traveller to visit the destination and make his own opinion

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Looking ahead, we are developing exciting initiatives to promote some of the fastestgrowing areas of the City, particularly where there has been strong hoteldevelopment like Long Island City and Downtown Brooklyn. And our team hasidentified new target markets in South America and Asia, where we see stability anda growing middle class.

As we prepare to reach our 2015 goals, we will explore new and innovative ways topromote the five boroughs and reach new audiences. Our industry, with a citywideworkforce of 363,000 and growing, will be looking for continued support as they striveto welcome more visitors and provide them with a one-of-a-kind experience that willstay with them forever.

http://www.slideshare.net/ruthtrojan/how-nyc-fared-after-911?qid=d814a66f-0392-4086-aa27-47d04f862626&v=qf1&b=&from_search=1

Recognizing the need to modernize New York City’s approach tomunicipal marketing, the private tourism sector worked with the City toexpand the scope of NYC & Company services—absorbing theresponsibilities of NYC Marketing and NYC Big Events. The result wasthe creation of a single full-service, public private entity tasked withpromoting all five boroughs to domestic and international travelmarkets.