Big Apple ready for bigger bite of UK market

The trade can expect to hear a lot more about New York City after the Big Apple’s official tourist organisation, NYC and Company, announced a significant expansion of its UK marketing efforts.

Its UK team, in the shape of marketing and representation company Hills Balfour, has been increased to a four-strong dedicated unit, which promises better service levels and more initiatives for agents and the trade at large, said Robert Wilson, regional director for NYC & Company.

“The UK is the single-most important overseas market for New York City, so this year we are focusing even more effort on relationships with travel trade and industry partners to drive leisure and business travel to the city.

“We are planning a number of activities that will increase our visibility in the UK and strengthen partnerships within the trade. These include regional agent roadshows, events, trade shows, marketing initiatives and a programme of New York City forums where we can meet face to face with key trade and suppliers to update them on developments in the city.’

Amanda Hills, founder and CEO of Hills Balfour, said: “Hills Balfour will position New York City as the must-see destination for UK travellers and as a gateway destination for every United States visit.

”We will be creating compelling reasons for Brits to travel, whether for their first time or as returning visitors. We will also strive to raise awareness of the unique offerings in the city’s four boroughs beyond Manhattan – Brooklyn, Queens, The Bronx and Staten Island, she added.

Last year around 1.1 million UK travellers visited NYC, representing more than $1.5 billion in spending. www.nycgo.com.