Cuomo: The “I Love New York” program is expanding into China

The “I Love New York” program, which promotes New York businesses and tourism, is expanding into China.

Gov. Andrew Cuomo made the announcement in a news release distributed on Thursday.

Besides opening an office in China to market New York’s tourism attractions and activities, I Love New York is also hosting several “Becoming China Ready” workshops to help the state’s businesses and tourism organizations tap into the $102 billion Chinese-tourism market, the governor’s office said.

The expanded marketing strategy, which seeks to create awareness among consumers and travel-industry leaders abroad, delivers on the promise made at Cuomo’s second tourism summit to make New York a “global destination,” according to his office.

A Brand USA custom study found that New York is one of the “top desired states for Chinese travelers to visit,” Cuomo’s office said.  

Washington, D.C.–based Brand USA is described as a “public private partnership with the mission of promoting international travel to the U.S.,” according to its website.

The same study also found that more than half of those who do visit plan stays involving between seven and 13 nights, the office added.

To access this “high-growth” market, I Love New York established an office in China earlier this year, according to Cuomo’s office. Representatives with the program’s global -tourism initiative participated in Cuomo’s tourism summit this year.

The program’s representatives in China are located in four cities: Beijing, Shanghai, Guangahou, and Chengdu.

Together, the offices reach trade, media and consumers in more than 20 other cities, help create awareness for consumers and travel-trade abroad, and generate “excitement about the best that New York state has to offer,” the office said.

I Love New York is also offering “Becoming China Ready” workshops across upstate New York to educate the private sector, government agencies, and other tourism and hospitality organizations on how to best promote themselves to the Chinese market.

Key topics covered during the workshops in Utica, Albany, and Rochester will include understanding the Chinese visitor and how to work with Chinese tour operators, Cuomo’s office said.

The workshops feature China expert David Turchetti, a senior marketing and media professional who frequently speaks to business groups about China business strategy and marketing-communications topics.

Turchetti, who has spent 16 years working in mainland China and is fluent in Mandarin Chinese, will discuss cultural differences and what it takes to generate business from Chinese tourists, Cuomo’s office said.

Workshop sessions will also be presented by two tour wholesalers from China and two from the U.S. who will provide specifics on how to identify and work with the industry entities and merchants, the office added.

Contact Reinhardt at ereinhardt@cnybj.com