2022 NYSTIA Tourism Conference Takeaways
For the first time since 2019, national tourism industry leaders and state and regional executives were able to come together in person for NYSTIA’s (New York State Tourism Industry Association’s) spring New York State Tourism Conference. The theme for this year’s conference, held in Westchester County, was Recovery & Resurgence. The excitement was high, and the energy palpable.
I have to say I was impressed with the ingenuity, tenacity, and transformational work that has been undertaken over the past few years by New York destinations, planners, municipalities, and the St. Regis Mohawk and Seneca nations as they forge a new path forward.
More Reasons than ever to visit New York.
Yes, there are more reasons than ever to explore New York! From Chautaugua to Oneida County, from Long Island and Manhattan to Akwesasne in the furthest reaches of the Adirondacks, there are new venues, lodgings, distilleries, museums, and cultural tours, and more, to visit. The Empire State Trail is complete – all 750 miles – and there are several free excursions being offered along the Erie Canalway.
We need to lead the change.
As tourism continues to recover, New York destinations are seeing a clear connection between tourism and economic and workforce development and charting a sustainable course for the future.
Emphasis was placed on leading from a community-first focus for tourism to be most sustainable and relevant to communities. Tourism leaders have to be engaged in their community – and focused on the quality of place their efforts create for the community.
Time to plan.
Travel is expected to reach 60-75% of 2019 levels this year, and up to 100% by 2023. All that pent-up demand means it’s time to plan! Destinations need to be planning and marketing now, for the visitation they hope to capture by 2023 and 2024. Now is the time to set the foundation for changes we can expect to see over the next 10 years.
Strategy, strategy, strategy, and strategy.
During a session on Strategic Planning, this axiom was shared:
Not everything that counts can be counted, and not everything that can be counted counts.
I had to chuckle. To me, that speaks to the methodology we undertake when getting to know a destination, and crafting their strategy – balancing data-driven quantitative research and surveys with qualitative in-person interviews, conversations, and just spending time with people.
Both sources are invaluable, and having a Strategic Plan itself is critical for a destination’s short and long-term success.
Having a Strategic Plan allows a destination’s executive staff and its board to take up a leadership position and chart the strategic vision. This is far more effective than a board functioning as a marketing committee. From a strategic, elevated viewpoint, they can see the potholes in the road that are keeping the destination from performing at its best, and agree on practical and measurable solutions to resolve those issues.
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BBG&G has over 25 years of marketing experience and we love tourism! Click here to see how we evaluated and mapped out a long-term strategic plan for Warren County.
By Debbe, President & CEO | April 25, 2022
