New York City, a global hub for international business and commerce, has launched a self-promotional advertising blitz -- its first-ever global multimedia communications campaign -- to attract tourists from all over the world.

The "This Is New York City" campaign, announced by New York City Mayor Michael Bloomberg on October 10 at NASDAQ headquarters in Times Square, is a $30 million multimedia campaign that spans televisions, print, online and outdoor advertising over one year.

"Tourism is essential to our economy," said Bloomberg at the announcement ceremony. "It supports 350,000 city jobs and has an annual economic impact of nearly $25 billion."

This is the reason why, during his 2005 reelection campaign, he promised to engage large-scale global networking to boost tourism, Bloomberg said. Subsequently he established an organization, NYC & Company, dedicated to promoting the city, and announced $15 million in additional annual funding in order to attract 50 million visitors annually to New York City by 2015.

It seems that the city is already ahead of schedule. In 2006, it had a record of 43.8 million visitors, the mayor said, which included a big increase in the number of international visitors, who account for more than half of tourist spending.

Bloomberg sounded satisfied with the numbers. Although the number of overseas tourists to the United States declined by 17 percent from 2000 to 2006, he stated, visitors to New York City were up 9 percent during that period. Following this trend and the potential for further growth, the city has been hard-selling itself to potential tourists from all over the world, in an increasingly competitive tourism industry. NYC & Company, the city's official marketing and tourism office, has expanded its global presence by establishing 14 offices worldwide, including one in China.

Attracted by the rapidly growing number of China's outbound tourists, the company opened its first representative office in Shanghai in late June this year. Direct tourism advertising to Chinese consumers is not allowed by the Chinese Government, since the United States is not yet given the status of "approved destination" for Chinese tourists.

But according to George Fertitta, Chief Executive Officer of NYC & Company, his organization engages in marketing and advertising in China in a more indirect manner. He told Beijing Review that the company was working with their representatives in China, and could use their office and representatives to actually advertise.

"So eventually we'll be able to do advertising in China," said Fertitta. He is also expecting some changes related to tourism promotion issues.

There is no information yet on when the United States would be listed by China as an approved destination. Fertitta said most people assumed it would happen before the 2008 Olympics.

(Reporting from New York)

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The Big Apple Beckons