New York’s 9/11 Tourism Strategy
The main story on September 11 and 12, 2011 will be the dedication and opening of the 9/11 Memorial and Museum. But a side-story that’s likely to be just as big is how Lower Manhattan is finally back in business after the lost decade, with millions of visitors and tourists making their way towards Ground Zero.

9/11 Memorial Preview Site
When the 9/11 Memorial’s online system for making free reservations went live on July 11, it got swamped with 10,000 people reserving passes in the first three hours.
Joe Daniels, 9/11 Memorial CEO and president, said that they’re expecting around one million people to visit from September through the end of this year, and around 5 million on an annual basis after that.
Lower Manhattan, which welcomed 9 million visitors last year, is already seeing an uptick this year, according to the Downtown Alliance which reported a 45 percent increase in the number of tourists during the first three months of 2011.
But a boost in the number of visitors doesn’t necessarily mean more spending. New York‘s tourism organizations and officials are working to make sure visitors don’t simply come for the 45 minute 9/11 Memorial tour and then head back out of Lower Manhattan.
For starters, restroom facilities aren’t being provided onsite, and visitors will be encouraged to visit the commercial establishments around the memorial.
Also, visitors will be coming to the WTC site via hop-on, hop-off buses, ferry rides or on tour buses. Around 6 to 8 tour buses are expected per hour, accounting for 15 to 20 percent of the expected 5 million annual visitors. Officials at City Hall are mulling over keeping these tour buses out of Lower Manhattan, so that visitors won’t be in a hurry to get back on their bus.
NYC & Company, the city’s official tourism marketing organization, launched the “Get More NYC: Lower Manhattan” campaign in June to encourage visitors to stay and spend in Lower Manhattan.
The campaign includes hotel offers with weekend stays and a complimentary Downtown Culture Pass; 20 percent off offers at Lower Manhattan shops, restaurants, attractions and cultural institutions; and outdoor media ads promoting Lower Manhattan throughout the City’s five boroughs. There’s also a new welcome program at JFK Airport’s Terminal 4.
Based on the preliminary hype and media coverage of Lower Manhattan’s “revitalization,” it does seem like the Get More NYC campaign and other methods to get 9/11 Memorial visitors to stay and spend are going to work as planned.
But while NYC is getting a new world-class attraction in the 9/11 Memorial, it is also losing the Statue of Liberty for a year, once it closes in October for renovations. The Statue gets around 3.5 million visitors per year, who will still be able to take the ferry to Liberty Island and take pictures from the outside.
Photo – kjarrett
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