Without International Tourism, Destination Marketers Look Local for Recovery

Major cities have pivoted in the pandemic

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For New Yorkers who wouldn’t dream of going into a crowded Times Square a year ago, the city argues now is a great time for local exploration.

As of November, nearly 78% of global travelers still remain concerned about Covid-19 and 60% did not plan to travel domestically, according to travel research firm GlobalData. And the cities are feeling the pain. California could lose $54 billion in tourism alone due to Covid-19, and New York City isn’t expected to recoup its nearly $47 billion in traveler spend until 2025.



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This story first appeared in the Dec. 7, 2020, issue of Adweek magazine. Click here to subscribe.