NYC & Company, New York City’s official
destination marketing organization, and Marketing Manchester have
signed a tourism collaboration agreement.
Formalized on Thursday morning at a press
conference in Manchester, the new two-year alliance includes a
collaboration agreement between the two cities, the sharing of
best practices in tourism marketing and a partnership with Virgin
Atlantic to stimulate reciprocal travel.
“It’s a pleasure to announce our newest tourism
marketing partnership with one of the United Kingdom’s most
important Northern England cities,” said NYC & Company president
and CEO, Fred Dixon. “Both destinations are capitals of diversity
and iconic hubs of art, culture, sports and media. We believe
there is outstanding potential to further develop joint tourism
opportunities between Manchester and New York City. We look
forward to collaborating with Marketing Manchester, Manchester
Airport and Virgin Atlantic to further solidify this new alliance
and in so doing, welcome more visitors to our welcoming urban
Sheona Southern, managing director at Marketing
Manchester, said, “Marketing Manchester has been delivering
strategic and tactical marketing in the USA for many years and
this formal partnership – based on an agreement to share insights
and intelligence, connections and collaboration opportunities and
access to media infrastructure – is particularly well-timed as we
look to develop closer links with the country’s key cities like
New York, which is served daily by Virgin Atlantic and other
carriers with non-stop flights to/from
Virgin Atlantic is currently flying its largest aircraft,
the Boeing 747, on the Manchester
to JFK route, a capacity increase of 65%. The airline will also debut its
Clubhouse lounge in Manchester this Spring.
Juha Jarvinen, Chief Commercial Officer at Virgin
Atlantic, said, “Growing our presence in Manchester is a huge
focus for us – we recently increased capacity on our Manchester to
New York route by 65% - and with additional services to Orlando,
Barbados and Las Vegas we’re committed to offering customers more
options than ever before from our home in the north.”
The city-to-city partnership includes the sharing
of best practices in tourism marketing and destination management,
including strategy around arts and culture, sports, and LGBTQ+
As part of the new tourism collaboration, New York City
and Manchester will exchange marketing assets worth US$500,000
in each destination. New York City will utilize digital billboards
on Manchester’s main roads, courtesy of Ocean Media. and across TfGM (Transport for Greater Manchester) to promote the
destination. Manchester will have bus shelters and Link NYC
digital screens throughout New York City to promote its tourism
message as well.
In 2020, New York City will celebrate several
cultural milestones. The Metropolitan Museum of Art and American
Museum of Natural History will both commemorate 150th
anniversaries while the New York Botanical Garden in the Bronx
will debut the first large-scale exhibition of Japanese artist
Yayoi Kusama’s engagement with nature, including new works created
specifically for the exhibit. The new Apollo Performing Arts
Center in Harlem will debut in Fall, 2020, marking the first
physical expansion of the theater in its 85-year history.
Additional 2020 developments include the
observation deck Edge at Hudson Yards and the 50th anniversary of
the New York City Marathon.
New York City has the most active hotel
development pipeline in the United States, with approximately
123,000 hotel rooms currently and another 20,000 rooms on the way.
Recent hotel openings include Conrad New York Midtown, Equinox
Hotel Hudson Yards, Hotel Hendricks, Hotel Indigo Williamsburg and
Moxy East Village. This year, the City will welcome new brands
Aman, Six Senses, and Virgin Hotels, among others.
For Manchester, 2020 represents a significant
cultural shift for the city with over $260 million of investment
bearing fruit with: the opening of a new special exhibition
gallery at the Science and Industry Museum; the reopening of
Contact and Octagon theatres after significant upgrades; the
expansion of iconic music venue Band on the Wall; the rebirth of
iconic Wigan Pier; and the phase one opening of Europe’s biggest
heritage gardening project, RHS Garden Bridgewater.
Furthermore, the city’s F&B scene will
continue to flourish with the boutique, 40-room Stock Exchange
Hotel offering food by acclaimed British chef Tom Kerridge,
London’s Street Feast due to arrive in the city, and food tourists
flocking to Ancoats to visit Mana, Manchester’s first
Michelin-starred restaurant in over forty years.
Brooklyn will make a splash when it opens in spring whilst several
rebrands will see The Edwardian Manchester, Hyatt Regency
Manchester and Hyatt House, and a new Kimpton join the city’s
booming hotel scene, aided also by the introduction of several new
U.S. brands including Hampton by Hilton and MOXY by Marriott.
All of this will be closely followed in 2021 by
the opening of several new galleries at Manchester Museum, a new
wing and restructure at Manchester Jewish Museum, and arguably one
of the most significant cultural projects in Europe when The
Factory, a highly flexible new arts structure designed by
world-leading architects OMA, founded by Rem Koolhaas, opens.
The United Kingdom is New York City’s number one
source of international visitation and in 2019, the City forecast
arrivals from this market to be 1,308,000, an all-time
high. For Manchester, the USA is second in terms of the city’s top
ten source markets for international visitors.
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