New York visitors urged to explore state

People planning a visit to New York have been urged to explore the full extent of the state and not limit their trip to its most famous city.

According to research by the New York State Division of Tourism, almost all consumers consider the 'I Love New York' slogan to be an urban brand that represents the city rather than the whole state.

To address this fact, the organisation will be presenting a new logo at the World Travel Market (WTM) in London next week.

This new design will represent the range of activities on offer beyond New York City, such as scenic drives, food and wine tours, state park visits and outdoor adventure.

Markly Wilson, director of international marketing for the New York State Division of Tourism, said that the organisation is on a "quest" to raise awareness of the opportunities for tourists in the US state.

He added: "Everyone loves New York City, but there is so much more to love throughout the state."

The New York State Division of Tourism will also use the WTM as an opportunity to announce its long-term marketing strategies for key countries in Europe.

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