Long Island sees boost in tourism

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Long Island tourism is on the upswing.

Experts see strong growth for the tourism industry in both Nassau and Suffolk counties, and are working to build that momentum in the years ahead.

“Long Island’s tourism has never been stronger, and the numbers revealed in New York State’s new Tourism Economics report released last week, tell a story of success that extends well beyond our expectations and well beyond the peak summer season,” said Kristen Reynolds, the president and CEO of Discover Long Island, the region’s largest tourism marketing organization.

Addressing hospitality leaders who had gathered in Southampton, Reynolds was citing information from the report, which offers travel data and forecasts.

“In 2023, visitor spending soared to an unprecedented $7.5 billion, reflecting a double-digit 12.7% increase over the previous year,” Reynolds said.

Meanwhile, events in Nassau, such as the ICC T20 Cricket World Cup at Eisenhower Park, have given hotel occupancy rates there a boost. Occupancy climbed at an annual rate of 12.4%, according to the most recent report by CoStar Group, which tracks the hospitality industry.

“Fans from all over the world came for the [ICC] event, which brought tremendous energy to the community and a substantial boost to our local economy,” said Jaime Hollander, founder and managing director of RRDA, Nassau County’s official tourism and promotions agency.

“But what was so special about this event was that fans, players, and the global media came and stayed, and had a chance to experience what makes Nassau County so special—our beautiful parks, amazing restaurants, museums, cultural hubs, and, of course, our outstanding hospitality,” Hollander added. “Overall, hosting the Cricket World Cup really reinforced Nassau County’s well-earned reputation as a top destination for major international events, and we’re excited to continue building on this momentum.”

That momentum includes the upcoming Ryder Cup in 2025, which Hollander said would put the county on a global stage.

“This event isn’t just about golf,” Hollander said. “It’s about bringing a global audience of passionate golf fans and some of the best players in the world to our community – to experience one of the most exciting sporting events in the world at one of the most incredible courses in the world. We’re looking forward to sharing our best-in-class courses and, at the same time, shining a big, bright light on Nassau County – the courses, the cuisines, the amenities, the accommodations. There’s so much here for everyone, and the Ryder Cup gives us a chance to reinforce that message.”

Tourism accounts for 76,000 related jobs, Reynolds said, citing findings from the Tourism Economics report.

“The report highlights how visitor spending has surged across key sectors,” Reynolds said. She added that Discover Long Island’s data-driven approach is designed to target “not just any visitor but the right visitor who will stay the longest and invest the most in our local communities.”

Food and beverage spending, she said, “hit $2.7 billion, accounting for 36% of total expenditures.”

And she said, “Suffolk County, in particular, saw a remarkable 15.6% increase in overall tourism spending, further solidifying our position as a leading destination. These figures are not just statistics; they represent real growth that supports our local economy, creates jobs, and generates $900 million in state and local taxes. Were it not for these tourism-generated taxes, the average household in our region would need to pay an additional $932 annually to maintain current levels of government revenue.”

Now, efforts are underway to draw more tourists to the region.

Discover Long Island has launched a campaign called “Tumbleweed Tuesday,” a phrase heard on the East End to describe the Tuesday after Labor Day at the end of the summer rush. The campaign is designed to show Long Island as a “destination that attracts visitors all year round,” Reynolds said.

The campaign includes marketing Long Island to visitors in New York City’s holiday season, such as the Macy’s Thanksgiving Parade and New Year’s Eve celebrations. It features ads on digital billboards in Times Square, taxi toppers and ads in Broadway and Lincoln Center playbills.

“We position Long Island as a premier destination in the winter months,” Reynolds said. “We also utilize geo-fencing around key holiday hotspots like the parade route and Bryant Park to capture mobile access and entice not only New York City residents seeking a relaxing escape but also international visitors who may be unaware of the unique experiences Long Island offers during the off-season.”

Discover Long Island has also launched a “Short Flight Long Island” campaign, touting new direct flights to Long Island MacArthur Airport.

A new Nassau County tourism website, with a “More to Explore” theme, highlights beaches, historical sites, museums and more. Hollander said RRDA would be promoting additional events and festivals in  the coming months.