Mayor on Mission To Redeem Surly City

By JILL GARDINER, Staff Reporter of the Sun
August 29, 2007

The federal government is not doing enough to make New York and the rest of the country welcoming to international tourists, Mayor Bloomberg said this morning.

Speaking at the newly constructed American Airlines terminal at John F. Kennedy International Airport, the mayor said that international tourists complain that American immigration officials are "rude" and "disrespectful."

"This is one more of those things that is diminishing our competitive edge," Mr. Bloomberg told a crowd that included more than 45 international journalists. "Poor customer service is not what this country needs. We have to welcome people from around the world. We have to change this at the federal level."

But the city, he said, is not going to wait for Washington. To improve New York's competitive edge in the race for international visitors, Mr. Bloomberg unveiled a campaign to make them feel welcome.

The initiative, which is being called "Just Ask the Locals," will feature billboards throughout the five boroughs with advice from celebrities - including Robert DeNiro, football star Tiki Barber, and others - on where to go and what to do in the city. Movie star Julianne Moore, for example, is pictured in a café with the caption "Even if your kids say they want to walk, bring the stroller."

The campaign will also include a 30-second welcome video that will show in 400 video-equipped taxis. And, starting today the city's marketing arm, NYC & Company, will be sending out teams of "locals" with identifying buttons and t-shirts to help tourists find their way around.

Tourism is a major money-maker in the city: In 2006, 43.8 million tourists spent $24.7 billion. Mr. Bloomberg has set a goal of getting 50 million tourists to New York annually by the year 2015.

More than 40 international journalists were flown in for this morning's event. American Airlines, which has a stake in getting more people to fly on their planes, paid for most of their trips.

The journalists will be in town until Friday and will be regaled with a breakfast at the Metropolitan Museum of Art, a tour of Brooklyn in a double-decker bus, a ride on the New York Water Taxi, and dinner at the Michelin-star ranked Saul Restaurant on Smith Street in Brooklyn.

Mayor on Mission To Redeem Surly City

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