Discover Long Island, the region’s only accredited tourism marketing organization announced the official rebranding of 'Tumbleweed Tuesday,' historically known as the quiet day after Labor Day, to 'Tourism Tuesday,' signaling a bold new chapter in the region’s burgeoning year-round tourism industry. This announcement was made during a press conference on Tuesday at the historic Southampton Inn, where local officials, business leaders, and community members gathered to celebrate Long Island’s record-shattering tourism achievements and to spotlight Discover Long Island's data-driven marketing efforts that are fostering industry growth during critical off-peak periods.
Based on recently released data from New York State's annual Tourism Economics report, travelers spent an unprecedented $7.5 billion across diverse sectors in the Long Island region in 2023, surpassing 2022’s record-breaking spending of $6.6 billion by 12.7%. This level of growth places Long Island among top-tier metropolitan tourism destinations across the United States, right alongside cities like Anaheim, Dallas, Scottsdale, and Tampa Bay. Tourism-related employment also saw remarkable growth, with 76,227 jobs now attributed to the tourism sector, up from 72,606 jobs in the 2022 report.
"Today, we are not just closing the chapter on another summer season; we are celebrating a historic moment for Long Island's tourism industry," said Kristen Reynolds, President & CEO of Discover Long Island. "The rebranding of 'Tumbleweed Tuesday' to 'Tourism Tuesday' represents a strategic shift, reflecting our ongoing efforts to transform Long Island into a dynamic, year-round destination through innovative, data-driven marketing campaigns designed to boost visitation during traditionally slower seasons."
"This initiative recognizes that Long Island has so much to offer beyond the summer season,” said Dede Gotthelf, Owner of the Southampton Inn. “For local businesses out on the East End, this type of strategic effort is essential not just for attracting visitors but for sustaining operations and keeping staff employed year-round. It’s about showcasing that the charm, beauty, and experiences of Long Island are available in every season, making it a must-visit destination all year long."
“With the new North Fork Arts Center, events like the holiday tree lighting, music, film, parades, and more, the historic village of Greenport is the perfect winter destination for fun and festivities for all,” said Greenport Mayor Kevin Stuessi.
Record-Breaking Tourism Growth
The press conference highlighted new data from New York State's Tourism Economics report, which showcases Long Island's unprecedented growth in the tourism sector. Highlights include:
- Visitor Spending: $7.5 billion in 2023, a 12.7% increase over the previous year.
- Tourism Jobs: Long Island now supports over 76,000 tourism-related jobs, the strongest recovery in the state.
- Economic Impact: Suffolk County saw a 15.6% increase in overall tourism spending.
- Tax Revenue: Tourism generated $900 million in state and local taxes, equating to a savings of $932 per household.
According to a separate report highlighting 2023 Travel USA Visitor Profiles by Longwoods International, Long Island received 41.8 million visitors in 2023. Of that 41.8 million visitors, 18.7 million, or 45%, are overnight trip visitors, and 23.1 million, or 55%, are day trip visitors.
Discover Long Island will continue to build on this momentum by implementing innovative and data-driven marketing strategies geared towards targeted audiences that position Long Island as a year-round destination. Utilizing cutting edge technology and tapping into consumer trends to build on the success of its award-winning campaigns, Discover Long Island aims to keep Long Island at the forefront of travelers' minds, ensuring sustainable and equitable growth for the destination.
Strategic Off-Season Marketing Initiatives
The tourism organization has implemented a series of sophisticated marketing strategies to boost off-season visitation. Last year’s winter campaign generated 25.8 million impressions, with a new investment of over $300,000 expected to drive even greater engagement this year. Highlights of their winter season strategies include:
- Holiday Season Marketing: High-impact campaigns in New York City during peak holiday times, when the city receives over 6 million global visors between Thanksgiving and New Years, including digital billboards in Times Square and ads in taxis and Broadway playbills, position Long Island as a premier winter destination for an extended stay in town or a quick getaway.
- Geo-Fencing: Targeted digital and social media ads around holiday hotspots like Bryant Park to attract New York City residents and international visitors to explore Long Island’s winter landscapes.
- Short Flight Long Island Campaign: Capitalizing on new direct flight routes to Long Island MacArthur Airport, encouraging those visiting friends and relatives for the holidays to explore Long Island during the off-season while supporting the new flights.
- Corporate Bookings: Discover Long Island’s sales team secured corporate bookings that generated over $26 million in economic impact during critical off-season periods in 2022 and remains dedicated to this effort.
- Sustained Growth: The rebranding of ‘Tumbleweed Tuesday’ supports a broader strategy to ensure Long Island remains a vibrant destination throughout the year, benefiting local businesses and communities.
Turning on the Off Season
The event concluded with the symbolic 'flipping of the switch' to "turn on the off-season," illuminating a newly unveiled neon sign. This gesture represents the exciting future of Long Island's tourism, where every season is filled with opportunity, excitement, and growth.
"Shoulder seasons, particularly fall, have now become a peak season for a significant portion of East End businesses. We’re seeing a shift where the colder months, long considered quiet, are now vibrant with activity and new economic growth,” Reynolds continued. “This renaming initiative isn’t just a change in terminology – we’re reflecting a new reality. By changing the narrative around 'Tumbleweed Tuesday,' we are not only changing perceptions but actively supporting our local communities and businesses, ensuring they thrive throughout the year."