New Yorkers: Take Your Vacation! Toolkit

New Yorkers: Take Your Vacation!

A Boost for Health, Happiness, and Tourism

At the NYS Tourism Excellence Summit, NYSTIA’s Bob Provost highlighted an eye-opening stat: New Yorkers leave up to 40 million days of paid time off (PTO) unused each year1! Even more—an estimated 12 million of these days, worth over $3 billion2 in PTO benefits, expire annually. Imagine the impact if New Yorkers used this time to travel, rejuvenate, and explore New York State!
Summit attendees gave an enthusiastic 'thumbs up' to develop an initiative to address this opportunity.

Help turn unused paid time off (PTO) into increased holiday travel in New York State!

Below are the tools for PHASE 1 of the initiative -
a grassroots social media to be conducted in November and December of 2024.

The goal of this campaign is communicate and advocate for the following points:

  • Urgency: Now is the time for employed New Yorkers to take stock any unused paid time off (PTO) they have remaining in 2024.
  • Benefit: Using PTO to travel and spend time with family and friends has a widespread beneficial impact on employee health, wellness and life satisfaction as well as workforce productivity, retention and morale.
  • Opportunity: Employed New Yorkers can conveniently use their remaining PTO days to enjoy seasonal events and experiences in nearby New York State destinations!

Bonus: Enormous upside economic potential locked up in New Yorkers' unused PTO3:

New Yorkers: Take Your Vacation! Toolkit

Phase 1 Documents & Resources:

Briefing

Branding

Social Media Plan

Graphic Elements

In-Feed Posts

Instagram Stories

NYSTIA's Bob Provost, featuring Kayla Lloyd and Silvia Marin from BBG&G Integrated Marketing, shared how you can get involved in NYSTIA's new campaign encouraging New Yorkers to use their PTO right here in New York State. Check out the recording below:

This initiative is supported in part by the New York State Tourism Industry Association and by a Market New York grant from Empire State Development and I LOVE NY/New York State’s Division of Tourism, awarded through the Regional Economic Development Council initiative.

Our thanks to the team at BBG&G Integrated Marketing for their efforts in launching this initiative.

Contact Kayla Lloyd with additional questions: kayla@bbggadv.com

Yes! Please include our organization as a participant in the 'NEW YORKERS: TAKE YOUR VACATION' campaign initiative!
Initiative Liaison:

Please list the name of the liaison who will be responsible for your content/social media postings.

1. Stats on unused PTO taken from a 2018 US Travel study sourced to Tourism Economics.
2. Economic value extrapolated from 1st quarter 2024 NYS Department of Labor statistics for mean and median daily wages. 
3. Economic value of PTO as instate travel extrapolated from a variety of sources and set at $157 per day, including meals, local travel, retail spending, fees and admissions and potential overnight lodging along with associated local and state taxes. NOTE: This estimate is considered conservative, as it assumes travel expenditures for a single individual and makes no assumption about co-traveling friends and family.

Sources