May 16, 2022
Based on mobile location data, the percentage of visitors from New York (living outside the NY region they visited) who spent at least one night in an upstate region (excl. NYC/Long Island) was calculated and averaged across these regions. An overnight stay is defined as tourist that arrived prior to midnight (0:00) and stayed until 07:00 the following day.
We saw the average monthly percentage of in state overnighters dramatically increase in 2022 compared to prior years. In fact, the 2022 average percentage across upstate regions was higher than 2019, while 2021 showed the lowest percentage of NY overnighters for January to April months.
While (welcomed) domestic and international travel will increase this coming summer compared to recent turbulent years, it is important not to discount the impact and campaigning of New York visitors Roaming The Empire to support tourism recovery in the Empire State, and if and how this trend continues.
We will be tracking this and other meaningful metrics at the aggregate level so that you can assess your local market performance vs statewide regional experience. Look to future postings to the NYSTIA website/newsletter for added insights from your partners at Rove or reach out with questions or observations you'd like to share!
Sally Donovan
Client Relations Lead
sally.donovan@rovemarketing.ca
*Tourist Regions: Adirondacks, Capital-Saratoga, Catskills, Central New York, Chautauqua-Allegany, Finger Lakes, Greater Niagara Region, Hudson Valley, Thousand Islands.
Tourist Segments: Mobile Tracked Domestic Tourists, In-State Tourists.