Launch of First-Ever “Live More Tour” Designed to Increase Travel Between New York City and Key U.S. Markets

Special Fare of $79 Each Way Between NYC and Miami Available for Limited Time For Reciprocal Travel During First Quarter

Miami (October 19, 2010) – NYC & Company and the Greater Miami Convention & Visitors Bureau today joined American Airlines to announce a new, first-ever collaborative effort to bolster tourism and promote travel between New York City and Miami in 2011. The first-ever city-to-city partnership comes as NYC & Company launches its national Live More Tour, designed to incentivize visitors to travel by highlighting exclusive flight deals and consumer offers in the two destinations. NYC & Company CEO George Fertitta, Greater Miami Convention & Visitors Bureau President & CEO William D. Talbert, III, CDME, and American Airlines Miami Vice President Marilyn DeVoe were on hand for the announcement, which took place at the Adrienne Arsht Center for the Performing Arts in downtown Miami.

“Traveling the country has long been a tradition for many Americans, but with the recent economic downturn, we have seen less activity,” said NYC & Company CEO and U.S. Corporation for Travel Promotion Board Member George Fertitta. “To this end, the national Live More Tour represents an exciting first step in reminding Americans about the joy and incredible impact of travel. Through this private-public partnership we want to motivate visitation by providing incredible offers to help give travelers great value and an exciting and rewarding travel experience. We are pleased to be collaborating with Miami to kick off this important and worthwhile initiative.”

”Travel and tourism is Miami’s number one industry and a generator of more than 100,000 jobs in our community,” said Greater Miami Convention & Visitors Bureau President & CEO William D. Talbert, III, CDME. “We are delighted to partner with New York City in efforts to increase travel and heighten the awareness of the rewards and benefits of tourism. Our destinations share many similar assets including our diverse visitors and residents, who have deep roots and interests in both communities,” added Talbert. “There’s never been a better time to visit Greater Miami and the Beaches to enjoy the many offerings of our tropical cosmopolitan destination.”

To promote travel between New York City and Miami, American Airlines today unveiled a special, limited-time reciprocal airfare deal of $79 each way. Reservations must be made and tickets must be purchased by October 21, 2010. Valid for round-trip travel to and from Miami International Airport and Fort Lauderdale-Hollywood International Airport to the three primary New York City airports (JFK, LGA, EWR). Valid travel period will be January 5, 2011 to February 25, 2011, with embargoes from January 15-17 and February 18-21, 2011.

"American Airlines is pleased once again to partner with NYC & Company to promote travel between New York City and our top American gateways," said Gerard Arpey, Chairman and Chief Executive Officer of American Airlines. "This relationship is important for our business, and we are committed to working with local tourism organizations and hope to attract more visitors and commerce to each of these cities."

In addition to the exclusive American Airlines travel offer, New York City and Miami officials today promoted several marketing programs and events for travelers to take advantage of over the upcoming months. NYC & Company specifically highlighted its Get More NYC campaign partnering with American Express, American Airlines, AT&T, and Travelocity and at retailers, restaurants, theaters and other culture institutions around the five boroughs. Some of the NYC promotions taking place this winter include the first-ever Broadway Week offering two-for-one tickets to more than 40 of Broadway’s hottest shows (January 24 – February 10); the upcoming NYC Restaurant Week Winter 2011 offering visitors prix-fixe meals at nearly 300 of the City’s high-end restaurants (January 24 – February 6); and the Off-Broadway Promotion “On the House” offering theater enthusiasts two-for-one tickets to some of the City’s most celebrated Off Broadway shows (January 24 – February 13). Additionally, more than 80 of the City’s top hotels will offer up to 35 percent off their best available rate from January 2 to February 28 when travelers book between October 15 and November 2. Further details on all of NYC & Company’s winter promotions can be accessed at

In the months ahead, the Greater Miami Convention & Visitors Bureau encourages visitors to take advantage of the many world-renowned events taking place throughout the destination, including Art Deco Weekend (January 14 – 16), Miami International Boat Show (February 17 - 24), South Beach Wine and Food Festival (February 24 – 27), Miami International Fashion Week (March 3 – 6), Miami International Film Festival (March 4 – 14), Winter Party Festival (March 9 – 14), Calle Ocho Festival (March 13), Sony Ericsson Open (March 21 – April 3) and Winter Music Conference (March). In addition, visitors can take advantage of co-op marketing programs developed by the GMCVB in partnership with hotels and local attractions. As summer approaches, signature programs such as Miami Spa Month (July), Miami Spice Restaurant Month (August and September), Miami Attractions Month (October) and Miami Live Music Month (November) provide extraordinary value for visitors to the destination. For more information on all upcoming events and promotions, visit,.

American Airlines travel bookings can be made through— fares are reciprocal for travel between Miami and New York City and New York City to Miami. These special fares are on sale for a limited time – from October 19 through on October 21 – so act quickly. Fares are valid for round-trip travel to and from Miami or Ft. Lauderdale and New York. The overall travel period runs from Jan. 5, 2011 through Feb. 25, 2011, with travel embargoes on Jan. 15-17 and Feb. 18-21, 2011. The fares are non-refundable and require a Saturday night stay. A $150 change fee applies as does the 9-11 Security Fee and PFCs of up to $4.50 per segment, depending on airport.

The Live More Tour—targeting travel between New York City and the metropolitan areas of Miami, Chicago and Los Angeles—comes on the heels of the Obama Administration’s appointment last month of NYC & Company’s CEO George Fertitta to the 11-member Corporation for Travel Promotion. The board is tasked with administering the successful launch of the Travel Promotion Act which will put in place a new public-private matching funds program featuring up to $100 million in private sector contributions and, potentially, $200 million overall to promote the U.S. The landmark legislation is expected to generate approximately $4 billion in new visitor spending and create 40,000 new jobs annually.

Last year, New York City (JFK, LGA, EWR) welcomed 777,000 Miamians while Miami attracted 1,606,912 New Yorkers to Greater Miami. More than 72 percent of the total passengers flying between New York City and Miami fly on American Airlines (2,830,854 total enplaned and deplaned passengers, including layovers). There are more than 19,000 flights between the two cities with 66 percent being American Airlines flights. American currently has 18 daily flights between Miami and the three primary NYC airports (9 flights to LGA; 6 flights to JFK; and 3 flights to EWR).

In 2009, New York City welcomed 45.6 million visitors who collectively spent $28.2 billion. For 2010, NYC is forecasting 47.5 million total visitors who will collectively spend an estimated $30 billion, which will represent a 4.2 percent increase over the previous year. Approximately 80 percent of New York City’s visitors are domestic. In August 2010, New York City’s leisure and hospitality industry employed 322,200 people—this represented an increase of 5.3 percent over the previous August.

In 2009, Greater Miami and the Beaches welcomed 11.9 million overnight visitors (52 percent domestic and 48 percent international) who spent $16.5 billion on lodging, food, shopping, transportation and entertainment. More than 102,500 people were employed by the visitor industry in 2009.

For more information on booking travel to New York City, visit

To plan travel to Greater Miami and the Beaches, visit

Fares shown do not include a Federal tax of $3.70 per segment (defined as one takeoff and one landing), passenger facility charges of up to $18, and the September 11th Security Fee of $2.50 per enplanement at a U.S. airport. Fare shown is each way based on roundtrip for economy class travel purchased on no later than October 21, 2010. Travel is valid starting Jan. 5, 2011 with all travel completed by Feb. 25, 2011. Embargo dates: Jan. 15-17 and Feb. 18-21, 2011. The fares are non-refundable and require a Saturday night stay. A $150 change fee applies. See for complete details and conditions.

About NYC & Company: NYC & Company is the official marketing, tourism and partnership organization for the City of New York, dedicated to maximizing travel and tourism opportunities throughout the five boroughs, building economic prosperity and spreading the positive image of New York City worldwide. For more information, go to

About Greater Miami Convention & Visitors Bureau: The Greater Miami Convention & Visitors Bureau (GMCVB) is an accredited not-for-profit sales and marketing organization whose mission is to attract visitors to Greater Miami and the Beaches for leisure, business and conventions. For a vacation guide visit our website at or call 1-888-76-Miami (US/Canada only) or 305-447-7777. To reach the GMCVB offices dial 305-539-3000. Meeting planners may call 1-800-933-8448 (US/Canada only) or 305-539-3071 or visit

About American Airlines: American Airlines, American Eagle and AmericanConnection® serve 250 cities in 40 countries with, on average, more than 3,400 daily flights. The combined network fleet numbers more than 900 aircraft. American's award-winning website,®, provides users with easy access to check and book fares, plus personalized news, information and travel offers. American Airlines is a founding member of the oneworld® Alliance, which brings together some of the best and biggest names in the airline business, enabling them to offer their customers more services and benefits than any airline can provide on its own. Together, its members serve nearly 700 destinations in more than 130 countries and territories. American Airlines, Inc. and American Eagle Airlines, Inc. are subsidiaries of AMR Corporation. AmericanAirlines, American Eagle, AmericanConnection,, We know why you fly and AAdvantage are trademarks of American Airlines, Inc. (NYSE: AMR)


Contact: Chris Heywood/NYC & Company 212.484.1270