TRAVEL DESTINATIONS
UNIT 3 – COMPULSORY AS UNIT – AQA
NEW YORK – NORTH AMERICA
AO4 – RECOMMENDATIONS TO POTENTIAL CUSTOMERS BASED ON AN
EVALUATION OF THE APPEAL OF EACH DESTINATION, AND AN
EVALUATION OF ITS LIKELY FUTURE POPULARITY.
In this section I will be looking at why New York appeals to different types of
customers. There are nine main factors, which contribute to the appeal of the
destination:
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Access
Culture
Climate
Natural attractions
Purpose built attractions
Events
Entertainment
Accommodation
Motivation for travel.
Access: many tourists do not want to travel to New York from the UK because of
its distance, the time it takes, cost and convenience. It can takes visitors 4-5
hours to get to UK airports such as Heathrow, at least three hours waiting in the
airport and nearly 8 hours flying time to JFK or Newark. However, I think that the
journey is worth the effort, whether people are taking a short 4-5 day short break,
which is becoming increasingly popular, or using NY as a starting point to explore
other parts of the USA. The short-break would appeal to couples/adults more as
the total journey length would be too much for families with young children. It
would, however, appeal to older teenagers, as they would be able to cope with
the tiring journey and jet lag. Everybody in our school party was tired but none felt
it was too much as to spoil the break. Access also involves politics as well as
transport. For example, NY has introduced new security measures as a result of
9/11. These have included tighter checks on passports and visas and more body
searches. Most of our party were searched – shoes were removed, pockets
emptied and so on. However, the entry into the USA was delayed by only a few
minutes and so potential visitors should not be put off. See previous notes on
travelling to NY.
Culture: although the language in NY is English, and supposed to be the same
as ours, many visitors find the city to be a totally different but enjoyable. There
experience of TV programmes from NY is soon endorsed. Often the taxi drivers,
the first ‘New Yorker’ you may meet, are of foreign extract and may only have a
poor knowledge of English. Part of the excitement of visiting NY is to try the local
food – bagels, burgers, steaks, pretzels, subs and to visit a diner for typically
American breakfast. This appeals to the young and old alike. Our school party
really enjoyed the diners, McDonalds, Starbucks and pizza outlets. We also had
an excellent meal in the Hard Rock Café, which was full of memorabilia from the
world of music. Leisure and business adults would also enjoy the many fine
restaurants in NY such as The Four Seasons and the Café des Artistes. Many
tourists would obviously enjoy the architecture, especially the Manhattan skyline.
Younger visitors are often bored by the architecture of historic places but the
skyscrapers seem to leave them in amazement. Art enthusiasts are also well
catered for by the Guggenheim and the Museum of Modern Art (the big ‘Moma’).
Finally, a visit to NY wouldn’t be complete without a shopping expedition to such
places as Macy’s, Bloomingdales and F.A.O. Schwarz.
Climate: the climate is not a great appeal factor for UK visitors to NY but many
try to avoid the cold winter and the hot, humid summers. (See previous notes on
climate).
Natural attractions: very few people would choose NY for its natural attractions.
The rivers Hudson and East are only really significant because of the buildings
built along them and the trade they bring. Also the islands that constitute NY are
not noticeable due to the heavy urbanisation. The Atlantic is also a means to an
end rather than an attraction as it carries the QM2 from Southampton and the
ferries to the Statue of Liberty and Ellis Island.
Purpose built attractions: it is the skyscrapers and other famous buildings of
NY that attract many UK visitors. Many tourists mistakenly think that Central Park
is a natural attraction but as previously described it is the result of a massive
project to turn a dilapidated area into a beautiful park that all New Yorkers are
proud of. My top ten list of places to visit really sum up NY’s appeal.
Source: www.letsgo.com/NYC/
1. Empire State Building. New York’s most famous skyscraper, a symbol of the
city all over the world.
2. Rockefeller Center. The greatest complex of buildings in the city. The outdoor
skating rink and walkways of this complex of office buildings are a great place to
people watch.
3. The Metropolitan Museum of Art. In my opinion, one of the greatest museums
in the world. You can't do the Met. There's just too much to see, too much to do.
Visit ancient Egypt or ancient Greece, or just revel in the splendour of their
European collection. This one might require a number of visits.
4. Central Park. A huge green paradise in the middle of New York? You'll have to
see it to believe it. Sun yourself, play ball, or frolic in the grass.
5. The Statue of Liberty and Ellis Island. One of the most recognisable sights of
NY and the USA, a 305 ft. high statue off the coast of Manhattan. Don't miss Ellis
Island, an excellent museum documenting the history of immigration into
America.
6. South Street Seaport. Glitzy stores and restaurants mixed with the historic
buildings make this a spectacular spot to view the East River and Brooklyn
Bridge.
7. Brooklyn Bridge. It's a cliché, but even locals make it a practice to
walk/jog/skate/bike across this suspension bridge. Tourists can see
it clearly from the South Street Seaport / the Staten Island Ferry.
8. Metropolitan Museum of Modern Art. New York's tribute to modern art. Van
Gogh and Matisse adorn the walls of one of New York's greatest museums.
Catch them in their new, temporary digs in Long Island City, Queens.
9. Chinatown. The only question: which one? There's one in Manhattan that is
traditionally known as Chinatown; another in Flushing, Queens; and yet another
in Brooklyn's Sunset Park. At all three locations, the Chinese food---a staple of
the New Yorker's diet---is the best in the city.
10. Times Square. This is in-your-face New York. Huge advertisements and packed
sidewalks mark the area. A great place to fend off pickpockets and catch a
Broadway show!
Events: NY holds thousands of events throughout the year. Possibly the most famous is
the St. Patrick’s Day parade, which is so popular that it brings NY to a standstill. When
our group were in NY we were fortunate to see the War Veteran’s Parade, which
included veterans from WW2, Vietnam and the Gulf War. The New York marathon is a
major sporting event, which attracts more than 20,000 runners and nearly a million
spectators. In places like Central Park there are numerous musical events, especially in
the spring and summer, which would appeal to all types of customers as the music type
varies from rap and jazz to classical and country.
Entertainment: whilst in NY visitors like to go to see the latest musical often to be found
in the theatre area around Times Square. Chicago was shown here before it was seen
in London. Visitors also enjoy seeing a musical or film before their friends back home in
the UK. Our group enjoyed seeing MatrixRevolution before our friends back in Wales.
Those interested in sport have the opportunity to see a basketball or ice hockey game in
Madison Square Garden or an American football game between the New York Giants
and New York Jets, or even a baseball game involving the New York Yankees or New
York Mets.
Accommodation: with over 66,000 hotel rooms available from the budget type to the
luxurious NY appeals to a variety of UK customers. Students and others seeking good
value can stay at one of the many YMCAs (e.g. the Vanderbilt) which can cost as little as
$30. Unfortunately NY only has one youth hostel unlike many European countries. Hotel
prices vary from around $150 to over $500. NY hotel rooms are ideal for families and
student groups as they can often accommodate four people. As the hotels charge per
room this can be a good value for money option. Better rates can also be obtained for
weekends as the business travellers go home. UK customers who are looking for
something special might want to consider one of NY’s best hotels such as the WaldorfAstoria or the Plaza. These offer excellent accommodation and service and are central to
the main attractions. Bed-and-breakfast accommodations are also on the increase and
are very competitive when compared with many hotels. Rates from agencies such as
the New World Bed and Breakfast Ltd can be as little as $80 per night. Self-catering is
less popular with UK visitors but apartments can offer a good alternative, especially to
independent customers who tend to make their own arrangements. Rates vary,
depending on the location and facilities, from $70 to $250 per night.
Motivation for travel: visitors may have more than one reason for flying to NY. As well
as the above factors couples may want to travel to NY for romantic reasons such as a
honeymoon or an anniversary of some sort. Education is another reason as many
students soak up the experience of NY as well as collecting information for coursework
projects. Whilst in NY we met with a local tourist officer who gave a talk on NY tourism
including its main attractions, statistics and recent trends after 9/11. A favourable
exchange rate, when the dollar is weak against the pound, attracts more tourists from the
UK as they can get more value for their money when buying clothes, going out for a meal
and visiting attractions. In the first 4 months of 2004 UK arrivals to NY increased by 16%
mainly as a result of the weak dollar. Finally, media advertising on TV and in newspapers
also influence visitors to go NY, especially when special offers are available. This
particularly appeals to potential customers who can take break from their place of work
at short notice or others who are retired.
Although NY is a popular destination for UK visitors a number of factors will have an
impact on its future popularity. The main factors include the following:
 Advances in technology: there are three main areas, which will have an impact
on NY’s popularity. Transport – the building of the new Airbus, which will hold
more than 500 passengers, could make NY more attractive to those who are
keen on the discomfort involved in long-haul flights. The new planes will have
more leg-room, more comfortable seats and better leisure facilities. As NY has
two major airports it will be able to take advantage of this new development.
Security – NY has already increased security at arrivals and departures with
more body searches and intelligence information. However, future technology
hopes to identify visitors by scanning their eyes and facial contours. This
will appeal to UK visitors, as NY will be safer to travel to. Internet – more
visitors will be using the Internet to make flight and accommodation
bookings in order to save money and be independent from mass tourism
operators. NY will have to be prepared in all its tourism sectors, especially
transport and accommodation. As other long-haul destinations become
competitive NY cannot afford to be complacent.
 Major events – NY has thousands of events throughout the year but it has
not hosted a major event such as an Olympics or world cup. The economic
tourism benefits which cities like Barcelona and Sydney received, as a
result of the Olympics, is a good indication of what major sporting events
could impact on NY. However, NY is likely to continue as a major event
destination for businesses hosting conferences, school and college
conventions and tourists enjoying the Easter and war veteran parades.
 Exchange rates: at present the exchange rate favours UK visitors as they
get good value for money when they visit NY. Only 3 years ago our school
went to NY and the exchange rate was only $1.40 to the pound, whereas
now it is around $1.85, an increase of over 30% – also see previous notes.
However, there is no guarantee this will continue as the USA’s economy
may improve and the UK’s may decline. Should the exchange rate worsen
then many UK visitors will be tempted to explore other long-haul
destinations, especially the rapidly developing Far East and Middle East.
 Terrorism – the attack on NY’s Trade Centre twin towers had a dramatic
effect on tourism visits to the USA, and NY in particular. However, the
effect was only short-lived as many tourists were returning within 18
months. In fact ‘ground zero’ has become a major tourism attraction! This
was evidenced by the local tourist officer in NY and the tourism increase
for the first four months of 2004 – see previous notes. However, many
people are still wary of the terrorism threat from Al Qaeda and similar
groups, especially as the US troops are still in Iraq, and their government
continues to be aggressive towards countries like N. Korea, Syria and Iran.
A future major terrorism attack would hit NY’s tourism trade however,
history shows the blip may only be temporary.
 Promotional activity – NY is fortunate in that it is continually promoted on
TV programmes and in newspapers and magazines. If the media continue
to highlight NY’s appeal then its future as a major long-haul destination is
assured. However, NY cannot rely on ‘outside’ agencies to promote the
city it must promote itself via the website, promotional material and any
major events it stages.
 Fashion – as NY is firmly established as a favourite for UK visitors as a
long-haul destination fashion is unlikely to affect its popularity. However,
the city cannot afford to be complacent as newer destinations become
increasingly popular such as Bangkok, Dubai and Beijing. The project to
replace the twin towers of the World Trade Center is providing NY with an
opportunity to provide another major man-made attraction, which will
certainly attract much tourism interest in the future.
 Statistics – however, as the graph from The Telegraph (April 2006) shows
tourists visits to the USA have declined between 1998 and 2004. This
could be partly due to 9/11 and other terrorist threats but it could also be
due to the fact that tourists are looking for new destinations such as China,
Japan and Eastern Europe
Commentary:
The candidate has made appropriate recommendations to a wide range of potential
customers based on a detailed evaluation of New York’s appeal. The section New
York’s future popularity is in sufficient depth to access MB4 and valid and
appropriate predictions have been suggested.
Independent working (MB4) can be confirmed by assessor’s comments.
Candidates and centre assessors might want to compare this approach with the
following AO4 based on Milan.
Marks: MB4 – 11.
Total: 53 - comfortably an A grade. It must be remembered that candidates will need
to produce a similar standard of work on a European destination to gain an overall A
grade.